How functional pet food’s consumer appeal ties to buying

Many pet owners show awareness of the importance of pet nutrition to health and wellness, yet only half are willing to pay more for functional benefits.

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Pet owner surveys over the past few years show the majority are aware of the key role nutrition plays in their pets’ health.
Pet owner surveys over the past few years show the majority are aware of the key role nutrition plays in their pets’ health.
JackF I iStock.com

Functional pet foods, treats and ingredients have long been popular with pet owners, and that interest has only increased since the pandemic, which heightened consumers’ focus on health and wellness for themselves and their family members, including furry ones.

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