Key Pet Food Trends: Stay Ahead with Expert Insights
04 September 2023

What pet food trends should producers focus their development efforts on in 2023/24?

As a design agency that frequently handles innovative pet food packaging projects, our team turned its attention to the pet food trends producers need to know, to stay ahead of the pack. In this blog post, you’ll find all of our insights consolidated into an easily digestible format (uh oh, we’re drifting into on-pack parlance) to help you finetune your development strategy and keep your customers coming back for paw more.

Pet owners are increasingly concerned about the overall health and well-being of their pets. Taking a holistic approach that encompasses some of the same elements, we prioritise when addressing our own health needs. Personalised pet food that addresses pet wellness concerns is already a key area of growth within the sector and this is set to continue. There are four main dietary drivers progressively affecting decision-making in the pet food aisle:

  1. Gut health
  2. Immunity
  3. Mental health
  4. Reducing obesity

 

Below, we’ll share some of the headline pet food trends taking place within each of these four areas. Then we will move on to look at three additional, auxiliary trends (who doesn’t love a bit of bonus pet food trend content?).

 

Kefir gains kudos as a wonder ingredient for improved immunity and gut health

Innovative products for gut health and immunity frequently include the kefir probiotic as an ingredient. Widely hailed as a more powerful probiotic than any yoghurt, kefir has antibacterial qualities and is known to help balance the gut, helping with a variety of digestive disorders. As a large percentage of the immune system is housed in the gut, kefir is also recognised as an immunity booster, making it somewhat of a wonder ingredient. It’s particularly popular in the form of meal toppers, treats and supplements, providing a versatile and convenient nutrient boost.

 

Pet parents spend more on foods that support their pets’ mental health and brain function

With life getting back to normal post-Covid, consumers are returning to offices and pets may be at risk of developing or displaying signs of separation distress, anxiety and fear of loneliness. The general consensus in the wellbeing space is that the body and mind are inextricably linked and therefore have an effect on each other. It’s unsurprising that many pet owners are turning to nutrition as a potential remedy for behavioural problems.

Pet foods that are free from simple sugars and chemical additives are performing well, particularly where the packaging design successfully positions and promotes these benefits. Antioxidants, protein, probiotics and Omega 3 have also been shown to play an important role in brain development and cognitive health. These are progressively sought out by pet owners scouring the store aisles for food that can deliver behavioural benefits.

Although it is still situated in something of a legal grey area, CBD is also being explored as an ingredient for pets. For example, Agronomed Pharmaceuticals has a pending patent for a dietary supplement composition for overcoming anxiety and fear in pets. It’s described as a cannabinoid (CBD) and methylsulfonylmethane (MSM) formulation that comes as an oral, chewable supplement.

 

Pet food brands take the initiative to help overcome obesity in pets

According to the Association for Pet Obesity Prevention’s (APOP) 2022 State of US Pet Obesity report, pet obesity rates have been steadily increasing for decades. Pet food brands are taking the initiative to help overcome the issue. For example, a pending patent by MKB Pet Food Shanghai Co relates to a nutritional food for the weight loss of obese sterilised cats. The claimed food comprises quinoa, chicken, fish meal, oil (fish, rapeseed), fruits, vegetables, starch, beer yeast powder, taurine, L-carnitine and soybean protein. It claims to improve protein and fibre intake and reduce fat and sugar intake, thereby improving glycolipid metabolism that leads to weight loss.

Bonus pet food trend 1: Environmentally conscious pet owners increasingly seek sustainable pet food

For brands and consumers, the impact of pet food production on the environment is becoming an area of increasing interest, along with the sustainable sourcing of pet food ingredients. As a result, foods with plant-based protein and foods made with insect protein (dried mealworm) are gaining traction and are a key pet food trend this year. Singapore-based start-up FeedWerkz is to launch insect-based pet food in Australia and claims to be more sustainable than alternatives from conventional animal proteins.

Carbon emissions may also begin to feature more prominently on the front of packs, as adopted by Edgard & Cooper Feed Me Real Chicken Complete Adult Cat Food, which displays the carbon emissions (2.2kg of CO2 emissions per kg) on the front of pack, while the recyclable paper pack is printed with water-based inks.

