It’s no secret that dog owners are becoming increasingly aware of the ingredients included in their dogs food. This is supported by a clear focus on people’s perception of their health but also their dogs. A recent survey conducted by Mintel found that certain fruits and vegetables were appearing more frequently in new pet food products, which ultimately has seen the growth of functional ingredients. Which i think we’ll all agree is a good thing!
Health Claims
With health, a key concern amongst dog owners, the survey from Mintel found that 58% of respondents found health digestion a claim that they look for the most when purchasing food for their pet. This was closely followed by muscle, joint and bone health with 52%, skin and coat at 49% and immune system at 46%. Other health and wellness claims selected by respondents included weight management, calming / anxiety, cognitive support, vision support and energy boosting.
Ingredients to watch
Interestingly, new pet food products made with pumpkin increased by a staggering 500% and sweet potato by 300% between June 2018 and May 2021. A leading pet food analyst stated in the research that “interest in pumpkin is being driven by both its nutritive value and its novelty”. Pumpkin is nutrient-dense and offers a wealth of wellness benefits, immunity support, vitamin C and A. In addition, it also contains folate and iron which can support physical barriers such as the skin and boosting the production of antibodies.
Our Superfood range contains six fantastic recipes, each with carefully selected superfoods that provide dogs with a variety of benefits. Our Superfood English Country Duck recipe includes this fantastic source of vitamin A to help maintain a healthy vision in dogs.