Brands in the pet space are launching free-from pet foods
Trend - Brands in the pet space are launching free from pet food made with minimal ingredients. This comes as the industry is driven by younger demographics who are better informed about the ingredients in foods and their impact on health.
Insight - Millennial and Gen Z pet owners, who were brought up in an increasingly health-conscious society, take the health and well-being of their companion very seriously and are looking for ways to improve their pet's longevity and quality of life. For many individuals in this demographic, high-quality is synonymous with organic; therefore, they are more likely to consider pet foods whose recipes use naturally-made ingredients over “normal,” mass-produced foods. This comes as more information becomes available regarding the link between diet and health—for both humans and animals alike.
Insight - Millennial and Gen Z pet owners, who were brought up in an increasingly health-conscious society, take the health and well-being of their companion very seriously and are looking for ways to improve their pet's longevity and quality of life. For many individuals in this demographic, high-quality is synonymous with organic; therefore, they are more likely to consider pet foods whose recipes use naturally-made ingredients over “normal,” mass-produced foods. This comes as more information becomes available regarding the link between diet and health—for both humans and animals alike.
Workshop Question - How can your brand appeal to health-conscious consumers?
Trend Themes
1. Free-from Pet Foods - The pet food industry is shifting towards free-from pet food made with minimal ingredients in response to the demand from health-conscious younger pet owners.
2. Alternative Proteins - The use of alternative proteins such as insect protein, sweet potato, fava beans, and yeast, is becoming more popular in the pet food industry as it offers nutritional and sustainability benefits.
3. Personalized Pet Foods - Fresh, personalized pet food delivery services like Kabo are rising in popularity as pet owners seek convenient and healthy options for their furry companions.
Industry Implications
1. Pet Food Manufacturing - Pet food manufacturers can capitalize on the trend of free-from pet foods and alternative proteins by developing and marketing products that cater to younger, health-conscious pet owners.
2. Direct-to-consumer Delivery - Direct-to-consumer delivery services like Kabo are disrupting the traditional pet food industry by offering personalized and convenient options for pet owners.
3. Sustainable Agriculture - The use of alternative proteins, such as insect protein, is creating opportunities for sustainable agriculture businesses to supply the pet food industry with high-protein, environmentally-friendly options.
