PET Food Processing - September 2020 - 10

TRENDS

MILLION
42.7
US households have cats

American Pet Products Association's 2019-2020 National Pet Owners Survey

TO GROW 6% EACH
WET PET FOOD ISYEAREXPECTED
OVER THE NEXT THREE YEARS
Nestlé Purina PetCare

Cats are generally
pickier than dogs
and have different
sensorial preferences
when it comes to
palatability, which is
a primary product
development
challenge for
manufacturers.
AFB International

10

the 41 million cat food buyers have added wet cat food
to their regular shopping lists... Wet cat food is currently
the second fastest-growing segment within the cat food
category, and it's expected to grow approximately 6% over
each of the next three years."
Petcurean has innovated in this space with its GO!
Solutions wet diets for cats, which feature minced animal proteins as opposed to the traditional pâté texture.
Additionally, Caru Pet Food Company, Vero Beach, Fla.,
recently released several new wet cat food and treat options, including its human-grade Daily Dish Broths and
Smoothies, which can both be fed as meal toppers or treats.
"Gone are the days of hard, crumbly biscuits as the
only options available to felines," said Adrian Pettyan,
chief executive officer and co-founder of Caru Pet Food
Company. "Month over month, there have been new
innovations for cat treats from freeze-dried bites to
squeezable snacks, and also savory broths that allow pet
parents to choose new offerings for their cats to try."
Variety continues to be a vital part of any pet food
portfolio, but it's especially important in the cat food and
treat space. This includes offering variety packs of different protein and texture options, as well as portfolios that
can be utilized for combination feeding.

PET FOOD PROCESSING | September 2020 | www.petfoodprocessing.net

"Besides adding variety and offering a more personalized mealtime experience, wet with dry combination
feeding is also a great way to help cats get more water in
their diets," said Natalie Asaro, companion animal nutritionist, Petcurean. "Some cats are particularly wateradverse, which can contribute to struvite crystal formation and urinary tract infections, so helping them get
extra moisture in this way is a great way for pet parents
to help."

Function first
Solution-based formulas have taken the market by storm
as cat owners increasingly consider functional benefits
when making pet food purchasing decisions.
One notable innovation paying homage to function
is Purina's LiveClear line, which is helping pet owners
manage a major concern: cat allergies.
"Backed by a decade of Purina research, Pro Plan
LiveClear is the first and only cat food that has been
shown to reduce allergens in cat hair and dander,"
Toscano said. "It's an entirely new way to help manage
cat allergens for the as many as one in five adults worldwide who are affected."
The groundbreaking diet uses a specific egg-based
protein to neutralize Fel d1, the major cat allergen cats
produce in their saliva that causes reactions in humans.
"By reducing active Fel d1 in the cat's saliva, it reduces
the allergen that is transferred to the cat's hair and dander when they groom, ultimately reducing the allergen
in the environment," Toscano explained. "When fed
daily, LiveClear significantly reduces the allergens in cat
hair and dander in as little as three weeks."
The quest for functional cat foods may have started
with diets formulated specifically for indoor cats, but
now include a vast selection of diets that target urinary
health, hairball reduction, skin and coat health, mobility,
food sensitivities, life-stage and countless other categories of health and wellness.
Royal Canin, a Mars Petcare brand based in St.
Charles, is an industry veteran of solutions-based formulas for dogs and cats. The brand recently launched a
new urinary care diet for cats, formulated with 10 different urinary ions, optimal pH and effective minerals.
"While many ingredients are not new to the pet food
industry, we are noticing that more cat parents are looking for recipes that include ingredients that have functional benefits," Asaro said. "Examples of the ingredi-


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PET Food Processing - September 2020

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