SPECIAL STORY FEED & ADDITIVE MAGAZINE December 2023 61 “With pet owners paying closer attention to product claims and ingredient lists, many are willing to invest in more premium products that provide functional benefits. Product claims tend to follow trends first introduced in human nutrition. Specialty diets, like vegetarian or flexitarian, are gaining popularity, with pet brands highlighting attributes like hypoallergenic, organic, plant-based and grain-free. Additionally, some manufacturers are offering products with “wild origin” meats, plant-based proteins, fish and insects.” UNLEASHING THE POSSIBILITIES OF SPECIALTY INGREDIENTS FOR PET NUTRITION Guillaume Maio Marketing Manager, Pet Nutrition EMEA ADM As a rising number of pet owners identify as pet parents, demand is also growing for nutritional products that align more closely with human foods and supplements. This pet humanization trend is driving premiumization across the pet nutrition space, including pet treats with benefits. US consumers have been early adopters of solutions that support the physical and emotional well-being of their pets, while European shoppers are just beginning to seek out pet treats with wellness benefits. In the UK, for example, functional treats are forecasted to grow at 11% CAGR and supplements are predicted to have steady growth of 6% CAGR through 20261. Treats with benefits are often used to deliver a guiltfree reward with nutritional support for pet well-being. Supplements contain active ingredients to support more pronounced areas, such as digestion or joint health and mobility. Many pet parents are willing to spend a little more on products with premium ingredients as an investment in their pet’s health. MERGING FORM & FUNCTION Soft chews are the leading format in treats. This format provides a snack-like experience while including active ingredients that support functional benefits. Unlike many others in the industry, ADM uses a cold extrusion manufacturing process – without the use of heat, water or gumming agents – to create soft chews. This technique preserves the texture, flavor and benefits of ingredients that might be susceptible to heat processes. Another format is powders offered in individual sachet packaging that allow for convenient and precise portions without unnecessary calories. The active ingredients retain effectiveness throughout shelf life. Powders can be easily mixed in or sprinkled on top of a pet’s food as part of a balanced meal plan. POPULAR PRODUCT ATTRIBUTES Historically, dental and oral care products have dominated the pet health and wellness segment, but innovation abounds as the market matures. Leading
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