PET Food Processing - December 2018 - 11

TRENDS

REWARDING

INDULGENCE
Treating pets to a snack is a pastime that increasingly
reflects the snacks pet owners enjoy themselves.
By Keith Loria | petfoodprocessing@sosland.com

Today's pet owners are searching for dog and cat treats that
aren't just functional but also fun, interesting and reflect
their pets' place as a part of the family. Treating occasions
cover the gamut. It could simply be treats for treats' sake, a
reward for good behavior or maybe a more functional purpose such as to provide a health boost to the pet beyond
what's available from its food.
Many pet owners are drawn to treats that are aesthetically pleasing and similar to something they would eat
themselves. Crystal K. Wiebe, founder of Beer Paws,
craft beer dog treats made in Kansas City, Missouri, says
people were uncertain about her beer treats for dogs at
first, but now they are realizing that their dogs can enjoy
the same benefits that their owners get from enjoying a
craft beer. "Pet parents want their dogs to have the same
things that we do, which is why treats like this are so
popular," Wiebe says.
Other trends in both cat and dog treats are driven by a
rise in sustainable sourcing for packaging and the use of
alternative proteins in the treats. Lexie Berglund, president
of The Pound Bakery, based in Harvard, Illinois, notes that
both brands and consumers are looking for proteins that
are different and more sustainable long term. "For example,

we've had some customers interested in creating treats with
cricket protein because they feel it is unique and more sustainable than beef or chicken," she says.

Fighting for attention
With the proliferation of treat brands and SKUs, it can
sometimes be challenging for a product to be noticed by
pet owners. GfK Market Research company reports that
the number of US pet food and treat brands on the market are up 71% since 2011 and the price for pet treats rose
from an average of $6.91 per lb. in 2011 to $10.93 per lb.
in 2017, an increase of 58%. "Since there are so many options out there for consumers, catching their attention and
getting them to relate to your brand is huge," Berglund
says. "Having packaging that is unique, eye-catching and
attractive can play a huge role in grabbing a consumer's
attention on the shelf or on social media. Brands need to
consider what the overall message is and make sure the
packaging represents that in a unique way."
Staying on top of social media is obviously important,
but Wiebe states there's nothing wrong with old-fashioned methods for gaining consumer attention. "From
the get-go, we hit up local events and some national

Kansas City-based
Three Dog Bakery
offers dog owners and
their pets a bakery
experience and a
decadent yet healthy
indulgence at its nearly
50 bakeries across
the country.
Three Dog Bakery

www.petfoodprocessing.net | December 2018 | PET FOOD PROCESSING

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PET Food Processing - December 2018

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