Fresh & Functional Dog Food | Current Issue | petbusiness.com – Pet Business Magazine

In the modern landscape of dog food, a measly scoop of brown, boring kibble no longer cuts it. As pet parents move their pets’ health further into the forefront of their priorities, they’re seeking out recipes that provide well-balanced, full nutrition and focusing less on singular aspects, such as inclusions and exclusions.
“We’ve noticed a departure from evaluating foods solely on a specific ingredient or type of ingredient a food either includes or omits; for example, grain-in versus grain-free,” says Bryan Nieman, brand director for Fromm Family Foods. “Instead, pet parents appear to be evaluating foods in a broader sense by taking into account the attributes of the company that makes their food, the quality of ingredients utilized, how those ingredients are processed and the safety measures in place to ensure they are feeding a safe food.”
In addition to quality control, sustainability priorities and manufacturers’ ethics, the ingredients are also under the microscope. Pet parents are looking for options that pack the most punch, so to speak, by offering elements beyond simply filling their dogs’ stomachs.
“Pet lovers are looking for foods that offer functional health benefits,” says Ernie Ambrose, director of innovation at Champion Petfoods. “This means pet food with ingredients that contribute to the overall health of a dog, like wild-caught fish for a natural source of DHA and EPA to support skin and coat health and immunity. Fresh food is also a new trend we’re starting to see in the dog food space.”
 
Given the move away from “one-size-fits-all” diets, one of the biggest trends in dog food, according to Heather Hickey, vice president of sales for Ziwi, is that consumers are investing in better nutrition for their pets. A major component is conveying that nutrition to pet parents, emphasizing the importance of education and communication. 
“Pet parents are seeking out products that have clear messaging from companies that are transparent and honest around nutrition and sourcing,” explains Hickey. “It is important to understand what they are feeding to their pets as there is a link between nutrition and overall health. Some products should not be fed as a meal, while others could have limited meat inclusions.”
On a more granular level, pet parents are showing clear preferences for fresh food, whether that’s in the form of a complete diet or add-ons, such as toppers.
“Pet parents are choosing more fresh, unprocessed food for themselves, and since we consider our pets part of the family, that has prompted increasing conversation about pet food,” says Emma Kumbier, veterinary outreach coordinator at Primal Petfoods. “As an extension of that, we’re seeing the same with sustainable and eco-friendly products—in terms of sustainability, transparency is key.” 
Speaking of sustainability, there’s a clear trend toward environmental awareness in terms of a manufacturer’s carbon footprint and sourcing practices. 
“Pet lovers are considering the environmental impact of products before they purchase,” says Ambrose. “They want to know if the food’s packaging is sustainable, if there is waste resulting as a byproduct during manufacturing and what steps are being taken to ensure responsible ingredient sourcing, among other initiatives aimed at lightening a manufacturer’s environmental footprint.”
 
Stemming from pet parents’ desire for clean, simple ingredients and processing is, naturally, the nutrition facts and ingredient label. When choosing the right food for their dog, they want to understand everything on the label and how it connects to the betterment of their pet. 
“More and more pet parents are becoming familiar with how to read their pet food ingredient labels,” says Kumbier. “As such, we’re seeing a push toward more transparency in protein sourcing and labeling. The most common pet food proteins we see are still chicken, beef, lamb, and salmon. Pet parents want to see those proteins coupled with various whole food ingredients like fruits and vegetables without the use of synthetic vitamins.”
Protein itself is a staple of dog food recipes, as it helps supply amino acids to build hair, skin, nails, muscles, tendons, ligaments and cartilage, while also playing a main role in hormone production. 
“Pet parents want the ingredients to be protein focused, with the majority being meat, organ and bones,” says Gina Nicklas, associate brand manager of Stella & Chewy’s. “Retailers can display a range of protein options with the explanation of why protein rotation is important.”
Nicklas elaborated that protein rotation helps:
• Keep pets excited about mealtime
• Reduce food related allergies and intolerances
• Improve digestion 
• Toughen the immune system
• Provide better nutritional balance.
 
While the entire pet care market is highly competitive, perhaps no category is more prominent than dog food due to the sheer amount of manufacturers and varieties in the space. And while the addition of Chewy and direct-to-consumer brands are threatening, the sale of dog food provides a competitive advantage for independent retailers as it requires a lot of questioning and understanding, and appeals to desires to shop local.
“Consumers want to shop locally and support their community,” says Heather Hickey, vice president of sales for Ziwi. “Retailers can help keep customers coming back by stocking high quality products and educating their staff. Consumers want a positive shopping experience, which includes talking to a knowledgeable employee who can help them find the right product for their pet.”
Of course, this speaks to the expertise of retailers and their associates, as it’s impossible to replicate the same level of customer service and care through an online portal.
“Though the convenience of online shopping is understood, the improved shopping experience within physical store spaces is unmatched,” says Primal’s Kumbier. “It’s important to remember that customers are coming into your store for a reason—talk to them, ask questions, make their trip memorable and build the trust/rapport that’s missing from online spaces. Insulate your business by securing an item that they cannot get online. The fact that consumers must return to your store to purchase these exclusive in-store products is critical for success.”
Ultimately, retailers must be open and honest with their customers about their offerings and help guide them toward the best food option for their pets. Pet owners want honesty and openness, which are the key factors to build trust, and generate repeat business. 
“Speak from the heart and from experience,” says Fromm’s Nieman. “Choosing a food is the most important choice a pet parent makes for their dog. Your customers don’t want marketing speak or today’s latest fad, they want to be educated on a quality product from an upstanding brand that has a proven track record of success.”  PB
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