Health consciousness has become the top priority for pet owners when it comes to choosing their pet’s food, according to new research from Mintel.
Data from the market analysts reveals that 60% of UK pet food buyers prioritise health benefits when making their selection, with their decision to purchase dependent on how healthy they perceive the food to be. According to Mintel, health and wellness concerns outweigh taste or price considerations for both cat and dog owners when switching pet food.
The trends are also reflected in new product development by manufacturers, with more than 50% of new launches in 2023 emphasising health claims in their presentation and marketing, according to Mintel. This proportion has significantly increased in the last decade, the organisation added.
Kate Vlietstra, global food and drink analyst at Mintel, said: “In the next couple of years, we forecast that bespoke pet foods for individual cats and dogs, designed specifically for their health needs, will become more and more popular.
“With pets representing a more significant role in our lives, our willingness to prioritise and budget for their health needs will be bolstered. We can expect to see a continuation in the prioritisation of pet health along with a focus on sustainability and ethical consumption.”
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