NATURALNESS AND WELLNESS IN PET FOOD: opportunities to be seized by using the right tools

Pet food is currently one of the most dynamic global sectors, with a value of over 110 billion dollars in 2021 and an expected annual growth rate of +4.5% until at least 2027.

Pets have taken on an increasingly important role in the lives of their owners. They are increasingly considered real family members and as such, must receive the best in terms of care, games and, of course, food.

And so, just as the main food trend for people is associated with natural products and health & wellness, so pet owners choose to opt for a diet that has these same characteristics for their animals.

In 2021, there were over 2.17 million brands associated with new consumption trends worldwide and, in particular, compared to 2019, there was 20% growth in the number of products on the shelf with claims related to diet and well-being ( free from), +21.4% for so-called “Clean Labels” (e.g. no artificial ingredients, no chemical additives), and +29.8% for ethical products (e.g. sustainable products, sustainable packaging ).

From simple food, pet food is transformed into one of the ways that owners can convey their love to their pets, and this modifies on-the-shelf communication making it more emotional and premium. Tactile and more sophisticated materials are used, images of everyday life and affection, and even the graphics of the ingredients are treated with extreme naturalness.

In an extremely fragmented sector in terms of companies and even more so for brands, together with extremely broad product ranges, a proper brand architecture and portfolio management become essential tools for seizing new market opportunities and supporting the creation of value.