3 Major Dog Product Trends to Watch in 2022

'Humanization trends are driving the dog food category in new directions as people treat pets as members of their family,' said Vic Mason, president of World Pet Association (WPA), which hosts SuperZoo each year. 'As more human-grade foods hit the market, dog owners are eager to try fresh options that promote health and vitality.'

James Restivo, client director, pet lead, for The Nielsen Co., pointed out that 95 percent of pets are considered family.. 'Even in the indulgent treat side, we're seeing health and wellness at the underpinning,' he said at the Petfood Innovation Workshop at 2018 Petfood Forum, held in Kansas City, Mo. 'Grain-free treats, meat-first treats, all those treats that are pushing through.'

As a result, Future Market Insights estimated in a recent market survey that sales of dog food are projected to grow by a 6.2 percent compound annual growth rate (CAGR) worldwide through 2031. Organic and plant-based options are anticipated to drive sales in the worldwide dog food market, which is estimated to be about $45 billion this year and expected to hit more than $81 billion by 2031.

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All of this makes sense as we consider that dogs are widely regarded as 'the best friend' of the pet community. However, the growing trends in dog food are no longer as simple as 'organic' or 'natural.' As people experience the benefits of certain diets, they want the same for their pets. For example, dog owners can now find food that mimics their own paleo or ancestral diet, features sustainable ingredients, is made of 'next-gen' ingredients or is inspired from foodie culture and imitates human cuisine.

But as every shop owner knows, any area dominated by trends or disruptors can be overwhelming. That's why we've broken down a few dog food categories experiencing steady growth that should extend into the next year and beyond.

Organic, Natural Ingredients

While sales of natural, organic food have been growing for years, they show no signs of slowing down. In a study done by Farm Journal, more than 82 percent of households in the U.S. buy organic food on a regular basis—accounting for 5 percent of total U.S. food sales, with organic pet food sales close behind. When buying a holistic dog food, owners not only want optimal nutrition, they also want a food that can boost skin and coat health, good digestion and joint strength.

Earlier this year, Chewy conducted a survey of 1,500 dog and cat owners to gain insight into their food choices. In the survey, 73 percent of owners demonstrated their pets' health is as important as a family member's. Seventy percent made food choices for their pets that mirror their own, with 80 percent of respondents revealing that health concerns led to higher-quality food purchases. Specifically, millennials and Generation X pet owners looked for grain-free, organic and non-GMO food, with 75 percent choosing these options.

'Last year at SuperZoo, over 300 exhibitors featured natural products,' Mason said. 'With organic and holistic products in such high demand, expect to see even more products at SuperZoo next August in our dedicated show floor areas, like Nature's Pathway and Health and Wellbeing.'

Vegan and Specialty Diets

As more Americans embrace plant-based diets, many pet owners are also seeking to feed their dogs in accordance with their values. Fruits and vegetables are becoming more common in foods for their nutritional value and flavor. Even though many people consider dogs to be carnivores, dogs can benefit from the fiber and antioxidants in berries and vegetables, including strawberries, raspberries and sweet potatoes. Additionally, while dogs need protein, some owners are choosing foods that contain alternative sources.

As with humans, obesity in pets is a big concern, with specialty diets becoming more science based and sophisticated each year. Expect foods customized for life stage, lifestyle, weight and breed to remain hot sellers in the months to come, including low-calorie diets and mono-protein diets to treat allergies. You're also likely to see owners asking for more transitory trends they see on TikTok—like a perfect 'bark-cuterie' board made of bacon and blueberries or 'pup-sicles' made from frozen yogurt.

Sustainability

It's important to note that the concept of sustainability goes beyond ingredients; it also influences choices of packaging and operations. Eighty-four percent of respondents in the Chewy survey indicated they are interested in homegrown, domestically produced food. Even beyond where food is sourced, customers are also interested in how animals are raised as well as a manufacturer's commitment to sustainability. As dog owners continue to explore new diets and alternative products for their pets, this is a great time to be a pet retailer. By providing specialty and sustainable products, you won't just gain customers, you'll also gain their trust and loyalty.

If you want to know more about which trends and treats to stock, then mark your calendar for SuperZoo 2022, Aug. 23-25.'SuperZoo is the ideal place to learn about nutrition, speak directly with manufacturers and suppliers, and connect with other pet retailers who have experienced success with certain brands and diets,' Mason said. 'While we are all incredibly passionate about our four-legged customers, ultimately, we learn through our human connections.'

The World Pet Association (WPA) brings the pet world together so quality interaction and education between and among product suppliers and pet owners can create healthier, happier pets and a healthier, more productive pet industry. Founded in 1950, WPA brings thought leadership, innovative thinking and best practices to the pet industry, working to inform and educate the general public in order to ensure safe and healthy lifestyles for our animal friends.

by  The World Pet Association