Leveraging the opportunity of novel health ingredients

A dynamic market

The COVID-19 pandemic, continued growth in the pet population and stressors like the grain-free and dilated cardiomyopathy (DCM) controversy are driving continuing change in the pet food industry. This ongoing change creates opportunities for brands to re-evaluate current products and create new ones. A number of ingredients, so far under-utilised, could be used to create product distinction and capture marketplace growth, such as new types of dietary fibres, oats, barley and organic minerals.

Natural fibre sources

The benefits of dietary fibres for pet health have become widely accepted. Besides the commonly accepted fibre sources, under-developed sources offer potential to tailor the types of fibres included in pet foods. Miscanthus grass is a commercially farmed, sustainable, and high-cellulose fibre source derived from a perennial grass. Cellulose fibre is used in high fibre weight loss diets and hairball control diets. Miscanthus use is compelling due to its competitive price position versus current cellulose fibre sources and has consumer appeal with its natural-sounding name.

Pecan shell fibre also has a sustainable position since it is a by-product of the pecan industry. Shells from the nut harvesting process are ground to produce a fibre source. Pecan shell fibre is not only high in cellulose but also rich in antioxidants at levels that rival those in some berries (like blueberries and cranberries), enabling claims beyond its fibre content.

Glucan-containing grains

Even prior to the rise of grain-free products, barley or oats were not widely marketed for use in pet food. Both grains promote a low glycaemic response, partly due to their glucan content. People routinely consume both grains which are considered ‘heart-healthy’ for humans due to their influence on blood cholesterol. While blood cholesterol is not a concern in pets, the actions of glucans in promoting healthy blood lipoproteins, as well as reducing glycemia and aiding satiety would be appealing to enhance the health of overweight pets.

Organic minerals

Organic minerals are those that are chelated to amino acids or proteins, whereas inorganic minerals are chelated to non-carbon containing anions (for example, iron sulphate, manganese oxide and zinc oxide). Organic minerals generally have improved bioavailability and have been shown in various species to benefit reproductive health, skin and nails, and immune function. Improved bioavailability also reduces the amount of minerals needed in the diet thus reducing environmental impact.

Heart-healthy

The backdrop of grain-free and DCM has heightened consumer awareness of heart health. Red meats are rich sources of heart-healthy nutrients like methionine, taurine, carnitine, choline and others. Heart meats offer even higher concentrations of these nutrients.

Change in the marketplace has created an opportunity to capture increased product sales. Innovative pet brands can capitalise on under-developed ingredients to create product distinction and benefit pet health.