Nutrition the Natural Way

Nov 11, 2023

To say the pet food industry grew dramatically over the last decade is an understatement. Although pet food was always the star of pet care sales, the releases of innovative formulas and new brands entering the space created a breeding ground of options for pet parents.

"When I started in the industry 14 years ago, most stores only had one freezer," says Amy Snell, national sales manager at Northwest Naturals. "If it was a double door freezer, it was a lot. Today, retailers are removing kibble shelves to add freezers—now you see a minimum of three double door freezers, and sometimes up to more than 20!"

And it's not just personal experience that demonstrates the growth of pet food, either. Sales of pet food in 2013 totaled a cumulative $21.6 billion, while 2023 Statista projections have the category closing the year at $147 billion. With so much more spend in the category, pet parents have more options than ever—and it's making them more discerning about the products they buy.

"We see that a top priority among consumers as it pertains to food is finding a diet that is going to deliver the best possible nutrition for their pet," says Bryan Nieman, brand director for Fromm Family Foods. "This includes quality of ingredients, how food is manufactured and then extends into areas such as variety of recipes, tastes and textures. This can be seen categorically across the pet industry, including natural nutrition."

Defining ‘Natural’

But first, what exactly does "natural" mean? It's easily one of the biggest buzzwords in the pet industry, which has caused the term to become somewhat sensationalized as companies scramble to capitalize on the trendy phrase and incorporate it into their branding. However, at its core, Nieman explains that natural pet food historically focuses on readily identifiable and familiar ingredients, such as named meats, fish, whole grains, fruit and vegetables.

"Pet parents are often avoiding less familiar or ambiguous ingredients, such as ‘meat meal’ or by-products," explains Nieman. "This is a trend driven, in part, by the humanization of our pets. Dogs and cats have increasingly become more important members of the family, and, as such, pet parents seek out better nutritional sources for them."

Echoing Nieman's sentiment is Kajsa Boern, sales director of Natural Farm. She doubles down on the claim that pet parents are seeking natural foods that emulate their personal preferences. Specifically, she explains that when choosing a natural pet food, consumers look for:

• Clean products with limited ingredients

• Clear information about where the ingredients are sourced from

• How functional the ingredients are, i.e., what sort of health benefits they offer beyond nutrition

• Why the ingredients are included

For example, Bjoern references collagen as an ingredient that's often included in natural pet food, as it purportedly helps promote glossy fur, soft skin and strong nails.

"The natural nutrition space has evolved for the better," says Bjoern. "It places more of an emphasis on clean ingredients, limited ingredients and sustainable sourcing. As consumers are getting more educated, they’re also demanding more from companies that’re claiming that their products are natural."

Meeting Consumers’ Need for Education

Alongside the increased demand for natural nutrition is pet parents’ desires to understand the companies and brands they’re buying from. According to the experts, modern pet owners are highly informed and have access to more information, thanks to digital technology. As a result, they’re more driven to find trusted brands with a variety of products that they can trust for their pets—once again reflecting their personal preferences.

"A driving factor is the human food industry, in which consumers started to be more aware of what they consume," explains Bjoern. "At one point in time, consumers were valuing convenience—such as ready-to-eat meals. But now, consumers are demanding whole foods, which are more important than convenience. Another driving factor is the generational shift, as Millennials are making up more of the buying group and they tend to educate themselves more on what's ‘good’ and ‘bad’ health wise."

Specifically, Northwest Naturals’ Snell points to the rise of social media as a major source of information for this growing cohort of pet owners. She explains that people only know what they’ve learned, and social networks have made learning about trends and nutrition "fun" and "easy." For retailers, this means taking to Twitter, Facebook, Instagram and more to spread the word about the products they carry.

"Quality and transparency seem to be a key with their pets’ nutrition, and social media is a strong way to deliver that," she elaborates. "Buyers appreciate a company with integrity with good morals, because it creates a trust in what they are truly feeding their pets."

How Retailers Can Capitalize on Natural

For pet retailers, educating their customers on their natural offerings goes beyond computer screens and cell phones. They must ensure that all their employees can match wits with customers’ questions about natural pet food and provide guidance to help pet owners pick the right product.

"The better informed a retailer and their staff is, the greater a resource they can be for their customers," says Fromm's Nieman. "We always recommend that retailers take the time to learn not only about the products they sell, but also the points of distinction that make the products and brands they carry good choices for their customers. In today's digital environment, retailers that are engaging with their customers in store should continue that conversation through email to reaffirm that they are a trusted resource to their consumer base."

Nieman continues that in terms of specific products, pet parents are seeking out complete and balanced nutrition utilizing quality ingredients they recognize and consider as natural and healthy. Additionally, they want brands with a great reputation and positive reviews, as safety and trust are paramount to today's pet parent.

With that in mind, retailers must do their due diligence to ensure that they’re carrying reputable, transparent brands that they can confidently recommend to pet parents. After all, pet parents want what's best for their pets—and their wallets—at the end of the day.

"With everyone being so busy nowadays, quality, convenience and value are very important: look for companies that you can trust and are transparent," says Snell. "Pet parents want to find food that is ‘easy’ to feed. The product must benefit everyone: the manufacturer has to make money, the distributor has to make money, the retailer has to make money and the consumer wants a great product, but also a good value." PB

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