Janoschka magazine_Linked_V2_2017

issue #2 © l i n k e d 23
Pumpkin and rosehip refine the salmon, potatoes and wild herbs jazz up the duck, while rice, mango
and lemon grass turn tuna into a culinary delight. Sounds like “Haute Cuisine” – it probably is, too.
Only a very few of us will ever find out whether the consumers of these dishes feel the same way, as these
are the current range of ready meals for our four-legged friends. And it is not just rare and exotic
ingredients, such as fruit, herbs and berries that are becoming increasingly popular in pet food: their
origin of source is arousing interest too. Experts have observed that ever more pet owners are demanding
the same standards of quality in the food for their pets as in their own.
In the past year, the global sales of pet food
have amounted to over 75 billion US dollars,
which is approximately 4.8 per cent more
than in the previous year. Dog food alone,
with 45 billion US dollars, makes up more
than half of this. The growth in this segment
amounts to 5.2 per cent. The most recent
international study by Euromonitor predicts
further market growth for the next five years,
particularly in the Asia-Pacific region. An
increasing number of pet owners here are
choosing industrially manufactured pet food.
blog.euromonitor.com
The buying behaviour observed in the pet food market allows
as many conclusions to be drawn about the person buying it as
about the animal eating it – if not more. Pet owners search for
the perfect food; whereas manufacturers look to defend their
market share in this fast-growing segment, placing their focus
on brand loyalty. This is why the appearance and packaging of
pet food are increasing in importance.
But just what is this packaging like? One that promises not only
perfect food, but also health and well-being for the beloved, little
four-legged friend.