Keeping it Real | | petbusiness.com – Pet Business Magazine

When it comes to good intentions around eating healthier, our pets have it much easier than we do, in terms of living up to those aspirations. Although we may in theory eschew overly processed foods or those laden with salt, fat, sugars or artificial flavorings, we all too frequently give in and indulge. Our pets, however, are not subject to such weakening of the will; they eat what we put in front of them. And in most cases, thanks to consumer awareness of the impact food has on pet wellbeing, their diets are generally far better than ours.
This understanding of the link between food and pet health has translated into a wellness trend that is finding a wider and wider audience, says Nicole Hays, director of sales-national accounts for Pets Global, Inc., a Valencia, Calif.-based company providing holistic recipes for pet nutrition. This has also led to a consumer preference for natural food brands, Hays adds.
“These trends continue to grow as pet ownership continues to increase,” she says. “Consumers want to know what ingredients are making up their furry friend’s food and they want to understand how those ingredients play a role in their overall wellbeing.” 
Hays says their recipes are “physiologically correct,” meaning when it comes to cats, for example, they always start with real meat rich in complete proteins as the main ingredients, since cats are “true carnivores.” Felines are also incredibly picky, hence the inspiration for their Fussie Cat line of dry kibbles, super-premium and premium cans, as well as purees used as toppers. All of their recipes—which include items like Chicken in Gravy with Sweet Potatoes, or proteins like duck, shrimp or anchovies—are “co-created” with actual cats, says Hays.
These trends, along with others hitting the natural foods and treats sector, have manufacturers responding in similar, yet different ways. This spells excellent opportunities for pet specialty retailers since such variety enables them to build inventories with plenty of choices for pet owners seeking natural options. 
 
According to Kelly Walters, pet food brand leader at Redbarn Pet Products—a Long Beach, Calif., SQF-certified provider of premium dog foods, treats and chews—pet owners are seeking out premium foods with enhanced benefits.
“This seems to be more of a trend now than say, 10 years ago, and it shows no sign of ever reversing. They want ingredients they recognize that serve a purpose in their pet’s nutrition,” she says, mentioning that they’re not only looking for premium kibble options but also for kibble alternatives, such as frozen, fresh, air-dried, wet and so on, that they can use to add variety and a nutritional boost to their pet’s diet. 
Walters says people are also embracing whole-grain options after a “long-time” movement toward grain-free foods and treats, driven by concerns around heart health, and by vet recommendations. Consequently, both the whole-grain and the kibble alternative segments are showing strong growth, she says.
In response, Redbarn has been “innovating within the premium segment” developing a kibble formula, Redbarn Dry Dog Food, that has animal proteins as the first five ingredients, and includes various carbohydrates, fat sources, and fiber. The food comes in whole-grain and grain-free options, both designed to support digestive health, the skin and coat, and heart health. Another premium offering is the limited-ingredient, shelf-stable Redbarn Air Dried with three formulas containing over 90 percent meat in each. 
Gina Nicklas, associate brand manager for Stella & Chewy’s, an Oak Creek, Wis., provider of raw and natural pet foods for dogs and cats, also mentions that pet owners are seeking out alternative forms of pet foods like raw, frozen and fresh.
“[These] are the most searched terms for pet food, and 30 percent of generations X, Z and millennials now use less processed and alternative pet foods,” she says. “These forms are driving premiumization. Consumers are looking to provide their pets a premium diet that will keep them feeling healthy.”
She mentions feeding biologically appropriate diets as another trend to note. For dogs and cats this translates to raw and raw-inspired, minimally processed and meat/protein-forward foods, also driven by a desire to support, and enhance pet wellness.
“Raw diets are a great way to help maintain a healthy weight and shiny coat, cleaner teeth, support stronger muscle, bone and joint health, and improve energy,” Nicklas explains. “Raw food also contains no hidden ingredients that can affect allergies.”
Stella & Chewy’s lineup includes frozen and freeze-dried foods ranging from kibble to wet, and treats. All products are raw and raw-inspired, and all proteins are responsibly sourced. One for dogs is the Freeze Dried Raw Meal Mixers, which can be used as a complete meal or as a topper. The minimally processed mixers are made with 90-to-95 percent meat, organ and bone, along with organic fruits and veggies. Containing no grains, the mixers mimic a dog’s ancestral diet. For cats, the company has the Carnivore Cravings line of wet food and/or toppers available in cans or pouches, and in a variety of textures and tastes.
The trend of “building the bowl” is picking up steam, says Jessica Krueger, marketing manager for ZIWI USA. Located in Overland Park, Kan., the company provides air-dried and wet canned recipes for dogs and cats, along with treats and chews for dogs, with all formulas ethically and sustainably sourced in New Zealand. Their recipes mirror what pets would eat in the wild and are inspired by their natural diet, what ZIWI terms “PeakPrey,” meaning one featuring meat and organ inclusions.
“Recently the concept of ‘building a bowl’ to achieve peak nutrition has been gaining popularity,” Krueger explains. “[This] has been around for a fair amount of time, but how pet parents are choosing to do so has vastly changed. 
“Traditionally, this was limited to wet canned food to top a bowl, but now we’re seeing consumers using products like oils, supplements, freeze-dried patties or even air-dried recipes, like our own. Many of these toppers provide natural and wholistic ingredients that boost the health of their pets through nutrients like taurine, chondroitin, glucosamine, omegas, and more,” Krueger explains, adding that their air-dried recipes can be used as a“scoop-and-serve” option, or as a treat, topper or complete meal.
 
