"Natural" and organic petfood sales are expected to hit US$2.6 billion by 2014, up from about $1.7 billion in 2009, according to the Boston Globe .
Human organic food sales are not seeing the same growth and actually declined 0.3% in 2009, market research firm Mintel International Group estimated.
One possible reason for the increased organic petfood sales is that owners are willing to scale back on their own food during the recession in order to pay a premium for their pets' food.
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.