A changing demand for a changing societyAn increased request for healthier and more sustainable food is currently driving the market. Indeed, consumers seem to replicate their own health and wellness requirements, as well as their distrust of over-manufactured foods, in their pets’ diets. This, in turn, translates into a continuous renewal of product ranges, with a significant boost in premium, organic, and natural products (more gluten-free, raw, or even vegan ingredients, for example).
Overall, wary of industrial pet food, consumers seem to be emphasizing the well-being and health of their companions. As a result, it is now rather common to find treats and foods – dry or wet – claiming to help with a wide variety of issues (teeth, fur, kidney problems, etc.).