NEWS 74 FEED & ADDITIVE MAGAZINE January 2023 ADM has shared five drivers that will shape the pet industry and propel market growth in the new year. These pet nutrition trends build on ADM’s broader annual outlook of global consumer trends that are influencing the food, beverage and animal nutrition industries. 1. A COMPREHENSIVE APPROACH TO PHYSICAL AND EMOTIONALWELL-BEING Modern pet parents are treating their pets as good as—or better than—themselves. As human trends increasingly inform pet nutrition innovations, new ways to proactively support pets’ overall well-being will continue to emerge. Most pet owners are seeking out foods, treats and supplements to help improve their pets’ physical and behavioral health. For instance, 57% of global pet owners say that health claims are important when choosing pet food to purchase, and 33% of U.S. pet owners would like to see calming and anxiety relief benefits in pet food and treats. Additionally, consumers want to see evidence of treat and supplement effectiveness, with label claims like “clinically tested,” “scientifically studied” and “vet recommended” . Research indicates a variety of functional ingredients may have promising pet nutrition applications. High-fiber diets and some biotic strains, such as BPL1™ (Bifidobacterium animalis subsp. lactis CECT8145) and BPL1™ HT, may help pets maintain a healthy weight. Prebiotics, probiotics and postbiotics may also support digestive health, oral health and help calm stressed animals. Additionally, health-oriented blends may be tailored with functional ingredients associated with certain benefits, such as immune function and skin and coat condition. Scientific breakthroughs are leading the way for proactive solutions that can help care for pets’ minds and bodies. 2. THE MACRO EFFECT OF THE GUT MICROBIOME Many consumers are aware of the potential role their gut microbiome plays in their everyday lives, and now humans are gaining insight on how the gut microbiome can affect animal well-being. A reported 60% of pet owners would like the pet foods and treats they purchase to have a digestive health benefit. In the U.S., 27% of pet supplement shoppers looked for information about their pet’s microbiome in the past 12 months. Notably, bacterial strains used for human wellness can be useful for pet care, too. DE111® (Bacillus subtilis) for example, is a robust spore-forming probiotic strain that can persist through a wide range of processes, temperatures and acidic environments to remain viable. This capability is critical for applying gut microbiome-supporting ingredients to food and supplement applications. Research also shows that PreforPro® a next-generation prebiotic created based on a bacteriophage blend, has a growth-promoting effect on a broad spectrum of probiotic bacteria when competing with undesirable bacteria. Furthermore, Pro-Kolin Advanced®, a leading digestive supplement for dogs and cats, contains a blend of beneficial microorganisms, several prebiotic sources, an optimal level of a dual-source binding agent and soothing fibers to support gastrointestinal function. 3. TAKING A PROACTIVE APPROACH TO CUSTOMIZED CARE As with human nutrition, “one-size-fits-all” solutions may not be ideal for maintaining lifelong wellness of every pet. The industry is shifting to a new approach, with a deeper understanding of how cats and dogs eat, sleep, play and behave throughout their lives. Unsurprisingly, human supplement trends tend to guide proactive solutions for pet well-being. ADM reveals 5 trends influencing pet nutrition, health & wellness
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