Petfood Industry - September 2019 - 26

26 | www.PetfoodIndustry.com

Humanization, all-natural big
in small animal pet food
Some very popular trends in the dog and cat food space can be found among
small animal products, as well.
LINDSAY BEATON

Small animal pet food trends are mirroring
trends in the larger pet food industry,
according to experts. Andrea Gantz| WATT Global Media

T

he well-known dog
and cat food trends of
pet humanization and
natural formulations are
alive and well in the small pet
segment, as owners of everything
from birds to guinea pigs target
higher-quality and more complex
foods for their animals.

Humanization in small
pet food
"We have seen an increasing
'humanization' of pets, driven
by a variety of factors such as
pet representation in movies and
on social media," said Claire
Hamblion, marketing manager
for England-based Supreme
Petfoods, which specializes in

food, snacks, bedding and accessories for small pets. "Another
factor is that the pet and owner
bond is stronger than ever. With
our small furry friends becoming
family members, there is greater
demand for more premium and
convenient products. This is
reinforced by the shift in demographic of small pet owners to
slightly older individuals who
are happier to invest money in
their pet's health and want highquality food and treat options."
Of course, that search for
premium products includes
specialized formulations and the
desire for more options overall.
"With the growing role of pets
as valued members of the family,
pet owners are becoming more
conscious of their companions'
health and looking for these
popular human health food
trends in their pets' food as well,"
said Julie Fain, product development and marketing coordinator
for Ohio, USA-based Vitakraft
Sun Seed Inc., which specializes in premium bird and small
animal products. "Pet owners
are also looking for more variety:
They want more options of treats,
foods and care supplies to choose
from, and are willing to travel or

spend time online to find more
options."

The natural trend:
expanding in small pet
Dogs and cats aren't the only
pets getting an overall upgrade
in their meals: Small pets are
benefiting from the natural pet
food trend as well, according to
experts in the segment.

A trend toward more "natural"
diets that better mimic what an
animal would eat in the wild is
growing in small pet food.
Courtesy Versele-Laga

"The 2018 Petco announcement to 'turn their back on
artificial' was a strong signal that
the market and consumer needs
are heading in that direction," said
September 2019

Industry


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Petfood Industry - September 2019

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

Petfood Industry - September 2019
Contents
What is the future for pet food packaging sustainability?
Speaking of…
News and Calendar
TOP’s Parrot Food expands bird food market opportunities
Sustainability a top concern in small pet food packaging
Belgium holds most small mammal pets per capita 2018
Humanization, all-natural big in small animal pet food
Rules for the reconstitution of dry pet food ingredients
Faba beans: A new pulse for the dog and cat food market
Shopper loyalty challenges in the e-commerce age
New Products
Marketplace
Advertiser’s Index
Petfood Industry - September 2019 - CT1
Petfood Industry - September 2019 - CT2
Petfood Industry - September 2019 - Petfood Industry - September 2019
Petfood Industry - September 2019 - Cover2
Petfood Industry - September 2019 - 1
Petfood Industry - September 2019 - Contents
Petfood Industry - September 2019 - 3
Petfood Industry - September 2019 - What is the future for pet food packaging sustainability?
Petfood Industry - September 2019 - 5
Petfood Industry - September 2019 - Speaking of…
Petfood Industry - September 2019 - 7
Petfood Industry - September 2019 - News and Calendar
Petfood Industry - September 2019 - 9
Petfood Industry - September 2019 - TOP’s Parrot Food expands bird food market opportunities
Petfood Industry - September 2019 - BB1
Petfood Industry - September 2019 - BB2
Petfood Industry - September 2019 - 11
Petfood Industry - September 2019 - 12
Petfood Industry - September 2019 - 13
Petfood Industry - September 2019 - 14
Petfood Industry - September 2019 - 15
Petfood Industry - September 2019 - 16
Petfood Industry - September 2019 - Sustainability a top concern in small pet food packaging
Petfood Industry - September 2019 - 18
Petfood Industry - September 2019 - 19
Petfood Industry - September 2019 - 20
Petfood Industry - September 2019 - 21
Petfood Industry - September 2019 - Belgium holds most small mammal pets per capita 2018
Petfood Industry - September 2019 - BB3
Petfood Industry - September 2019 - BB4
Petfood Industry - September 2019 - 23
Petfood Industry - September 2019 - 24
Petfood Industry - September 2019 - 25
Petfood Industry - September 2019 - Humanization, all-natural big in small animal pet food
Petfood Industry - September 2019 - 27
Petfood Industry - September 2019 - 28
Petfood Industry - September 2019 - 29
Petfood Industry - September 2019 - Rules for the reconstitution of dry pet food ingredients
Petfood Industry - September 2019 - 31
Petfood Industry - September 2019 - 32
Petfood Industry - September 2019 - 33
Petfood Industry - September 2019 - Faba beans: A new pulse for the dog and cat food market
Petfood Industry - September 2019 - 35
Petfood Industry - September 2019 - 36
Petfood Industry - September 2019 - 37
Petfood Industry - September 2019 - Shopper loyalty challenges in the e-commerce age
Petfood Industry - September 2019 - 39
Petfood Industry - September 2019 - 40
Petfood Industry - September 2019 - 41
Petfood Industry - September 2019 - New Products
Petfood Industry - September 2019 - 43
Petfood Industry - September 2019 - 44
Petfood Industry - September 2019 - 45
Petfood Industry - September 2019 - Marketplace
Petfood Industry - September 2019 - 47
Petfood Industry - September 2019 - Advertiser’s Index
Petfood Industry - September 2019 - Cover3
Petfood Industry - September 2019 - Cover4
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