NEWS FEED & ADDITIVE MAGAZINE January 2023 75 Research finds 88% of U.S. pet parents say it’s important to take preventative measures to protect their pets’ health. Products with targeted benefits give consumers confidence that the product will deliver desired results. Plus, with more health and wellness options to choose from, pet parents can see which products offer unique ways to address specific concerns. Owners of younger pets typically look for products that can support immune function and general wellness for lifelong benefits, while parents of older pets often seek out tailored solutions, such as those that address joints and mobility. Both functional treats, which are made with food ingredients that offer nutritional benefits, and pet health supplements, which support a specific structure or function of the body and are non-nutritional, are segments expected to grow rapidly in coming years. Top concerns supported by pet supplements include anxiety and calming, mobility and joints, immune function, skin and coat, liver and kidney, and digestion. Customized nutrition strategies that cater to an individual pet’s specific needs can enhance development and healthy aging. 4. THE POWER OF PREMIUMIZATION New product launches present the opportunity to create an elevated, enjoyable experience for consumers and their furry companions alike. Notably, twothirds of global pet parents like to see products with new and unusual flavors for their dogs and cats, and over 80% of owners monitor whether their pets like the taste of the products that they purchase. Fun and playful foods in eye-catching colors, exciting flavors and interesting shapes are on-trend for pets and the people who shop for them. Dog-friendly ice cream, squeezable, lickable cat treats and biscuits inspired by seasonal holidays are just a few examples of the humanization of pets. One way to catch pet parents’ attention is with bright colors and culinary flavors sourced from nature. For example, orange and yellow kibble can signal pumpkin, chicken or honey flavors, while rich browns suggest meaty and gravy flavors. Custom color blending can achieve an infinite number of shades tailored to the application, like a deep green dental chew made with huito fruit juice blue and turmeric spice yellow. “Close-to-nature” and other “clean label” cues are frequently perceived as higher quality, with 70% of both cat and dog owners saying the quality of ingredients makes a product more premium. Many pet parents are searching for premium, nutritious products described as “all natural,” non-GMO or organic. These descriptors often signal premiumization to consumers, helping reassure them that foods and treats are free from artificial or other ingredients that could be detrimental to their pet’s health. Beyond the basics, some pet owners are also turning to food toppers and other mix-ins to enhance sensory appeal and pet pampering. 5. BETTER FOR PLANET, BETTER FOR PETS Modern pet parents are shopping for high-quality, responsibly produced foods for the entire family. Over 42% of pet owners say they want to purchase pet food with sustainably sourced ingredients. Plus, 72% of pet owners say they will pick one product over another if they deem it to be more environmentally friendly. In tandem with its corporate Strive 35 goals, ADM works to mitigate the environmental impact of sourcing, production and packaging throughout the entire pet nutrition value chain. For example, ADM’s portfolio of alternative proteins, including beans, pulses, ancient grains, nuts and seeds, is recognized as highly sustainable and traceable from farm to plate, with many growers involved in regenerative agriculture practices that support short- and long-term sustainability improvements. The pet nutrition industry is buzzing with innovations that help conserve natural resources and reduce greenhouse gas emissions, including PetDine’s solar-powered operations, Innovafeed’s industrial symbiosis model to produce black soldier fly larvae (BSFL), and Bond Pet Foods’ animal-free proteins cultivated by precision fermentation technology. More environmentally oriented product packaging is on the horizon, like 100% recyclable packaging that maintains kibble quality and safety, preventing oxidation or spoilage to prolong shelf life. With these solutions and more ingenuity to come, the pet industry can help meet the ever-evolving needs of pet owners around the world. Read more>>
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