By: Dave Carter
The humanization of pets has exploded over the past few decades as Fido moved off the front porch and into the bedroom (or on the bed), and Fluffy traded chasing mice in the barn for curling up on the couch.
This trend has translated into how pet parents view the food and treats they feed their companion animals. Some consumers want their companions to follow the same diet as they feed the rest of their family. However, pet nutritionists warn that dogs and cats still have unique digestive systems that require different nutrition than humans.
The evolution in human dietary trends offers smaller meat and poultry processors an opportunity to offer treats and food that reflect what shoppers are preparing for their family dining table while keeping Fido and Fluffy healthy.
Take the health and wellness trend, for example.
People are scrutinizing product labels today in search of products that provide high protein and an array of nutrients to keep them out of the doctor’s office. They are scrutinizing their pet food and treats through the same lens.
One international marketplace monitoring firm recently noted that the top five pet food claims globally all carry a “health halo”. “Natural” and “healthy” lead the way, followed by more specific claims such as “grain-free” and “high protein”.
Some shoppers are even skimping on their own food rather than compromising on the quality of food placed into their furry companions' bowls.
Other trends are relevant as well.
Millennial and Gen Z shoppers are actively exploring heritage and cultural foods for their dinner tables. This often reflects a desire to connect with their heritage and provide a bit of certainty in troubling times.
For pets, this means a surge in interest in “ancestral diets” that are closer to what dogs and cats evolved to eat. Whereas one pet food brand 20 years ago touted “Let Byproducts be Bygones,” pet parents today are realizing that these byproducts are high-quality, nutrient-dense ingredients for pet treats and food.
One element of a return to heritage diets is the rapid growth of less processed pet products.
Until recently, the dominant forms of pet food were dry kibble, produced with large extruders or dryers, and canned food, which used large-scale retorts.
Those products are rapidly losing shelf space in pet stores, as refrigerated, dehydrated, air-dried, and freeze-dried products find favor with shoppers. Many of these products are much simpler to manufacture and package than the legacy formats.
Flower Hill Institute is developing new resources on equipment, requirements, and marketing messages to help smaller processors capitalize on these growing trends. We are also urging USDA to include, in future grants, funding to increase the capacity of smaller processors to tap into that growing market opportunity.
Stay tuned.
