PET Food Processing - June 2020 - 9

TRENDS

people

D
FOOD
Human brands, including those
that represent celebrities, are
entering the pet market.
By Lynn Petrak | petfoodprocessing@sosland.com

W

What's in a name? When it comes to branded products,
a recognizable name lends a certain cachet.
While many familiar names - Purina, Alpo, Iams
and Meow Mix, to name a few - are associated with
pet food products, well-established brands in the human food category are now moving into the pet market.
These newcomers include brands that represent popular
public figures as well as longtime companies with deep
roots in human foods.
The cross-industry penetration reflects both the growing humanization of pets and the lucrative opportunities
that the pet marketplace presents.
As mentioned in a June 2019 podcast from Nielsen,
the humanization of pets "is driving trends across the
pet food industry that align with many of the trends
we're seeing in the human food and beverage industry."
That alignment with trends sets up an alignment of
brands. The market is particularly ripe for these new
possibilities in the wake of the COVID-19 global health
crisis and subsequent home quarantines.
"The United States pet population has now exceeded
200 million for the first time, led by record-breaking
adoption during the pandemic," said retail analyst Burt
Flickinger, managing director, Strategic Resource Group,
New York City.
Along with a higher pet population comes greater
spending on pet products, including treats and foods
that people buy from trusted names.
"There are opportunities for branded pet products,"
Flickinger said. "We're seeing people spending more
per pet, even more than they're spending per person, on
foods, treats and accessories."
Rick Ruffolo, president and chief executive officer,
Sweetgreen, a restaurant chain in the United States serving
healthy, made-from-scratch meals, partnered with Wild One to
develop a dehydrated plant-based dog treat. Wild One

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PET Food Processing - June 2020

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http://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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