Pet parents seek out human-grade food for reassurance
Implications - Pet owners, increasingly humanizing and therefore willing to spend more on their animals, are seeking out human-grade quality in pet food products. Providing reassurance to these consumers by focusing on health benefits and safety, this focus on ingredients mirrors shifts happening in food more broadly.
Workshop Question - As consumers increasingly look to invest in themselves and their loved ones, how are you demonstrating integrity and quality with your positioning?
Trend Themes
1. Humanization of Pets - Owners are willing to spend more on their animals as they seek out human-grade quality in pet food products, mirroring the shifts happening in food more broadly.
2. Healthy and Natural Pet Food - Pet owners are looking for products that contain healthy ingredients that they would eat themselves, including all-natural and human-grade ingredients.
3. Alternative Protein Sources for Pet Food - Pet food companies are using alternative protein sources such as cricket powder as a more sustainable and healthy alternative to traditional protein sources.
Industry Implications
1. Pet Food Industry - Companies can capitalize on the trend of humanization of pets and focus on healthy, natural, and alternative protein sources in pet food products.
2. Alternative Protein Industry - As pet food companies look for more sustainable and healthy protein sources, the alternative protein industry can provide a new market to sell their products.
3. Packaging Design Industry - Pet food companies can work with design agencies to create unique and appealing packaging designs to attract the attention of pet owners seeking out human-grade quality in pet food products.
