Tailored food for kittens and puppies

Puppy and kitten formulas:falling short of demand

Adopting and owning a pet is becoming extremely popular. Out of all the pets owned, two out of three are less than one year old. This is a potential growth market for puppy and kitten formula sales. Ironically, however, the number of products specifically catering to our youngest pets is lagging behind.
The result is that puppy and kitten owners purchase regular pet food, instead of opting for formulas specifically crafted for young pets. It is high time for pet food manufacturers to take a close look at this pet food section and start providing products that meet the demands of present-day pet owners.

Making it transparent

For one, the rising awareness of ingredients in pet food is creating a demand for clean-reading labels. Pet owners want to know exactly what products are made of, as well as where they are sourced. They increasingly prefer human-grade ingredients, that come from humanely raised animals. In fact, they are willing to pay more to ensure the product is produced in an ethical and environmentally responsible way.

Return of grains

High protein formulas based on fresh meat and diets labelled as ancestral and biologically appropriate are highly valued by consumers. Yet, due to concerns raised in relation to canine dilated cardiomyopathy (DCM), the popularity of grain-free products is likely to significantly decrease. Although the connection between grain-free diets and DCM still needs to be verified, some companies have already cut back the amounts of legumes and potatoes in their pet food and are adding ancient grains, such as quinoa and rye instead.

Healthier food, healthier pets

There is a growing preference for organic, GMO-free and single-source protein products. This trend also applies to treats. We see that pet owners are paying more attention to functional ingredients, such as probiotics, salmon oil and CBD. They are also interested in food that applies new technologies, for instance, those that cut back the use of preservatives.

Customised and home-delivered

The growing trend for humanisation has boosted the popularity of personalised pet formulas. Home-delivered food, as well as meal toppers and add-ins, are attracting consumers who value the health and well-being of their pets. Customisation allows owners to pre-craft meals or subscribe to catering services that provide fresh, homemade meals delivered to their doorstep. Some retailers even let customers draw up a customised blend of pet foods.

Puppy and kitten formulas need a complete makeover

Providing fitting answers to the latest trends seen on the pet food market offers pet food manufacturers huge potential, especially where it concerns kitten and puppy formula sales. Putting extra effort in marketing and creating products that meet the expectations of present-day pet owners will boost sales and the potential to build brand loyalty among the youngest generation of pet parents.