petfood pro 3/2022

INGREDIENTS
The Pendulum Effect
Acceptability of Soy, Corn & Wheat for Today’s Pets
The pendulum of public opinion
may be swinging back toward a
positive view of soy, corn, and wheat
for pets. OutsideVoice SM is one
consumer research tool used by the
global ingredient specialist ADM to
quickly gain insights on the attitudes,
preferences, and behaviors of today’s
consumers. Using this proprietary tool,
SOY
the ADM Pet Solutions team sought
CORNto
understand current perceptions about 6%
soy, 15% corn, and wheat in today’s pet
CORN
19%
foods, especially considering growing
interest in plant-based 6% ingredients and
sustainability. 19%
WHEAT
65%
75%
6%
6%
16%
75%
Three independent consumer surveys
conducted by ADM revealed 80% of
today’s US pet owners are intentionally
seeking or open to soy, corn or wheat
in their pet’s food and treats (Figure 1).
While 20% of today’s pet owners are still
avoiding these ingredients, they do not
represent the majority of pet parents.
This is welcomed news for pet food
nutritionists and formulators
WHEAT
who have
long recognized the excellent 6% nutritional
and functional properties 16% of these legacy
WHEAT
ingredients for pet foods and treats.
This changing 6% paradigm also provides
16%
more opportunities for manufacturers to
78%
1. U.S. Pet Parent Perceptions of Soy, Corn & Wheat for Their Pets
arent Perceptions of Soy, Corn & Wheat for Their Pets
hinking about what you feed to your pet (food / treats), please indicate whether you are
eliberately avoiding/reducing OR seeking/adding INGREDIENT in your pet's daily diet.
t you feed to your pet (food / treats), please indicate whether you are
ptions of Soy, Corn & Wheat for Their Pets
g/reducing OR seeking/adding INGREDIENT in your pet's daily diet.
ur pet (food / treats), please indicate whether you are
seeking/adding
20%
INGREDIENT in your pet's daily diet.
develop pet products that mimic human
foods and snacks due to the popularity and
widespread use of these ingredients in the
human food industry.
Based on survey results, today’s pet parents
are seeking or open to soy, corn, and wheat
for their pets because they recognize
and desire the nutritional and health
benefits these ingredients provide to their
pet (Figure 1). Flavor and digestibility
aspects of these ingredients were also
listed as key motivators for choosing pet
products with these ingredients as well as
recommendations from their veterinarian.
Figure 1. U.S. Pet Parent Perceptions of Soy, Corn & Wheat for Their Pets
Figure CORN 1. U.S. Pet Parent Perceptions of Soy, Corn & Wheat for Their Pets
Thinking about what you feed to your pet (food / treats), please indicate whether you are
deliberately avoiding/reducing OR seeking/adding INGREDIENT in your pet's daily diet.
19% Thinking about what you feed to your pet (food / treats), please indicate whether you are
deliberately avoiding/reducing OR seeking/adding 78% INGREDIENT in your pet's daily diet.
n = 4,381
n = 982
SOY
n = 979
CORN
WHEAT
June 2021*
Nov 2021*
Nov 2021*
75% SOY
78% CORN
6% WHEAT
6%
n = 982
20% 15% n = 979
19%
16%
Nov
Avoider
2021*
Seeker
Nov
Open-Minded
2021* 6%
6%
20% 15%
19%
16%
* Source: ADM Outside Voice SM
Avoider n = 982 Seeker Open-Minded
n = 979
Nov 2021*
Nov 2021* 65%
Seeker
65%
Open-Minded
75%
* Source: ADM Outside Voice SM
n = * 4,381 Source: ADM Outside Voice SM
n = 982
June 2021*
Nov 2021*
n = 4,381
n = 982
n = 979
June 2021*
Nov 2021*
Nov 2021*
Figure 1. US pet parent perceptions of soy, corn & wheat for Avoider their pets Seeker Open-Minded
75%
78%
78%
n = 979
Nov 2021*
Avoider Seeker Open-Minded
* Source: ADM Outside Voice
* Source: ADM Outside Voice SM
Table 1. US pet parent perceptions of soy, corn & wheat for their pets
6
Technology & Marketing