Pet Food Processing - May 2023 - 12

TRENDS
Pet parents are
searching for
more food options
for their furry
companions that
mirror the way that
they like to eat.
Wellness Pet Company
benefits of gently cooked foods and more brands looking
to improve their products and services to better appeal
to pet parents and their habits.
A few years ago, when fresh-cooked food was relatively
new to the market, many brands claimed to be " fresh. "
Today, there's an increasing amount of research within
the category regarding food safety and associated claims.
Toward the end of 2022, the Association of American
Feed Control Officials (AAFCO) released new standards
for the fresh pet food industry. AAFCO establishes the
Consumers are paying
closer attention to where food
is grown, how it's sourced
and where it's made. "
Scott Morris, Freshpet
nutritional standards for complete-and-balanced dog
and cat foods. It is the responsibility of pet food processors
to formulate their products according to the appropriate
AAFCO standard.
PetPlate strives to make its fresh-cooked food as " human
like " as possible - slow cooking at low temperatures
to preserve the bioavailability of the ingredients
and lock in nutrients and using refrigeration to preserve
the food. Its products include 100% farm-raised chicken,
beef, fish or eggs, and all-natural fruits and vegetables.
Bernal cited dual factors supporting the evolution of
the fresh category, the first being a mirroring of consumer
health and wellness values. Pet parents typically apply
their own unique food values when selecting fresh food
for their pet. This includes a human desire for a visually
appealing product with a tasty formulation for the
12 PET FOOD PROCESSING | May 2023 | www.petfoodprocessing.net
animal. This duality then boosts innovation within the
category to deliver better-quality recipes.
Bernal said she also sees continuing expansion of the
fresh category supported by Millennial and Gen Z pet
parents who seek fresh food as a premium way of feeding
their pets. Fresh denotes a " home cooking " experience
that still provides pet parents a scoop-and-serve
approach, she noted. This includes kibble topped with
fresh to deliver a complete-and-balanced recipe.
Brands are also highlighting new formulations as pet
parents learn about different ingredients and nutrients.
Recent examples include discussion of the pros and cons
of eating seed oils and the benefits of grain-free options
in fresh dog food, according to Webb.
Supply chain and inflationary woes
Ongoing supply chain disruptions have created the need
for many brands to change the way they produce and
distribute their products. Despite some ease in those disruptions,
manufacturers and consumers are still dealing
with economic instability, and affordability continues to
impact the fresh category. Webb predicts it won't be a
surprise to see companies look for more ways to package
and ship products and even develop new ones that
might be easier to store and ship.
Rising costs are also causing consumers to look for
ways to establish balance between their finances and their
pet's health. Wellness Pet is witnessing a trend of pet parents
using fresh foods as a topper or mixer, rather than
using fresh food for a whole meal. The compromise offers
variety while acknowledging that serving 100% fresh
foods may not be financially feasible, especially for those
with a larger breed of dog. A survey conducted by the
company found 78% of pet parents agreed that using fresh
food on top of a kibble is their preferred feeding format.
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