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(milk thistle) which protects liver cells, biotin, amino acids, and fish oil supplements which help in combating chronic diseases. Glucosamine is a common supplement used for supporting the hips and joints of various pets, especially dogs that are suffering from arthritis. The greatest efficacy for tack- ling osteoarthritis of the knee has been shown with crystal- line glucosamine sulphate, which may be due to its higher oral bioavailability (25-44%) than that of other glucosamine salts. Also, nutraceuticals containing omega-3 fatty acids can be used to treat inflammation and antioxidants can be used in the prevention of cancer.
Ben & Jerry’s launched a new ice cream for dogs in the US.
Sustainability and nutrition – A Worthy Blend In last two years, around 21% of the newly launched pet food brands were seen to make ethical and environmental claims. Demand for greener pet food rose exponentially as pet own- ers became more aware of sustainability and were thus choosing eco-friendly pet foods. Research has indicated that dog food made from sustainable ingredients did appeal to 53% of UK pet food buyers in 2020. Strategised animal welfare and increasing awareness of raw material sourcing is leading to growing demand for traceable, sustainable, and responsibly sourced pet food and treats. This makes marketing and packaging strategies quite crucial for businesses. For instance, The Farmer’s Dog is gaining populari- ty because it offers personalised food subscriptions and guar- antees that its pet food is tested, cruelty free, and traceable. Pet owners are also trying to reducing their carbon footprints by switching towards sustainable food items for themselves and their pets. In tandem to this, Finnish start-up Alvar Pet is offering carbon-neutral dog food subscriptions for owners to reduce their dog’s carbon footprint without compromising nutritional quality and service. In every step of their opera- tional process, Alvar Pet is striving to act sustainably, using local Nordic ingredients instead of conventional dog food ingredients.
Nestle Purina released a cookbook, Fancy Feast, based on its latest product line.
Conclusion Today’s pet food market is evolving, and the organic pet food industry is targeting younger, more informed consumers. The widespread tendency of pet owners to identify with pets will open up new forms of connection and engagement in all are- as of business. In search of inspiring and emotional connec- tions, consumers will be looking for products and experiences that can serve as invitations to connect with their furry friends in novel ways. In particular, leading niche food and beverage brands are ex- pected to seek ways to include pets in the category of indul- gence or treatment. For instance, Ben & Jerry’s recently launched a new ice cream for dogs in the US while CBD bev- erage brand Recess launched a new product called the “Walk Collection,” which includes CBD dog treats. Peru recently launched “Doggy Pops,” a frozen treat suitable for both humans and dogs. Future Market Insights believes that the demand for natural and organic ingredients in pet food will increase rapidly in upcoming years. Transparency in the content and procure- ment of pet products will take centre stage as pet marketers try to attract millennial pet owners through clean label pet foods. Manufacturers are aiming to produce and promote organic pet food products that are clearly labelled with green ingredi- ents. If they can reassure millennial owners that their pets will remain happy and healthy, the pet food industry will have a long future.
10 ▶ ALL ABOUT FEED | Volume 30, No. 3, 2022
PHOTO: BEN & JERRY’S
PHOTO: PURINA
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