Petfood Industry - June 2019 - 19

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food companies with the chance to develop more premium
cat food and catch up with the largely dog-dominated
premiumization trend.
However, Koerten noted that premiumization may look
different in these emerging markets. Data he presented
showed that in 2018, just 27% of pets' caloric intake in
developing markets came from commercial dog and cat food,
compared to 63% for developed markets in 2018.
For example, he said that while previously signs in countries like South Korea and Turkey warned residents not to
feed or interact with stray animals, pet food companies are
now selling pet foods formulated specifically for stray cats -
a big trade up from garbage and scraps on the street.

Curation and customization
Pet food customization has evolved, but there is still
much potential for future development in both emerging
and developed pet food markets. Pet food companies have
developed specific-breed formulas and therapeutic diets for
pets, yet Koerten says now there is much room for development in terms of fully customized diets that are designed for
a specific pet's holistic profile. He said this doesn't just have
to be done online, but can also be done in stores, citing an
example for JustFoodForDogs partnering with Petco to allow
in-store customers to watch their custom food being made.

Sustainability
Consumers are increasingly paying attention to sustainability in both the foods they consume as well as those for
Industry June 2019

their pets. Koerten said two-thirds of consumers are trying
to have a positive impact on the environment through their
everyday actions. This consumer concern is driving growth
in ethical labels and provides pet food brands the opportunity to differentiate their product.
He also noted that the future of pet food premiumization will also be impacted by the three "P"s of sustainability:
protein, packaging and provenance.
"Sustainability in proteins is a major issue," Koerten said.
With the rise of meat-first, high-protein diets, he said
there is a gap between consumers' demands for these products and their desire to live sustainably as byproduct use in
foods is eliminated. This, he said, leaves room for premium
brands to develop formulas with alternative animal-free
proteins.
The second "P," packaging, has come a long way for
pet food, but Koerten said there is still a lot of room for
future innovation in the industry, which he said some of the
biggest players in the industry are already investing in. He
also noted that 63% of global consumers believe the word
"recyclable" is a trustworthy label on products.
Consumers are also increasingly paying attention to the
third "P" - provenance - as they want to know exactly
where their food comes from.
"People are wising up to the idea of 'food miles,'" he said.
Consumers want locally sourced products that don't need
to be transported all across the world.
Petfood Forum 2019 was held April 29-May 1 in Kansas
City, Missouri, USA.  ■


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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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