The Next Big Trends in Pet Food | Current Issue | petbusiness.com – Pet Business Magazine

Diet fads come and go for pets nearly as quickly as they do for their human counterparts. As science continues to learn more about our furry friends and what they need, it is crucial for companies to keep up with those trends and pivot when necessary. Whether that includes adding in more raw foods to a pet’s diet, giving them water with added vitamins or treats that are actually more beneficial than fun, pet parents are always looking for ways to keep their pets in top shape. 
As Heather Hickey, ZIWI USA’s senior vice president of sales, put it, “Our animals are dependent on us for all their nutrients, so it is important to make every bite count.”
With the seemingly endless options for our pets, it may be difficult to choose what is best for our individual furry family member. Some of the recent trends in the pet food industry include: moving toward sustainably and ethically sourced raw ingredients, humanely raised protein sources, clean, clear labeling and the early movement toward plant-based ingredients, according to Dr. Bob and Susan Goldstein, the founders of Earth Animal.
Companies can help pet parents make the best choice by providing them with scientific backing, explaining the benefits and showing them what trends won’t end up being just a fad. 
 
During the pandemic, many people evaluated their own diet and exercise habits, with many also looking into their pets’ options. 
“These last few years while pet parents have been home during COVID, their bond with their pets has been strengthened,” Hickey says. “This bonding time has strengthened the desire to have them live long and healthy lives and has also led to consumers educating themselves on what is best for their pets and made them more willing than ever to invest in the long-term health of their pets.”
Pet nutrition is continuing to gain momentum and knowledge about the benefits of feeding a good quality diet are continuing to be more mainstream as consumers become increasingly aware of the links between their own diets and good health, according to The Honest Kitchen founder, Lucy Postins.
Pet lovers have also recently been interested in foods that serve a functional purpose, says Ernie Ambrose, director of innovation for ORIJEN and ACANA pet food. 
“They want their dog or cat to consume a complete and balanced diet full of nutrition and flavor, but also want more value, and having a food that offers specific health benefits does just that,” he says. “An example is our ACANA Indoor Entrée cat recipe, a nutritious diet brimming with protein from quality poultry ingredients that recently achieved FDA approval for hairball control due to the fiber content from oat groats, miscanthus grass, lentils, chickpeas, and lentil fiber.”
Creating custom meals for pets is another trend that Ambrose sees. 
“Pet lovers are interested in feeding a varied diet, which could be due to the perception that dogs and cats, like humans, can experience flavor-fatigue, and some simply keep mealtime interesting for their pet,” he says. “One way to achieve this is to build meals using different pet foods.”
And as the humanization trend for dogs, cats and other domesticated animals has grown significantly over the past decade, Goldstein says pet parents are focusing more on health and longevity for family animals. 
“Human nutrition trends are driving consumer decisions when it comes to nutritional choices for their family animals,” he says.
And at The Honest Kitchen, they actually focus more on human food trends and take their inspiration from the human food space, since every food they make is 100 percent human grade, Postins says.
But more than anything, Hickey says pet parents want to see results from the food they are feeding. 
“Customers are looking to solve a problem or better their pet’s health when it comes to their meals. Pet parents want their pets to be at a healthy weight, have bright eyes, and a beautiful coat with clear skin, clean ears, and great mobility.”
At the heart of it is is that the importance of an educated pet parent starts with prevention, according to Krueger. 
“Every pet parent wants their family members to be happy and healthy,” she says. “It’s much easier to support great pet health with a proper diet than it is to correct a problem after it arises. Not only can visits to the vet be costly but they are also added stress for beloved pets. By learning what their pet is missing from their diet and proactively making those changes by investing in a biologically appropriate diet, pet parents can avoid a lot of unnecessary cost for themselves and discomfort for their pets.”
 
As with anything trendy, pet owners must take the time to decide if the next big trend suits their animals. Just because something is trendy, doesn’t mean it is the best option for our pets, according to Hickey.
“As a global leader and innovator in air-dried Peak Nutrition, we always keep an eye on trends, but never feel pressure to follow them,” she says. “We stay focused on improving on what we do best, producing premium PeakPrey pet food full of superfoods and functional ingredients. Everything we do is focused on bringing Peak Nutrition to all pets, regardless of trends.”
Earth Animal has an opposite approach, and tend to shy away from what is trendy.
“We rely upon our years of experience gained from practicing holistic veterinary medicine,” Goldstein says. “We always look to develop and offer products that address the solutions for the most common conditions that pet parents deal with [in] their animals. As an example, our Wisdom Dog Foods are made with mostly sustainable, humanly raised and ecofriendly ingredients and is nutritionally complete for their animals.”
The Honest Kitchen does a mixture of both, according to Postins.
“We try to create a balance in our product portfolio of on-trend products, mixed with more steady staples,” she says. “We aim to innovate across the spectrum of food formats with offerings that meet the needs of entry level customers, as well as those who are highly focused on nutrition and the benefits of ‘alternative’ formats like dehydration.”
Ambrose says his company focuses on, “creating quality, biologically appropriate nutrition for dogs and cats. Over the years, this idea of ancestral feeding has become a trend in and of itself, and we continue to pioneer diets based on the physiological requirements of dogs and cats. This means we provide an abundance of WholePrey animal protein and limited carbohydrates. It is something we do best and what makes ORIJEN and ACANA standout.”
But the company is also inspired by nutrition trends that promote healthy function and maintenance. 
“The introduction of ORIJEN Guardian 8 cat food was strongly received by cat lovers because the diet was veterinarian-developed to target specific health benefits in cats like immunity, heart health, and cognitive function. We’ll continue to explore functional foods as pet lovers seek greater value in their premium pet food choices.”
 
Pet food is a topic that is never stagnant, with Goldstein already anticipating the next shift in the evolution of pet nutrition.
“Based upon the latest scientific research and opinion, the reliance of factory farmed protein sources is not sustainable to feed the growing populations of people, domesticated and animals raised for food. Climate change and devastation of the planet’s natural resources will not be able to keep up with these growing populations. Therefore, the scientific movement toward more sustainable food sources such as plant based, ethically sourced and earth friendly ingredients will become the norm.”
Hickey also anticipates the arrival of several new products and practices as the focus on current trends continues. 
“Some anticipated shifts will come from consumer desire to support sustainability, clean sourcing, and buying from trusted manufacturers that own their own kitchens,” she says. “Consumers are also educating themselves and drawing the line where the humanization of pets meets their need for a biologically appropriate diet full of meat and superfoods.”
As pet lovers look to feed their dogs and cats like members of the family, variety and fulfillment during mealtimes will continue to drive growth across premium pet food, Ambrose says. 
“Nutrition is a critical component to the overall health and wellness of dogs and cats, and an optimal diet plentiful in animal ingredients is an important consideration to make,” he says. “While dogs and cats don’t live as long as humans, ensuring they are nourished with a healthy, flavorful, and varied diet is just one way we can help them live a long, happy and healthy life.”  PB
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