Natural Products Insider

NOV-DEC 2018

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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98 INSIDER November/December 2018 Sixty-eight percent of U.S. households have a pet and are investing more money in its care, according to the American Pet Product Association (APPA). U.S. pet owners are on track to spend an estimated US$72 billion in 2018 (up from an actual $69.5 billion in 2017), with roughly $30 billion of that amount spent on food alone. Pet-owner age is trending younger. Of the 57 million pet owners in the United States, Packaged Facts noted those ages 40 and under accounted for 41 percent of all pet-owning adults. During the past decade, Generation Z (ages 18 to 24) and Millennials (ages 25 to 39) accounted for more than half of the growth in the pet-owner population—a harbinger of trends to come because, when compared to Centers for Disease Control and Prevention (CDC) birth statistics, Millennials (women in particular) are opting for fur babies over actual babies. In addition, Millennials are more likely to "splurge" on their pets than themselves, buying expensive treats and related goods, and spending more money on products with ideals that mirror their own, according to Wakefi eld Research. They scrutinize labels for condition-specifi c claims and ingredients that are organic or hypoallergenic, and favor products made by companies that contribute to the greater good (86 percent of Millennials said "natural" food is vital for their pet). Supplier Insights To satisfy the demand for near-human- quality products, pet food formulators are scrutinizing the value of their ingredients. The use of ingredients bolstered by scientifi c support is essential, especially when it comes to formulating products with condition-specifi c claims. "As owners explore and understand how their own food is sourced and processed, they are demanding more transparency regarding pet food," said Marc Jensen, technical marketing manager, BIO-CAT and BIO-CAT Microbials. "The quality of the ingredients, the extent of processing and the number of additives all infl uence consumer choice." Doug Reyes, sales and marketing manager, Embria Health Sciences, agreed and noted that the ensuing market premiumization is "driv[ing] consumers toward effi cacious products formulated with clinically substantiated and proven safe ingredients. Consumers are becoming more conscious about what they are feeding their animals—and that includes supplements." Jennifer Buchanan-Hilliard, new business development manager at Chemi Nutra, added condition-specifi c formulas are infl uencing pet health, just like human health products. "Things like cognition, digestive and oral health are experiencing increased interest in both the human and animal health markets. We're not just talking about joint health and skin/coat anymore," she said. "As a result, we are seeing more pet formulations utilize novel, functional ingredients." Digging deeper, Tod Burgess, vice president of sales, Deerland Enzymes & Probiotics, said digestive health is one of the fastest-growing segments in the animal supplement realm, led by the increased use of ingredients such as probiotics, prebiotics and digestive enzymes. "Compared to the traditional human supplement market, the pet supplement market is likely still in its infancy with tremendous opportunity for growth," he said, "[but] supplement companies are becoming increasingly interested in expanding their lines into the pet market." Mal Evans, Ph.D., scientifi c director, KGK Science Inc., said pet foods formulated with benefi cial ingredients often found in human foods—such as probiotics, antioxidants and omega-3 fatty acids—are becoming the new norm in premium offerings. And while price continues to be a top purchasing consideration, globally, ingredient quality has played a marquee role in promoting the popularity of premium pet food despite the economic downturn, according to the IMARC Group. While some ingredients, like omega-3 fatty acids, have been associated with a cascade of benefi cial health effects, 1 other ingredients offer targeted support for important health conditions for pets. Mike Uckele, CEO, Uckele Health & Nutrition, said it's worth noting an important difference exists between the human and pet nutrition spaces. Animal Nutrition | Pet owners are trending younger, with Gen Z and Millennials representing more than half of the growth of the pet owner popluation over the last decade. | Premiumization of pet food products is driving consumer interest in efficacious products, as well demand for safe and effective ingredients. | The pet supplement market is still in its infancy, but products to support digestion, oral health and certain pet wellness conditions are gaining popularity. Feeding Companion Animals The increased humanization of pets is driving innovation in the animal nutrition segment by Joanna Cosgrove INSIDER's Take

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