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As our understanding of nutrition’s influence on health grows, we’re making changes to our families’ lifestyles — and that includes what we feed our pets. According to the 2023 NIQ report, “Pawsitively Delicious: The State of Pet Food,” the pet food category has been trending at a four-year high. This surge is due to, at least in part, the rising demand for premium and specialized foods.
Manufacturers are responding with a flurry of new products and even entire product categories. For pet retailers, staying ahead of these trends is crucial to meeting consumer demand. Let’s explore some of the top trends in pet nutrition making waves in the marketplace — all of which are set to make a big splash at SUPERZOO 2024 this summer.
Functional Treats: Doubly Rewarding
Treats may win popularity contests with pets, but they aren’t exactly winning any nutrition awards — at least not the way they’re traditionally made. Today’s functional pet treats are different. They are formulated with natural ingredients, supplements, and less sodium and carbs to deliver the perfect combination of indulgence and health support.
Putting the “treat” in “treatment,” these products go beyond simple rewards to address specific conditions or provide health benefits in a tasty package pets can’t resist. Examples include:
- Dental health treats: Designed to reduce plaque and tartar buildup, these have been a staple in the space for some time.
- Digestive health treats: Often incorporating probiotics or fiber-rich ingredients, these are quickly gaining traction.
- Stress-reduction treats: An emerging trend. these help anxious pets achieve a positive state of mind with calming ingredients like chamomile or L-theanine.
“We’re seeing a remarkable surge in both consumer demand and product innovation in this space,” notes Theresa Lantz, MSc, Companion Animal Nutritionist at Petcurean. “Pet owners are increasingly looking for treats that not only reward their pets but also contribute to their overall health and well-being. The effectiveness of these products, particularly in areas like dental health and anxiety reduction, really has people talking. Social buzz is going a long way to grow this category.”
See it at SUPERZOO: Source functional treats that pets love (and that love pets back) from companies like:
- Choolip, Booth 6569: Launched in 2023, the Squeeze Vita Stick is a vet-formulated treat for cats and dogs packed with nutrients to support the health of the joints, skin, heart, kidneys, liver, eyes and brain.
- Native Pet, Booth 1847: Also recently new on the scene, Native Pet formulates their range of air dried chews and food toppers according to health concern, providing dogs with condition-specific support for allergies, bladder health, joint relief, anxiety and more.