Cat food still offers scope for innovation

The market for dog and cat food has undergone a marked change. Although dry and wet foods are still the key sales drivers, the significance of treats for pets has increased considerably in North America and Europe. This sub-segment is even believed to offer the highest sales potential with regard to dog and cat food in the future. 
Suppliers of dog treats in particular have benefited from changing feeding habits for a long time. This comes as no surprise: sport and play with dogs is now more popular than ever, as dogs are regarded as a member of the family in many households. On family outings and trips with a dog there are many opportunities to reward one's pet with a treat. This generates additional demand for a steady stream of new products.
However, even the cat treat market is gradually picking up pace. The market research company Euromonitor International estimates that by the end of the year, sales of cat treats worldwide will break the two billion dollar barrier. A look at the latest market data confirms this trend. While the growth in sales of wet and dry food has slowed or is even static in many countries, treats are still in the ascendancy with regard to sales and achieving growth in many markets.The strong demand for cat treats prompts the question as to what extent other trends from the dog sphere can be transferred to the cat segment. It is a question that has not been answered definitively yet. Attempts are already being made to extend the cat food market with new forms of nutrition, but cats are known to be extremely picky and have their own taste. A switch to new products such as raw meat, for instance, can only be successful if it is realised slowly and carefully. The same goes for the introduction of grain-free cat food: here, too, problems may arise if cats refuse to eat the unfamiliar food served up to them.

In spite of this, the cat food market offers good growth potential for the future. One starting point for future product launches, for example, is the much increased life expectancy of cats. As they grow older, cats increasingly exhibit symptoms such as stiff joints, failing sensory organs and dental problems. Cat food products with prophylactic benefits for the health of felines are in great demand as a result and could harbour significant…