Humanisation of Pets and Its Impacts on the Pet Food Industry

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Humanisation of Pets and Its Impacts on the Pet
Food Industry
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Humanisation of Pets

• One of the decisive trends shaping the pet food
  industry today is pet humanisation. The term
  refers to intimate, human-like relationships
  between pets and their parents. The root of this
  trend, however, goes back to the 1700s when the
  King of Prussia, Frederick coined the phrase Dog
  is a mans best friend.
• In this case, parents often see their dog more as
  a human being than an animal, and therefore, an
  integral part of their family. This can be proven
  from the changing attitude of parents towards
  their pets. This is evident in actions like
  ceasing to use pets for functional purposes like
  guarding the house, giving them human names,
  letting them sleep on beds and also gifting them
  during the holiday season.

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Humanisation of Pet Food

• Around 95 of people having pets consider pets to
  be their family members. As a result, higher
  considerations are given to the food they
  consume. Pet parents are veering towards
  purchasing pet food that resembles their diet.
• Rising trends such as natural, grain, gluten and
  preservative-free, human grade and freeze-dried
  food for pets are also changing what and how pets
  are being fed. This change is being reflected in
  the way pet food brands are operating. These
  brands are re-evaluating various aspects like
  food manufacturing process, quality, ingredients
  etc. to meet the changing needs.

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Impacts of Humanisation on the Pet Food Industry

• One of the most direct and immediate impacts of
  humanisation is the rise in average spending on
  pet food. Parents seem to spend a considerable
  amount of money on pet family members. For
  example, in EU, parents spend an average of 13
  on dog food.
• Another direct impact is the rise in the cost of
  pet food itself. This is both a cause and effect
  of the rise in spending on pets among parents.
  Providing premium quality pet food akin to the
  human diet is leading to a surge in the prices of
  pet food. More so, since the need for providing
  quality ingredients is higher as around one-third
  of parents check the ingredients list before
  making a purchase.

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Impacts of Humanisation on the Pet Food Industry

• With the rise of humanisation of pet food, brands
  which previously used to specifically cater to
  humans are now slowly penetrating the pet food
  niche as well.
• Over 60 parents are switching over to nutritious
  pet food with functional ingredients that have
  proven benefits. Here, trends such as gluten-free
  play a big role in determining the ingredients
  used. Pet foods that take into consideration
  specific dietary needs like digestion are being
  developed.
• Human grade foods are making a big impact in the
  way pets are fed. Since several human illnesses
  are also found in pets, so ingredients used in
  human food to fight these are also being
  incorporated in pet food. For example, human
  grade ingredients that help in weight management
  are used to fight obesity in pets.

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Impacts of Humanisation on the Pet Food Industry

• As pet health is becoming more of a priority with
  humanisation, so pet food purchases are also
  becoming more discerning and focusing on those
  with assured health benefits. For example,
  chicory is finding its way into pet food,
  considering its prebiotic effect beneficial for
  both humans and pets. Another example is yak
  cheese which, previously a part of human diet in
  the Himalayas, is gaining popularity as pet food.
  
• Treats are also becoming a predominant part of
  pets diet as 45 parents consider treating a way
  of showing their love for them. They are also
  effective for fighting several health ailments
  since 25 of parents are choosing treats for
  their health benefits.

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Humanisation of Pet Food The Future

• With the strengthening of the relationship
  between humans and pets, providing premium pet
  food is becoming a way of rewarding their
  unconditional love and companionship. This
  humanisation of pet food is only set to rise in
  the future and influence the future of pet food.
• Since pet food accounts for 76 of the pet care
  industry, its important for pet food brands to
  be aware of the present consumer trends and
  requirements. With pets slowly becoming an
  inseparable part of the family, the humanisation
  of pet food too is set to become a rising trend
  in the pet food industry.

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