 

Bonus pet food trend 2: Subscriptions to pet food delivery services soar

Convenience is the name of the game, and subscription boxes are a key player – particularly those that offer hand-cooked, freshly prepared meals based on a cat or dog’s specific profile. Some use questionnaires to pinpoint the pet’s taste preferences and are flexible enough to change. Customers who want personalization or are concerned about a rise in food-related allergies in companion animals will find this appealing and in alignment with their needs. According to Forbes, these are some of the most popular services, combining convenience and nutrition.

 

Bonus pet food trend 3: Tech-enabled personalization infiltrates the pet food industry

That’s right; we’re talking apps! According to Mintel, “Technology allows consumers to track and maintain their health more closely via personalization, and a similar trend can be expected in pet food as personalized meal plans start to address pets’ dietary needs.” Some notable apps already on the market include iKibble, which helps pet owners find out whether certain foods are safe for their dog to eat, and Buddies, which helps users track their pet’s appointments, medications, and more.

More Insight

View All
Be the change: Fairtrade by design

Be the change: Fairtrade by design

30 September 2024 30/09/24

Be the change: Fairtrade by design

As the dust settles on Fairtrade Fortnight – an annual celebration of all things Fairtrade and an important reminder of how fairer trade supports farmers in low-income countries – we have been reflecting on how our work helps brands amplify the life-changing impact of these products. And it really is life-changing; by shopping Fairtrade, consumers […]

Read More
Origin Story: Using illustration to convey product provenance

Origin Story: Using illustration to convey product provenance

05 September 2024 05/09/24

Origin Story: Using illustration to convey product provenance

 When it comes to consumer perception, there is a strong association between provenance and quality. While there are many ways to convey product provenance, illustration is one of the most visually striking and evocative, creating a sense of place often without using a single word. In this post, we explore the power of illustration and […]

Read More
How can we use artificial intelligence to make space for human creativity?

How can we use artificial intelligence to make space for human creativity?

29 August 2024 29/08/24

How can we use artificial intelligence to make space for human creativity?

Artificial intelligence (AI) has the potential to benefit the creative industry, offering new possibilities for innovation, collaboration, and productivity. But, used in the wrong way, it also poses a significant risk to the integrity of creative work. In this blog post, Brett Harris, VP of AI Enablement and Strategy at SGK – parent company of […]

Read More
Pride or Profit: The Difference Between Rainbow Washing & True Allyship

Pride or Profit: The Difference Between Rainbow Washing & True Allyship

22 August 2024 22/08/24

Pride or Profit: The Difference Between Rainbow Washing & True Allyship

At Equator, we recognise the profound impact of visual storytelling through design. Effective graphic design transcends aesthetics; it embodies the core values of the brand it represents. During the summer, when Pride celebrations dominate cities around the globe, the marketplace often transforms into a vibrant display of rainbow-themed packaging, signalling support for the LGBTQ+ community. […]

Read More
The importance of a seamlessly connected brand journey

The importance of a seamlessly connected brand journey

18 July 2024 18/07/24

The importance of a seamlessly connected brand journey

For brands today, stand-out packaging needs to be an integral part of the broader marketing strategy. In this article, Equator’s Executive Creative Director Howard Wright runs through the key elements to consider, explaining how product packaging and photography can be created for and rolled out across multiple touchpoints – from social media to physical advertising […]

Read More
A colourful collaboration: how Equator created an art therapy colouring book for Lemons of Love

A colourful collaboration: how Equator created an art therapy colouring book for Lemons of Love

09 July 2024 09/07/24

A colourful collaboration: how Equator created an art therapy colouring book for Lemons of Love

Creativity and care intersect at many points. Equator’s Culture Club found a unique opportunity at exactly one of those intersections to bring the team together for a passion project designed to support the outstanding work by Lemons of Love to provide programs for those impacted by cancer in our communities. Equator’s employee-led ‘Culture Club’ provides […]

Read More
How to win over the ‘zero consumer’

How to win over the ‘zero consumer’

19 June 2024 19/06/24

How to win over the ‘zero consumer’

In 2023, McKinsey wrote about the rise of the ‘zero consumer’. These omnichannel shoppers scrimp in some categories and splurge in others; exhibit low loyalty to brands, products, and retailers; and prioritise values, including sustainability, when making purchasing decisions. In this blog post, we look at how brands and retailers can incorporate the ‘zero consumer’ […]

