The pet food industry is rapidly embracing superfoods. Pet owners are more informed about pet nutrition and want the same health benefits for their pets that they enjoy themselves.
In a recent podcast episode of Trending: Pet Food, host Lindsay Beaton spoke with Kyle Feigenbaum, CEO of the pet wellness brand Healthybud. They discussed the growing importance of superfoods in pet diets and how quickly trends are shifting.
Key Insights
Rapid Trend Alignment: The gap between human and pet food trends has shrunk from years to just six months. Feigenbaum noted, “When we started five years ago, this shift happened incredibly fast.” Pet owners now expect similar ingredient trends for their pets soon after they appear for humans.
Ingredient Awareness: Pet owners scrutinize ingredient lists just as carefully as they do for their own food. Familiar ingredients like collagen signal health benefits, making them more likely to purchase.
Functional Treats: These treats bridge the gap between traditional options and supplements. They offer long-term health benefits without specific dosing. Healthybud focuses on ingredients that promote well-being over quick fixes.
Gut Health: Pre- and postbiotics are hot in the market. Healthybud is launching a freeze-dried raw product featuring these ingredients, with customers reporting noticeable gut improvements within days.
Mushrooms for Brain Health: Medicinal mushrooms like reishi and lion’s mane are becoming popular for cognitive support in pets. Healthybud has created a training treat infused with these ingredients, enhancing focus during training sessions.
Convenience vs. Customization: Pet owners want both the ability to customize their pets’ diets and ready-made solutions that include superfoods, making functional treats and complete meals appealing.
Natural Ingredient Challenges: Even healthy ingredients can upset a pet’s stomach if not used correctly. Healthybud had to modify the amounts of certain superfoods to ensure safety and comfort for pets.
Consumer Feedback: Successful product launches depend heavily on consumer insights gathered through surveys and social media. Feigenbaum stated, “We only launch new products when we know consumers are asking for them.”
Personal Experience Matters: Founders with their own health journeys bring valuable insights into product development. Feigenbaum’s experience with his own gut health has shaped Healthybud’s focus on digestive wellness.
Future Trends: The demand for clean and effective ingredients is driving even large brands to simplify their ingredient lists. Feigenbaum predicts a shift towards shorter, clearer labels with proven benefits.
The rise of superfoods in pet food highlights a significant change in how pet owners think about nutrition. Buyers today are not just looking for good taste but also for health benefits that reflect their growing knowledge of nutrition and wellness.
For more insights on pet nutrition trends, check out this Innova Market Insights report.
