Driven by the COVID-19 pandemic and the stay-at-home orders, there’s been a recent pet-adoption boom and many animal shelters have had all of their pets adopted. This is a silver lining for pet owners, animal shelters, and manufacturers of pet food and pet care products. Innovation continues. In honor of National Spoil Your Dog Day (8/10/21), let’s revisit pet food and pet products. Pet products continue to reflect human lifestyle trends while pet owners continue to pamper their pets.
According to IRI, pet products, including pet food, pet supplies, and pet treats, were among the top 10 selling consumer packaged goods categories in Q2, with a 7% increase and nearly $40 million in sales compared to 2020. Pet owners project their human needs onto their pets. It’s no surprise that the vegan pet food market reached $8.7 million in 2020 and is projected to reach $15.7 million by 2028 with a 7.67% CAGR, according to ResearchandMarkets.
Pet Food Reflects Human Food
Wellness Core launched Bowl Boosters, a line of functional meal toppers for dogs. The products are offered in 4 formulas: Digestive Health, Heart Health, Joint, and Skin & Coat Health. Through a partnership with Purina, the Pioneer Woman rolled out Jerky Cuts for dogs in 3 recipes: Ranch-Raised Beef, Farm-Raised Chicken, and Ranch-Raised Lamb. Pet Releaf released Edibites Peppered Bacon CBD Soft Chews. Similarly, Martha Stewart expanded her human CBD line for Pets. Rachael Ray Nutrish released Big Life formulas designed for larger dogs weighing 30+ lbs. The products are offered in Savory Chicken, Veggies and Barley Recipe, and Hearty Beef, Veggies and Brown Rice Recipe. Walmart launched the private label Pure Balance PRO+ brand, which is a line of veterinarian-formulated pet food products. The new dry dog food includes a puppy diet, senior diet, large breed diet, small breed diet, and weight management diet. Bougie Bakes debuted Bougie Barks Peanut Butter Carob Dog Cookies baked with five human-grade ingredients: almond four, peanut butter, carob powder, collagen powder, and ground flaxseed.
Pet Grooming Products Mimic Human Personal Care Products
Hawaiian Tropic designed a “scented poop bag” to remind pet owners to apply sunscreen when walking their dogs. Ouai relaunched its $32 Fur Bébé pet shampoo for dogs and cats, which is now a permanent addition. Inspired by clients bringing their well-accessorized dogs with them for their haircut, Julien Farel Salon adds Pride + Groom hair care for dogs to her salon’s offerings. The dog shampoos and conditioners are positioned for different fur types, including heavy shedders, non-shedders, and pets with sensitive skin. As part of the Dunkin’ Joy in Childhood Foundation, Dunkin’ teamed up with BARK on the limited edition BARK x Dunkin’ toys for dogs.