PET Food Processing - September 2021 - 10

TRENDS
popular among pet owners. "
There has been tremendous
growth in functional treats that
deliver some type of specific benefit
beyond simple enjoyment.
" Benefits can be delivered
through the ingredients or the form
of the treat, " Mickey explained. " If
my dog has hip issues, I want a treat
that has glucosamine and chondroitin.
If I notice some digestive issues,
I want a treat that has probiotics and
For both health and
sustainability, some
pet owners are
embracing vegan
treat options for
their pets.
v-dog
sweet potato. If I am concerned about dental health, I
want a treat that is shaped and formed in a way that will
help clean my pet's teeth. "
Increased consumer interest in clean label ingredients
and overall product sustainability is another emerging
trend driving the category.
" Consumer demand for clean label ingredients has
spurred recipes that are free from artificial colors, flavors,
or preservatives, as well as fillers such as corn,
wheat and soy, " Ruffolo said. " It also has sparked interest
in natural 'superfood' ingredients such as sweet potatoes,
blueberries, cranberries, and flaxseed, in addition
to products that are USDA Certified Organic. "
Other key trends include smaller treats with fewer
calories and the use of diverse protein sources such as
wild boar, alligator and insects. More sophisticated production
methods are also being employed by pet food
and treat processors.
" Technological capabilities have played a role in
achieving the right consistency for texture and palatability, "
McCarthy said. " Today's treats are baked, extruded,
injection molded, freeze-dried, and dehydrated.
Additionally, pet owners can find recipes and bake-athome
mixes to make their own treats. "
The acceleration of these emerging trends can be attributed
in part to the COVID-19 pandemic.
" Pandemic-related growth in the pet treat market
is similar to the human market, " commented Adam
Martodam, marketing director, NutriSource Pet Foods,
Perham, Minn. " With people spending more time at
10 PET FOOD PROCESSING | September 2021 | www.petfoodprocessing.net
Treat sales are on the rise, with IRI reporting 32% of its survey
respondents purchased more treats for their pets in the second
quarter of 2021 than in the first quarter. NutriSource
home, there were more opportunities for trips to the
pantry/snacking. "
The COVID-19 pandemic has changed the way consumers
value their own food choices and that trend appears
to apply to the pet products they purchase as well.
" More time spent at home with pets during the past year
means that pet owners were likely more tuned into their
companions' needs, " Morgan said.
New pet treat options
Consumers have responded favorably to innovation in
the pet treat category, and a wide variety of new pet treat
options are becoming available. In the first six months of
this year alone, dozens of brands have launched a range
of new pet treat, topper and supplement products.
" There have been lots of functional treats with benefits
like joint health, immune support, skin and coat
health, and anxiety relief, " said Anja Skodda, founder,
HAPPYBOND, Venice, Calif. " Ingredients like superfoods,
antioxidants, CBD and collagen are booming and
mirroring human health trends. "
The company has recently released its HAPPYBITES
range of freeze-dried treats made with high-quality single
protein sources including salmon and rabbit.
The line between treats and supplements is getting
increasingly blurry. One example of that
is JAC Pet
Nutrition's dog treats featuring superfoods.
" At JAC Pet, we have our Superfood Treats with 260
mgs of Omega 3 and 6 in each nugget, " Bachkora said.
" This helps support joints, the heart, skin and coat. We
have almost as much Omega 3 and 6 as supplement
companies. "
More treat options are also incorporating plant-based
protein sources.
" One example is a vegan dog sausage made with millet,
lentils, green algae and vegetables, " Morgan said.
" The nutritional and marketing benefits of ancient
grains are now more relevant than ever in the pet food
http://www.petfoodprocessing.net
PET Food Processing - September 2021

Table of Contents for the Digital Edition of PET Food Processing - September 2021
