Why science-based nutrition is leading pet food growth

However, in pet food, we’ve seen that pet owners are becoming more actively engaged and informed about the health of their four-legged friends, and instead of foods with trendy ingredients, super premium pet foods with science-based, targeted nutrition are growing in popularity. In fact, super premium is currently the largest price tier within the total dog and cat pet food category and has the largest dollar growth within the dry dog pet food category.

Since the first day together with your pet, you promised them their best life possible. For most consumers, that starts with feeding them proven nutrition that can lead to visible differences in their health, inside and out. Nutrition that not only tastes good but is also healthy and enables them to live their best life. Targeted nutrition formulas meet different nutritional needs depending on the dog’s or cat’s age, size, activity level and special needs such as sensitive skin and stomach. In fact, three-quarters of dog owners think it is important to buy food formulated for their dog’s size, breed, life stage or other need. Four out of 10 pet owners say they “would pay more for a food that was made specifically for their pet’s nutritional needs.” Outcome-based brands, such as Purina ONE®, are driving most of the growth in super premium.

We believe nutrition starts with understanding nutrients, not just ingredients. The best ingredients are the ones that work together to enhance one another’s performance. A smarter nutrient blend is more digestible and effective for a pet than a single ingredient. That’s why we don’t formulate our pet food on an ingredient basis but instead measure how different formulations affect a pet’s overall health. Every ingredient in every Purina dog and cat food recipe was selected for a specific purpose, and with your pet’s health in mind. You can visit purina.com/ingredients to see pictures and read ingredient descriptions and benefits of every ingredient in every Purina food.

We also believe that innovation should be pursued relentlessly, always focusing on the pet’s nutritional needs, safety and well-being. Our innovation and product cycles are guided by research, and we apply our unrivaled scientific experience in pet nutrition, physiology and behavior to make new discoveries and push boundaries, creating real nutritional solutions that make a profound difference in the lives of pets. We have more than 500 scientists, veterinarians and nutritionists on staff, who work tirelessly to uncover breakthrough nutrition that helps dogs and cats live longer, healthier lives. This dedication to advancing nutritional science to help pets live longer, healthier lives led us to establish the Purina Institute, the global voice of Purina’s science, in 2018.

The Purina Institute is pioneering the science of pet health. It is bringing a voice to research to reinforce our commitment to nutrition— because science is more powerful when it is shared. As a global professional organization, the Purina Institute shares Purina’s leading-edge research, as well as evidence-based information from the wider scientific community, in an accessible, actionable way so veterinary professionals are empowered to put nutrition at the forefront of pet health discussions to further improve and extend the healthy lives of pets through nutrition.

The result of our focus on science and research is a series of recent nutritional innovations like Purina ONE® with Microbiome Balance® dry dog and dry cat formulas that have been shown to help balance bacteria in 28 days, promoting gut health, providing immune support and supporting your pet’s microbiome. Our Purina ONE® Vibrant Maturity® formula helps fuel senior dogs and promote mental sharpness, and the Purina ONE® Plus Joint Health formula dry dog food contains fish oil and glucosamine to support your dog’s joint health and mobility.

As consumers shop for the targeted nutrition their pets need, ensure your stores have the right assortment of science-backed formulas your consumers are looking for. Retailers carrying the targeted dog and cat food products their consumers want are able to turn shoppers into loyal consumers who know they won’t have to look anywhere else to find what their pets need