Pet Food Market Size Demand Analysis 2022-2029

As pet owners continue to educate themselves on their pets’ health and wellness, prebiotics and probiotics in pet food are becoming increasingly sought after. Pet owners might be looking for many things in terms of what pet food can do for their pet’s health, and probiotics and prebiotics are a slice of a larger picture. According to a Packaged Facts National Pet Owner Survey, high omega, high antioxidant, and probiotic/prebiotic are just some of the top health-related claims on consumer radars. Among US survey respondents, 7% of dog owners and 6% of cat owners use pet food specifically with the “probiotic/prebiotic” claim. 

Some particular probiotics are showing up in pet formulas, all geared toward specific ailments pets commonly suffer from Bifidobacterium lactis, which targets immune system health; Bifidobacterium animal is and Lactobacillus acidophilus, which targets digestive health; Bifidobacterium longum, which targets digestive and immune system health; and Bifidobacterium bifidium, which targets intestinal and immune system health. As pets live longer and are integrated as family members, trends focusing on pet health are expected to continue growing. Within that, there are plenty of opportunities to focus on what probiotics and prebiotics can do in specialty formulations—whether in complete diets or as a stand-alone ingredient in concert with manufacturers.

Diamond Pet Foods, Nestle Purina, Mars Incorporated, and Dogswell are some of the players offering pet food that consists of prebiotics and probiotics as an ingredient. For example, Diamond Pet Foods’ CARE line includes a sensitive stomach formula for adult dogs created to address gastrointestinal issues. The grain-free diet includes probiotic strains “native to the canine GI tract,” according to the company, as well as easily digestible carbohydrates and proteins.

Nestle Purina Pro Plan has dog and cat food with probiotics as ingredients. The specific probiotic in Pro Plan formulas, Bacillus coagulans 30, can positively impact digestive health by balancing the levels of bacteria in a pet's intestines. It can also help support immune health.

Dr. Tim’s Pet Food Company focuses on premium, all-natural pet food that includes a grain-free line for all life stages. Among the highlights of that line is the inclusion of prebiotics and externally applied probiotics, which the company says helps promote a strong immune system. 

Ingredion Inc., a global ingredient supplier, provides solutions to the pet food industry, including specialty ingredients like Fortifeed prebiotic fiber. The grain-free, gluten-free product is a soluble fiber derived from pure sugar cane. According to the company, it’s designed to promote digestive and immune health in pets, improving microflora balance and encouraging healthy digestive function.

 

Covid Impact Analysis

The global functional pet food market has witnessed a positive impact due to COVID-19. 

Helped by an increase in pet adoption during the coronavirus-induced lockdown, pet food sales grew 20 percent in 2020, with manufacturers now looking to continue the momentum going ahead.

Manufacturers like Mars Petcare, which own popular brands Pedigree, Whiskas, IAMS, and Temptations, and Nestle-owned Purina witnessed high double-digit growth in 2020 in the pet food segment. Mars PetCare grew at a significantly higher rate than the market during the lockdown. Nestle's Purina also saw increased consumer traction for the pet food segment.

Especially in the canine food category with their premium pet food brand Supercoat, Purina witnessed encouraging consumer response. Among trade channels, they witnessed the contribution of e-commerce growing to their total revenue.

According to research conducted, online pet food sales in the U.S. soared 77% in March 2020 YOY. In just one month, from February to March 2020, online pet food sales jumped US$281 million, more than 51%. Subscription purchases of pet food also increased 28% from February to March.

The growth came not only from traditional channels like pet food stores but also from e-commerce platforms. Encouraged by the surge in pet adoption, manufacturers are expanding their product portfolio and launching new TV commercials, digital campaigns, and online-exclusive products.

There has been a rise in pet products as an overall category and an increase in pet food demand. Many pets were adopted and welcomed home during the lockdown, and pet parents started stocking up on products, especially the large bags, treats, cat food, and others. Puppy adoption rates went up in the range of 50-100 percent in 2020, and the cat market has grown upwards of 40 percent, owing to which the demand for functional pet food increased from y-o-y growth of 6.68% in 2019 to y-o-y growth of 7.55% in 2020.

Post pandemic, the restoration of economic fundamentals will witness more demand for the functional pet food market. The coming months and years will also witness accelerated transition toward the online platform, providing an opportunity for consumers to shop online with minimal contact with humans. The trend is driving market players to turn to digital platforms. Stay-at-home restrictions and social distancing measures are driving online orders. 

While companies offering non-essential products such as dog walkers, kennels, and groomers might continue to struggle, others offering essential products like food and medicine will remain afloat.

Moreover, the bond between pets and their owners grew even closer due to the global pandemic. As people worldwide turn a closer eye on their own health, 38% of pet owners are also paying more attention to the health of their pets since the news of COVID-19 was announced. 

According to a survey, 63% of pet owners reported spending more time with pets during the global lockdown. Even as a recession loomed, 17% of pet parents said they spent more on pet supplies. This is likely to lead to increasing interest in treats and kibble with additional functional health benefits.

As humans look positively on ingredients with functional benefits and immunity advantage associations in a post-COVID world, the global functional pet food market is expected to grow during the forecast period.

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