Pet food comprises 75% of global volumes; however, innovative formats, functionality claims, and sustainability initiatives are becoming key trends within the premium pet food market.
Mark Strobel, Senior Research Manager with Euromonitor International and speaker at Petfood Essentials Kansas City in Missouri USA stated as much during a May 1 address at this event.
Dry pet food offers many advantages: convenience, shelf stability, long shelf life and nutritional benefits – even for longer-lived pets such as those being fed dry kibble by some owners for decades,” according to Strobel. Plus it’s cheaper than wet foods providing the optimal combination between affordability and quality!
Strobel highlighted that, despite efforts by pet food brands to distinguish their product from competitors by featuring images such as wilderness scenes, wild animals such as wolves and bobcats, raw meats, or fresh ingredients on their packaging designs, there often exists an “kibble disconnect” when opening the package reveals similar product inside as any similar one on the market.
“Dry kibble has not changed much in decades; however, its packaging seems to mislead people into thinking what is inside is what the packaging promises,” according to Lefkowitz. This opens up plenty of opportunities with new processing methods and formats of pet food that make the pet food resemble food that one may eat themselves or feed to their family members.
Newer Processing Methods
Strobel noted that newer processing methods include raw, fresh cooked and “new wet” products – stews, broths, pates and purees – have seen rapid expansion over the past several years, thanks in no small part to online retail channels such as ecommerce.
Euromonitor estimates that by 2028, over one third of global pet care sales will take place online. Ecommerce accounted for 17% of sales globally in 2019 but has steadily increased each year since. By 2028 it will make up 23%.
Strobel noted that, according to research conducted between January and February 2023, 30% of U.S. pet owners feed their pets wet food almost daily, and 12% fed raw food almost daily – leading them to choose premium wet dog and cat food as the fastest-growing segment within pet food.
Pet humanization has also lead to product diversification for animals, with snacks, beverages and baked goods now specifically targeting pets. According to Euromonitor’s Lifestyle Survey, 71% of pet owners globally consider their pets family members, and this proportion continues to increase in emerging markets.
Functional Claims
Pet owners increasingly see their animals as members of their households and are looking for ways to meet their specific dietary needs through food.
Strobel highlighted that taurine can support cardiovascular health, fiber and probiotics are beneficial to gut health and vitamins and selenium are used for immune support – all functional ingredients with many potential uses that must be highlighted to find their intended benefits.
Natural and organic claims are also key, reflecting human food trends.
“Free from” claims are also becoming more prominent; pet food packages typically carry four label claims: grain free, no artificial preservatives, no artificial colors and flavors (the top four), with these increasing over time.
Pet owners shopping online can quickly identify products with free-from claims, making the search for these items simpler and faster, according to Pet Care Expert Rob Nixter.
Pet owners have become increasingly concerned with the sustainability of pet food packaging, ingredients and sourcing.
“Sustainability has become an important consideration when it comes to pet food,” Strobel stated.
Innovation has led to the creation of packaging that is fully recyclable or made of recycled materials. Innovation also facilitated the growth and inclusion of alternative proteins derived from insects or plant sources into pet food formulation.
Stobel noted a growing awareness for “responsible sourcing” of ingredients and the “humane raising” of animal proteins sources.