Hungry Giants Love Natural Pet Food

Releasing its latest report today: Natural, Organic and Eco-Friendly Pet Products in the U.S (2), Market Analyst Packaged Facts has said that the massive 2007 recall of pet foods in that country has contributed to a huge shot in the arm for the natural pet products market. Can you hear the rumbling tummies of pet food giants from over the sea?

Until the early 2000s, says Packaged Facts, natural pet products fell mainly within the scope of smaller marketers, some of which had been around for decades, but few of which had annual sales of more than a few million dollars. Since then top pet market players have been steadily increasing their presence in the natural segment.

Included in the pet food side of that natural segment, the analyst lists: Nestlé Purina Mars, Del Monte, Hill’s and Iams

Coupled with the recall, Packaged Facts points to what it calls:
"..the growing clout of premium pet demographics, the trends toward pet humanization and “functional pampering,” and the aging pet population.."

..as causes of a 500% rise in sales of pet food in the segment during the 52 weeks to July 15, 2007.

The company suggests that the market will now move for the smaller producers, from 'natural' branding to 'organic'. It charts further movement beyond organic to 'human-grade' and locally grown and sourced ingredients.

As the niche markets twist and turn to get away from the pet food giants, we can also expect to hear more frequent ethical claims such as "sustainable, support of local growers, fair trade and no cruelty."

This second edition of the Packaged Facts report is available here: Natural, Organic and Eco-Friendly Pet Products in the U.S.