SPECIAL STORY FEED & ADDITIVE MAGAZINE December 2023 63 to people with younger pets. These pet parents are focusing on generalized care rather than addressing specific health concerns. A well-rounded blend of biotics, vitamins and minerals, omega-3s and MSM for healthy cartilage will appeal to pet owners. THE WHOLE PACKAGE With pet owners paying closer attention to product claims and ingredient lists, many are willing to invest in more premium products that provide these 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 grainfree. Additionally, some manufacturers are offering products with “wild origin” meats, plant-based proteins, fish and insects. In all formulations, nutritional content is key, so any alternative ingredients must measure up to their traditional counterparts. Globally, 97% of consumers report that the primary health benefit claimed on the packaging informs their purchasing decisions for treats with benefits, making it the most influential product attribute1. So for supplements and treats with benefits, packaging claims should be supported by scientific trials, with attributes like “clinically tested” or “vet recommended” called out on the front of the packaging. Claims for a targeted wellness benefit should speak to efficacy, easy administration and how quickly the results will be shown to help justify a higher price point. Another area that signals quality to pet parents is a focus on sustainable or recyclable packaging. Brands are now using more recycled and/or recyclable materials, less plastic, compostable materials and even bio-based packaging. Such claims are best highlighted on front of the pack and easy to understand, as many consumers are seeking out these types of packaging. Packaging is also important as some ingredients, like biotics, need to be transported or delivered in specific ways to best preserve the freshness of the product and efficacy of the functional ingredients. FEEDING THE FUTURE As the humanization of pets continues to expand, the pursuit of health and well-being among pet parents brings numerous opportunities – and intense competition. Product developers that focus on quality ingredients and uniquely beneficial product features will have an effective strategy for standing out on a crowded shelf, delivering on pet owner demand and prompting brand loyalty. *In the UK this strain is named Bacillus subtilis C-3102 (DSM 15544) and in the EU it’s named Bacillus velezensis DSM 15544. References: 1Euromonitor International, 2022 2Gazzano et al. Dog Behavior. 2021;7(3):43-50. 3International Scientific Association for Probiotics and Prebiotics (ISAPP), 2021 4Allenspach et al. Vet Sci. 2023 Sep 11;10(9):566. 5Kim et al. Osteoarthritis Cartilage. 2006 Mar;14(3):286-94. 6Butawan et al. Nutrients 2017;9:290. 7Towell et al. Small Animal Clinical Nutrition. Chapter 34. 2010. 8McCarthy et al. Vet J. 2007 Jul;174(1):54-61. 9Johnson et al. J. Am. Vet Med. Assoc. 2020 Jun 15;256(12):1335-1341. 10Bella, J. Biochemical Journal. 2016. 473(8):1001– 1025. About Guillaume Maio Guillaume Maio, currently serving as Marketing Manager for the Pet Nutrition division at ADM for Europe, the Middle East, and Africa, holds a bachelor’s degree in biochemistry and a master’s degree in organizational management obtained in France. With 14 years of experience in the global industry of ingredients (Naturex-Givaudan), animal nutrition (Neovia-ADM), and pet care (ADM), Guillaume has held key marketing roles in both B2B and B2C contexts. His career has taken him to work in France, South Africa and Italy, providing him with a diversified perspective and an in-depth understanding of international markets.
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