From Petfood Industry:

Nestle Purina is making the most of the trend in pet food of feeding animals the same things that humans eat.

“We want to have products that appeal to the owner,” Chef Amanda Hassner said in a report. “It can’t look or smell horrible to the person.”

Accelerated by millennials, the humanization of companion animals is becoming more prominent. As a result, many of the top human food trends have found their way into the petfood market -- particularly those that focus on the health and wellness of our furry family members. Those include:

• Better health through nutrition. Pet owners are looking to eliminate certain ingredients from their pets’ diets, such as sugar, grains, dyes and preservatives.
• Nutrition for seniors, as pets and their owners are living longer lives.
• Weight management, as a large percentage of America’s pet population is overweight or obese.

According to Euromonitor International, millennials tend to humanize pets more than other generations and are more willing to spend more money on higher-quality food and human-grade products.

“Pet owners aren’t just looking to provide a home for their pets,” said Bob Vetere, president of the American Pet Products Association. “They are investing in their pets’ quality of life. Oftentimes they do this at their own expense, cutting personal expenses, but not those affecting their faithful companions.”

Nestle Purina creating pet food to mimic human food : Business

Tucked at the end of a hall on the fourth floor of Nestlé Purina's research center in St. Louis is the most unlikely of places. It's a fully equipped kitchen that looks like it belongs on the set of a reality cooking show.

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