Petfood Industry - January 2020 - 14

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QUALITY, SUSTAINABILITY TO DOMINATE 2020 PET FOOD TRENDS

2020 pet food trends:
Product possibilities
2020

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www.PetfoodIndustry.com/articles/8739
Transparency and the sustainability trend often go handin-hand during discussions of where the industry is heading.
"Continued premiumization of the pet food business is an
outcome of the link pet lovers believe is critical between food
quality and their own health and wellness," said King. "This
consideration is paramount in their pet diet decisions because
they believe the food they provide is the ultimate expression
of the love they have for their dogs and cats. This will manifest as greater scrutiny of product labels and a quest for clarity
and transparency around ingredients, sourcing, manufacturing processes and sustainability standards. The increased
level of understanding and knowledge among pet lovers is
astounding and evidence that they are making the effort to
investigate the details of product creation."
For success at meeting sustainability needs, the science
behind the industry's efforts must be constantly evolving.
"Functional and nutritional claims to improve pet well-being
are important to create brand differentiation," said GomezBasauri. "Brand owners will be relying on proper scientific
information; that is, science which is relevant to pets' nutritional needs. Pet research can become quite expensive, but it is
necessary for the pet's benefit. Sustainability will continue to
be part of the conversation, from upcycling to recycling, from
sustainable packaging to sustainable ingredients, but the science
behind these sustainable efforts needs to be there."

The demands of pet owners in 2020
While the trends expected in 2020 aren't exactly new to the
pet food industry, they are gaining both ground and nuance,

making it vital for those involved to stay on top of any shifts
as the new year progresses.
"We expect consumers to be even more discerning in
2020 in terms of ingredients," said Gary Davenport, Ph.D.,
companion animal technical manager for ADM. "They
will look for novel ingredients and product forms tailored
specifically for their needs. Some ingredients such as pulses,
which previously were on trend, may fall out of favor as other
ingredients like ancient grains and alternative proteins gain
popularity. Increased demand for even higher quality pet food
may contribute to a migration from traditional ingredient
sourcing and manufacturing techniques."  

This diligence must be maintained at all levels.
"Brands are working diligently today to understand the
current and potential options for packaging and the ramifications that each has on appropriate labeling and branding,
production efficiencies and consumer demand," said Kuecker.
"The packaging choices made in 2020 will impact brands for
years to come."
Overall, as pet owners shift their focus to wanting a relationship with their pets' food choices, the companies coming
out on top will likely be the ones to best acknowledge and
cater to that fact. The current and upcoming generations of
spenders have considerable say in where things are going.
"Positively impacting the market are millennial pet
owners, who are willing to pay more for quality products,
especially those featuring sustainably and ethically sourced
ingredients," said Casey. "Pet owners are interested in
supporting pet food manufacturers that have demonstrated a
commitment to social responsibility."

As always, it pays to keep an eye on how pet
owners view their relationships with their pets.
"[We continue] to see increasing reliable evidence and
studies that confirm pet ownership has a direct and measurable impact on the health and wellness of owners," said King.
"This symbiotic relationship suggests the value proposition
for pets in the household simply increases, and with it the
demand for higher-quality food solutions and related products
that impact pet wellness and longevity. Brands that take a
holistic view of the pet lifestyle relationship will prosper and
gain share as they become enablers of the desire pet lovers
have to be inclusive with their pets in family life, rituals,
special occasions and vacations." ■
January 2020

Industry


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Petfood Industry - January 2020

Table of Contents for the Digital Edition of Petfood Industry - January 2020

Petfood Industry - January 2020
Contents
DCM and grain-free pet food: What will 2020 bring?
Speaking of…
News and Calendar
Smalls takes cat-first approach to customized pet food
Quality, sustainability to dominate 2020 pet food trends
Dissecting DCM: How genetics can impact canine nutrition
China’s 2019 urban pets consumer market hits 202.4B yuan
Combination feeding a popular option for pet parents
Petfood Forum Asia highlights pet food sustainability
CBD in pet foods: Has anything changed with legal status?
Onions and garlic offer flavor in the right amounts
Cat owners want first-class citizenship for their pets
New Products
Marketplace
Advertiser’s Index
Petfood Industry - January 2020 - CT1
Petfood Industry - January 2020 - CT2
Petfood Industry - January 2020 - Petfood Industry - January 2020
Petfood Industry - January 2020 - Cover2
Petfood Industry - January 2020 - 1
Petfood Industry - January 2020 - Contents
Petfood Industry - January 2020 - 3
Petfood Industry - January 2020 - DCM and grain-free pet food: What will 2020 bring?
Petfood Industry - January 2020 - 5
Petfood Industry - January 2020 - Speaking of…
Petfood Industry - January 2020 - CT3
Petfood Industry - January 2020 - CT4
Petfood Industry - January 2020 - News and Calendar
Petfood Industry - January 2020 - Smalls takes cat-first approach to customized pet food
Petfood Industry - January 2020 - 9
Petfood Industry - January 2020 - 10
Petfood Industry - January 2020 - 11
Petfood Industry - January 2020 - Quality, sustainability to dominate 2020 pet food trends
Petfood Industry - January 2020 - 13
Petfood Industry - January 2020 - 14
Petfood Industry - January 2020 - 15
Petfood Industry - January 2020 - Dissecting DCM: How genetics can impact canine nutrition
Petfood Industry - January 2020 - 17
Petfood Industry - January 2020 - 18
Petfood Industry - January 2020 - 19
Petfood Industry - January 2020 - China’s 2019 urban pets consumer market hits 202.4B yuan
Petfood Industry - January 2020 - 21
Petfood Industry - January 2020 - Combination feeding a popular option for pet parents
Petfood Industry - January 2020 - 23
Petfood Industry - January 2020 - 24
Petfood Industry - January 2020 - 25
Petfood Industry - January 2020 - 26
Petfood Industry - January 2020 - 27
Petfood Industry - January 2020 - Petfood Forum Asia highlights pet food sustainability
Petfood Industry - January 2020 - 29
Petfood Industry - January 2020 - CBD in pet foods: Has anything changed with legal status?
Petfood Industry - January 2020 - 31
Petfood Industry - January 2020 - 32
Petfood Industry - January 2020 - 33
Petfood Industry - January 2020 - Onions and garlic offer flavor in the right amounts
Petfood Industry - January 2020 - 35
Petfood Industry - January 2020 - 36
Petfood Industry - January 2020 - 37
Petfood Industry - January 2020 - Cat owners want first-class citizenship for their pets
Petfood Industry - January 2020 - 39
Petfood Industry - January 2020 - 40
Petfood Industry - January 2020 - 41
Petfood Industry - January 2020 - New Products
Petfood Industry - January 2020 - 43
Petfood Industry - January 2020 - 44
Petfood Industry - January 2020 - 45
Petfood Industry - January 2020 - 46
Petfood Industry - January 2020 - 47
Petfood Industry - January 2020 - 48
Petfood Industry - January 2020 - 49
Petfood Industry - January 2020 - Marketplace
Petfood Industry - January 2020 - 51
Petfood Industry - January 2020 - Advertiser’s Index
Petfood Industry - January 2020 - Cover3
Petfood Industry - January 2020 - Cover4
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