One of the most common reasons that humans follow a natural diet is for the health benefits. Since we want our pets to live long and happy lives, and we know that a good diet plays such a crucial role in our overall health, it only makes sense to choose a diet that will provide the same benefit to our pets. Potential advantages when feeding a natural pet food diet may include:

• Help with skin allergies
• Reducing digestive disorders
• Boosting immunity
• Increasing overall health
• Improving quality of life and longevity

Growth of Pet Products

The American Pet Products Association (APPA) released information that in 2015 an estimated $60.59 billion will be spent on pets within the United States. Pet food makes up the largest portion of the pet expenses, and shows a steady growth from the previous three years:

• 2012 Actual Expenses - $20.64 billion
• 2013 Actual Expenses - $21.57 billion
• 2014 Actual Expenses - $22.26 billion
• 2015 Estimated Expense -- $23.04 billion

The APPA attributes this growth to similar issues that affect veterinary medicine, for example:

• Recovering economy
• Continued humanization of pets
• Increased offering of new products
• Increased views that pets can improve health
• Increased views that pets should benefit from our understanding of the health benefits of a natural diet

Projected Growth of Natural Pet Products

The projected growth of natural pet food products is expected to continue to rise in 2015. Pet Industry News reported that the sale of natural pet food and pet care products in the marketplace will reach $9.4 billion by 2017, an increase of $5.4 billion from 2012.
The continued growth of natural pet products is due to reasons such as:

• Brand transparency
• Greater consumer awareness
• Clients have an increased understanding of product quality
• Clients continue to humanize pets
• Desire for grain-free, high protein, low-carb, and limited ingredients
• Clients like diets that provide alternative protein and exotic ingredients
• Want products that offer diet diversity
• Look for products that offer diets for specific needs pets
• Clients are looking for a back-to-the-basics approach for feeding their pets
• Desire for limited additives and preservatives
• Prefer products with recipes that have a limited number of ingredients
• Interest in alternative technologies
• Freeze-dried
• Fresh food
• Raw frozen foods
• Clients enjoy items individually tailored to their tastes and want the same customization offered to their pets.

Treats that are manufactured to meet the same trending needs of pet food are also expected to show continued growth in 2015. Additional interest is expected to be seen in the following areas:

• Natural pet treats made of high-meat ingredients that are:
• Baked
• Made into jerky
• New types of natural pet treats made similar to people food in:
• Gelatin
• Gummy form

If a clinic wants to recommend a “Natural” diet for their clients’ pets, Purina has several options including the new Veterinary Exclusive EN Naturals Canine and Feline Formulas. These formulas meet the AAFCO definition of Natural and are also formulated without corn or wheat.

Information from:
www.americanpetproducts.org/press_industrytrends.asp
http://media.americanpetproducts.org/press.php?include=145057
www.petfoodindustry.com/articles/4821-2015-petfood-trends-a-look-ahead
http://petindustrynews.blogspot.com/2012/11/natural-pet-food-pet-products-market-to.html

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