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One of the decisive trends shaping the pet food industry today is pet humanisation. The term refers to intimate, human-like relationships between pets and their parents. <br><br>Around 95% of people having pets consider pets to be their family members. As a result, higher considerations are given to the food they consume.
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Humanisation of Pets and Its Impacts on the Pet Food Industry
Humanisation of Pets One of the decisive trends shaping the pet food industry today is pet humanisation. The term refers to intimate, human-like relationships between pets and their parents. The root of this trend, however, goes back to the 1700s when the King of Prussia, Frederick coined the phrase “Dog is a man’s best friend”. In this case, parents often see their dog more as a human being than an animal, and therefore, an integral part of their family. This can be proven from the changing attitude of parents towards their pets. This is evident in actions like ceasing to use pets for functional purposes like guarding the house, giving them human names, letting them sleep on beds and also gifting them during the holiday season.
Humanisation of Pet Food Around 95% of people having pets consider pets to be their family members. As a result, higher considerations are given to the food they consume. Pet parents are veering towards purchasing pet food that resembles their diet. Rising trends such as natural, grain, gluten and preservative-free, human grade and freeze-dried food for pets are also changing what and how pets are being fed. This change is being reflected in the way pet food brands are operating. These brands are re-evaluating various aspects like food manufacturing process, quality, ingredients etc. to meet the changing needs.
Impacts of Humanisation on the Pet Food Industry • One of the most direct and immediate impacts of humanisation is the rise in average spending on pet food. Parents seem to spend a considerable amount of money on pet family members. For example, in EU, parents spend an average of €13 on dog food. • Another direct impact is the rise in the cost of pet food itself. This is both a cause and effect of the rise in spending on pets among parents. Providing premium quality pet food akin to the human diet is leading to a surge in the prices of pet food. More so, since the need for providing quality ingredients is higher as around one-third of parents check the ingredients list before making a purchase.
Impacts of Humanisation on the Pet Food Industry • With the rise of humanisation of pet food, brands which previously used to specifically cater to humans are now slowly penetrating the pet food niche as well. • Over 60% parents are switching over to nutritious pet food with functional ingredients that have proven benefits. Here, trends such as gluten-free play a big role in determining the ingredients used. Pet foods that take into consideration specific dietary needs like digestion are being developed. • Human grade foods are making a big impact in the way pets are fed. Since several human illnesses are also found in pets, so ingredients used in human food to fight these are also being incorporated in pet food. For example, human grade ingredients that help in weight management are used to fight obesity in pets.
Impacts of Humanisation on the Pet Food Industry • As pet health is becoming more of a priority with humanisation, so pet food purchases are also becoming more discerning and focusing on those with assured health benefits. For example, chicory is finding its way into pet food, considering its prebiotic effect beneficial for both humans and pets. Another example is yak cheese which, previously a part of human diet in the Himalayas, is gaining popularity as pet food. • Treats are also becoming a predominant part of pets’ diet as 45% parents consider treating a way of showing their love for them. They are also effective for fighting several health ailments since 25% of parents are choosing treats for their health benefits.
Humanisation of Pet Food: The Future With the strengthening of the relationship between humans and pets, providing premium pet food is becoming a way of rewarding their unconditional love and companionship. This humanisation of pet food is only set to rise in the future and influence the future of pet food. Since pet food accounts for 76% of the pet care industry, it’s important for pet food brands to be aware of the present consumer trends and requirements. With pets slowly becoming an inseparable part of the family, the humanisation of pet food too is set to become a rising trend in the pet food industry.
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