the-future-of-pet-food-2022.pdf

17 FEBRUARY 2022 | REPORT
THE FUTURE OF PET FOOD: 2022
As humanisation accelerates, the new generation of pet owners will focus on
health, sustainability and shared experiences with their fur babies.
Kate Vlietstra, Associate
Director, Mintel Food &
Drink
1
Prepared for kmacnamara@mintel.com
© 2022 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
WHERE WE ARE NOW ......................................................................................................................... 4
IN THE NEXT TWO YEARS................................................................................................................... 6
Leverage evolving pet health priorities..............................................................................................7
Make sustainability tangible and transparent ..................................................................................14
Graph 1: % of food launches with an ethical/environmental claim, by top five claims, 2018-21 .....15
Graph 2: % of pet food launches with an ethical/environmental claim, by top five claims,
2018-21 ........................................................................................................................................... 15
Humanisation meets premiumisation ..............................................................................................20
IN FIVE YEARS AND BEYOND ........................................................................................................... 25
https://clients.mintel.com/report/the-future-of-pet-food-2022-1
2

Meet Mintel’s global pet food expert
Watch this 60-second video to hear Kate Vlietstra discuss one of her key findings from the report.
https://clients.mintel.com/report/the-future-of-pet-food-2022-1/2
The now, the next and beyond
Where we are now
Pet owners are increasingly scrutinising pet food products for their sustainability and health credentials.
Brands are focusing sustainability efforts on local sourcing and environmentally friendly packaging.
Health innovation in the pet food category spans digestive, immune and mental health.
In the next two years
Pet health priorities will evolve in line with human health trends. Sustainability commitments will become
more transparent and tangible. The humanisation of pets opens up opportunities to premiumise pet
food.
In five years and beyond
Lab-grown pet food is coming, but there are barriers to its scalability. Pet owners demand transparency,
and science and data will lead the way. The changing way in which consumers view retail means the
humble pet store must evolve.
3

WHERE WE ARE NOW
4

Pet owners are increasingly scrutinising pet food products for
sustainability and health credentials
SUSTAINABILITY
XX%
of UK pet food buyers
would like to know more
about the environmental
footprint of different pet
foods
DIGESTIVE HEALTH
XX%
of pet owners in the US
would be interested in
pet food launches
featuring functional
digestive claims
MENTAL HEALTH
XX%
of pet owners in Brazil
are seeking advice on
their pets' mental health
since COVID-19
Base: UK: 1,038 internet users aged 16+ who buy food for their pets; US: 1,398 internet users aged
18+ who purchase pet food/treats; Brazil: 1,038 internet users aged 16+ who have a pet
Source: Kantar Profiles/Mintel, May 2021, April 2021, January 2021
What we are seeing
EMEA: sustainability and provenance
As more pet owners become aware of their pets' carbon footprints, launch activity in pet food is focusing
more overtly on sustainability. Meanwhile, pet owners are showing an appreciation for locally made
products, inspiring launches with strong communication around provenance.
APAC: immunity, digestion and social media
Owners are showing interest in pet food that addresses the immunity and digestive health needs of
their pets. Social media claims are also gaining in prominence as brands pitch themselves as the go-to
source for help and information.
Americas: eco awareness and gut health
Pet food brands are making sustainable production and packaging an integral part of their innovation
strategies in response to the consumer interest in eco-friendly pet food and products. At the same time,
pet owners are increasingly seeking out gut-friendly pet foods.
Click here to read A year of innovation in pet food and products, 2022 for the most innovative
launch trends of the year.
5

IN THE NEXT TWO YEARS
6

Leverage evolving pet health priorities
Health priorities in human food will continue to translate to pet food over the
coming years, including a drive towards the use of supplements for health benefits,
the use of food to aid mental health and a renewed focus on the gut-brain axis.
Pet health priorities are evolving
Base: US: 1,392 internet users aged 18+ who have purchased pet supplies
Source: Kantar Profiles/Mintel, April 2020
Mintel's perspective
Leverage evolving pet health priorities
Health priorities in human food will continue to translate to pet food over the coming years, including a
drive towards the use of supplements for health benefits, the use of food to aid mental health and a
renewed focus on the gut-brain axis.
Make sustainability tangible and transparent
Brands must help consumers navigate the complexities of sustainability by providing transparency
around sustainable packaging, meat by-products and insect-based pet food.
Humanisation meets premiumisation
COVID-19 has accelerated the long evolving concept of humanisation, whereby pet food trends mirror
human food trends. As more pet owners treat their pets like children, shared experiences between
humans and pets will become the norm, and consumers will expect a greater focus on pet food
palatability.
7