Read More
Equator achieves record-breaking result at 2024 Vertex Awards

Equator achieves record-breaking result at 2024 Vertex Awards

23 May 2024 23/05/24

Equator achieves record-breaking result at 2024 Vertex Awards

We’re still in the midst of our victory lap after bagging an incredible 17 private brand design wins at this year’s Vertex Awards! Yes, you read that right – seventeen! It’s our biggest haul ever, and we couldn’t be prouder. The awards are split across eight retailers and span three continents, showcasing both our global […]

Read More
Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

07 May 2024 07/05/24

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

As we journey further into 2024, the design landscape for retail continues to evolve with cutting-edge trends that are reshaping brand aesthetics. Our team, comprised of photographers, videographers, graphic designers, and brand strategists, has delved into the near future to identify the top five design trends poised to make a significant impact. From sustainable packaging […]

Read More
Exploring the Culinary Delights Shaping Our Food Choices

Exploring the Culinary Delights Shaping Our Food Choices

04 April 2024 04/04/24

Exploring the Culinary Delights Shaping Our Food Choices

As we find ourselves immersed in the fourth month of 2024, the culinary journey of this year has been nothing short of a gastronomic odyssey. April unfolds as a chapter rich with the flavours and trends that have intricately woven themselves into the fabric of our food choices. Casting a retrospective gaze, let’s savour the […]

Read More
Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

05 March 2024 05/03/24

Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

Hello to our incredible community! We’re thrilled to share a momentous update straight from the heart of Equator. A few months back, we embarked on a transformative journey, integrating West Michigan and Minneapolis into our family. This monumental move has significantly impacted our in-house capabilities and doubled our reach in the dynamic landscape of the […]

Read More
Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

16 February 2024 16/02/24

Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

In the ever-evolving landscape of consumer goods, brands are continually seeking innovative ways to expand their offerings and capture new market segments. A notable trend in recent times is the crossing of the refrigeration divide, where brands traditionally associated with chilled products explore opportunities in the ambient space. One compelling example of this is Tropicana’s […]

Read More
The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

02 February 2024 02/02/24

The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

Has Plant Peaked? In recent years, the plant-based movement has experienced a surge in popularity, with an increasing number of consumers embracing a plant-centric lifestyle. However, as with any trend, questions arise about whether plant-based has peaked and what lies ahead for this burgeoning market. In this blog post, we’ll explore recent fluctuations in customer […]

Read More
2023 ‘unwrapped’ – another year of creativity and change

2023 ‘unwrapped’ – another year of creativity and change

02 January 2024 02/01/24

2023 ‘unwrapped’ – another year of creativity and change

With 2024 finally upon us, it comes a time to look back and reflect on another fantastic year we have had at Equator. While not everyone may be up to speed with the endeavours of our collaborative creatives over the last twelve months, fear not – now is your chance to catch up! In this […]

Read More
What is Sunrise 2027 and how can brands prepare for it?

What is Sunrise 2027 and how can brands prepare for it?

19 December 2023 19/12/23

What is Sunrise 2027 and how can brands prepare for it?

Throughout history, finding new and better ways of doing things has been a driving force for innovation. Not much is immune to optimisation, which is why it’s so strange to see things remain unchanged for decades. Funnily enough, one of those things is the barcode – specifically, the Universal Product Code (UPC), which has been […]

Read More
People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

06 December 2023 06/12/23

People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

With the end of the year fast approaching, I’ve found myself reflecting on the experiences we’ve had over the past 12 months; from the projects we’ve worked on to the trends we’ve observed. I wanted to take this opportunity to share a few insights, including the developments we’ve seen in the world of private brand, […]

Read More
Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

13 November 2023 13/11/23

Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

At Equator, we use every tool at our disposal to identify, analyse and predict seasonal trends. It helps us track and plot how they evolve year on year, giving our clients an edge when it comes to creating seasonal designs that sparkle on shelf. Last year, before summer had even drawn to a close, we […]

Read More
What pet food trends should producers focus their development efforts on in 2023/24?

What pet food trends should producers focus their development efforts on in 2023/24?

04 September 2023 04/09/23

What pet food trends should producers focus their development efforts on in 2023/24?

As a design agency that frequently handles innovative pet food packaging projects, our team turned its attention to the pet food trends producers need to know, to stay ahead of the pack. In this blog post, you’ll find all of our insights consolidated into an easily digestible format (uh oh, we’re drifting into on-pack parlance) […]

Read More
Previous Slide Next Slide