What are the latest pet food formulation trends?

Product launches

Between June 2020 and May 2021, more new pet food products were launched in the United States than the periods before:

‘All natural’

More of these new products had an all-natural claim, compared to the years prior:

In their research, they found that 36% of pet owners in the US look for all-natural pet food. 

While the all-natural claim is an important purchase driver for pet owners, other clean-label ingredient claims have garnered a bigger focus in launch activity over the past year.

For example, brands have ensured that meat is the primary ingredient in recipes, have limited the length of ingredient lists and have also highlighted the absence of animal byproducts.

Top ingredients

Of all products looked at since June 2018, 15.1% of them contained chicken. Beef was the 2nd most popular flavor in their sample with 7.3%.

When looking at fruit ingredients, 170 products contained cranberries. 147 products contained blueberries and 110 had apple as an ingredient.

Health claims

88% of pet owners in the US say it is important to take preventative measures to protect a pet’s health. Pet food and treat brands are responding to this interest in preventative health by launching products that feature multiple health benefits.

What are the most interesting health an wellness claims according to consumers?

Digestive health is most top of mind for consumers, according to the research, with hearly 60% saying that they would like to see that particular claim for the pet food and treats they purchase.

Future

For the next two years, they predict that more pet food brands will strive to achieve a balance between nature and science, while also working on reducing their ecological paw print. As Millennials forge stronger bonds with cats, pet food brands will give more attention to the feline side.

 

For the full report, click here