How taking care of our pets drives the pet market
Without a doubt, the biggest trend in the pet industry over recent years has been pet humanisation. Owners are increasingly seeing their pets as family members and caring for their companions to a standard they would look after humans.
The term ‘pet parents’ is becoming increasingly popular and it is a fair reflection of how owners view themselves and their pets. Even when it comes to treating our pets, we want them to share many of the same experience as ourselves. Just think how dogs can enjoy an ice cream, cupcakes, and turkey dinners at Christmas!
Of all the ways owners are invested in giving their pets better lives, the health sector is by far the biggest. We’ve all become more aware of how important our own human health is. Think about some of the words that we’re now aware of that likely would have been alien to many of us 20 years ago: probiotics, antioxidants, collagen, macro nutrients, amino acids, botanicals, minerals, multivitamins, and the list goes on. Unsurprisingly with the pet humanisation trend, this drive to improve health has extended to our pets.
Long gone are the days of feeding our animals sub-standard food or scraps of human food that is full of fat or sugar. Many owners want to provide their pets with high quality food that promotes their companions’ wellbeing, use treats that have clear health benefits, and even give dogs supplements to boost everything from digestion and the immune system, to mobility and brain function.
UK Pet Food is an association for pet food manufacturers, suppliers, and the wider industry. Their members account for over 90% of the pet food market. The Deputy Chief Executive Nicole Paley explains how improving pet health is at the forefront of the industry, as that is what the customer wants.
She said: “The pet food industry is undergoing a significant transformation driven by advances in pet nutrition and technology, increasing awareness of pet health and customer preferences. With a nation of 38 million pets to feed, the industry continues to innovate producing a range of pet foods to suit all preferences and purses which focus on the long-term health and well-being of our pet companions.
“Pet owners are increasingly viewing their pets as members of their family, leading to a growing emphasis on health and wellness. This trend has prompted a shift towards premium and specialised pet food options. Ingredients such as probiotics, prebiotics, and functional supplements are being incorporated into pet food formulations to promote better digestion, and support the immune systems and overall well-being. This is a long-standing trend and as new science in animal nutrition emerges, the pet food industry looks at how this can be beneficially included in new product development.”
Eating for health
Pet food brands, for animals of all sizes, are striving to maximise the healthy impact of what we’re putting in our pets’ bowls. Here are some of the ways pet food has evolved to maximise wellbeing of our pets:
- High quality ingredients — there is an emphasis on food being made from the best ingredients possible. You’ll notice how often meat in pet diets is referred to as human grade. When it comes to hay, brands are producing better quality hay, such as timothy hay, for the health benefits it brings. Quite simply, brands are using better ingredients.
- Added ingredients for health — in pet recipes, the vegetables, fruits, and botanicals being included in recipes are for the specific health benefits. This even includes supplements, with brands adding these into their food recipes.
- Natural recipes and no fillers — brands are increasingly natural, which means they are made without any artificial colours, preservatives, or flavours, and the ingredients come from plants or animals. Gone too are fillers to bulk out foods. Recipes are becoming increasingly simple with a clear list of ingredients, each selected for their nutritional impact.
- Lifestage and tailored diets — from dogs to rabbits, brands are producing lifestage diets. The pet food industry has recognised that the nutritional requirements of animals change throughout their life. They have produced diets where the macronutrients are tweaked to better provide for what the body will need at that age. There are tailored diets for different breeds and lifestyles too. Particularly in the dog food market, diets have been produced to target different lifestyles of dogs, such as working or sporting dogs, or grain free or sensitive recipes, as brands recognise these dogs have very different nutritional needs.
As Nicole says: “Any ‘complete’ pet food is designed to provide complete and balanced nutrition in every portion provided. UK Pet Food members formulate their diets in line with nutritional guidelines that are industry best practice. They detail the nutritional needs of pets at the varying life stages from puppies and kittens through to senior years. The guidelines are peer reviewed annually by a team of independent veterinary nutritionists from across Europe. New science is added when it becomes available. Feeding this way is akin to having your diet put together by a nutritionist on a daily basis!”
We’re seeing the rise of raw dog food. The idea being that dogs evolved eating raw meat diets and so that is what they will benefit from now. While at the moment there is not as much scientific study to highlight the benefit of raw feeding, it is growing rapidly with consumers. Owners are reporting great health benefits to dogs on the diet and there’s a rapid increase in the number of raw specialists and the lines they are offering.
Pet food keeps advancing to benefit pets’ health. Developments are happening all the time and brands are constantly trying to raise the bar. You can see this on food packaging.
Brands want to shout about their nutritional credentials as they know that it is a big motivator for buyers. Food packaging is often featuring graphics highlighting the ingredients and the specific health benefits of the diet.
Treat their health
The mission for wellness extends to treats too. The ingredients in treats are higher quality and manufacturers are taking a variety of steps to make them healthier.
Many popular treats are natural, less calorific per treat, cooked using methods to retain nutritional value, and contain less ingredients that might incite sensitives or allergies. In fact, as well as becoming generally healthier, many brands have gone further to make treats that are designed to have health benefits.
Owners can buy treats that will help dental health, improve breath, help keep pets calm, improve energy levels, make the skin less itchy, or aid the health of bodily functions, such as digestion and brain function. Consumers don’t just want their pets to get excited for a treat, they want the treats to improve their wellbeing too.
