What Pet Owners Want to Know About Natural Dog Foods – PetProductNews.com

From insect proteins to an assortment of fruits and veggies, today’s increasingly selective pet owners are evaluating everything in their pets’ food. Foods with natural ingredients that offer specific health benefits are in demand, industry insiders report.
“Micro-targeted ingredients are in vogue,” said Anne Tilley Carlson, founder and CEO of Jiminy’s, a Berkeley, Calif.-based pet food manufacturer that makes a kibble that combines insect protein with plant-based ingredients. “The shotgun approach is out the window. Manufacturers are looking at specific ingredients for very specific reasons. Taste is always a big consideration for an ingredient, of course, but right behind that is the question: What precise nutritional need does that ingredient serve? For example, can it help with joint health?”
The “premium natural” category is the fastest-growing segment in the pet food industry right now, according to Dr. Danielle Bernal, global veterinarian with Wellness Pet Co., a Tewksbury, Mass.-based pet food and treats manufacturer. Wellness Pet Co. believes it is driven by the desires of millennial and Gen Z pet owners, she said.
“This next generation of pet parents look for credible brands they can trust and has a greater interest in feeding premium treats, toppers and supplements that make them confident their pets’ needs are being met,” Bernal said. “This means pet food products made with ingredients that pet parents know and recognize, like sweet potatoes, blueberries, flaxseed and carrots.”
Bernal also noted that functional ingredients are key.
“Pet parents want to see the visible health benefits in their pet,” she said. “And while they appreciate high quality, natural ingredients need to be the basis of their pet’s diet. Pet parents are seeking ingredients that include antioxidants, prebiotics, probiotics, glucosamine, and chondroitin sulfate to keep their pets looking and feeling their best.”
Another key trend is a shift back toward whole grain products after a longtime shift toward grain free, according to Kelly Walters, brand leader, pet foods, for Redbarn Pet Products, a pet food and treats manufacturer in Long Beach, Calif.
“Additionally, customers are looking for more premium foods, with more premium claims—ingredients they recognize, functional ingredients that serve a purpose in the pets’ nutrition and no ‘filler’ ingredients,” Walters said. “Customers are looking for more premium options within kibble, but also within alternatives to kibble like freeze-dried, frozen, fresh, air-dried, wet, etc. Some are using these alternatives as complete meals, while others are using them as a topper to provide variety, taste and a nutritional boost to their pets’ everyday meal. Customers want to provide the very best for their pets, and we’re seeing that shift happen with the diet they want to offer them as well.”
Jason Ast, owner of Just Dog People, a pet store in Garner, N.C., said that offering pets diets with natural ingredients needn’t be complicated.
“We are of the opinion that clean eating for dogs is as simple as feeding fresh, minimally processed foods—high in moisture, clean protein, low carbs and low sugar, with as few man-made/tampered-with ingredients as possible,” Ast said. “With that in mind, we also shy away from jumping on the fad diets and ‘hyped-up’ foods or companies. That means we don’t swing back and forth as new companies bring products to the market.”
Ast added that dog owners should be aware that the word “natural”—though thrown around a lot in marketing—is often open for interpretation. At the end of the day, most of his customers who want “natural” are simply looking for something absent of artificial flavors, colors and man-made alternatives.
“Can you pronounce all the words in the ingredients panel?” he said. “If so, that’s a great start.”
It’s important to remember natural doesn’t always mean better, said Nicci Cammack, owner of NorthPoint Pets & Co., a pet store in Cheshire, Conn.
“While I am all for fresh food, context matters regardless of the type of food being considered,” she said. “There are many variables to manage including cost, organic, processing and others. Making decisions based on the ‘natural’ state of the food or ingredients may not be the safest or most transparent way to determine what is best for your pet.”
To better understand natural pet foods, it can be helpful to be familiar with the product development process. Retailers should seek out manufacturers that are transparent about these details, industry insiders note.
Pet owners and retailers need to stay on top of their research, said Nicci Cammack, owner of NorthPoint Pets & Co., a pet store in Cheshire, Conn.
“Try to be mindful of making decisions based on emotion and marketing,” she said. “Two questions that can help you level the playfield regardless of food type include: Do you conduct a nutritional analysis on your finished formula that goes beyond the guaranteed analysis? The second question is: Does that company also conduct a digestibility study to determine that the nutrients from the food are actually absorbed and used by the pet? If the company says ‘no’ to these questions, I would not recommend feeding the food.”
Cammack added that not every pet does well with every type of food and pet owners need to keep their pet’s individual needs in mind.
At Redbarn Pet Products, product development begins with an understanding of what pet owners are seeking, said Kelly Walters, brand leader, pet foods, for the Long Beach, Calif.-based pet food and treats manufacturer.
