August 17, 2017

Could organic pet food become the next big trend in the UK?

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With the recent soar in Organic pet food sales in the United States, it is likely that the trend will cross the pond to the UK in the near future.

As pet owners now consider their pets as part of their family, pet humanisation has meant that the owners are looking for premium and nutrient-rich food options for their pets.

A survey conducted by the American Veterinary Medical Association found that, in the recent years, expenditure towards pet’s health and other veterinary care has seen a 40% rise.

A part of this rise reflects on the pet food market. The increased demand for pet health insurance also supports this argument. Pet owner’s concern is no longer just limited to pet care and nutrition, they now want to also splurge on their pets.

For example, Mars Inc. has come up with the Cesar Home Delights® product line, which sells fancy gourmet food, like beef stroganoff for dogs, with the belief that owners now feel guilty to offer the same food every day to their pets.

A recent US survey revealed that four among five pet owners believe that their pets are having, and should have, healthier food than them.

They demand pet food free of sugars, grains, dyes and preservatives, which will enable an organic pet care. Currently, the sale of premium pet food also exceeds sale of the economy, or mid-priced products. Larger implications of these trends for the pet food market, globally, are highly anticipated.

With Europe’s revenue in the pet food market closely following the US, we can predict that the Organic pet food trend will do the same and become immensely popular.

A collaborative report by the Clean Label Project and the Ellipse Analytics, tested over 900 pet food products being sold in the United States market for 130 contaminants and toxins, and found that the majority of the products contained more than acceptable levels of elements like lead, arsenic, mercury, and cadmium.

The presence of pollutants in pet food has become a major deterrent for the consumers. These pressure factors indicate that the pet food market is expected to find the answer to these crises in the premium and organic sector of the market in the near future.

Additionally, pet humanisation has meant that owners are increasingly feeding their pet snacks and treats, not just as food, but as rewards and signs of affection. Such non-purposeful eating is leading to obesity, allergies and other autoimmune disorders among the pets.

Growing recognition of these problems of pet nutrition and care has produced an urgent demand for nutritional, health-inducing and organic pet food products. The demand has, in turn, seen a launch in such products into the market.

Looking ahead, a considerable growth of the market for the organic human food products is expected to bleed onto the pet food market. However, some factors, like President Trump’s move against United States trade relationships, the stricter control on labeling convention by Association of American Feed Control Officials (AAFCO), might have some mitigating impact on this positive global market trend.


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