Personalization of pet foods follows the twin mega-trends of premiumization and humanization. People adjust their own diets to influence their health, and pet owners want to do the same for their pets. Health and wellness concerns may be one major driver of pet food personalization. Pet owners are increasingly aware of the connections between health and diet.
In their “2023 Insights Report,” pet food industry analysts with ingredient supplier ADM explored why personalization of pet food matters. Pet owners seek foods for their dogs, cats and other pets that will support their bodies and minds. That doesn’t come in a one-size-fits-all bag of kibble through. Pet owners seek custom fare for their pets’ individual physiology.
Increasing pet owner demand for personalized options
Dog, cat and other pet owners increasingly seek out these personalized pet foods, according to ADM analysts. They quoted a 2021 survey by Mintel in which 88% of pet owners said they thought it was important to take preventive measures to safeguard their pets’ health. A 2022 FMCG Guruz report stated that 40% of pet owners worldwide turn to pet products to support their pets’ wellness. Another report by FMCG Guruz found that 63% of consumers were interested in customized products to meet their individual needs.
“The industry is shifting to a new approach, with a deeper understanding of how cats and dogs eat, sleep, play and behave throughout their lives to customize products towards the different needs of individual pets,” ADM analysts wrote.
Among other trends, ADM analysts saw opportunities for growth in supplements with functional benefits for both physical and mental health, and science-backed, real-food solutions for proactive health support with species-specificity.
