Shoppers across the world are putting increased emphasis on natural ingredients when choosing pet food, according to a new global survey.
The poll of 2,500 dog and cat owners in the UK, USA, Brazil, Germany and China, conducted by market research company Wizer on behalf of ingredients supplier Beneo, found that products with lower or no additives makes pet food appear healthier for more than four in five pet owners.
Natural ingredient claims have a significant influence on purchasing, with 79% of pet owners checking the label for any ingredients they dislike, and three quarters of them agreeing that using no allergens makes pet food seem healthier, the study shows.
More than 90% of pet owners say that supporting digestive health improves the likelihood of them purchasing a product. Notably the demand for prebiotics is gathering pace, with 70% of respondents agreeing that adding such fibres to pet food makes it seem healthier.
Maygane Ronsmans, animal nutrition product manager at Beneo, said: “The findings of this latest pet survey highlight the rising demand from owners for understandable, cleaner ingredients labels and for healthier nutrition for their pets.
“We are also seeing this reflected through the rising number of customers favouring Beneo’s clean label and hypoallergenic rice starches and proteins, which are the ideal plant-based solutions for premium pet foods.”
Formed in 2007, Beneo is active in over 80 countries, employs more than 1000 people.