Health trends have influenced many areas of consumers' lifestyles in recent years, such as nutrition, fitness, eco system awareness, and more. Interestingly, this trend has also reached the pet industry. Pet owners have become increasingly aware of the health of their pet, as well as the general lifestyle of their pet.
This awareness can be seen in the market in the shift to premium and ultra-premium pet food and products. Consumers are willing to spend more money for their pet in order to insure better quality.
Health trends promote more natural ingredients in pet food, meat-based products, and specialized food for specific breeds and ages of pets. Natural ingredients usually will cause the food to last less time once being opened, which means that these foods are more expensive not only because of the cost of the ingredients themselves, but also because they need to be bought more often. This is in contrast to standard pet food which has less nutritional value, is more processed and therefore cheaper and lasts longer.
Along with health awareness, this shift to premium products is also driven by general premiumization trends, and due to the growth of pet pampering and humanization of pets.
Humanization of pets is an increasingly common mindset amongst pet owners, that their pet is human-like and therefore needs to be pampered and spoiled like a human. This is causing pet owners to invest more in their pets and buy more toys and extra products for their animals. Some may enjoy pampering their dog with clothing, stylish beds, or jewelry, others may desire a super-premium litter box for their cat, and some may even buy an extravagant, dog-friendly cake on their dog's birthday. There are even small shops who cater to this trend, such as Pomeri, a health food store for dogs in Tel-Aviv with special treats, desserts, party items, and toys for dogs.
Consumers enjoy spoiling their pets more and more, causing growth of pet treats as well. This trend has caused the market to expand as new brands enter the market with a wide variety of products that were previously not sought for pets.