Mimicking trends in the (human) fmcg market, health and wellness has become perhaps the main driver of innovation in pet care. Dog and cat food brands now promise to aid weight management, slow cognitive decline in ageing pets or ape such human dietary trends as paleo and grain- and gluten-free. In pet products, natural ingredients and wellbeing have come to the fore, while electronic gadgets are enabling owners to monitor the activity levels of pets and even play with them remotely.
Owners are increasingly unwilling to compromise on the quality of food they feed their pets. In this context, the pet food market is increasingly coming to resemble the baby food market, particularly in North America.
The types of protein used in dog and cat food are likely to become more diverse. Protein-rich alternatives to meat, such as insects and algae, are likely to slowly but steadily percolate into the mainstream market.
The growth of internet retailing has made it easier for pet food start-ups to leapfrog bricks-and-mortar retailers and reach consumers directly, challenging the dominance of incumbents and accelerating the pace of innovation in health and wellness.
Lengthening life expectancy for dogs and cats and the increased prevalence of overweight and obese pets are major drivers of demand for health and wellness pet food and pet care products.
With such gadgets as activity trackers and wearables (for humans) going mainstream in the consumer electronics market, similar devices are becoming part of the day-to-day lives of a growing number of pets.
Until fairly recently, it would take years for an innovation in the fmcg market to make the leap into pet food, but increasingly this transition can be measured in months.
Many increasingly equate simplicity with naturalness, so shorter ingredient lists are becoming synonymous with quality in the minds of some consumers.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page