Petfood Industry - June 2018 - 26
26 | www.PetfoodIndustry.com
5 ways to succeed in
pet food product innovation
Pet food companies may benefit from focusing on these five key aspects
of new product development.
the opening keynote for Petfood Innovation
Workshop on April 23, the day before Petfood
"New pet food products need to be designed
for the modern pet, who has a modern owner,"
Restivo said. "Pet health and wellness is really
important these days."
To develop health-focused pet foods and
treats, Restivo suggested that companies focus on
five key aspects of new product development.
auremar I BigStock.com
Size up the opportunity
Keeping up with, and even anticipating, trends in the human
food space can be a significant boon when trying to develop
the next best thing in pet food or treats. Knowing and
targeting the right consumer base are also essential steps in
successful product innovation.
Human health and wellness trends, such as
probiotics and superfoods, strongly influence
what pet owners seek in the products they buy
for their animals, said James Restivo, director of
client development at Nielsen. Restivo delivered
"You need to understand if your
company is ready for the new modern pet,"
said Restivo. "This is a very competitive
industry, and we need to use analytics."
Before jumping into new product development, use analytics to drive decision
Look for pockets of growth within the
wider human food industry to see where
trends will translate into pet food. One
major pocket of growth that Nielsen's
analysts have identified is health, wellness
and clean label.
Capitalize on emerging
Restivo noted three examples
of emerging trends in human health and
wellness foods that also hold for pet food.
One is natural foods. He noted that pet
foods with natural claims are growing
as quickly as baby foods making similar