MANNHEIM, GERMANY — A recent global survey of dog and cat owners revealed that pet owners continue to prioritize nutritional efficacy, health and sustainability over price when choosing their furry treats. companions, even in times of high inflation.
According to BENEO, which conducted a survey of 2,500 dog and cat owners across the United States, Brazil, the United Kingdom, Germany and China through FMCG Gurus, only about 17% of pet owners animals have switched to cheaper pet food products as a result of budget pressure, while 90% of pet owners have seen an increase in the price of pet food in the past year.
“Findings of the latest pet owner survey show that even in times of inflation, the value of nutrition and health remains a priority for pet food consumers,” said Maygane Ronsmans, Ph .D., animal nutrition product manager at BENEO.
Clearly, brand loyalty continues to be a factor for this category without concern, with proven and premium products reinforcing this consumer behavior. More than half of survey respondents said they would still pay more for premium, science-backed and health-promoting pet food products. In fact, price is considered less important in a pet food purchase decision than ingredient quality, nutritional value, health claims and satisfaction, according to the survey.
A strong preference for health-promoting pet foods is due to the humanization of pets, with 80% of pet owners surveyed saying the health of their pets pets are as important as their own health. While there are several common states of need that circulate in the pet nutrition market, digestive health has emerged as a major concern that has the potential to affect other major systems in a pet’s body.
As the industry’s understanding of the microbiome informs the way pet foods are formulated, consumers are also making the gut-health connection, with more than 75% saying the digestive system influences health beyond the intestines. More than one-third of pet owners surveyed said they already feed their pet a diet with digestive health claims, and nearly half admitted they associate prebiotics with positive health of the intestine. From their perspective, the most notable claims are “digestive comfort and wellbeing,” “naturally promotes digestive health,” and “supports a healthy and balanced digestive system.”
Pet owners are becoming increasingly receptive to plant-based proteins, primarily from a sustainability perspective. While quality and protein content were major pet food purchase considerations for 70% of pet owners surveyed, sustainability claims were considered by 80%, and more than half of pet owners said they believe plant-based proteins are better for the environment than traditional animal-based proteins.
Some of BENEO’s ingredient offerings are specifically tailored to meet these consumer needs. For example, the company’s Orafti Inulin and Oligofructose from chicory root prove to be prebiotic solutions suitable for the label for supporting digestive health. On the sustainability side, BENEO offers vegetal proteins from faba bean, wheat and rice to offer environmentally friendly ingredient solutions. According to BENEO, 80% of pet owners consider faba bean to be a sustainable ingredient.
“Thanks to a versatile range of plant-based ingredients with technical, nutritional and health-promoting benefits, as well as long-standing expertise in healthy nutrition, BENEO is well equipped to help manufacturers bring to market innovative and relevant pet food products that meet consumer demand. , even in a difficult economic climate,” said Ronsmans.
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