The pandemic has placed health at the forefront of consumers' minds,
and more pet owners are focusing on their pets' health after spending
more time bonding with them.
This means there will be increased consumer demand for food and drink
that supports pet health, with many consumers prepared to pay a
premium for such benefits. A third of Peruvian pet owners* say there is
no limit to what they will spend to take care of their pet's health.
Health claims** on global pet food launches have increased markedly
over the past decade and will accelerate in the next two years. And since
pet food trends are increasingly mirroring human food trends, pet food
health trends will follow suit as well.
The addition of nutrients via supplements, the use of food to aid mental
health and a renewed focus on the gut-brain axis are hot topics in human
food that will translate to pet food in the coming years.
* taken from Mintel's Global Consumer, August 2021; ** health claims are defined as functional, plus or/
and minus claim categories
Pet owners are turning to supplements for added nutritional
benefits
The UK Pet Food Manufacturers Association describes supplements as complementary products offering
additional nutrients/functional ingredients, including snacks/treats.
PREVENTATIVE
MEASURES
XX%
of US pet owners agree it
is important to take
preventative measures to
protect a pet's health
FREQUENT USAGE
XX%
of Chinese dog or cat
owners use pet
supplements very often,
and a further 56%
occasionally
ADDED BENEFITS
XX%
of UK pet owners agree
that supplements are the
most efficient way of
delivering functional
benefits to pets
Base: US: 1,452 internet users aged 18+ who are pet owners; China: 1,740 internet users aged
18-49 who are dog or cat owners; UK: 1,148 internet users aged 16+ who are pet owners
Source: Kantar Profiles/Mintel, April 2020, May 2020
8

Toppers with health benefits have growth
potential
Pet food brands should present supplements in a suitable format, since
convenience is an important pet food purchase factor.
One approach is for brands to promote the use of toppers, which pet
owners can simply add to the pet's main meal. Initially used to make pet
food more palatable, these food enhancers are increasingly used to
add health benefits.
Pet owners have long mixed pet
food with other more palatable
food options; 86% of Chinese
pet owners like to mix textures
of wet and dry food. However,
brands are now promoting the
use of toppers created
specifically for the purpose.
Topper purchase in the US has
risen steadily over recent years,
but as only a quarter of US pet
owners use toppers, there is
ample room for further
growth both in the US and
beyond.
Base: US: internet users aged 18+ who own a dog or cat and who purchase pet food/treats
Source: Kantar Profiles/Mintel (2019, 2020, 2021)
9

Promote the nutritional benefits of toppers in flexible formats
Burp! Everyday Jelly Cup Cat
Treats (Singapore)
The New Zealand Natural Pet
Food Co Meow Cat Food
(New Zealand)
Treats and meals alike can be
positioned as toppers, offering
pet owners flexibility when it
comes to nutrition.
Burp! Everyday Jelly Cup
Chicken with Carrot &
Pumpkin Super Premium Cat
Treats can be used as a high-
protein treat or as a meal
topper.
The New Zealand Natural Pet
Food Co Meow Beef & Hoki
Freeze Dried Cat Food is said
to incorporate the highest
quality nutrient-rich
superfoods and can be used
as a meal, mixer or topper.
Replenish electrolytes with
Wolfspring Food Booster
(US)
Target the demand for functional pet drinks
Beverages for pets take the novel format of supplements to another level.
Functional drinks are easier for pets to swallow than solid supplements
and quicker to digest than solid food. And such launches have promise: in
2021, pet-friendly drinks appealed to half (XX%) of UK pet food
buyers, up from just XX% in 2018.
Despite the huge rise in interest, pet drink launches are rare. Gimmicky
launches, such as beer for dogs, enable pet owners to share experiences
with their pets, but emerging functional drink innovation presents an
exciting and scalable opportunity. For example, Dutch product Voskes
Delicatesse Salmon Drink for Cats is said to contribute towards strong
bones and joints.
Water supplements also persuade pets to drink water, which some
refuse for numerous reasons. Bonbon.Pet Super Drink More Water
Nutritional Meat Powder from Taiwan is said to encourage pets to drink
more water.
Source: Wolfspring
10

