After COVID-19, pet owners are thinking about their animals' long-term health more than ever. As owners spent more time at home, they devoted increased attention to their pets' health—the same kind of attention they pay to their own health. The pandemic has created increased demand for science-based, veterinarian-recommended pet food to manage distinct health challenges.
Veterinary Pet Food Diet Trends: Adapting to a Growing Demand for Science-Backed Solutions
After COVID-19, pet owners are thinking about their animals’ long-term health more than ever. As owners spent more time at home, they devoted increased attention to their pets’ health—the same kind of attention they pay to their own health. The pandemic has created increased demand for science-based, veterinarian-recommended pet food to manage distinct health challenges.
The Growing Number of Vet-Approved Diets
Therapeutic pet diets traditionally managed pets’ digestive health, kidney health, allergies, or obesity and were available only in veterinary clinics, but this is changing. Companies like Hill’s, Royal Canin, and Purina are expanding availability via D2C (direct-to-consumer) and other major digital platforms, such as Chewy.com or PetSmart.com.
The expanded availability of pet food gives pet parents the opportunity to:
- Order prescription and over-the-counter therapeutic diets online
- Subscribe to a frequent discount delivery
- Compare price and forms (wet, dry, frozen, high-protein, grain-free, etc.)
The Shift Toward Convenience Purchasing Models
Pet parents do not have to rely on the in-clinic prescription model anymore. Many pet parents:
- Have virtual vet consults, and receive a digital prescription
- Will purchase online for their pet’s dietary purchases
- Prefer an autoship or subscription model for their recurring purchases
This shift parallels the increasing ease of online purchasing about human healthcare, waiting the game. Convenience and value will still be expected by (most) pet parents; particularly millennial pet parents.
Preempting Veterinary Visits with Preventative Nutrition
Veterinary professionals have noticed a trend among pet owners seeking preventative dietary options specifically designed to prevent illness before it occurs.
- Obesity
- Stress
- Skin and coat condition
- Digestive distress
- Joint health and mobility
The opportunity is for premium pet food brands to develop product lines that expand beyond the traditional vet channel.
Market Insight: Wellness-Driven Formulations on the Rise
As a result of survey research (January 2024), The pet food perspective among pet owners is evolving. 80% of pet parents find pet food to be an extremely significant element of pet health. The survey results reveal:
- 82% of pet owners think of nutrition as a preventative tool
- 74% of pet parents are willing to pay more for wellness-targeted diets.
Brands that can shift accordingly, specifically, transparency of claims, use of clinical research, and online image will thrive in this emerging market.
Key Takeaways for Brands and Formulators:
- There’s a rising demand for condition-specific, vet-formulated, and digitally accessible pet food.
- Subscription models and D2C sales are changing the veterinary channel.
- Demand for preventative and functional nutrition for pets is increasing, like the human trend.
Would you like to create your own pet food Formulation? Reach out to FRL for expert product development solutions!
Let’s create something Innovative and Delicious together
Food Research Lab strives for excellence in new Food, Beverage and Nutraceutical Product Research and Development by offering cutting edge scientific analysis and expertise.
