Innovation Trend Report

The Humanization of Pet Food

Innovation Trend Report

The Humanization of Pet Food

Which “human” food trends would consumers like to see applied to pet foods—both in terms of product development and positioning? A new Nielsen study has the answers.

Which “human” food trends would consumers like to see applied to pet foods—both in terms of product development and positioning? A new Nielsen study has the answers.

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Did you know...

59%

59% of American and French pet owners agree that human diet trends (e.g., organic, low carb, etc.) are just as relevant for pets.

Consumers say that providing their pets with first-rate fare is worth a little sacrifice.

Among American consumers who currently enjoy each of these things, many say they'd be willing to give them up if need be to ensure their dog or cat had high-quality food.

75%

coffee

One latte (or other specialty drink) per week

64%

dinner

One meal out per month

55%

chocolate

Chocolate

43%

Netflix

Netflix subscription

consumer sacrifice

Health trends aren't just for humans.

When American and French consumers vetted pet food products with a variety of different "human" claims, which claim do you think emerged as the most popular?

Organic
Oops try again!

Organic ingredients

Organic Ingredients

Gluten-free
Oops try again!

Gluten-free

Gluten-free

Antioxidant
Oops try again!

Enriched with antioxidants

Enriched with antioxidants

GMO
Correct!

No genetically modified ingredients (GMOs)

No genetically modified ingredients (GMOs)

Pet parents are surprisingly open to new product types focused on health.

Click to reveal the most wanted new product forms in the United States and France.

Map of the USA
Map of France
Pet Report Cover

Want to learn more about which food factors are top-of-mind for pet parents? Nielsen's study provides best practices for leveraging "humanization" trends in your product development and communication.