In the wake of the COVID-19 pandemic, evolving consumer behaviors are not only shaping human consumption patterns but are also extending their influence to pet care. Suzy Badaracco, president of the food industry trends think tank Culinary Tides, addressed this intersection of trends during her presentation at Petfood Essentials in Kansas City, Missouri, on April 29.
Badaracco highlighted the noticeable rise in snacking among humans post-pandemic and suggested that this trend might extend to pets as well. However, she pointed out that such shifts in pet snacking habits could be linked to financial considerations. “Snacking is up with humans, so snacking could still be up with pets, but usually it’s due to finances,” she explained. “So, in other words, what happens is I snack more because I can’t afford a meal. So, think about what’s going to happen to the pet: Are they cutting back on food and giving them snacks instead to save money?”
In light of the potential substitution of meals with snacks for pets, consumers are increasingly seeking functional pet treats that offer health benefits beyond mere satiation. Badaracco emphasized this demand for functionality in both meals and snacks. “Consumers are interested in products that have functional benefits,” she noted. “They want functional. They want functional in meals, they want functional in snacks. So again, what is the secondary benefit to the snack other than it’s an indulgent treat?”
Moreover, consumers are willing to invest more in clean-label brands and snacks with added health benefits. Badaracco referenced data indicating that 91% of consumers snack multiple times per day, with 65% seeking an energy boost from their snacks. These preferences underscore a desire for snacks that offer more than mere indulgence, aligning with broader health-conscious trends.
In the pet care sector, there is a growing demand for “value-added” treats that provide both enjoyment and health benefits to pets. Badaracco stressed the importance for pet treat producers to cater to this demand and create products that pet owners eagerly anticipate giving their pets, thereby becoming an integral part of the pet’s diet.
Despite economic uncertainties, sustainability remains a key consideration for consumers, although understanding of sustainability concepts varies widely. Badaracco highlighted the complexity of the sustainability landscape, noting that many consumers struggle to articulate what sustainability entails. To effectively engage consumers, she recommended that producers move beyond generic green labeling and instead focus on demonstrating how sustainable practices benefit consumers directly. By empowering consumers to make environmentally conscious choices, producers can position themselves as guides rather than heroes in the consumer’s journey.
In conclusion, the evolving consumer landscape post-COVID-19 is reshaping not only human consumption habits but also influencing pet care trends. As consumers seek functional and sustainable options for themselves and their pets, producers must adapt to meet these changing preferences and provide products that offer both value and health benefits.
