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.”

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

Solo Gelato and Barry Callebaut join forces to disrupt ice cream market with capsule innovation

11 Dec 2017 --- Israeli-based startup Solo Gelato has been developing a Nespresso-style capsule system that makes fresh ice cream in an instant – and Barry Callebaut has been helping to bring this goal to fruition.

Food Ingredients News

Sugar reduced solutions in abundance at FiE 2017

11 Dec 2017 --- Sugar reduction was the focus for many exhibitors at this year's Food ingredients Europe 2017 (FiE), even in indulgent applications, such as chocolate and desserts. With 2018 set to be a big year for sugar reduction and with sugar taxes coming into effect in Ireland and the UK, many ingredients suppliers are looking to innovate even further in the space of sugar reduction.

Food Ingredients News

Omya responds to fast-growing need for calcium and vitamin fortification

11 Dec 2017 --- At the beginning of this year, global producer of calcium carbonate, Omya, began to address the needs of the fast-growing vegan market, by expanding their offering of their Calcipur brand for producers of plant-derived drinks based on soy, rice, oat, coconut or almond. As the demand for calcium and vitamin fortification grows due to evolving lifestyles trends, Omya’s platform offers an array of opportunities within the vegan space as well as several major consumer groups. Calcium deficiency is a growing concern and Omya is responding to those requests.

Business News

Firmenich tips fig as “flavor of the year” for 2018

11 Dec 2017 --- Firmenich has named fig as “Flavor of the Year” for 2018 based on the growing appeal for this healthy and fruity flavor worldwide. “With its numerous health benefits and sweet and satisfying flavor profile, fig offers endless opportunities to inspire our customers and delight their consumers across a wide range of food categories,” says Chris Millington, President of Firmenich, Flavors.

Food Ingredients News

Almond Board of California envisions farm of the future with $4.8m investment into research

08 Dec 2017 --- The Almond Board of California (ABC) has announced an investment of US$4.8 million in 64 independent, third-party research projects exploring next-generation farming practices. Additionally, ABC released the first annual Almond Sustainability Publication, entitled Growing Good, which highlights the California Almond community’s commitment to sustainability.

More Articles