Any pet lovers out there? According to NCP data, approximately 48% of panel members own at least one dog, while about 35% own at least one cat.

Many panel members own several dogs and/or cats. So pet ownership is certainly a big thing for our panelists!

People are often very conscious about trying to eat healthier, and this also goes for what their pets eat, too. According to Nielsen data, consumers spent $33 million on pet food with “human-grade” products over the past year. Some of the top fresh food ingredients for pet food include carrots and blueberries.

In addition, other offerings like freeze-dried pet food has also become popular. In fact, dollar sales of air-drying/dehydrated full meal pet food have more than doubled over the past three years, growing from $23 million in 2015 to $53 million in 2018, according to Nielsen. Freeze- and air-dried/dehydrated pet foods are raw alternative options that are preserved through a drying method (either extracting moisture by vaporizing the ice of frozen meat at sub-zero temperatures or by using warm air for the drying process, respectively).

According to Nielsen, consumers are attracted to freeze- and air-dried pet foods because they’re usually free of added preservatives, and many offer enhanced benefits, such as improved digestion, shinier coat, smoother skin and a stronger immune system. But, this all comes with a hefty price tag: Pure freeze-dried pet food costs the average consumer approximately $33 per pound, while air-dried or dehydrated pet food costs approximately $10-$11 per pound, according to Nielsen.

Another area that’s growing is meal enhancers, since pet owners continue to want convenient ways to add nutritional and health benefits to their pet’s food. Meal enhancers already generate $93 million in sales, and they saw more than 25% growth year over year, according to Nielsen.

Who knew there were so many healthy ways to feed Fido or Fluffy?!

Don’t forget to record all of your pet food purchases! Manufacturers and retailers really want to know about who’s buying what type of pet food products.

Have a great weekend!

Best Regards,
Taylor