Anxious owners are seeking help with their anxious pets
16-34s are seeking solutions for anxiety
A recent rise in mental health issues and the emotional challenges of COVID-19 have left young
consumers feeling stressed.
They are looking to food and drink for help. Half (XX%) of UK 16-34s say COVID-19 increased their
interest in food/drink with emotional benefits, in line with Mintel's 2021 Food & Drink Trend Feed The
Mind.
Anxious owner = anxious pet
The pandemic pet boom among young consumers is at least partially linked to the perception that dogs
have a positive impact on mental health.
However, as a dog's anxiety tends to mirror that of its owners, high levels of consumer stress will be
reflected in dogs. Owners will have to manage their own anxiety as well as their pet's.
Apply human solutions to pet issues
The increasing humanisation of pets – the tendency to apply human dietary preferences to pets – will
ensure that 16-34s seek pet food with emotional benefits.
The commercial opportunity for pet food is clear, given that 16-34s in Europe are more likely than the
average consumer to see functional food as worth paying more for.
11

The pet food industry can support anxious pets
In the US, 30% of pet food/treat buyers are interested in pet food that offers calming benefits or relieves
anxiety.
Calming ingredients: hemp, chamomile and L-theanine
Trueleaf Pet Calming Support Hemp Seed Soft Chews contain L-
theanine, an amino acid found in green tea that is claimed to produce
calming effects, and chamomile and lemon balm extracts that can help
lower stress (Canada).
On-pack communication: the benefits of chewing
Next Dog Snack Sticks promote the psychophysical benefits of chewing
on pack (Italy).
World first: water-soluble CBD drops
Super Snouts Water Soluble CBD Tinctures are said to be a world first.
They can be easily mixed into pet meals. Most CBD pet products are
oil-based, which is impractical as they can only be absorbed if the pet
holds the oil in its mouth (US).
Source: Business Wire
12

Pooch & Mutt Calming
Turkey & Hemp Probiotic
Meaty Dog Treats (UK)
Digestive health powers emotional
wellbeing
In human food, digestive health among Western consumers has
transitioned from a peripheral to a mainstream health concern in recent
years. Meanwhile, gut health is a long-established concept in Asia. The
gut health of pets is similarly a concern; products that improve digestive
health appeal to XX% of Chinese pet owners.
Brands have responded with functional innovation, with XX% of global
launches of pet food now featuring a digestive health claim.
However, brands have not yet capitalised on the emerging science
showing a strong link between gut health and emotional wellbeing. A
rare example is UK brand Pooch & Mutt, which explains that since a
healthy gut microbiome affects mood, it needs to be well supported to
ensure a calm and happy dog.
This will appeal to the XX% of German pet food buyers who agree that
actively looking after pets' digestive health is essential for their overall
health.
13

Make sustainability tangible and transparent
Brands can help consumers navigate the complexities of sustainability by providing
transparency around sustainable packaging, meat by-products and insect-based
pet food.
14

Pet food has ramped up on environmental issues, but still has
some catching up to do
Pet food buyers are increasingly concerned about the environmental impact of pet food, so brands need to
do more to communicate their sustainability endeavours.
Global: % of food launches with an ethical/environmental claim, by top five claims, 2018-21
Food launches have seen all ethical and environmental claims rise
gradually
15

Global: % of pet food launches with an ethical/environmental claim, by top five claims, 2018-21
Ethical and environmental packaging claims on pet food launches are
growing, but slowly
Source: Mintel GNPD (food; pet food), December 2018-November 2021
Focus on the basics of packaging
Scrumbles explains how to dispose of its
packaging
Consumers are increasingly concerned about
packaging waste and are changing their
behaviours accordingly. In Italy, 60% of grocery
shoppers switched to brands with more
sustainable packaging in the last year, while
66% of UK pet food buyers would choose a pet
food brand that uses eco-friendly packaging over
one that does not.
However, pet food shoppers think pet food
packaging (eg plastic pouches) should be
easier to recycle.
Brands should prioritise recyclability, such as by
using Amcor's recyclable flexible retort pouch, or
risk losing customers to brands that do. Like
Scrumbles, they can also clarify how to dispose of
different types of products.
Retailers can help as well. In 2021, the UK chain
Pets at Home introduced recycling points for
flexible pet food packaging.
16

