The 2007 recalls increased natural petfoods' sales as consumers related higher priced foods with safety, the company said. The trend continued into 2008. For the first 11 months of 2008, the top two claims of petfood manufacturers were for "natural" and "upscale" products.
The firm forecasts petfood sales to grow through at least 2011 despite the economic conditions, with natural product sales remaining an important driver.
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.