A fast-changing market

Since pet food has been on the market, there have always been close parallels between human and pet nutrition. Whether it is the latest organic trend, an increased interest in products without any artificial colourings, preservatives or other additives or the strong demand for reduced-calorie foods, all the concerns that arise with regard to human food also influence the development of pet nutrition sooner or later. Even the "life cycle" product lines that continue to enjoy such popularity have their origins in the desire of many people to eat healthily and in tune with their body's requirements. Trends from the human sphere This is not surprising. Pet food products are purchased by people, who apply the same standards to the purchase of food for their pets as they would to food for their own consumption. In recent years, natural, holistic and organic pet foods in particular have constituted an important trend. This trend originated in the USA and has now spread to many countries in Europe, although it has taken a surprisingly long time to reach these shores. Since then, the traditional classification of pet food into economy, mid-price and premium/super premium products has ceased to be feasible, as the categories, which were ranked according to price, have become more and more mixed up. Dividing products into moist and dry food is also becoming more difficult, especially since a steady stream of new forms of nutrition is appearing in the now booming market for treats. The added health benefits of the products are assuming increasing importance in this regard.

Fresh and frozen raw Megatrends from human nutrition are not the only factors that have an impact on the pet food industry. In the last few years many pet owners have expressed a growing desire to feed their four-legged companions in a manner closely resembling that of earlier animal generations. This development is attributable to the number of dogs and cats that suffer from allergies and other diseases of civilisation that tended previously to be unknown among pets. Animal welfare organisations and a growing number of veterinarians lay the blame for the occurrence of serious diseases such as diabetes and cancer in dogs and cats at the door of convenience food. Dry food in particular has been criticised because its main ingredients are animal meal and grain, which are considered hard to digest. This realisation has spread like wildfire on the Internet. The pet product industry has reacted quickly…