As demographics shift and Millennials become the largest consumer group, the younger generations values of health and sustainability are driving innovation in pet products. With pet food trends continuing to mirror those of human nutrition, there’s an ever increasing demand for natural, plant-based and sustainably sourced products for companion animals. With consumers priorities changing, the priorities of pet health brands will also need to evolve in order for them to remain competitive.
Complete nutrition from plant-based products
Creating plant-based products is one route that brands are taking to satisfy the needs of the progressively eco-conscious consumer. With dog and cat food accounting for over a quarter of the environmental impact of meat consumption in the US [1], and likely similar levels in the UK, it’s understandable that consumers are increasingly looking for plant-based pet food. However, as awareness around health and nutrition grows, pet parents also expect to see formulations that provide complete nutrition for their four-legged friends. Despite this, it remains common for pet food products (plant-based or not) to lack certain essential nutrients, such as iodine [2].
Given that pets tend to eat the same foods daily and lack the same variety in their diets that we have as humans, ensuring nutritionally complete meals is even more important. With over a third of UK dog food buyers believing it is good for pets to regularly have a plant-based meal [3], as well as strongly agreeing that they are willing to spend more on pet food with health and wellbeing benefits [4], it’s time for pet food manufacturers to step up to the plate (or bowl) and formulate more nutritionally complete, plant-based options for our furry flexitarian friends.
Growth for natural and clean-label ingredients
With human nutrition trends continuing to influence the pet nutrition market, consumers are opting for pet foods and pet health products composed of fewer and simpler ingredients. With pets increasingly seen as family members, the majority of pet parents now expect their pet’s food to be human quality – fuelling interest in natural, healthy and clean-label ingredients [5]. In fact, most pet owners report giving equal (53.1%), or more priority (43.6%) to buying healthy foods for their pets, compared to themselves [6]. This is leading consumers to look for the same claims on their pet’s food as they would their own, including claims such as ‘all natural’, ‘plant-based’, ‘organic’ and ‘non-GMO’.
A recent global study by Beneo confirmed this, finding that the primary interest of both dog and cat owners is for natural pet foods with additional benefits. Consumers increased awareness of ingredients lists was also demonstrated, with 79% of pet owners saying that they checked the labels on their pet’s food to identify any ingredients that they disliked, such as those that aren’t natural [7].
Sustainable sourcing and transparent traceability
The continuing humanisation of pets has not only led consumers to question the ingredients that are going into their pet’s food, but also the origin of these ingredients. An increased awareness of product fraud from previous scares within the food industry, combined with concerns over ethical sourcing and product adulteration has led to an increased demand for traceable ingredients. Consumers now want to understand what each ingredient is, why it is included and the benefit that it adds to the product [8].
Increased awareness of the impact of conventional farming is also contributing to an increased demand for ingredients that have been sourced and farmed sustainably, with Mintel reporting that 27% of pet food purchasers want to see more sustainably sourced pet foods [9]. While not all manufacturers are equipped with supply chains able to provide a level of traceability demonstrating the sustainable sourcing of ingredients, in today’s market, demonstrating the quality of the ingredients used with traceability back to the farm could be a key way to add value.
PureSea® Pet
PureSea® Pet is a wholefood solution to the continuing consumer demands within the pet food market. Providing natural, sustainably sourced and essential plant-based nutrition for pets, PureSea® Pet can add value to your pet products.
PureSea® Pet adds functional benefits through the natural source of iodine that it provides. Iodine can play a key role in helping to keep pets healthy through increasing metabolic rate, improving skin & coat, improving dental health and aiding in weight management.
As the only natural plant-based source of iodine, seaweed offers a clean-label way to fortify plant-based pet food with the essential nutrition that it lacks. PureSea® Pet is measured every batch for iodine levels, with safe and consistent amounts evidenced over many years of production. In addition to this, every batch is uniquely DNA authenticated to ensure full and transparent traceability. What’s more, PureSea® Pet is produced to food grade standard, unlike other similar products which are usually agricultural grade.
PureSea® Pet is available in fine granules and can be incorporated into dry mixes, wet foods and sauces, and extruded applications.
Contact us for more information.
[1] Okin, G.S. (2017) Environmental impacts of food consumption by dogs and cats. PloS One, 12(8).
[2] Zicker, S. and Schoenherr, B. (2012) The Role of Iodine in Nutrition and Metabolism. Compendium: Continuing education for veterinarians.
[3] Mintel (2020) Four-legged flexitarians: Over a third of UK dog food buyers believe it’s good for pets to regularly have plant-based meals.
[4] https://ga-petfoodpartners.co.uk/knowledge-centre/pet-food-trends-to-watch/
[5] Straus, M. (2022) Searching for greener pastures. Nutritional Outlook, 25(5).
[6] Schleicher, M., Cash, S.B. and Freeman, L.M. (2019) Determinants of pet food purchasing decisions. The Canadian Veterinary Journal, 60(6), pp. 644-650.
[7] https://www.feedandadditive.com/consumers-wants-high-quality-natural-and-healthy-ingredients-in-pet-food/
[8] https://www.fossanalytics.com/en/news-articles/feed-and-forage/the-humanisation-of-pet-food-from-kibble-to-gourmet
[9] https://www.canr.msu.edu/news/do-consumers-care-about-sustainable-pet-food