PET Food Processing - June 2022 - 10

TRENDS
are both healthy and environmentally conscious.
The CORE Digestive Health line includes options for
both puppies and older dogs, and the products contain
both probiotics and prebiotics to help support microbiome
and immunity. This spring, the company launched
Wellness Bowl Boosters Freshly products to serve as a
fresh food topper to complement a dog's kibble or even
be used as a full meal. Overall, the Wellness CORE digestive
health line includes dry, pâté and topper formats.
Additionally, the Wellness Complete Health line has
expanded with a recipe for older cats to support immunity,
energy, muscles and joints. The line also includes
dry, pâté, wet and treat varieties.
Anne Carlson, founder and chief executive officer,
Jiminy's, Berkeley, Calif., said the formats that are thriving
are those featuring less processing, and the common
thread between baked kibble, freeze-dried and raw is a
product that's final form is as unobtrusive as possible.
" Jiminy's is in that sweet spot as our kibble is baked,
Although sales of
meal toppers and
frozen, freeze-dried
and dehydrated pet
food products are currently
underdogs in
terms of market share,
these categories have
grown rapidly over
the last two years.
Jiminy's
pet parents, most manufacturers tend to specialize in a
specific product segment. The types of ingredients and
commodities the manufacturer buys determines if their
segment is super-premium or value, she said.
" Wellness Pet is strongly committed to redefining
products with a defined usage focus and with benefits
called out clearly on packaging and labels, " Bernal said.
" This directly helps pet parents pick and choose formats
that are a customized nutritional experience that they
want for their pet. We hear time and time again that pet
parents find it difficult to navigate their pets' food options,
so this simple commercial innovation at Wellness
helps make this process easier. "
The company's newest products include Wellness
CORE Digestive Health Plant-Based Kibble and
Topper meatless recipes with plants and eggs, which
Bernal said were developed in response to the growing
number of pet parents seeking dog food options that
Category
Natural
Frozen
PRODUCT FORMATS ON THE
Sales
$7.1 billion
Meal Enhancers
Dehydrated
Freeze-Dried
NielsenIQ
$293.4 million
$247.3 million
$387.6 million
$324.8 million
so we're able to take advantage of lower temperatures
and retain more nutrients, " Carlson said. " Our new wet
dog food is also less processed and contains no artificial
preservatives. "
Amelia Perches, public relations manager, Nulo Pet
Food, Austin, Texas, said premium food innovations
for dogs have been focused on shortening the ingredient
list and including functional benefits, especially in
meal toppers and treats. Perches also shared consumers
are looking for more engaging and exciting natural food
solutions that are quick to prepare, healthy and add variety.
The company's Mix-It Meals provide options to meet
these needs and customize a pet's diet.
Nulo also offers soft chew supplements for dogs in
calming, immune, mobility, omega and probiotic options
for targeted nutrition beyond what core products offer.
The company recently introduced functional granola bars
as a healthy snack in mobility, immune, digestion and
omega formulations. Perches said granola is often targeted
for health-conscious human consumers who enjoy
RISE
% growth
(2020-2021)
10.4%
19.6%
37.8%
25.9%
31.1%
Market share
60.3%
2.5%
2.1%
3.3%
2.8%
Average price
per lb
$3.21
$6.80
$8.48
$11.29
$32.01
10 PET FOOD PROCESSING | June 2022 | www.petfoodprocessing.net
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PET Food Processing - June 2022

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