Pet meals ingredient provider BENEO surveyed 2,500 canine and cat homeowners in america, Brazil, the UK, Germany and China about how inflation and rising costs have influenced pet meals buying selections in August 2023.
Practically 90% of surveyed pet homeowners really feel that pet meals costs have risen within the final 12 months. Amongst respondents, 1 in 6 had switched to a much less costly pet meals model due to rising costs. Those that didn’t change targeted on utilizing promotions and shopping for bigger packages. When shopping for pet meals, survey respondents thought of value much less vital than ingredient high quality, dietary worth, style and well being claims. Greater than half of respondents have been keen to pay a premium for pet meals with health-promoting components backed by empirical proof.
Digestive well being claims in pet meals advertising and marketing
“Pet dad and mom are very involved about their pet’s well being and the survey outcomes mirror this, with greater than 4 in 5 homeowners contemplating their pet’s well being to be as vital as their very own,” Beneo market analysts wrote. “The hyperlink between their pet’s digestive well being and general well being can also be extra widely known by pet homeowners, with over 3 in 4 cat and canine homeowners understanding that the digestive system has a optimistic affect on many features past the intestine, reminiscent of bone situation, psychological and bodily wellbeing and the immune system. It’s not shocking due to this fact that the on-pack claims almost certainly to affect the buying of pet meals merchandise embrace ‘promotes digestive well being naturally’ and ‘easy-to-digest’.”
Greater than 1 in 3 respondents said that they feed their pets meals with advertising and marketing claims about digestive well being assist. Practically half of the surveyed pet homeowners related prebiotics with intestine well being.
Best digestive well being claims:
- digestive consolation and well-being
- promotes digestive well being naturally
- helps a wholesome and balanced digestive system
Different vital advertising and marketing claims for pet meals
As in human meals traits, protein high quality and content material have been vital for 7 in 10 respondents. Sustainability claims have been thought of by 4 in 5 pet homeowners. Greater than half of cat and canine homeowners thought of plant-based proteins to be higher for the atmosphere. For instance, greater than 80% of pet homeowners affiliate fava beans with environmental sustainability.
“Pure and high-quality vegetal proteins are due to this fact a beneficial useful resource for producers, permitting them to cater to pet homeowners’ pursuits, while formulating nutritious pet meals recipes,” Beneo analysts wrote.
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