Cookie Pal Banana &
Coconut Dog Biscuits (US)
Make sustainable packaging easier to
understand
In Germany, 47% of consumers actively look for biodegradable or
compostable packaging (which account for under 1% of global pet food
launches). However, over half of Italians say there is not enough
information about how to correctly dispose of compostable packaging.
Many consumers find environmental concepts to be confusing, so brands
must ensure that they clearly explain sustainability references. Cookie
Pal reassures consumers that the pack will safely break down
anywhere microbes are present, including landfills and oceans.
German-based Green Petfood Sensitive Insect Dog explains how it
achieves 125% climate positivity by clarifying that it uses fewer
greenhouse gases, less land and less water during manufacturing.
As media coverage of sustainability ramps up post-COVID-19, brands
should appeal to concerned consumers by addressing sustainability
issues through simple messaging.
Rebrand meat by-products and dial up health and sustainability
cues
Use the whole animal
Transparency in sustainability messaging impacts ingredients as well as packaging.
US consumers consider roughly 50% of an animal to be inedible. Utilising otherwise discarded
meat therefore improves meat's environmental footprint by reducing the amount of waste that goes to
the landfill.
Rebrand by-products
The pet food industry presents human-grade pet food as healthy, so some consumers now deem meat
by-products in traditional pet food undesirable.
But a 2021 study proposes that 'co-product' replaces 'by-product'. The authors assert that meat
production will continue for the foreseeable future, so using all parts of the animal is necessary.
Promote health and sustainability
Brands typically only communicate the health benefits of using the whole animal; XX% of US pet owners
say organ meat and cartilage can be good sources of nutrients.
However, brands should also share the environmental benefits. Consumers will prioritise health but
value sustainable properties.
17

Merrick Full Source Grain
Free Raw-Coated Kibble
Dry Dog Food (US)
Raw diets should communicate the
environmental benefits of by-products
Few brands mention by-products, let alone link them to sustainability.
The raw meat diet, which has gained traction in recent years, is ideally
positioned to promote the sustainability of by-products.
Raw diets are based on the principle that animal ancestors ate raw meat
in the wild and generally advocate for the inclusion of secreting organs
such as the liver or kidneys.
US-based raw food brand Merrick Full Source describes its products as
'full nose-to-tail, utilising more of the animal for a sustainable,
nutrient-rich meal'.
Such marketing will appeal to the XX% of German pet food owners who
would buy pet food made from ingredients that would otherwise go to
waste. Pet food brands should therefore incorporate by-products into
formulations and share the sustainable benefits of doing so.
Insect-based pet food is going mainstream
Base: UK (2021): 938 internet users aged 16+ who buy food for their dogs/cats; UK (2018): 979 internet
users aged 16+ who buy food for their dogs/cats
Source: Kantar Profiles/Mintel, May 2021, May 2018
18

Insect-based pet food has been gaining traction among consumers for its
sustainable credentials, and the use of insects in pet food is now
backed by major global players.
In late 2020, Nestlé Purina launched Purina Beyond Nature's Protein,
containing black soldier fly larvae protein and chicken. Mars went a step
further in spring 2021 with its launch of Lovebug, a cat food made without
beef or poultry, also using black soldier fly larvae protein.
And more brands will be able to use insects for pet food, as this has
recently gained approval from the Association of American Feed
Control Officials and the European Union.
Globally, the use of insects in pet food launches is growing but still
equates to under 1% of launches. However, the opportunity is
staggering. In South Korea, insect-based pet food brand Foody Worm is
said to be the third to fourth most sold pet food in stores.
Pet Guard Boyangdaecheop
Harmony Insect Mealworm
(South Korea)
Communication around insects is
paramount
Pet food brands should focus on health as well as sustainability; the
former is a bigger priority for pet owners than the latter. In the US, 28% of
US pet food buyers are interested in sustainably sourced pet food
while over half are interested in pet food that offers healthy digestion or
muscle, joint and bone support.
Pet Guard Boyangdaecheop Harmony Insect Mealworm contains
mealworm, which is described as an eco-friendly high-protein food that is
high in nutrition and rich in essential amino acids, fibre, unsaturated fat
and minerals.
While many insect-based pet foods use insects as a selling point in the
product, brand name or pack imagery, this will not be necessary in the
future. Select Gold Extra Sensitive Mini Adult Dog Food with Insect
Protein from Germany has the appearance of regular commercial pet
food, just with insects instead of another protein.
19

