Covid impact on pet life, 8 trends and 6 new challenges

In the diet of dogs and cats, the demand for alternative proteins, personalized products and transparency of ingredients is growing. These are just some of the new trends, after a year of Covid, that will shape the future of pet care, identified by Purina in the Society Report 2020. Based on market research and over 100 interviews with industry experts, including veterinarians and the media, Purina highlighted the eight trends that will shape the future of pet care, along with the six challenges this industry will face. The 8 trends. 1. The increase in pet ownership: the most recent data, published by Euromonitor, indicated an acceleration in pet adoption in Europe, the Middle East and North Africa, compared to 2019, when the pet population was equal to 3 million. In 2020, the total population has grown to 5.1 million pets throughout the area, with a growth of 70%. 2. The Future of work: the changes due to the recent need to be able to work remotely have inevitably changed what the future of work will be.3. The shift to e-commerce: the growth of the e-commerce sector, also caused by the measures imposed by the pandemic, has increased, leading the segment to reach unprecedented gains. 4. The growing preference for alternative ingredients and alternative proteins: the decrease in natural resources available on a global scale impacts on the need to reduce their consumption or on the search for alternative sources. Furthermore, as the so-called ‘Millennial pet parents’, who belong to Generation Y, consider their dogs and cats as family members, it has been found that more and more dogs are following flexitarian diets, with foods based on animal and plant proteins. 5. The constant demand for more natural foods, driven by growing concerns for animal health and welfare. 6. Growing awareness of the social impact of pet ownership: the opportunity to positively impact human health, education and communities. 7. The seamless solutions, based and optimized on artificial intelligence (AI), including personalized nutrition. People are always looking for new and intelligent ways to manage their lives, through digital technology, which is based on big data, AI and predictive intelligence. As technology makes better experiences possible for consumers and offers them new services in various areas of their lives, so too is the expectation for products that are personalized, enjoyable and free of problems. 8. The new needs of corporate transparency. Consumers want to be able to independently assess the impact their purchasing decisions have on the ecosystem, including environmental impacts, animal welfare in the value chain, and ingredient transparency. The 6 emerging challenges. 1. The resilience of the supply chain. During 2020, manufacturing companies faced unprecedented challenges due to the global pandemic. Obstacles to the health of the workforce, the supply of raw materials and cross-border trade have in some cases affected stocks that could have an impact in the near future. Limited access to pet care products at an affordable price due to the availability and impact of the pandemic on incomes. 3. The scarcity of ingredients and the need to manage the availability of limited resources, while remaining within the limits of respect for the planet. 4. The commitment, already declared by Nestlé, to achieve zero emissions (‘net zero’) and new potential business models. 5. The environmental impact of procurement and packaging on the health of the planet. 6. The continuing transformation of the technology-driven economy and the way we produce pet food.