Pet health and wellness has been a desired, and defining, attribute for pet owners for several years. Since accelerating during the pandemic, interest has only continued to rise.
According to a 2023 survey by ingredients supplier Kerry, pet owners listed several health-related features among their top concerns, including healthy aging, named by 35%; digestive health and dental care, both at 34%; joint health, 32%; and skin and coat care, 28%. Attesting to the ongoing growth of that focus, in summer 2024 80% of U.S. dog owners and 82% of cat owners ranked pet food among the most important health products for their pets, said a new Packaged Facts report, “Pet Food in the US, 18th Edition.”
What’s more, pet owners are increasingly willing to pay more for pet food with health and wellness benefits; 74% in the Packaged Facts report said so, up from 66% in a similar survey in 2023. (In the Kerry survey, 51% of respondents said they’re willing to may more for pet products with functional benefits.)
Of course, consumers don’t always put their money where their mouths — or actual purchasing behaviors — are. But that’s not stopping many pet food, treat and supplement brands from trying to capitalize on the expressed interest, offering ever more products with health-related claims. (This issue’s cover profile company, Real Mesa, incorporates principles and ingredients from Mediterranean diets, long purported to be healthier for humans, into dog food, treats and toppers.)
In a recent presentation, Chris Storves, director, North America retail, pet industry, for NielsenIQ, highlighted growth in what his company calls “food as medicine” claims on U.S. pet food products. They rose 1.7% in the 52-week period ending July 13, 2024, and over the past four years, the compound annual growth rate (CAGR) for these claims has amounted to 8.7%.
Looking at some specific claims, under physical health, balanced nutrition grew 2.4% year over year (YOY) and at 4.2% CAGR, while kidney health soared 79.4% YOY and 38.9% CAGR. Under mental health, behavior/brain-related claims rose 2.3% YOY and 15.8% CAGR; mood and stress support, 3.6% YOY and 16.7% CAGR. And addressing specific ailments and conditions, digestive health increased 1.5% YOY and 8.2% CAGR; immune system health, 4.9% YOY and 10.3% CAGR; and cellular function support, 30.4% YOY and 31.9% CAGR.
Brands are offering a wider array of such functional or “food as medicine” claims. Let’s see if pet owners actually pay for them.
