Petfood Industry - September 2019 - 29

www.PetfoodIndustry.com | 29

➥HUMANIZATION, ALL-NATURAL BIG IN SMALL ANIMAL PET FOOD
Answering the trends: new
products on the market

Grain-free is one subset of the
natural pet food trend making
waves in the small pet food
segment. | Courtesy Supreme Petfoods
David Mortier, international sales developer at Versele-Laga, a Belgium-based
manufacturer of food and care brand
products for performance animals and
pets. Natural products in the small pet
space, according to Mortier, include
products with no artificial flavors,
preservatives, colorants or added sugars,
and items that are GMO-free.
One of the subsets of this natural
trend is "products that use ingredients
that can be found in the natural habitat
of the small animal," such as meal
worms, said Mortier. "The majority
of the omnivore [diets] are still 100%
vegetable protein," which is in contrast
to the animals' natural diets, he said.
Just as in dog and cat food, the
small pet segment is shifting into more
complex formulas that take "natural"
diets into account.
"There is a big trend for using
natural ingredients that better reflect
the diet of small herbivores in the
wild," said Hamblion. "In particular,
we've seen an increasing demand for
grain-free products. Many owners feel
that grain-free diets are less likely to
cause health or digestive problems."

In response to these two trends,
companies are doing everything from
acquiring new resources to reformulating existing lines to releasing new
products in order to meet pet needs.
"We have acquired Higgins
Premium Pet Foods," a company that
has a wide bird and small animal
assortment with good USA representation, said Mortier. "Higgins doesn't
use any artificial colors, preservative
or flavorings, and hasn't since before it
become a trend - it has always been
their philosophy."
Vitakraft is focusing on an allnatural relaunch.
"In the next month, we will be
re-launching our Sunseed Vita Prima
line of diets for small animals and
birds," said Fain. "They are free from
artificial colors, flavors and preservatives, and the foraging blends feature
ancient grain-based extruded pellets."
Supreme has taken on the grainfree trend with a new line of products.
"We have launched Selective Grain
Free, a new product which is high
in fiber and contains Timothy Hay,
garden vegetables and linseed," said
Hamblion. "Our Selective range is
growing 26% year-on-year in the U.S.
because we are listening to demands."

The future of small pet
food trends
Similar to dog and cat, small pet
food products are headed toward more
customization options, human-based
ideas and higher-quality formulas.

Vitakraft has released a line of
cookable foods for pet birds that
offer an easy way for pet owners to
introduce more ingredient and nutrient
variety into their bird's diet, catering to
both customization and humanization
trends. | Courtesy Vitakraft Sun Seed Inc.
"I think we'll continue to see
products that reflect the growing
humanization of pets, particularly
with regard to small animal food and
treats," said Fain. "No doubt we'll soon
start to see more small animal foods
and treats that are made with new and
unique ingredients, and possibly more
products that focus on specific health
needs for small pets."
As with all trends in the pet food
space, one thing will lead to another.
"The trend for natural ingredients
is likely to continue and we will start
to see a greater emphasis on sustainability in sourcing ingredients and
manufacturing," said Hamblion. "Pet
humanization will continue to increase
the desire for premium, innovative
offerings, and species-specific formulas
being adapted to specific breeds, lifestyles and even to individual pets." ■

More on small pet food trends www.PetfoodIndustry.com/articles/7322
Industry September 2019


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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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