Manufactures are becoming more aware of the specific needs during the different life stages of pets, and reflect this in tailor-made products and more premium brands .

 

Premium dog and cat food in developed markets accounted for more than 72% of global pet food and pet care product sales in 2005. The premium segment increasingly attracted the attention of the major mid-priced manufacturers.

 

This was most notable with world-leaders Mars and Nestlé, which invested in the development of super premium brands, and thus intensified competition. Moreover, the growing popularity of premium products spurred a trend towards premium-orientated product innovation and marketing in the mass market as mid-priced brands looked to adapt to changing consumer demand. In addition, pet owners are increasinlgy willing to spend a lot of money on their pets.

An article in New Nutrition Business (Jan 2007) described 10 key trends in human food. Interestingly enough, the majority of the trends are also seen in today’s pet food industry.

Trend 1: Weight management (also in pet food)
Trend 2: Mood food (also in pet food)
Trend 3: Healthy snacking (also in pet food)
Trend 4: Fruit
Trend 5: Digestive health (also in pet food)
Trend 6: Kids nutrition (also in pet food - kitten/puppy)
Trend 7: We are all turning Japanese, as in healthy food
Trend 8: Beauty from within
Trend 9: ‘Naturally healthy’ (also in pet food)
Trend 10: Functional foods and health (also in pet food)

 

See also:
Article – Dynamics in today's pet food industry
Article – Pet food comes of age  
News - Innovative products drive growth at Hill's