Pet Food Processing - May 2024 - 16

TRENDS
" Now, consumers are spending more time comparing
products, and they are increasingly open to following
the product rather than choosing from what a retailer
offers. This is particularly true for newer pet owners who
seek very specialized, new product offerings. "
Online pet food sales are seeing growth within the
direct-to-consumer (DTC) space, as consumers become
more willing to trust buying directly from brands.
Knowing where these influencers are and who they look
to influence is key to understanding how these demographics
shop. These quickly moving evolutions are why
traditional demographics such as gender, race, age, income
and education level are no longer as effective in
determining purchase behaviors.
According to the
American Pet Products
Association's 2024
National Pet Owner
Survey, 56% of Gen
Zers learn about pet
care products via
TikTok, compared to
32% of Millennials.
©Aleksei - stock.adobe.com
Younger pet owners
A recent Packaged Facts webinar, " US Pet Market
Outlook 2024, " highlighted an additional consideration:
the rise of younger pet owners and how to balance the
desire for pet ownership with ongoing economic challenges.
Around one-fourth of pet owners in the United
States are Millennials (born 1981 to 1996), many of
whom opt for pet ownership before having a child as a
sort of test-drive before becoming parents.
The combination of returning student loan liabilities
and a struggling housing market is finding many younger
pet owners in a credit crunch, and it's also impacting
the species of pet chosen. For example, homeowners
with a yard are more likely to have a dog. These younger
generations also grew up surrounded by pessimistic outlooks
on the economy and global climate, as well as the
pandemic, and as a result may experience a strong sense
of isolation and disconnect, according to Torres.
" This makes these consumers more eager to seek consistent
'guaranteed' companionship of family through a pet, "
she continued. " Additionally, social media apps like TikTok
facilitate the promotion of these intense familial bonds between
pet and parent as a standard way of life. These online
influences intensify the sense of FOMO (fear of missing
out) that younger consumers feel when they don't connect
with the same trends or lifestyles as their peers. "
These demographics find a sense of community online
and are particularly trusting of social media to inform
trends or perceptions of key brands, corporate responsibility
and nutritional quality. The rise in omnichannel
also offers opportunities to connect with prospective customers.
Gen Z and Millennials are particularly keen on
social media pet influencers, according to Torres. Online
is being embraced by consumers searching for specific
product attributes, rather than for specific brands.
" This reflects a shift from consumers relying on retailers
to identify trustworthy brands, " Torres said.
16 PET FOOD PROCESSING | May 2024 | www.petfoodprocessing.net
Human-centric trends
Looking to defy the status quo, younger generations are
demanding a higher level of engagement from pet food
and treat processors. This includes some bleed over of human
nutrition ideals, such as the fear of processed food
and lengthy ingredient lists. Such heightened awareness
translates into a higher level of scrutiny when it comes to
the ingredients in a pet's diet and how it's processed.
Social media apps like
TikTok facilitate the promotion
of these intense familial bonds
between pet and parent as a
standard way of life. "
Melanie Torres, Euromonitor International
Consumers who embrace fresh food trends are familiar
with packaging in rolls, transparent plastic or pouches
that closely resemble packaging for human food products.
Torres cited positive associations with these packaging
types as another determining factor in a decision to trade
down to a more shelf-stable option. But a consumer who
can no longer afford their pet's favorite refrigerated fresh
food might have difficulty swapping for canned food because
of its associations with high processing.
CRB, Kansas City, Mo., is seeing a move toward lower
thermal processing, or minimal processing, according
to Tony Moses, CRB Fellow, product innovation. More
manufacturers are planning to expand hot fill and hold
compared to retort capabilities, and more plan to expand
HPP (high pressure processing) and freeze drying
compared to oven baking.
" The switch to minimal processing methods can have
a major impact on packaging types, " he said. " For example,
hot fill and hold requires bottles that can be capped
or lidded, versus cans for retort. And HPP requires flexible
packaging. Manufacturers will want to consider the
http://www.petfoodprocessing.net
Pet Food Processing - May 2024

Table of Contents for the Digital Edition of Pet Food Processing - May 2024
