Pet Nutrition Trends That Will Change the Market in 2013

The rule of thumb in the pet food industry: If it's trending in human food, expect it soon for pets. That's what 2013 has in store for natural and organic pet food. Wellness, transparency, gluten free (grain free) and social media all stake their claim in the growing pet marketplace.
Stay on trend with tips from pet trendologists to predict how consumers plan to shop for their furry friends this year.

1. Wellness products for pets take center stage.

As more and more pet parents are looking at the labels of what they currently purchase, more and  more owners are looking at their pets food labels. With an increase in recalls, and allergens on the rise, pet food companies are having to adapt to today's market demands. Bigger box stores are starting to carry more of the organic, holistic, natural pet foods, offering more competition to your local mom and pop pet store.
  
Products offering balanced diets and less fillers will dominate. "Consumers want to be able to pronounce the ingredients in their pet's food," they said.

2. High-end, gluten-free nutrition leads market change.

Gluten free is hot in pet food, but doesn't resonate as much as it does for humans. Nonetheless, "this is probably one of the most important drivers of change in the pet food marketplace," said the Everetts. "We will see educated upper-income consumers purchasing gluten free when given a choice."
Because grain free will show no signs of slowing, Kriser said to watch for increased use of ingredients such as chickpeas, lentils and peas as more manufacturers move away from allergen-inducing grains.
-Companies include: Canine Caviar. They use only chickpeas and splitpeas for their grain free formulas, and Millet for their grain options. 

3. Sports nutrition now for dogs.

As owners become more active to shed excess pounds, their pooches won't be far behind.Companies are making high protein and low fat diets, such as Acana's Light and Fit (35% protein and 10% fat).

4. More manufacturers offer dehydrated foods.

Expect more brands to compete with The Honest Kitchen's pioneering dehydrated raw dog food in the coming year. "The dehydrated and freeze dried market will continue to grow as more and more companies are entering this market with their product offerings… such as Dr. Harvey's," said Kriser. These products must still deliver on convenience, so rehydration times of one to five minutes will appeal more than products that must thaw or rehydrate overnight.
-Other companies include : Orijen dehydrated raw, and Stella n' Chewys

5. Pet supplement sales are slowing.

Although U.S. retail sales of pet supplements and nutraceutical treats totaled $1.3 billion in 2012, the market is moderating according to Packaged Facts' "Pet Supplements and Nutraceutical Treats in the U.S." report.
Delivery formats will continue to resemble treats such as soft chews or in gravies and powders to be added to pet food. Key drivers: aging, joints and cognitive dysfunction. Key ingredients: mainstays glucosamine, omega-3s, probiotics along with trends in bee pollen, green tea and elk velvet antler.

source: 7 pet nutrition trends that will change the market in 2013
by Caren Baginski | newhope360