ISSUE FOCUS 44 FEED & ADDITIVE MAGAZINE December 2024 “Pet owners increasingly view their pets as part of the family, prioritizing their health and wellness. This mindset drives demand for functional products and healthy indulgent treats that support their pets’ holistic well-being. From pet food to soft chews to innovative delivery formats, the future of pet care lies in developing products that combine scientific backing, palatability and tailored health benefits.” The global landscape of pet wellness is evolving, and pet owners worldwide have made their preferences clear: functional ingredients in pet products are not just a perk but an expectation. In fact, 85% of global consumers agreed that proper nutrition and supplements are as important for their pets as they are for themselves1. This shift points to a booming market focused on proactive pet care, encompassing everything from mobility aids to digestive support, and it underscores the growing demand for products that support holistic pet well-being, while also aligning with human health trends. Despite general economic sensitivity, pet owners are showing a preference for pet products that incorporate functional ingredients, even at a higher price point. Over half of global pet owners see value in purchasing pet products that include functional ingredients at a higher cost than pet products that don’t have a supplementary ingredient1. This sentiment has driven the growth of the pet treat and supplement market, which is expected to see an estimated CAGR of 8% through 20282. Likewise, functional claims featured in 17% of UK pet food launches in January-July 2024, up from 14% over the same period in 2023, as owners increasingly seek foods tailored to their pets’ particular needs3. Such growth offers new opportunities for innovation where brands that adapt to these consumer preferences can thrive. While pet food and healthy treats contribute nutrients to an animal’s diet, supplements are distinct in their use of active ingredients at specific dosages for targeted health benefits. Though pets might not differentiate between a tasty treat and a supplement, understanding this distinction is essential for product development, marketing and testing. ELEMENTS DRIVING CONSUMER CHOICES Pet parents’ top concerns are as varied as the furry friends they care for. Leading areas include joint health and mobility, dental and oral care, skin and coat health and digestive wellness1. Notably, 79% of global pet parents are willing to spend money on proactive care to mitigate the risk of larger expenses later on1. The appeal of functional pet products also lies in their flavor, texture and efficacy. Products that FUNCTIONAL INGREDIENTS DRIVE PET CARE INNOVATION Guillaume Maio Marketing Manager, Pet Nutrition – EMEA ADM
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