Pet Food Industry Booms with Sustainability Claims and Personalised Nutrition
The pet food industry is witnessing a surge in sustainability claims, particularly in packaging. Europe leads the way with the highest number of launches, while natural claims dominate frozen and chilled products. Meanwhile, consumers seek personalised nutrition for their pets' health.
Lynn Dornblaser, director at Mintel, notes that pet food innovation outpaces human food. Sustainability is a key focus, with claims growing across all types, especially in packaging. Europe accounts for the greatest share of these launches.
Frozen and chilled pet food often boast natural claims, reflecting a strong trend towards natural values. Consumers prefer no artificial ingredients, with a small but growing interest in chilled and frozen options. However, specific brands using regenerative agriculture in pet food are not yet clear, though Nestlé has sustainability goals including regenerative agriculture by 2025.
About a third of new pet food products in the last five years come from new companies. Consumers now prioritise 'health span' over 'life span', driving demand for personalised nutrition. DNA-tailored pet food could be the next big trend, with some consumers willing to pay a premium.
The pet food industry is evolving rapidly, with sustainability and personalised nutrition leading the way. Europe is at the forefront of these changes, while natural claims dominate frozen and chilled products. As consumers seek to improve their pets' health, the industry responds with innovative solutions.
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