ADM report states that most pet parents actively purchase pet products with functional ingredients

Kirill Kurashov - Stock.adobe.com

A recent report from ADM finds that pet parents are actively seeking out functional ingredients in their pet food. According to a survey conducted by the company, 85% of global pet parents “believe proper nutrition and supplements are as important for their pets as they are for themselves.”

Among the top concerns for pet parents are healthy aging and general wellness, joint health and mobility, dental and oral health, skin and coat health, as well as digestive health. With these concerns in mind, 79% of pet parents report that they would spend money on proactive care in order to avoid large veterinary bills. Citing data from Euromonitor, the report states that for 97% of consumers, the primary health benefit claimed on packaging informs their purchasing decisions for functional pet products. Additionally, the report cites FMCG Gurus data that states 63% of dog owners and 61% of cat owners believe branded health ingredients play an important part in their purchasing decision. This is because of the scientific validation associated with branded ingredients.

The report also states that microbiome supporting ingredients are a major area of opportunity as more consumers are understanding the importance of the gut microbiome on their health. ADM states that half of pet owners are well aware of probiotics, but somewhat less familiar with pre- and postbiotics. That said, awareness is growing about pre- and postbiotics as well. Interestingly, Mexico and Brazil lead the way with 90% and 85% of pet parents, respectively, saying they have purchased pre-, pro-, and postbiotic products for their pet at least once. They are followed by Poland and the US with 81% and 71%, respectively.