Pet Food Trends Reflect Changing Pet Status in the Home

635696110317085611petfood.jpg

11 Jun 2015 --- Rising levels of interest in health, snacking and indulgence are trending in the pet foods market, as owners increasingly treat their pets as family members, reports trends tracker Innova Market Insights. This is leading to strong innovation and profit potential in the prepared pet foods space.

“With the high level of emotional attachment that many owners have with their pets, they are treated more like family members or even children and given only the very best in terms of food and care,” reports Lu Ann Williams, Director of Innovation at Innova Market Insights “So it is not surprising that trends apparent in human prepared foods are increasingly in evidence in pet foods.”

Dog food lines still account for the majority of pet foods launches globally, with 49% of the total recorded by Innova Market Insights in the 12 months to the end of March 2015. But the share of cat food has risen markedly over the past five years (from 30% to 45%). This reflects the growing popularity of cats as more convenient pets for busy modern lifestyles and the consequent growth in the range and types of products being introduced. Likewise the popularity of smaller dogs has also grown, resulting in the appearance of more products tailored to their specific needs in terms of formulation and portion-size. 

Williams spoke to FoodIngredientsFirst: “It has always been interesting to see how closely pet food resembles or follows what’s happening in food for babies and kids,” she said. “The only two consumer groups that don’t choose their own food are babies and pets.”
 
She continued, “Another interesting aspect of pet food is that since the pet eats the food it is given, it’s possible to see if some of health benefits claims on the product are efficacious.”
 
Nearly 73% of global pet foods launches recorded by Innova Market Insights in the 12 months to the end of March 2015 used a health positioning of some kind, rising to over 82% in the US. This covered a wide range of types of claim, including the use of healthy ingredients such vitamins and minerals, omega 3 fatty acids and glucosamine, as well as nutritionally balanced formulations targeted at particular age groups or health conditions. Natural formulations are also a key area of activity, with nearly 14% of global launches using a natural positioning, rising to nearly twice that level in the US.

The pet treats and snacks market has been one of the fastest growing sectors of the market in recent years for both dogs and cats. This sector in particular has seen rising levels of interest in offering nutritionally balanced and tasty treats, often with additional health benefits. 

Oral care is a particular area of interest in the dog foods market, with over 18% of launches featuring oral health claims and the appearance of specialist snack and treat products such as Pedigree Dentaflex from Mars. As pets live longer, joint health claims are also increasingly being featured; used by 7.4% of dog foods launches globally.

The cat treats market has also seen activity in functional lines, as well as in new shapes, flavors formats and combinations. Nestlé Purina’s Felix Twists, for example, were launched into the cat snacks market in Europe featuring spiral-shaped twisted sticks combining two flavors, rich in either fish or meat.

“The snackification of foods is a huge trend and that has now crossed over into pet food,” said Williams. “There has been a lot of innovation in terms of shapes and ingredients and we expect this to continue. There are also a lot of new smaller players entering the market. As a result of this, we’ve also seen big changes in packaging; it’s similar to what’s happened in baby food over the past few years.”

To contact our editorial team please email us at editorial@cnsmedia.com

Innova Market Insights

Collapse

The Innova Database is the product of choice for the whole product development team. See what food manufacturers are doing around the world in a way you never thought possible.

Track trends, competitors, ingredients and flavors. It contains excellent product pictures, search possibilities and analysis. Get the world of new products on your desk, set e-alerts, examine category activity, find new ideas, be inspired.

In today's fast moving environment this is a resource you cannot afford to be without.

Related Articles

Business News

Healthier snacking: PepsiCo Mexico achieves 24 percent sugar and salt reduction

17 Aug 2018 --- PepsiCo Mexico has cut down on sugar and salt across its snacks portfolio by 24 percent as part of a long-term reformulation strategy designed to reduce added sugars and sodium across products.

Business News

Rethinking seafood: “Cellular aquaculture” pioneers BlueNalu raise US$4.5m

17 Aug 2018 --- As cultured meat continues to attract attention from global investors, manufacturers and start-ups, a US firm is pioneering a technique of producing real seafood products directly from fish cells. The technology is tipped to be a disruptive game-changer to current industry practices. Just two months after the launch of the company, BluNalu, a trailblazer in the field of “cellular aquaculture,” has announced the closing of a US$4.5 million seed round.

Food Research

A rich scientific harvest: The wheat genome is finally cracked

17 Aug 2018 --- The International Wheat Genome Sequencing Consortium (IWGSC) has published a detailed description of the genome of bread wheat, the world’s most widely cultivated crop in the international journal Science. This work will pave the way for the production of wheat varieties better adapted to climate challenges, with higher yields, enhanced nutritional quality and improved sustainability.

Food Ingredients News

Weekly Roundup: BASF closes Bayer seeds buy, ADM strengthens oilseeds processing position

17 Aug 2018 --- In a busy week on the commodity front, BASF closed the acquisition of Bayer’s global vegetable seeds business, ADM reached an agreement to purchase certain assets of Brazil-based Algar Agro and IMCD reported positive results for the first half of 2018. Louis Dreyfus Company (LDC) published its sixth annual Sustainability Report, outlining progress towards its ambitious targets for a sustainable future.

Food Ingredients News

Allen Flavors achieves milestone in organic ingredients

17 Aug 2018 --- US-based Allen Flavors has announced that their portfolio of organic ingredients has surpassed a significant milestone, reaching more than 1,000 certified organic flavors, extracts and bases.

More Articles