Addressing Food and Lifestyle: Innovations in Global Pet Care

Pet care grows alongside packaged food

With many similar players, certainly in pet food, the pet care industry is closely intertwined with packaged food. As such, trends are similar between both, for example, in what relates to natural, organic and “holistic” products.

Safety issues place focus on food origins

Since the 2007 menu recall, an increasing focus has been placed on the origins of pet food, similarly to the packaged food industry. This is manifest most clearly in premium dog and cat food, which display national, regional or local sourcing as a USP.

Varying cooking methods and food textures

In both pet food and treats, companies now offer products with varying cooking methods, similar to trends in human food, and also food textures – akin to the wild, where animals would hunt and kill their prey, helping to provide interest for pets in their diets.

Balanced diets similar to human meals in focus

In 2013, a key feature among new product developments was a growing shift towards balanced diets, providing meat but also incorporating various fruit and vegetables for added health benefits, sometimes with extra ingredients like seaweed or herbs.

Ever more pets included in family meal occasions

Premium pet food is increasingly resembling human meals, with an emphasis on convenience and added value. In particular, some pet foods now resemble ready meals, and others may be conveniently stored in the freezer until needed.

Segmentation in pet treats add value

Pet treats, in both dogs and cats, are the most rapidly growing area in pet food. Companies are adding value by tailoring treats toward family events, like indulgence and festivities, or functional products to aid teeth and bones, as well as making fun shapes.

Pet products move to quality

In pet products, added value materials are being used in litter and functional ingredients in dietary supplements, similarly to functional foods and supplements in humans.

Joint human/ owner lifestyles

Increasingly, pets and humans enjoy joint activities, such as health and fitness pursuits. As technology products gain importance in lifestyles, a raft of e-products are likely in pets.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment