Lynn Dornblazer, director of innovation and insights at global market intelligence agency Mintel, said there is more innovation happening in pet food than in human food these days. New products continue to be introduced in the pet food market, with dog and cat food accounting for approximately half of new product introductions.
“About a third of pet food products introduced in the past five years have been from new companies or brands, which is far more than what we see in human food,” Dornblazer said. . “And the majority of pet food launches took place in Europe.”
Her session will kick off “Nourishing Companions: Emerging Trends in the Global Pet Food Market” American Feed Industry Association”At the Pet Food Conference held in Atlanta on January 30th during IPPE 2024, Dornblazer said there are three important global trends in pet food to explore.
- Personalize your products and formulations
- Natural and easy-to-understand ingredients
- sustainability
1. Product and Formula Personalization
Pet obesity is a major concern for consumers, Dornblazer explained, and customized, individualized diets could provide assistance to pet owners.
“One of the main concerns of pet owners, and one that could benefit from a personalized approach, is obesity,” she said. “In France, for example, 33% of pet food buyers believe their pet would benefit from losing weight. In the UK, 62% of pet food buyers believe their pet would benefit from losing weight. I agree that I could benefit from cutting back and am interested in a personalized meal plan.”
Personalization comes in many forms, and “health” means different things to each pet owner. There are products on the market that contain fewer calories, are formulated to support kidney function and intestinal balance in older dogs, and feature prebiotics to support overall health.
“Pet food consumers are now looking for products that support 'healthspan,' not lifespan,” Dornblazer says. “They value products that promise to optimize their health.”
He noted that dog and cat food packages are increasingly making health claims. Changing your pet's food can be difficult due to the potential for digestive issues, but during the transition period, consumers can be prepared to change their pet's diet to optimize their pet's health. It seems that it has been created.
“A significant number of dog and cat owners in the United States have changed their pets' diets in the past year to improve their health and wellness,” Dornblazer said.
What does the future hold for products and personalization? Eating according to your DNA.
While there are dog foods tailored to specific breeds and DNA testing to understand a pet's breed makeup, there is a gap in DNA-tailored pet food, Dornblazer said.
“As consumers continue to look for ways to personalize and optimize their own health, we anticipate that some will think the same way about their pets,” she said. “In France, 31% of pet owners believe they would be willing to pay to have their pet's DNA testicles taken in order to find the healthiest diet for their pet. However, brands We need to make sure that it doesn't become outrageous.”
Completely customized and healthy formulas can appeal to consumers willing and able to pay a premium for pet food, Dornblazer said. “Additionally, offer products that address weight management.”
2. Natural and easy-to-understand ingredients
As with human food, the trend toward the value of natural products in dog and cat food continues to be strong, with an emphasis on the absence of artificial ingredients and a small but growing emphasis on refrigerated and frozen products. It is written.
“In the U.S., 23% of pet owners are looking for products with limited ingredient lists,” says Dornblazer.
For example, Mars Petcare has expanded its Nutro range to include: Nutro So Simple is a dog food with just a handful of key ingredients, and is prominently illustrated and labeled on the front of the package.
“The 'bad' tends to focus on additives,” says Dornblazer. “Globally, when it comes to overall 'naturalness' claims, the mainstream is no additives, no artificial colors, flavors or preservatives.”
One way to achieve “naturalness” is with frozen or refrigerated pet food. These products are more likely to feature natural claims than shelf-stable releases.
“To provide their furry family members with natural products, some pet owners are turning to the launch of 'fresh' pet foods, whether frozen, refrigerated or homemade,” Dawnblazer he said. “Globally, frozen and refrigerated products are more likely to feature natural claims than shelf-stable products.”
He said only about 1% of the products launched each year around the world are sold frozen or refrigerated.
What lies ahead for the natural materials trend? Frozen/refrigerated pet food will become more mainstream.
Dornblazer said retailers are starting to offer their own frozen and refrigerated pet foods, although the number of new product introductions is low. Woolworths South Africa offers frozen pet food in the freezer section of the pet aisle. Britain's Asda will launch the country's first private label line in 2022. In the United States, some retail stores that sell JustFoodForDogs have kitchens where consumers can watch their meals being prepared. And in 2022, Mars acquired Nom Nom Nom, a brand that makes tailored chilled meats.
“In pet food, a small number of ingredients is not the problem, except in some cases,” she says. “Rather, it is the purity and provenance of key ingredients that matters.”
3. Sustainability
The pet food industry is seeing an increase in sustainability claims of all kinds, especially those related to packaging. There are also several benefits associated with the sustainability of raw materials, offering countless ways to appeal to consumers.
As the number of products making environmental and ethical claims continues to grow, Dornblazer said there are several important areas for the pet food industry to explore.
- Continued focus on sustainable packaging
- Sustainability of raw materials, including regenerative agriculture
- upcycled ingredients
- water use
Consumers want to know about the environmental impact of pet food, Dornblazer said.
“In the U.S., 61% of pet food buyers want brands to limit their environmental impact,” she said. “In Colombia and Mexico, 62% of consumers say environmentally friendly packaging is important when choosing food for both humans and pets. In Italy, 79% of pet owners say They want to know more about the environmental impact of the pet food they buy, and in Germany, 54% of pet owners say they would always prefer ethical alternatives to regular pet products.
“Consumers want to know what's in there, and it's that simple,” she said.
Some pet food brands are talking about regenerative agriculture, aligning with the human food movement. “The numbers are small,” Dornblazer said. “But there's an interest in it.” In the United States, he says, 74% of consumers say companies should be more transparent about their farming practices.
There is also a growing interest in upcycled ingredients among pet owners. In Poland, 58% of pet food buyers are interested in pet food made from raw materials that would otherwise go to waste. His 68% of French consumers believe that pet food made from leftover ingredients has a positive impact on the environment.
What might happen next in terms of sustainability trends? A focus on reducing water usage.
“On the packaging of Purina Dog Chow Extra Life Meat and Chicken Double Protein Food from Argentina, the manufacturer states that it reduces water consumption by 15%,” Dornblazer explained. “Finland's Dasmark Levi Domestic Complete Foods explains on its packaging that “growing potatoes is environmentally friendly and requires much less water than, for example, growing rice.''
Dornblazer said consumers are unwilling to pay more for sustainability basics. They expect companies to do the heavy lifting for them, and in return they will buy their products at the same price.
“There are many ways to go about sustainability, but the most common one is through packaging,” she said. “Tell them about all the work you are doing for the benefit of pets and the planet.”
Lynn focuses on new product trends. Dornblaser's nearly 35-year career has given him a unique perspective on markets and new product development. An experienced speaker, Lin has been quoted by major US news outlets including: Wall Street Journal, USA Today, New York Times and CNN.
