In a recent survey of nearly 1,300 Italians that asked whether they thought their pets were overweight, 29 percent agreed that their pet was overweight, according to a report commissioned by Hill's petfood company and the survey conducted by UK-based market research company YouGov.
The survey further found that 26 percent of Italian pet owners said they feed their pet leftovers and snacks. This is compared to previous surveys conducted in the Netherlands and Great Britain, where just 8 percent and 13 percent of pet owners, respectively, fed their pet snacks and leftovers. Overall, it is estimated that overweight and obese pets in Italy could account for up to 95 percent of cats and 63 percent of dogs.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.