“We start by identifying what pet parents want for their dogs, and what dogs need from a nutritional and/or engagement standpoint, and then work to match those up to develop a product,” she explained. “Once we have identified a product need, we are able to start developing into optimal nutrition for that category. We work to identify the best natural ingredients to deliver optimal nutrients for the pet. As we build out a product, we identify the appropriate balance of quality, natural ingredients to deliver on nutrition, taste, variety and texture.”
Walters added Redbarn is also always on the lookout for novel natural ingredients that are approved by the Association of American Feed Control Officials (AAFCO), as well as match or exceed the functionality of synthetic ingredients to ensure a safe, nutritious, unique and quality product.
Dr. Danielle Bernal, global veterinarian at Wellness Pet Co., said that upholding best manufacturing processes is key for the Tewksbury, Mass.-based company.
“For every recipe we produce, a team of dedicated veterinarians, food scientists, technicians and animal nutritionists work diligently to ensure our premium natural nutrition meets the needs of all dogs and cats to support a lifetime of well-being,” she said. “Each ingredient chosen is analyzed to ensure its safety and suitability for that pet’s unique life stage and lifestyle, and we then further analyze the finished products’ ingredient profile for over 50 nutrients to ensure every dog or cat will get the stringent, precise formulation it needs.”
For Jiminy’s, a Berkeley, Calif.-based pet food manufacturer of a kibble that combines insect protein with plant-based ingredients, sustainability is also part of its development process—something that is important to many of today’s consumers.
“In the last year we’ve saved over 400 million gallons of water while the insect farms we work with required a fraction of the land consumed by farms supporting traditional proteins,” said founder and CEO Anne Tilley Carlson. “More importantly, we also cut significantly the amount of greenhouse gases produced by traditional proteins.”
As demand for dog foods with natural ingredients continues, the market has seen a steady stream of new product introductions.
Jiminy’s has introduced two new entrees: Cravin’ Cricket and Good Grub. Both are wet foods available in Tetra Pak cartons.
“The food is nutritionally complete just like our baked kibble, so you can use them as a topper or as a standalone meal,” said Anne Tilley Carlson, founder and CEO of the Berkeley, Calif.-based company. “Both our kibble and now our wet food use insect protein, which is an incredible advantage. Like any other novel protein, Jiminy’s is a great option for pet parents struggling to solve their dog’s allergies or digestion issues.”
Redbarn Pet Products plans to add to its line of Grain-Free and Whole Grain Dry Dog Food, which is only available through independent retailers.
“We are excited to introduce three recipes of Air Dried Dog Food that each include 90 percent or more meat, and our new daily dental treats, Chew-A-Bulls, that come in a variety of fun shapes and sizes,” said Kelly Walters, brand leader, pet foods, for the Long Beach, Calif.-based manufacturer.
Earlier this year, Wellness Pet Co. introduced Wellness Bowl Boosters, a fresh food topper designed to complement a dog’s favorite kibble—which can also be served as a complete and balanced meal if desired.
“This addition to the Wellness lineup of products gives pet parents three delicious recipes, with chicken, turkey, beef, rice and a variety of vegetables, to supercharge their kibble,” said Dr. Danielle Bernal, global veterinarian for the Tewksbury, Mass.-based company. “We’ve found that pet parents want to mix toppers with existing food. With these new products, our pet parents will be able to source kibble and fresh products from the same brand, allowing them to supercharge existing kibble recipes for added benefit. These toppers are a great way for pet parents to add nutrition rather than completely transitioning to a new diet, which some pet parents are often hesitant to try.”
Erica Vogt, senior marketing manager of Whitebridge Pet Brands in St. Louis
The concept of “natural” dog food has broadened. Today’s natural dog food buyers are not only looking at what isn’t in the food—less desirable ingredients like byproducts, corn, artificial colors and flavorings, and chemical preservatives—they’re equally concerned with what is in food. They want high-protein recipes enhanced with superfoods and other natural nutrients that proactively support health and wellness. As the humanization trend continues, visual appeal is important too; pet owners want natural foods that look like their own, with recognizable ingredients such as whole meats and vegetables.
The entire line of Tiki Dog food is made with healthy, natural recognizable ingredients—from shredded chicken and gourmet crab and lobster to fruits and vegetables like peas, carrots, diced apples and kale. Our broad range includes: Tiki Dog Aloha Petites for small dogs, featuring real shredded chicken and flaked fish, with nutritious superfoods—sweet potato, pumpkin and kale—in a savory broth; Tiki Dog Meaty, a clean ingredient panel with limited ingredients plus vitamins and minerals; and Tiki Dog Taste of the World, restaurant-inspired recipes that appeal to pet parents who want to indulge their pups with international flavors.
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