Humanizing Pet Food
As people ‘humanize’ their pets, it’s caused a critical shift in the pet food industry. As trends cascade cross-category, the pet food industry should keep a close eye on adjacent traditional F&B categories to understand what changes will most likely be next.
There’s a feeling that it’s not fair or right to feed our animals any food that is lower quality than our own. This mindset is driving a number of changes in the pet food industry, which follow similar lines as consumer demands in the F&B industry. They include:
• Increased awareness of food provenance
• Concern about additives and chemicals
• A desire for traceability and organic ingredients
• An interest in high-protein, grain-free diets
