Pet humanization drives demand for premium pet care products

Image by Shauna Bernard

iving into the dynamic world of pet food, pet owners are increasingly focusing on their pets' health and nutrition, writes Shauna Bernard

Brand Central

22 July 2024

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As many consider their dogs or cats to be family members, it’s no surprise that dedicated pet owners prioritise the health and well-being of their furry companions.

This mindset drives them to carefully manage allergies, monitor weight concerns, and ensure their pets receive optimal nutrition. As a result, consumers are increasingly willing to invest significantly in high-quality pet food products that cater to these specific needs.

The pet food industry has responded with a variety of specialised formulations designed to address dietary sensitivities, promote healthy weight management, and support overall pet health, reflecting the growing trend of pet humanization in modern households.

A recent Statista report paints a promising picture for the Pet Food Market, forecasting revenues to soar to €88.26 million by 2024, with an annual growth rate of 8.29% set to expand the market volume to €131.41 million by 2029.

Going deeper into the market dynamics, the number of users is expected to climb to 1.5 million by 2029, reflecting a growing consumer base. Current user penetration stands at 22.4% in 2024 and is projected to rise to 28.5% by 2029.

Additionally, the average revenue per user (ARPU) is anticipated to reach €80.80, highlighting strong consumer spending trends.

Meanwhile, according to a Euromonitor report on Pet Care in Ireland released in April 2023, the trend of pet humanization continues to drive demand for premium pet care products.

This consumer mindset emphasises treating pets as family members, prompting increased expenditures on specialised diets and health-focused products.

The report shows a rising preference for plant-based pet foods, which incorporate vegetable protein sources like rice. This shift is expected to gain momentum, driven by growing consumer awareness and preferences for sustainable and nutritious pet diet options.

Mischief mealtime

Felix jelly selection selection box includes chicken, tuna, salmon and beef

Felix has built up its success over time through its core pillars of mischief and taste, delivering delicious, varied food to shoppers’ pets through a lovably mischievous animated cat personality.

Felix offers tasty meals that look like food you might have cooked yourself with sensational combinations of textures and flavours. From Creamy Soups, Deliciously Sliced, Tasty Shreds, Doubly Delicious and even As Good as It Looks, it’s hardly surprising that clever cats get Felix.

Felix has just launched a dry cat food range; Felix Doubly Delicious Dry. Felix Doubly Delicious Dry is a tasty range of meals that will appeal to a cat’s senses, with an exciting combination of delicious crunchy pieces and softer, more tender chunks.

These tasty meals also contain a proper combination of minerals and vitamins to satisfy 100% of consumers’ daily needs.

In 2023 Felix partnered with Robbie Williams as part of “It’s Great to be a Cat” Campaign.

Felix’s partnership with Robbie Williams is an exciting collaboration that brings together two iconic figures in their respective fields, to create an engaging and entertaining campaign.

Currently, Felix’s “It’s Great To Be A Cat!” campaign is being supported in stores, reminding shoppers of the irresistible taste offered by Felix.

Native flavours

Connolly’s Red Mills are known for producing premium animal feeds in County Kilkenny since 1908.

Its ultra premium dog food offering, Go Native, launched to the Irish market in 2018 and has been growing its following ever since.

Hailed for its ingredients, which are sourced from local Irish farmers and growers, and completely grain and gluten free, Go Native has an impressive line-up of five feed varieties – a puppy food made with Organic Irish Salmon, and four adult diets – Free Run Irish Duck, Organic Irish Salmon, Free Run Irish Chicken, and Wild Atlantic Herring.

Also available are plant based dental sticks to help maintain healthy teeth and gums, and four varieties of meaty treats. These can make delicious rewards for training or general treating.

Go Native is available from leading pet stores nationwide including Petstop, Petmania, Petworld, Maxizoo & more.

Buggy goodness

Pup Pup Foods is Ireland’s first insect-based sustainable dog treat company. Its innovative, multi-functional dog treats which are sustainable, nutritious and don’t cost the earth anything.

Insects are one of the most sustainable and nutritious protein sources in the world.

Packed full of micro and macronutrients, Pup Pup foods contain a vast array of essential vitamins and minerals, and contain chitin, a prebiotic fibre.

It’s rich in complete protein (full amino acids) and healthy fats like Omega 3 & 6, which are great for a dog’s skin, coat, eyesight, brain and mobility.

Gut Pup Prebiotic Banana Bread Dental Chew’s spongy texture promotes healthy teeth and contains three types of prebiotic fibres for the gut. Zen Pup Calming Dental Chew is a two-for-one, alleviating separation anxiety while working on their beautiful grin.