The interest in ‘building the bowl’ reflects pet owners’ desire to give their pets a more personalized feeding experience—something Amelia Perches, social media and public relations manager for Nulo, says her company is seeing more of recently. Located in Austin, Nulo provides recipes for dogs and cats high in animal-based proteins and low in carbs, incorporating low-glycemic and functional ingredients. 
The company’s diverse array of products includes high-meat kibbles and wet foods, freeze-dried raw diets, bone broths, functional supplements, toppers and premium treats. Offerings include the super-premium FreeStyle Bone Broths for dogs and cats. The 100-percent natural, small-batch, kettle-cooked broths are available in Hearty Beef, Classic Turkey, and Home-Style Chicken. Also available is Nulo Frontrunner, a line of grain-inclusive, low-carbohydrate formulas that incorporates high levels of animal-based protein, as well as oats, barley and brown rice, and the company’s GanedenBC probiotic for digestive health and immune system support.  
As Perches explains, consumers are shifting away from a one-size-fits-all approach to feeding, sparking interest in meal enhancers, functional ingredients and different packaging options, all of which is fueling the growth of natural pet foods and treats.
“Elements like high-quality protein, life stage and breed-specific formulas and superfood ingredients have proven to be highly important,” she says. “But even more influential are the health benefits tied to them, such as heart health, energy, weight management and gastrointestinal health.”
At the same time, driven by a desire to do the best they can for their pets, consumers are actively educating themselves about products, benefits, ingredients and so on, says Perches. This means that pet specialty retailers must do the same, especially when it comes to building awareness around what sets one natural product apart from another—which is important since as Perches reminds, not all natural products are the same. 
“Retailers should also keep an open mind about what natural means to the customer,” she advises. “Are they seeking 100-percent natural foods or natural food with added trace nutrients, or sustainable sourcing and eco-friendly packaging? Additionally, taking a step back to look at a brand’s mission, nutritional philosophy and assortment of solutions that aligns with what their customer is searching for can make the difference between an impulse purchase and a lifetime customer.”
Customers might be confused around terms like “natural,” “organic,” and “human-grade,” so pet specialty retailers should stay ready to provide clarity, says Krueger, who suggests retailers dig into the qualifications behind these terms so they can speak with authority, steering their customers to the best options. Remember that it’s not all about the ingredients, but also where and how these ingredients are sourced, she adds.
Customer education related to raw, especially around the benefits, is likely necessary, says Nicklas, explaining that many pet owners are still unfamiliar with the idea of feeding raw, or think of it as too expensive or time-consuming. But letting pet owners know that they can start off small, using raw foods as a topper for example, can get them more comfortable with the process and help them incorporate more raw food into the pet’s diet. Consumers may be equally unfamiliar with feeding natural, she adds, so anything retailers can do by way of education will help.
“Retailers can also display a range of protein options with the explanation about why protein rotation is important,” Nicklas says. “Protein rotation helps in keeping pets excited about mealtime and helps to reduce food-related allergies and intolerances, improves digestion and makes for a tougher immune system while providing improved nutritional balance.”
As for merchandising natural products, think beyond the food/treat aisles. For example, says Perches, their freeze-dried raw recipes are designed in small pieces that can be fed alone, mixed with other foods or used as treats, making it possible to place these and other freeze-dried products in multiple areas of the store via clip strips, endcaps or other types of seasonal displays. Impulse-buy locations are also good for sparking interest, conversation and sales.
But having a dedicated area specifically for natural foods is also a good idea, says Krueger, adding this should include educational material. Educate staff to ensure they can speak knowledgeably about what makes a recipe natural and the benefits the product offers.
And manufacturers need to do their part, says Walters.  PB
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