Humanisation meets premiumisation
COVID-19 has accelerated the already well-established humanisation trend,
whereby pet food trends mirror human food trends. As more pet owners treat their
pets like children, shared experiences between humans and pets will become the
norm, and consumers will expect a greater focus on pet food palatability.
The pet parent phenomenon is accelerating
Young people are shying away from or at least delaying having children,
citing climate change and financial insecurity as reasons. Almost a
quarter (23%) of US non-parents aged 18-49 say they are very unlikely
to have children, a figure that grew between 2018 and 2021.
Many younger consumers are favouring pets in lieu of children.
Evolutionary history suggests that pet parenting is just one step along the
road of alloparenting, the genetic disposition that humans have to help
care for offspring who are not their own.
The pandemic accelerated pet ownership, particularly among younger
consumers. Many consumers got cats and dogs for companionship, and
XX% of US pet supply purchasers forged a stronger bond with their pets
due to the pandemic.
Pet food will continue to grow over the next decade, and brands must
invest to appeal to this new generation of pet owners.
20

Pet owners are devoted to their fur babies
The premium pet food segment has huge potential to grow further. In China, 39% of pet owners spent
more on pet meals in 2021 compared to 2019.
FUR BABY
XX%
of Chinese pet owners
view their pet as their
child
WORTH EVERY PENNY
XX%
of UK pet owners would
rather cut back on the
money they spend on
themselves than on their
pet
PET PREMIUM
XX%
is the increase in global
average cost per 100ml/g
of a pet food launch from
2017-21 (higher than
almost all human food
categories)
Base: China: 2,000 internet users aged 18-49 who are pet owners; UK: 1,160 internet users aged
16+ who own a pet
Source: KuRunData/Mintel, July 2020; Kantar Profiles/Mintel, August 2021; Mintel GNPD, 2017-21
Disney Table Scraps
Premium Dog Treats (US)
Humanisation lends itself to premiumisation
COVID-19 has accelerated the long evolving concept of humanisation in
line with Mintel Trend Creature Comfort, where pet food trends mirror
human food trends.
In France, 41% of pet owners already give their pet food that includes
them in social occasions, such as pet-friendly birthday cake, rising to XX
% of 16-24s. Such products allow brands to charge a premium.
While young pet owners are driving growth, brands can still target
families with children, the traditional pet-owning households. South
African Woolworths Pet Biscuit Mix is ideally suited to enable children to
bake treats for their pets.
Children are also drawn to popular characters, but it is rare to see
them on pet food. The 2021 launch of Disney Dog Treats does just this,
as does the Mexican licensed dog food featuring characters from
animated series PAW Patrol. Licensing offers another way to premiumise
pet food.
21

Premium humanisation of pets spans pet food, experiences and
even home design
Brands and retailers should take inspiration from premium humanisation concepts to appeal to pet parents
who enjoy spoiling their pets.
Doggy doughnuts
Krispy Kreme, one of the world's most recognisable doughnut brands,
launched Doggie Doughnuts in Australia in collaboration with Huds and
Toke. The dog-only treats were available for two weeks to celebrate
International Dog Day (Australia).
Doggy afternoon tea
London-based Egerton House Hotel offers a doggy afternoon tea. It
comprises chicken and beef meatloaf, homemade dog biscuits and a
carrot cupcake as well as a 'dog-tini' served with doggy canapés (UK).
Barkitecture
Pinterest Predicts 2022 Trend Barkitecture explores how consumers
are redesigning their homes with pets in mind. In Brazil, the search term
'pink luxury dog room' is trending on Pinterest (Brazil).
22