Supplements for health
People are becoming increasingly aware that to function at its best the human body needs the right balance of chemicals and nutrients to maximise biological functions. And if these levels become out of balance, or a weakness develops, we can top the levels up with supplements. We can improve biological processes by giving them the right supplementary boost. Naturally, this knowledge and expertise has emerged in the pet market.
There are supplements for pets of all sizes that are targeted in the same way that human supplements work — they are formulations designed to help improve or maintain biological process in our companion animals. It is a market estimated to be worth over £100m and growing at a substantial rate.
Typical supplements include salmon oils, joint care supplements, bone supplements, probiotics, digestion support, calming supplements — the full list is extensive! Brands often market these supplements by the health benefit they provide. So, stockists can easily see how the product helps the pet and pass this knowledge onto buyers.
Supplements are being made easier to give to pets too. They are coming in tasty chew formats, as toppers for food, or given direct. Wellness drinks, bone broths, smoothie type drinks are gaining market share too. Another take on a human health trend, these drinks are providing health benefits are often popular with pets. Some are even aimed specifically at hydration which is something our pets can struggle with. Our companion animals don’t associate drinking with food as we do. In fact, cats prefer their food and water bowls to be separate. Our pets can struggle to get the optimal amount of fluids on board and that can directly impact many different bodily functions.
A wellness movement
Health and wellness are top priorities for pet brands and consumers alike. Owners want the absolute best for their pets and brands are striving to deliver. They recognise it’s good for pets and profits!
New studies and developing science will continue to drive this movement forward. As will education as more pet owners learn about the various benefits that can be gained from the products on the market. It’s an extensive field and retailers can play a key part in helping customers understand how health products work and find the best ones for them and their animal. Health products are a huge opportunity for everyone — healthier pets, happier owners, and engaged customers for manufacturers and retailers.
How to market pet health products
Product knowledge — we all know that expertise and sharing knowledge are key reasons for shoppers to head independent retailers. Getting to know the products, understanding their benefits, and choosing carefully what you stock is absolutely key. Knowing the credentials of products and being able to share this is an accessible way with shoppers will build trust and repeat purchases. When owners come with a question about certain areas of health, be ready to know which products can help.
Highlight health benefits — we have seen how important health benefits are to buyers. So, promote these benefits at every opportunity you can, on social media, in newsletters, through conversations, and point of sale merchandising.
Get help from brands — they will want to help you shout about the health benefits of their products. Utilise the opportunity for pos materials, digital assets, graphics on packaging and product training.
Share success stories — had a customer who you have supplied a product that has clearly help their pet? Ask them if you can share their story on your social media.
Displays in store — why not set up displays, signage, or info leaflets about relevant health products? You could have displays about certain conditions or of your best-selling health products.
Key health terms explained
Natural — made without added artificial colors, flavours or preservatives. Ingredients in natural food come only from plants, animals, or naturally occurring minerals. They usually undergo minimal processes too.
Hypoallergenic — contains allergens so unlikely to produce an allergic reaction.
Prebiotic — a non-digestible food ingredient that promotes the growth of beneficial microorganisms in the intestines.
Probiotic — live microorganisms that are intended to have health benefits when consumed or applied to the body.
Antioxidants — a substance that inhibits oxidation, which protects cells against free radicals, unstable molecules, which are thought to play a role in causing diseases, including cancer and heart disease.
Macronutrients — the nutrients needed in larger quantities that provide energy.
Micronutrients — chemical elements or substance required in trace amounts for the normal growth and development of living organisms.
Botanicals — a substance obtained from a plant and used typically in medicinal products.
Amino acids — molecules that combine to form proteins. Amino acids and proteins are the building blocks of life.
Functional — food that has health benefits beyond just filling you up.
Superfood — a nutrient-rich food considered to be especially beneficial for health and well-being.
Omega-3 fatty acids are a group of polyunsaturated fatty acids that are important for a number of functions in the body.
Vitamins — organic compounds which are essential for normal growth and nutrition.
Collagen — the main structural protein found in skin and other connective tissues.
Types of health and wellness products
The range of products promoting pet health and wellness is vast. Here, we look at some of
the type of products you could stock to help your customers…
Pet food — consider what types of foods you are stocking for all species of pets. Look at how
the ingredients promises to benefit the animal. Also consider lifestage and specialist diets.
Treats — research the functional benefits of the treats you stock, for all the different type of
pets.
Meal toppers — added to a pet’s food, there are a host of toppers which provide health
benefits, as well as making the meal itself more tasty.
Dental chews — from the biggest pets to small companions, owners want to care for their
pets’ teeth. Dental chews will use active ingredients, durability, and texture to help clean
teeth.
Salmon oil — a great source of Omega 3 and Omega 6 acids, salmon oil has a whole host of
benefits for the heart, skin, coat, immune system, and mobility.
Bone broth — long-established for health benefits for humans, bone broths for animals are
nutrient dense with superfoods, such as collagen, vitamins, and minerals. Dogs and cats can
enjoy on meals, added to water, or even frozen or as a jelly.
Cod liver oil — cod liver oil has naturally high levels of vitamins A & D. Dogs rely much more
heavily on their diet as a source of vitamin D than people.
Pheromone diffusers — a brilliant way of helping keep pets calm and relaxed, pheromone
diffusers produce artificial copies of the natural pheromones pets produce to send calming
messages. A less stressed pet is a healthier pet!
Cat grass — cats like to munch grass and cat grass provides safe alternative that also helps to
eliminate hairballs and aids digestion.
Supplements — the range on supplements available is huge and could have a whole section
of their own! There are so many different formulations with targeted health benefits.
Research the brands and understand the benefits they provide.