Pup Pup food will be part of the Lidl Ireland Kickstarter programme which launches this September.

Seafood sensation

Harley & Marley’s trio of treats

Irish-made Harley & Marley is a healthy and sustainable new seafood pick for pets. The Irish petfood company produces healthy fish-based super premium dog food and treats, and two varieties of fishy cat treats, with cat food coming later this year.  

The 100% natural fish-based food contains high-quality protein, Omega oils and essential nutrients like Vitamin D and selenium. Its range includes grain-free dry complete food recipes for puppies, adult dogs, small and large breeds, ‘seniors’ and dogs needing weight management. 

Harley & Marley food is easily digestible and gentle on sensitive stomachs, for a wholesome alternative to traditional red meat diets.  It is ideal for dogs with sensitivity or allergies to other protein sources.

Harley & Marley’s freshly prepared fish content comes from Atlantis Seafoods, whose founder, John Kenny, is serious about sustainability, tracing fish stocks back to individual boats and skippers. Producing Harley & Marley reduces food waste and contributes to the circular economy.

Harley & Marley packaging is sealable and recyclable, and its complete range of a dozen varieties is available online and in stores countrywide. 

Stockists of the healthy Irish pet food range are listed on the Harley & Marley website and include specialty pet stores and selected Dunnes Stores and SuperValu supermarkets. 

Pedigree’s tooth tales

Oral care plays an important role in a dog’s wellbeing. Dogs use their mouth and teeth to eat, fetch, carry and play.

The role of the pet has evolved from an animal, to a pet, to a family member but dogs’ oral health is being neglected. 90% of dog owners think their dog’s oral health is perfect. Yet canine periodontal disease accounts for 40% of modern vet practice’s workload.

Oral Care segment represents 24% of Dog Care & Treat’s Category in the EU and Pedigree has a role to reignite the category.

Plaque and tartar buildup on teeth can be reduced by an effective dental care routine. Pedigree Daily DentaStix has a unique X shape and, when fed daily, the combination of its gently abrasive texture and active ingredients, is scientifically proven to help reduce tartar build-up by up to 80%. Additionally, DentaStix are low in fat and sugar free.

Using Pedigree Daily DentaStix every day will help keep consumers’ dog’s teeth and gums healthy and strong.

Tailored nutrition

GAIN pet products provide all the nutritional goodness a dog or cat needs at every stage of life.

GAIN pet nutrition produces a complete range of feeds to cater cats and dogs of all sizes and life stages. The range includes the following: Kindness range, Elite range, Select range, and our Cat food range.

GAIN Elite range is a premium food design for all life stages. It is formulated by expert nutritionists using exclusive TruCal milk Calcium ingredient alongside other quality, natural ingredients to give dogs the nutrition they need to be active and healthy for life.

It is a hypoallergenic and sensitive feed, made with no added wheat soya, or beef.

Its Select range includes both dry and wet complete food options, all expertly formulated using quality ingredients, together with the correct amount of minerals and vitamins, and helps to ensure a dog leads an active and healthy life.

Carton packaging: one avenue to helping decarbonise the food industry

The global food system currently accounts for one third of greenhouse gas emissions worldwide, writes Mustan Lalani, sustainability director for North and East Europe, Tetra Pak

Consumer awareness of our food system’s environmental impact is continuing to grow, with almost half (47%) of UK consumers now considering sustainability when selecting their food. Finding ways to reduce carbon emissions in the food industry is therefore crucial if we are to tackle climate change.

One way we can do this is by supporting the transition towards more renewable packaging options such as carton packaging and reducing reliance on virgin fossil-based materials. This will support the decarbonisation of the food industry and help to secure more resilient and sustainable food systems in the future.

Encouraging wider adoption of carton packaging is potentially one piece of the puzzle, as they incorporate a greater share of renewable materials, in comparison to alternatives such as glass or plastic.

Delving deeper into exactly what this type of packaging consists of, the average Tetra Pak beverage carton is made up of 70% paperboard; a renewable material from FSC® certified forests and other controlled sources. The rest of the carton package is composed of plastic (25% on average) and aluminium (5% on average), necessary to protect the contents and avoid food loss and waste.

Tetra Pak’s Tetra Rex cartons go one step further. These cartons are the world’s first fully renewable package, made solely from responsibly sourced paperboard and plant-based polymers derived from sugarcane. The sugarcane-based polymers used in Tetra Pak cartons are Bonsucro certified, meaning they are also traceable to their sugarcane origins thanks to the partnership with the polymer supplier. By making conscious choices about what materials are used, Tetra Pak can accelerate the transition away from fossil-based materials.

For more information on Tetra Rex® and other packaging solutions, visit: www.tetrapak.com

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