Pet food makers are tapping into the healthy eating trend, according to Innova Market Insights, which has found health claim activity is strong in the prepared pet food category.
Nearly 73 per cent of global pet foods launches recorded by Innova in the 12 months to the end of March 2015 used a health positioning of some kind, rising to over 82 per cent in the US.
A range of health claims include the use of healthy ingredients such vitamins and minerals, omega 3 fatty acids and glucosamine, as well as nutritionally balanced formulations targeted at particular age groups or health conditions.
Also in line with human food trends, Innova reports a rising interest in snacking and indulgence foods among pet owners.
The pet treats and snacks market has been one of the fastest growing sectors of the market in recent years for both dogs and cats, according to Innova, with rising levels of interest in offering nutritionally balanced and tasty treats, often with additional health benefits such as oral care.
The cat treats market has also seen activity in functional lines, as well as in new flavours formats and combinations and shapes, like spiral-shaped twisted sticks.
Lu Ann Williams, Director of Innovation at Innova Market Insights says it is not surprising that trends apparent in human prepared foods are increasingly in evidence in pet foods.
“With the high level of emotional attachment that many owners have with their pets, they are treated more like family members or even children and given only the very best in terms of food and care.”
Dog food lines still account for the majority of pet foods launches globally, with 49 per cent of the total recorded by Innova in the 12 months to the end of March 2015, but the share of cat food has risen markedly over the past five years, from 30 per cent to 45 per cent, leading ot growth in the range and types of products being introduced.
“Likewise the popularity of smaller dogs has also grown, resulting in the appearance of more products tailored to their specific needs in terms of formulation and portion-size,” Innova says.
