The rise and rise of niche nutrition

Niche is now

As today’s consumers understand more about pet health and environmental-related concerns increase, their focus on products and ingredients that are both sustainable and healthy continues to grow. They choose to buy natural and organic food for their families, so – given the humanisation trend – is it any wonder that similar trends can be seen in the pet food market? 

According to market research company Technavio, the global pet care market is expected to show a 5% compound annual growth rate from 2018-2022. As pet food is always one of the biggest product segments, we need to pay attention to the increasing demand for niche products in that segment. Besides pet health, manufacturers also need to think about other factors that influence consumer choices, such as the provenance of ingredients, clean labels, and environmental impact. 

Going global

The popularity of pet ownership in the US and European markets means they remain dominant. Other markets, such as Asia-Pacific, continue to show substantial growth: as disposable income among pet owners rises, so does the requirement for specialised nutrition.

Pet foods marketed as organic and natural have been popular for some time and, from that starting point, other niche nutritional trends are becoming more attractive to pet owners. With buying preferences for terms such as wild, locally-sourced, natural, and gluten-free gaining momentum, the development of products that meet these needs will be a key factor in driving the growth of the global pet food market. 

A focus on high-quality ingredients 

There is an obvious link between poor nutrition and poor pet health, so the steady growth of the premium pet food market is no surprise and should only continue this year and beyond. The need for high-quality ingredients that can maintain (or even improve) animals’ health means the scope for new and innovative products is broad, offering plenty of opportunities for both new start-ups to emerge and existing players to widen their nutrition-based product lines. 

Following the trend

While dog and cat food offer the most potential for sales, smaller pets such as reptiles and small furries should not be overlooked. Market trends tend to follow on from the more popular pets to the rest of the market, so pet foods that offer tailored nutrition and have a focus on health and well-being will be popular. 

Whether lifestyle choice or health requirement, the growth of premium foods and niche nutrition is a development that cannot be ignored. Consumer preferences are – and continue to be – for the more natural, sustainable, and ‘clean’, with the welfare of our pets and our planet high on the agenda.