LONDON — Pet parenting has been proven to improve mental and physical health, so it’s only natural for pet owners to be passionate about finding the best for their pets. This trend toward humanization is manifested through products that improve the pet’s health and well-being, whether they are pet accessories, durable products, or part of the daily diet of pet.
According to Mintel, prioritizing the health and well-being of pets has translated into increased demand for health-oriented pet food formulations. For example, pet food touting health benefits — including all-natural diets, organic options, or those formulated without additives or preservatives, artificial ingredients, GMOs — made up 51% of new product launched in 2022.
This trend is expected to continue until 2023, as evidenced by demand. For this year, Mintel reported that 60% of pet food buyers in the United Kingdom make pet food purchasing decisions based on how healthy the formula is. By species, 33% of cat owners and 32% of dog owners said they put health and wellness first when deciding what to feed their pets. It is more demanding for fun and saving money.
Source: Mintel.comWith these priorities in mind, Mintel shares some emerging options that fit the bill for healthy pet food, one of which is a personalized meal plan.
According to the firm, most pet food buyers in the United Kingdom said they would be interested in a personalized meal plan for their pets to help them lose weight. According to UK Pet Food, 50% of dogs and 43% of cats in the region are considered overweight or obese, as detailed by a survey of 148 veterinary professionals in November 2022.
Fresh recipes are another way UK pet owners can satisfy their cravings for health-oriented pet food formulas. According to Mintel, 52% of pet owners aged 16 to 34 are interested in chilled pet food, while 42% claimed an interest in frozen pet food. Interest in these emerging categories is currently lower for older pet-owning cohorts in the United Kingdom.
Another health-focused option entering the UK pet food market today are formulas featuring insect protein, which also bring benefits for the environment and for pets with allergies or sensitive to traditional animal-based proteins.
Read more from Mintel about healthy relationships between pets and people.
Stay up to date with the latest pet food trends on our Trends page.
