PET Food Processing - December 2022 - 9

TRENDS
" The next phase of
humanization is obviously
on the fresh side. "
Seth Kaufman, BSM Partners
that pets' lifestyles, health care and nutritional needs
mirror our own, " Martinez said. " This trend correlates
with growth in premiumization, as pet parents want
foods, treats and supplements to be on par with human
offerings. That means more pet owners are shopping
for tailored solutions that will address their pet's individual
needs and preferences. "
In speaking to pet industry professionals, two trends
stood out under the umbrella of humanization and
premiumization. One is an increased interest in function,
through which countless supplement brands and
solution-based pet food and treat formulations have
emerged. The other is a growing demand for fresh, frozen
and raw diets, which speaks to pet owners' desires
to present their pets with food that resembles their own.
Supplements and tailored nutrition
Martinez shared the US market for pet supplements and
functional treats is forecasted to grow at 6.1% through
2025, citing data from market research firm Euromonitor.
According to a survey of 506 pet owners conducted by
MarketPlace, 46% give supplements to their pets on a
weekly basis, and 30% of pet owners are seeking specific
health benefits in the supplements they buy.
" Right now, we are still seeing a trend toward 'feeding
better' with pet parents looking for the healthiest,
most nutritious options of food for their pets, " Wasyliw
said. " They are also now adding supplements into the
mix as well. "
Some of the most popular pet supplements seen on
shelves today are those that address digestive health,
mobility, or calming formulas that address behavioral issues.
For example, Wasyliw noted calming biscuits have
been one of the most popular treats at Ren's Pets of late,
as consumers are noticing their pets' anxious behaviors
and actively seeking out products that reduce stress.
As pet owners become more attuned to their own microbiome
and how to best support it, they are becoming
more curious and concerned about the gut health of
their four-legged companions, as well.
" Microbiome health has the potential to impact overall
wellbeing in both humans and their pets, " Martinez
said. " From immune function and digestive health to
oral care and skin condition, pet foods, treats and supplements
are more frequently touting benefits that can
address a variety of concerns for pets of all ages. "
This functional focus is evident in the countless supplement
products found across retail channels and does
not stop at supplements. Pet food brands are keeping
their fingers on the pulse of pet owner demands and
coming up with ways to incorporate active or functional
ingredients into complete-and-balanced diets to address
common need states, food sensitivities and preferences.
" With alternative proteins and flexitarian lifestyles
trending in human diets, many pet owners are also seeking
out plant-forward foods and treats for their pets, "
Martinez added. " From a return to highly palatable legacy
ingredients like soy, corn and wheat to wholesome
ingredients like ancient grains, beans and pulses, the options
for pet food are as varied as what may be found on
their owners' plates. "
www.petfoodprocessing.net | December 2022 | PET FOOD PROCESSING 9
Pet specialty
retailers are uniquely
positioned to
promote and sell
premium, solutionbased
products such
as these calming
biscuits by Vetdiet.
Ren's Pets
http://www.petfoodprocessing.net
PET Food Processing - December 2022

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