As pet food becomes increasingly competitive, innovation is key to standing out. Manufacturers need to stay on top of their game in order to surprise and entice consumers who are increasingly savvy, picky and, in many cases, price sensitive, while demanding the best for their pets.
According to Euromonitor International’s “Innovation in Pet Food: Premiumization and Segmentation” report:
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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.