Specialty trend: probiotics, prebiotics in pet food
The continuing demand for specialty, health-related formulas in pet food provides opportunities for manufacturers looking to diversify.
The global pet dietary supplements market is expected to grow at a CAGR (compound annual growth rate) of more than 5% between 2016 and 2020, according to a market study released by Technavio in September 2016. Among these supplements are those geared toward pet gastrointestinal health—a market segment itself expected to grow at more than 5% through 2020—including probiotics and prebiotics.
As pet owners continue to educate themselves on their pets’ health and wellness, such specialty ingredients in pet food are becoming increasingly sought after. This trend, in part, has humanization to thank for its growth: Interest in functional foods in the human food sector continues to increase, and 33% of Americans now say they try to eat foods with probiotics (10% try to consume prebiotics), according to the International Food Information Council Foundation’s 2016 executive summary. Increased consumer awareness regarding human food has naturally extended to paying more attention to what the four-legged family members of their families are eating, leading to parallel probiotic and prebiotic trends in human and pet foods.
Pro/prebiotics as part of larger pet health concerns
There are many things today’s pet owner might be looking for in terms of what pet food can do for their pet’s health, and probiotics and prebiotics are a slice of a larger supplement picture. According to a Packaged Facts National Pet Owner Survey, high omega, high antioxidant and probiotic/prebiotic are just some of the top health-related claims on consumer radars. Among US survey respondents, 7% of dog owners…