In the growing segment of pet food claims, NielsenIQ found a surprising lack of pet food companies taking advantage of consumer trending attributes. According to the company’s pet food database, which is comprised of more than 22,000 products, the major trending attributes include quality ingredients, artificial free and specialty diet claims, which the company detailed in its trending product claims data.
Within quality ingredients, NielsenIQ investigated both “meat as the first ingredient” and “no animal byproducts” claims. For “meat as the first ingredient,” the company found that 49.1% of pet foods qualify for the claim, yet 71.5% do not use the claim on labeling. This label category has amassed to $4.7 billion, increasing 7.9% in the past two years.
NielsenIQ estimates that 56.6% of pet food products qualify for the “no animal byproducts” claim, however, 95.9% of these products are not using it. NielsenIQ states this is a missed opportunity for brands, as products without the “no animal byproducts” claim are missing out on the $520 million market, which has grown 20.8%.
Among artificial free products, NielsenIQ zeroed in on “free from artificial flavors,” “free from artificial preservatives,” and “free of artificial colors” claims.