Petfood Industry - June 2018 - 28
28 | www.PetfoodIndustry.com
➥5 WAYS TO SUCCEED IN PET FOOD PRODUCT INNOVATION
claims. That means that natural
pet foods are growing faster
than many segments of the
human food market.
A second important trend is the
growth of "free-from claims." For
pet food, that includes listing meat
as the first ingredient. Forty-six
percent of pet food now lists meat
as the first ingredient.
Avoiding artificial ingredients
is a third trend moving into pet
food from human health trends.
Although some consumer products, such as detergent, haven't
strongly followed this trend, pet
owners are increasingly unwilling
to make trade-offs when it comes
to artificial ingredients, he said.
"They want to know what is in
this food and what is not," Restivo
Even if a company develops a
product that meets these three
trends, the company needs to get
their product on the market before
too many competitors do.
"If not, you're just a 'me too,'"
Real whole food ingredients for real
nutrition. Make it good enough for
yourself and your pet.
Grown with care.
Served with love.
Trusted source of
traceable, clean label,
whole food ingredients
pet joint health
With health and wellness pet foods and treats, pet
food companies need to avoid a
mass market approach, he said.
The health trends that appeal to
one consumer may not attract
another. The pet food market
is highly segmented, and new
product developers need to think
about select groups' interests and
After all, they deserve it too.
Organic, freezedried, drum-dried
and low micro
and manufacturer for a
simplified supply chain
815-472-3100 | firstname.lastname@example.org
The design of a pet food or treat
can boost consumers' perception
of that product's health and wellness benefits. Restivo mentioned
the example of Milk-Bone
Brushing Chews that come in a
box designed to look like human