ISSUE FOCUS FEED & ADDITIVE MAGAZINE December 2024 45 are both enjoyable for pets and demonstrate clear health benefits are most likely to earn repeat purchases. In Brazil, for instance, 61% of pet parents report purchasing pet health products at least every two months, while only 8% have never bought such items. Similar figures are observed in Mexico (57% purchased vs. 7% never purchased), the US (56% vs. 18%), Poland (55% vs. 13%), and Germany (54% vs. 17%). Even in markets like the UK and France, more than half of pet owners have bought pet health supplements at least every six months1. Future interest remains strong, with 84% of Brazilian pet owners expressing intent to buy pet health supplements. Consumers in other countries, such as Mexico (77%), the US (72%), Poland (69%), the UK (63%), France (60%) and Germany (58%), follow closely behind1. Soft chews are outpacing other pet supplement formats in terms of growth1. Much like functional gummies for humans, soft chews are a tasty reward with the added advantage of convenience and wellness benefits. Crunchy and baked treats come in as the second preference. However, there is room for growth in other innovative formats, such as liquids, toppers, mix-ins and squeezable pastes. For instance, 32% of pet parents in Brazil and Poland, 27% in the UK and 25% in the U.S. express interest in powdered formats, while a quarter of both German and Mexican pet owners are willing to try pastes1. SCIENCE-BACKED CLAIMS STOKE CONSUMER CONFIDENCE To make informed decisions, pet owners turn to various sources for product research. Veterinarians, pet store employees and specialized pet websites are the most trusted authorities, though many consumers also seek information through social media platforms. For instance, in the Americas, YouTube plays a role in informing pet parents, while Facebook groups are notably popular in Mexico, with 31% of pet owners using these groups – well above the global average of 18%1. Despite this, professionals such as vets and pet store staff remain the most influential and reliable sources for pet care advice. When selecting functional pet products, 97% of consumers say the primary health benefit advertised on packaging heavily influences their purchasing decisions4. Additionally, branded health ingredients are significant for 63% of dog owners and 61% of cat owners, as these are often associated with greater scientific backing5. Four in 10 dog parents specifically look for specialized health claims supported by scientific research5. However, consumers can be skeptical of product claims. Consumers perceive claims, such as “clinically tested,” “scientifically studied,” and “vet recommended” as evidence of a products’ effectiveness6. This highlights the importance of transparent, evidence-based marketing in building trust with consumers. MICROBIOME MANAGEMENT Understanding the gut microbiome’s role in overall health is no longer limited to human wellness. Pet owners are becoming increasingly aware of the importance of probiotics, prebiotics and postbiotics for their pets. Approximately half of global pet owners report some level of knowledge about probiotics, but awareness of prebiotics and postbiotics is less widespread1. This presents a significant opportunity for pet food manufacturers to help educate consumers and introduce innovative products that cater to this growing interest. In Mexico, 90% of pet parents have purchased biotics for their pets, with Brazil (85%) and Poland (81%) not far behind1. However, many consumers who haven’t bought biotics indicate that it’s due to a lack of awareness, such as 40% of Brazilian pet parents and 38% of Mexican pet parents who have yet to encounter these products1. The primary motivators for purchasing biotics are to address specific health issues, particularly related to digestion, and to enhance overall wellness based on professional recommendations1. Pet brands that emphasize the scientifically supported benefits of these ingredients and provide clear usage information will better capture this segment of the market.
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