While dog foods predominate somewhat in new pet food product launches in the US and globally, both new cat and dog food products share a focus on health-related claims. Worldwide, more than 80 percent of pet food launches recorded by Innova Market Insights from September 2015 to 2016 were marketed with a focus on health aspects, such as omerga-3 fatty acids or digestive support.
In the United States, health claims dominate US new pet food product launches. Ninety percent of pet food product launches in the US feature health-related marketing, often with multiple claims.
Pet food health trends follow human trends
Pet foods are now being formulated to address concerns of humans, including organic and non-GMO pet food ingredients, “free from” options, and low-carb recipes. As in the human-food industry, interest in clean labeling continues to grow in pet food….