A 2022 survey of companion animal owners in the United States conducted by Mintel has shed light on the primary motivator for considering a switch in pet food brands. Approximately one-third of consumers identified the potential for improvements in their pets’ health and wellness as the leading reason for contemplating a change in their pet’s food brand. This emphasis on health surpasses other factors such as taste and price.
When comparing cat owners and dog owners, the survey found that cat owners placed somewhat greater importance on health (33%), while dog owners were close behind at 32%. Dog owners, on the other hand, assigned a slightly higher priority to palatability, while cat owners showed a bit more concern about price. Nevertheless, health and wellness emerged as the dominant factor influencing the choice of a dog or cat food product, eclipsing both price and palatability.
Kate Vlietstra, a global food and drink analyst at Mintel, highlighted the growing consumer demand for healthier pet food options and the expanding variety of pet foods with health claims. She noted, “A large portion of the market is willing to go the extra mile to secure these health benefits.”
Vlietstra also pointed out that while insect protein had previously emerged as a trending ingredient in pet food, consumers now seem particularly interested in how their pet food is preserved. Fresh, frozen, and homemade pet food options have gained popularity as they align with the demand for bespoke, freshly prepared meals for pets. In the United States, frozen pet food witnessed double-digit growth in 2020-21. Additionally, over half of pet food buyers opt for freshly prepared options, perceiving them to be healthier than store-bought pet foods.