Sharing is caring
Base: UK: 927 internet users aged 16+ who buy food for their dogs/cats
Source: Kantar Profiles/Mintel, May 2020
A growing generation of younger pet owners are keen on sharing
experiences with their pets. In the US, dog food brand Cesar partnered
with delivery app Postmates to offer a limited number of Bestie Bowls,
'yours' and 'theirs' meal duos for dogs and their humans.
In China, Pure Natural used the mystery box format to increase
interactivity between pet owners and pets, rolling out cat snack mysteries
boxes on Tmall. They include eight kinds of snacks with eight different
interactive games, helping pet owners to play with their cats during the
daily feeding routine.
Brands have also been developing foods for pets and humans to eat,
such as Japanese non-profit feline rescue group Neco Republic, which
has launched a range of canned fish products that can be consumed by
both cats and their owners.
These sharing initiatives provide ample opportunity for
premiumisation.
23

Fruitables has a tantilising
smell like muffins from the
oven (US)
Dial up palatability cues to attract discerning
pet parents
To appeal to discerning pet parents, brands must emphasise palatability
by focusing on taste, texture and aroma. The taste of pet food is a top
purchase driver for XX% of Thai pet owners, and sensory cues such as
crunch and aroma will enhance owners' perceptions of pet food
palatability.
Since aroma plays an important role in palatability and pets have a highly
acute sense of smell, brands should focus on the product scent. Although
dogs particularly enjoy meat flavours, brands can also appeal to pet
owners by using ingredients popular in premium human food. Thai
product Pawganic Duck with Blueberry Dog Treats, for example, is said
to have an aroma of turmeric and black pepper to create a well-
balanced flavour in every bite.
Brands can also focus on texture, such as Finnish product Good Boy
Crunchies. They are made with chicken and said to have the satisfying
crunch that all dogs love.
A Pup Above (US)
Focus on processing techniques
Brands should also highlight processing techniques used to develop
palatability of premium foods. A quarter (XX%) of Indian grocery shoppers
deem it important to share production processes on pack.
Chinese product Royal Eternal Complete Food For Cats removes
oxygen from the pack and fills it instead with nitrogen to preserve
the freshness, aroma and nutrients of the product. US-based A Pup
Above makes fresh dog food that's cooked sous-vide, a cooking
method said to make meat extra tender while preserving nutrients.
Consumers have long deemed handmade, non-mass-produced food and
drink to be premium. Few pet food brands boast such artisanal
credentials, but those that do should communicate on pack that they are
handmade or manufactured only in small batches.
Source: Instagram/apupabove
24

IN FIVE YEARS AND BEYOND
25

Mintel Trend Ethics Check
Sustainability will be the defining growth driver of
the 2020s as described in Mintel Trend Ethics
Check.
The colossal amount of meat consumed by pets
has a significant impact on the environment,
and brands and consumers alike are seeking ways
to mitigate it.
Some pet food companies are shifting their
approach towards sustainable pet food alternatives
such as vegan pet food. However, XX% of US pet
food buyers say real meat should be the first
ingredient on pet food ingredient lists.
Over half (XX%) of Brazilian consumers believe
that their behaviour can make a positive difference
to the environment, signalling the opportunity
brands have to help pet food buyers.
Mintel's perspective
Lab-grown pet food is edging closer
Ethical consumers are seeking sustainable pet food alternatives, yet they value real meat as an
ingredient despite its harmful environmental impact. Lab-grown pet food has the potential to offer a
solution.
Science and data will lead the way
Pet owners will increasingly seek transparency when it comes to the health and sustainability of pet
food. Brands should leverage science and data to enable consumers to make informed decisions about
pet food.
The humble pet store is evolving
Online and offline pet food shopping experiences are changing. The humble pet store will evolve into an
experience-led destination, and the ever-changing digital world will offer numerous ecommerce
opportunities.
26

Available to pre-order:
Mouse Cookies for Cats
with Cultured Meat
Lab-grown pet food is edging closer
Lab-grown pet food, which appeals to XX% of UK pet food buyers, offers
a sustainable alternative to meat as lab-grown meat produces fewer
carbon emissions than red meat.
Chicago-based Because, Animals. is taking pre-orders of its Harmless
Hunt Mouse Cookies for Cats with Cultured Meat at $10-15 a bag, the
first brand to do so. In order to lower prices through sufficient demand for
lab-grown pet food, brands will be constrained by human consumption of
lab-grown meat, as pet trends tend to follow human trends.
However, brands can be flexible with pet food ingredients and
product form. Unlike food for human consumption, cultured meat in pet
food need not resemble a steak or a chicken wing.
To sell lab-grown pet food successfully, brands should ensure it is
palatable and nutritious. They must communicate the creation
process and help consumers understand that the product is real meat.
Mintel Trend In Control
In times of uncertainty, such as during COVID-19
and in the recovery years afterwards, consumers
will seek control over their lives as described in
Mintel Trend In Control.
Pet parents will continue to turn to science to help
them understand their fur babies' needs, with the
likes of food intolerance tests for pets becoming
popular.
In France, 58% of consumers always read the
nutrition label before buying food or drink products
they have not tried before, signalling their interest
in learning about new products. Brands should
therefore offer transparency in terms of their
nutritional and sustainability credentials to appeal
to pet owners.
27

