Petfood Industry - June 2019 - 18

18 | www.PetfoodIndustry.com

PETFOOD FORUM NEWS

How premiumization is
driving pet food evolution
Pet owners increasingly identify their pets as family members and feed
them as such, providing great opportunity for manufacturers to cater to
this trend.
ALYSSA CONWAY
Humanization of pets is propelling pet owners
to think differently about how they feed their
pets, "trading up" to different pet foods and
feeding experiences. This premiumization brings
new opportunities for pet food manufacturers,
said Jared Koerten, head of pet care, Euromonitor, at Petfood Forum 2019 on April 30.

Near-term opportunities for development

▼

Koerten cited Euromonitor data that 68%
of global consumers believe pets are members
of their families. Consumers are demanding
the same good nutrition for their furry family
members as for their human ones, which is
evident as new pet food trends follow those of
human foods. For example, Koeten said that
there is now "significant opportunity for organic
labels in pet food." He also said that, as more
younger people are choosing to have pets instead
of children, the pet food industry is missing out
on the opportunity to serve millennials in the
mass market. According to the data presented,
the number one factor millennials look for when
selecting a pet food is its value for the money,

How premiumization is evolving with
the pet food market
www.PetfoodIndustry.com/articles/8113

meaning there is opportunity for development in
premium private label to serve this market.
Pet owners not only want to provide a quality
food for their pets, but they also now want to be
part of the feeding experience. This premiumization of feeding trend brings greater opportunity
for pet food manufacturers to develop products
that consumers can purchase at foodservice
restaurants and bakeries to enjoy on the spot
with their pet, mix fresh at home or add to their
pet's food, like bone broth toppers, to watch them
better enjoy the feeding experience.

Future innovation opportunities
Koerten pointed to three key trends that pet
food manufacturers should keep an eye on when
looking at the future of pet food product innovation:
1. Impact of new markets
2. Curation and customization
3. Sustainability

New markets
Lifestyle trends in these developing markets
will change pet ownership, as consumers in these
countries lead busier, urban lives and also have
growing dual-income, no-kid populations. As
cats are small and ideally suited for this type of
lifestyle, he said that there would be a stronger
demand for cats in these nations, providing pet
June 2019

Industry


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Petfood Industry - June 2019

Table of Contents for the Digital Edition of Petfood Industry - June 2019

Petfood Industry - June 2019
Contents
Why newer pet food formats like freeze dried are rising
Speaking of…
News and Calendar
Insect protein key to Entoma Petfood’s innovation
Decline in dog breeders worries Japan pet food industry
How premiumization is driving pet food evolution
Dogs and cats readily accept insect-based protein and oil
Clean label pet food production and marketing lessons
Chinese pet food market offers opportunities, challenges
Challenges of pet food labeling and public perception
Miscanthus grass: a new fiber option for dog and cat diets
The pet space: from online to omnichannel to omnimarket
New Products
Marketplace
Advertiser’s Index
Petfood Industry - June 2019 - Petfood Industry - June 2019
Petfood Industry - June 2019 - Cover1a
Petfood Industry - June 2019 - Cover1b
Petfood Industry - June 2019 - Cover2
Petfood Industry - June 2019 - 1
Petfood Industry - June 2019 - Contents
Petfood Industry - June 2019 - 3
Petfood Industry - June 2019 - Why newer pet food formats like freeze dried are rising
Petfood Industry - June 2019 - 5
Petfood Industry - June 2019 - Speaking of…
Petfood Industry - June 2019 - CT1
Petfood Industry - June 2019 - CT2
Petfood Industry - June 2019 - News and Calendar
Petfood Industry - June 2019 - Insect protein key to Entoma Petfood’s innovation
Petfood Industry - June 2019 - 9
Petfood Industry - June 2019 - 10
Petfood Industry - June 2019 - CT3
Petfood Industry - June 2019 - CT4
Petfood Industry - June 2019 - 11
Petfood Industry - June 2019 - 12
Petfood Industry - June 2019 - 13
Petfood Industry - June 2019 - Decline in dog breeders worries Japan pet food industry
Petfood Industry - June 2019 - 15
Petfood Industry - June 2019 - 16
Petfood Industry - June 2019 - 17
Petfood Industry - June 2019 - How premiumization is driving pet food evolution
Petfood Industry - June 2019 - 19
Petfood Industry - June 2019 - Dogs and cats readily accept insect-based protein and oil
Petfood Industry - June 2019 - 21
Petfood Industry - June 2019 - Clean label pet food production and marketing lessons
Petfood Industry - June 2019 - 23
Petfood Industry - June 2019 - Chinese pet food market offers opportunities, challenges
Petfood Industry - June 2019 - 25
Petfood Industry - June 2019 - Challenges of pet food labeling and public perception
Petfood Industry - June 2019 - 27
Petfood Industry - June 2019 - Miscanthus grass: a new fiber option for dog and cat diets
Petfood Industry - June 2019 - 29
Petfood Industry - June 2019 - 30
Petfood Industry - June 2019 - 31
Petfood Industry - June 2019 - The pet space: from online to omnichannel to omnimarket
Petfood Industry - June 2019 - 33
Petfood Industry - June 2019 - New Products
Petfood Industry - June 2019 - 35
Petfood Industry - June 2019 - 36
Petfood Industry - June 2019 - 37
Petfood Industry - June 2019 - 38
Petfood Industry - June 2019 - 39
Petfood Industry - June 2019 - Marketplace
Petfood Industry - June 2019 - 41
Petfood Industry - June 2019 - Advertiser’s Index
Petfood Industry - June 2019 - Cover3
Petfood Industry - June 2019 - Cover4
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