PET Food Processing - June 2021 - 9

TRENDS
On and
beyond
trend
Pet food and treat brands search
for the " why, " not the " what, "
that's driving the industry forward.
By Scott Wilson | petfoodprocessing@sosland.com
I
If not every problem in life has a ready answer, it isn't
for want of solution-based pet foods. Case in point: the
chubby puppy.
" The biggest health problem facing dogs today is the
same as it is with humans: obesity, " said Robert Downey,
president and chief executive officer, Annamaet
Petfoods, Hatfield, Pa.
Not coincidentally, then, Downey's company has developed
Annamaet Lean " to help fight obesity, with a
high-protein, low-fat formula using additional carnitine
without the added fiber. " (The product, he added, " provides
an effective solution " for another problem he labeled
a rising threat: pancreatitis.)
The continued proliferation of solution-based foods,
treats and supplements is seen among the trend takeaways
visible on store shelves now or, on the evidence
of this spring's all-virtual Global Pet Expo, headed for
them soon. As Pet Food Processing reported in March,
more than 250 companies - representing 700 brands
and more than 10,000 products - attended the event
bearing some 300 novel marketplace entries vying to
crest trends or set new ones.
Ensuring robust consumer interest goes beyond spotting
and following trends, though.
Waves of grain
After more than a decade of grain-free kibble leading
the pack for high-end premium pet food, new crops
of grain-forward products are rising.
" With the rise of ancient grains being used in human
diets, we saw the desire to provide that to pets as well, "
said John Kampeter, vice president of sales and marketing,
Taste of the Wild Pet Food, Meta, Mo.
Indeed, NielsenIQ Retail Client Director Brad
Boldridge shared at Global Pet Expo there had been a
19% shift in volume from grain-free to grain-inclusive
pet foods from June 2018 to December 2020.
" We have seen a consistent interest in Taste of the
Wild with Ancient Grains since it launched, and we believe
this trend is here to stay, " Kampeter said.
Delivering on-trend pet foods and treats has become
more challenging.
" Back when consumers were simply looking for a good
ingredient profile, if you had a good 'protein story,' you
were golden, " said Heather Govea, chief commercial officer,
Alphia, a super-premium pet food and treat manufacturer
headquartered in Bern, Kan. " But we have a completely
different consumer now, and pet parents are looking to be
more engaged and offer a greater experience for their pets. "
Making Govea's point is the fleet pivoting of Taste
of the Wild. The line, " originally developed to meet
pet owners' growing demand for pet food that was inspired
by the protein sources of pets' ancestral diets, "
Kampeter said - emphasizing meat and including
grain-free options - responded quickly to its customers'
perceived needs. Enter limited-ingredient and
grain-inclusive diets with Taste of the Wild Prey and
Taste of the Wild with Ancient Grains.
www.petfoodprocessing.net | June 2021 | PET FOOD PROCESSING 9
As pet owners pay
closer attention
to pet nutrition,
brands are challenged
to evaluate
which trends to
embrace and which
not to.
©Pixel-Shot - stock.adobe.com
http://www.petfoodprocessing.net

PET Food Processing - June 2021

Table of Contents for the Digital Edition of PET Food Processing - June 2021

PET Food Processing - June 2021 - Intro
PET Food Processing - June 2021 - 1
PET Food Processing - June 2021 - 2
PET Food Processing - June 2021 - 3
PET Food Processing - June 2021 - 4
PET Food Processing - June 2021 - 5
PET Food Processing - June 2021 - 6
PET Food Processing - June 2021 - 7
PET Food Processing - June 2021 - 8
PET Food Processing - June 2021 - 9
PET Food Processing - June 2021 - 10
PET Food Processing - June 2021 - 11
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PET Food Processing - June 2021 - 14
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PET Food Processing - June 2021 - 18
PET Food Processing - June 2021 - 19
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https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2022
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-december-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-october-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-september-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-june-2021
https://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
https://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
https://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
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