Scan pet food with French
app Nutripet for nutritional
information
Science and data will lead the way
Pet owners will increasingly seek transparency around pet food's impact
on health and sustainability. Brands must leverage science and data to
help consumers make informed decisions.
Pet food brands can use personalisation and technology to enable pet
owners to improve their pet's health. The Australian ilume system
incorporates chef-tailored gourmet meals with a pet activity tracker, app
and smart bowl. A fifth of Saudi Arabian pet owners* use pet-related
technology.
Pet food scoring systems will also emerge. Nascent apps like Nutripet
will allow owners to assess the nutritional composition of pet food,
like the established human food equivalent Nutri-Score. Similarly, novel
systems such as EcoPetScore will assess pet food sustainability
measures, mirroring human food system Eco-Score.
Pet food brands will inevitably have to improve their health and
sustainability credentials to remain competitive.
* taken from MIntel's Global Consumer, March 2021
Mintel Trend Flexible Spaces
The global retail landscape is shifting. While price
will remain pivotal online, brands and retailers will
need to focus on driving product quality and
offering experiences to entice consumers in store,
in line with Mintel Trend Flexible Spaces.
Pandemic lockdowns drove consumers towards
online shopping, yet they still crave the offline
experience as a reaction to enforced social
isolation. As consumers return to a crowded world,
they will look to connect with people who share
their interests, goals and values.
Embracing an experience-driven physical shopping
landscape will appeal to the XX% of US pet
owners who say owning a pet is an important part
of their identity.
eCommerce, now accounting for XX% of global pet
food sales, also presents an opportunity for
building connections.
28

Knollo runs swimming
classes to get puppies used
to water (South Korea)
Elevate the in-store experience and build
communities
The retail landscape is changing and as such, pet food brands and
retailers must improve the in-store experience, particularly to appeal to
the young cohort of pet owners. Over half (XX%) of US pet owners like
the convenience of pet services offered at pet retailers, rising to XX% of
18-34s.
In 2021, pet supply store Knollo opened a 10-storey flagship complex in
Seoul, South Korea. The store offers swimming classes, a behaviour
clinic, a medical centre and even community rooms that can be hired for
pet parties. Such spaces are ideal for pet food brands to share
nutritional expertise or feature pet-friendly foodservice menus.
Building communities will become increasingly important. Brands can
bring likeminded pet owners together while elevating brand equity. In
2021, RedDog, a pet medical brand in China, collaborated with Tmall
Hey Box to hold a Colour Run for owners and their dogs.
29

Do digital differently
The spectrum of digital products offers brands new opportunities to amplify their quality and sell
experiences as well as products.
Dogs can shop online
Brazilian pet retailer Petz developed facial recognition functionality on
its ecommerce platform. If a dog gives a positive reaction to a product,
it is added to the shopping basket (Brazil).
Social network for dogs
GPS-based social app Paway is positioned as a social network for
dogs, with the potential for brand advertising in the future. The app
helps to navigate neighbourhoods, set a daily walk goal and connect
with others in the local area (US).
Pets in the metaverse
Metapets (avatars of real pets that can be chipped and monitored) and
metaverse pets (fictional animal avatars) will be popular in the
metaverse. Pet food brands can sell digital dog food or target pet
owners with metaverse advertising.
Source: Instagram/paway_app
30

Meet the expert
Kate Vlietstra
Associate Director, Mintel Food & Drink
Kate has ten years of experience working in the consumer goods
industry, predominantly focusing on foods brands. She has a background
spanning account management, marketing and ecommerce, most
recently within a major dairy company. Kate has a masters degree in
International Business & Management from The University of
Manchester.
Read more by this expert | Get in touch
31

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
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