Pet Owners Splurge on Premium, Fortified Food for Animal Companions

The premiumization trend in the global pet food market indicates that pet owning consumers are as willing to spend more on premium food infused with health fortifying ingredients such as glucosamine, omega fatty acids, antioxidants, and probiotics for their pets as they are for themselves.

Premium pet foods cover all bases — from natural/organic to functional/nutraceutical to special diet (segmented by lifestage, weight, health condition, breed, etc.) to gourmet — while also often reflecting trends in human foods.

Driven by premiumization the global pet food market reached an estimated $49 billion in 2008, according to market research publisher Packaged Facts in the all-new report, “Pet Food in the U.S.: Health, Humanization and High Quality Ingredients in an Increasingly Value-Driven Global Market, 8th Edition.” The 2008 global total marked a compound annual growth rate (CAGR) of almost 5% for the preceding five-year period.

North America accounted for the largest share of global pet food sales in 2008 with 40%. “Particularly in the United States, the premiumization trend goes beyond the tendency Americans have to be better educated about health and nutrition issues. In addition, the pervasive humanization dynamic cannot be underestimated. Pet owners often view their pets as part of the family, or even as surrogate ‘children.’ Thus they are looking for the safest and healthiest products possible,” says Tatjana Meerman, Publisher of Packaged Facts.

“Pet Food in the U.S.: Health, Humanization and High Quality Ingredients in an Increasingly Value-Driven Global Market, 8th Edition” examines the global pet food market (sales overall and by world region, marketer shares, new product trends, U.S. export trends, etc.); strategic directions for current and prospective marketers; high-growth product segments; and trends in pet food purchaser demographics and lifestyle pursuits (media and marketing psychographics, Internet usage, “green” involvement, etc.). The report has separate chapters each discussing food for dogs, cats, and other companion animals. For further information visit: http://www.packagedfacts.com/Pet-Food-1653956/.

Pet Slimmer of the Year

Weight and obesity always seem to be hot topics in the news. Yet it’s not just people that need to watch the pounds, our pet dogs are just as at risk from the health implications of obesity as we are.

A Labrador dog has been crowned pet slimmer of the year in a UK wide competition after shedding 9 and a half kilos! A diet of fatty foods, and too many of them and the extra weight piled on Oscar, the black Labrador.

A one hundred day diet of water and dog biscuits, along with regular exercise and Oscar is now unrecognisable as a slim fit and energetic pet. Well done Oscar!

No matter what breed they are, all dogs enjoy food. Most of them would eat you out of house and home given half a chance but it is important not to indulge your pup too often. Like us humans they need a balanced diet and lots of exercise.

Four in ten pets are overweight

26% of dogs and 19% of cats are considered “obese

More than four in 10 (43%) of the cats and dogs seen by Britain’s vets are overweight, according to new research by Sainsbury’s Finance whose comprehensive Pet Insurance covers vets bills up to £7,500. Sainsbury’s Finance is warning that many medical conditions suffered by our cats and dogs are linked to or worsened by being overweight, and that allowing your pet to become overweight could put a strain on the purse strings because of the extra vet fees and medication costs. Furthermore, the Bank warns that those with pet insurance could be risking invalidating their claim as they could be found to have not taken proper care of their pet dog or cat.

The findings, which come from a survey of veterinary surgeons across the country, reveal that they are seeing more overweight dogs than cats, with almost half (47%) of all dogs seen by vets being described as overweight. More than one in four (26%) dogs were considered obese, with 21% being described as slightly overweight. There is also a weight problem amongst cats however, with 19% of them being classified as obese, and 20% considered slightly overweight, giving a total of 39% who are overweight.

Neal Devine, Sainsbury’s Pet Insurance Manager said: “We are seeing a worrying percentage of cats and dogs being taken to the vet who are overweight. People often think they are being kind to their pet by giving it treats, but being overweight can influence and worsen many medical conditions in pets, such as osteoarthritis and respiratory disorders, conditions that can be very uncomfortable for the animal.”

Of those medical conditions which can be linked to obesity, osteoarthritis is the one most commonly seen by Sainsbury’s Pet Insurance, closely followed by heart disease or congestive heart failure.

Top five conditions influenced by pets being overweight claimed for on Sainsbury’s Pet Insurance

• Osteoarthritis
• Heart disease / congestive heart failure
• Renal (kidney) problems
• Type 2 diabetes
• Respiratory disorders

“Veterinary and medication costs for long-term conditions such as arthritis can add up to a lot of money over the course of the animal’s lifetime. It is important that pet owners are properly insured by policies with adequate levels of cover, so that to avoid getting hit hard in the pocket.

Good quality pet insurance does not need to be expensive, good cover at a competitive price can be found by shopping around. Sainsbury’s Pet Insurance is designed to offer some of the widest range of benefits available at a competitive price. For further information call 0800 056 5758, log on to www.sainsburys.co.uk or pick up a leaflet in a Sainsbury’s supermarket. Sainsbury’s offers a range of nutritionally balanced foods and snacks for cats and dogs.