Well-being and health

A recent AMG consumer study shows: Functional ingredients in pet products are not only demanded by pet owners, they are expected by them. The price? Not an issue! While active ingredients for mobility, oral health and general well-being are now commonplace in pet food production, pet owners are keen to try new products to identify the next big trend in pet care.

While treats are treats for dogs and cats, nutritional pet foods are very different from nutritional supplements with specific active ingredients and dosages – especially in terms of manufacturing, marketing and testing.

Pet owners around the world see added value in purchasing more expensive pet products that contain functional ingredients but are free of additives. 85 per cent believe that proper nutrition and supplements are as important for their pets as they are for themselves. The global pet treats and supplements market is expected to grow at a CAGR* of 8 per cent to 2028, according to Euromonitor.

Healthy ageing and general wellbeing, joint health and mobility, dental and oral health, skin and coat health and digestive health are among the top concerns pet owners want to address. 79 per cent of pet owners worldwide would spend money on proactive care to avoid higher veterinary bills.

97 per cent of consumers say that health benefits on the packaging influence their decision to buy functional pet products. 63 per cent of dog owners and 61 per cent of cat owners say that branded health ingredients are important to their purchasing decisions, as many believe these ingredients are more likely to be backed by scientific evidence.

When looking for new products for their dogs or cats, respondents around the world rely on vets, pet shops and pet websites. Consumers in the Americas also turn to YouTube for information. Facebook groups are most commonly used in Mexico (31 per cent), well above the market average of 18 per cent. However, globally, consumers trust vets and pet shop staff more than social media…