The pet food industry Flashcards
What % of today’s dogs are fed commercialized diets?
95%
Historical feeding practices
Farm dogs should get:
-bread soaked in milk and bones from dead sheep
Hunting dogs should get:
stew of grains, veg, meat and by products (5-15 century)
Wealthy urban dog owners:
- a lucrative industry of sourcing dead horses and selling the meat to (18th century)
When and who created the first dog biscuit?
1860 - James Spratt in Britain
- wheat, veggies, beetroot, meat
When was vet medicine founded in the USA?
1895
Expert advice regarding what domesticated dogs should eat
not raw meat
- because wild dogs did, and it may promote hunting/carnivorous behaviour
In 1908
FH Bennett Biscuit Company –> bone shaped biscuits, puppy food and different sized kibble for different dog breeds
When did PM Chappel begin canning horse meat?
1922
- the first to co-market the combination of dry and canned foods
When did Gaines Food Co. start producing dog meal and sold multiple package sizes?
1925
In the late 20’s who promoted a scientifically balanced ration for peak health and longevity?
Leon Whitney (DVM) - Bal-O-Ration
Who bought Bal-O-Ration?
Quaker oats
When were canned cat food and dry meat meal dog foods introduced?
1930 (after WWI)
When and who bought FH Bennet
Nabisco (national biscuit company) and renames in MILKBONE - 1931
What do milk bones contain?
meat, cereals, milk, minerals, fortified liver oil, wheat germ and yeast
How did Nabisco accomplish the milk bone market penetration?
By educating dog owners about the nutritional needs of dogs (milk bones were an addition to table scraps)
When was the society of pet food industry formed and what was its purpose?
1935 - to develop better relations with federal and state regulatory agencies
Why did canned food become almost non existent in 1941, even though pet food industry sales ~50 million USD?
declared non-essential due to WWII
When did General Foods by Gaines
1943
When was dehydrated dog food introduced?
1943
“just add water”
When and who developed the first vet focused diet
Hills - 1948
The use of byproducts
marketeers were stating that their products were superior as dogs were able to utilize waste products such as grain hulls, sweepings and meat unusable for human consumption
- fresh was too expensive and it actually made them picky
What were pet food sales in 1950?
~200 million USD
Who and when was the first extruded food created?
1957 - Ralston Purina
- increase palatability by adding a fat coating
= Purina Dog/Cat Chow
When was PFI founded as the national trade association of dog and cat food manufacturers
1958
- has grown to represent the companies that make up 98% of dog/cat foods produced in US
What were pet food sales in the 1960’s?
> 1 billion USD
Who led the market in the 1960’s?
Hills
- Prescription Diets
Who led the treat business in the 1960’s?
Hartz
When did NRC develop the first set of nutrient recommendations (sponsored by PFI)?
1960’s
When did feeding scraps as the primary source of nutrition diminish?
1960’s
In the 1960’s when industry becomes highly competitive, what drives the force of growth?
advertising and sales
In the 1960’s and 70’s companies are beginning to put more emphasis on?
developing balanced diets that can be fed alone, were appealing and conveniently packaged
- more emphasis on pet being member of family, who should be receiving appropriate care/food
When are vets used to support the concept of “complete and balanced”
1969
- need for supplementation and dilution of protein with carbs
When was taurine discovered to be an essential nutrient for dogs/cats?
1970s
When was AAFCO formed?
1974
What does AAFCO stand for?
Association of American Feed Control Officials
Who and when purchased Hills Rx?
Colgate Palmolive in 1976
- the model is similar to marketing toothpaste to dentists
Growing concerns about what made pet food companies return to nutrition-based advertising?
food additives
What is the number 1 influencer for people who are focused on health of dogs/cats
relationship with vet
When were tremendous amounts of advancement seen behind the science of pet nutrition?
1980-200
- fiber for gut health
- DHA for cognition
- increased father skin/coat
Why and when did PETA campaign against Iams?
2001 - after P and G purchase changing how the industry participated in research
When was the melamine recall?
2007
The pet food industry is a ? market?
VUCA
What does VUCA stand for?
volatile, uncertain, complex, ambiguous
When did private label producers acquire a ninth global player and what was it called?
2013 - Vitakraft
In 2014, premium pet food manufacturer Blue and niche player Freshet are planning to go?
IPO (privately owned –> publicly traded)
North American market after Mars purchases Iams - cat food
2013 & 2014 - #1 = Nestle
North American market after Mars purchases Iams - dog food
2013 - Nestle
2014 - Mars
What drive dog food?
Grocery mass - Iams
What is the biggest dog food on the market next to Dog Chow?
Iams
Global pet food market (canned vs. dry; cat vs. dog)
dry dog food (8 billion) > wet dog food > dog treats > dry cat food > wet cat food > cat treats
= 18.6 billion dollar business
Mars Pet Care owns?
Pedigree, Whiskas, Royal Canin, Iams
- hit every type of consumer (grocery –> prescription)
Nestle Purina Pet Care owns?
ONE, Baneful, Fancy Feast, Dog Chow
Hill’s Pet Nutrition owns?
Science Diet and Prescription Diet
Big Heart Brands owns?
milk bone, meow mix
What happened on Nov. 27, 2015?
Canadian Pension Plan (CPP) bought half of Pet Co. (retailer)
Some of the main companies in Canada?
PLB International, RedMood Pet Food
What is the fastest growing region in terms of pet food sales?
Latin America (Brazil)
Eastern Europe’s rate slows or steadies at?
5%
- Russia, Poland, Hungary continuing to grow at faster rates
% market growth in western Europe?
1%
% market growth in North America?
1.5%
Primary growth seen in?
premium markets
Retail sales in the Canadian pet food market are projected to grow to?
$1.9 billion by 2016
- 10.2% increase per year
Why are the key pet food companies moving towards regional functions rather than global?
increasing import and export regulations
What predominates the pet food market today?
Innovations around consumer demand
- ingredients (e.g. paleo)
- niche ingredients (e.g. green lipped mussels)
- processing (e.g. freeze dried)
- feeding philosophy
- individualized needs of pets
Humanization has led to?
pet food resembling human food
- increased regulatory constraints and commitment to quality to control between what we want and what we actually know
What are the key drivers to purchase intent?
- food = love (36%)
- food = variety (22%)
- food = food/value (22%)
- food = health (15%)
- no segment (5%
Food=value
all based on what is the cheapest
Food = variety
change brands; want different colours/shapes (e.g. Beneful)
Food=love
perception
- #1 reason people leave a food - think their pet doesn’t like it
Food=health
The informed consumer
- only category that always goes to the vet
- high end/ science backing it up
- maintain lean body condition
What has a big impact on the pet food industry?
pet parents and humanization
The millennial impact on pet food industry?
- 43% do not trust large food manufacturers
- 59% will stop buying the brand they feel is unethical
- 38% sat the retailer is an important factor
- 58% say where they buy their groceries reflects their personal values (local, welfare focused)
Why did the FDA implement the Food Modernization Act?
To aim at applying the same standards to pet food as human food to prevent contamination
Who filed a lawsuit against Blue Buffalo and why?
Nestle and Hills - on the grounds that Blue Buffalo claims that its products contain no chicken/poultry by-products, corn and grain is dishonest
raw food vs. dry food growth
growing at a disproportionate rate
natural food vs traditional food growth
growing at a disproportionate rate
Disruptive Innovation
to give somebody something they never thought they needed and now they can’t live without (e.g. iPhone)
What is the leading cause of morbidity and mortality across the mammalian kingdom?
non-communicable disease
- therefore it is important to continue learning about how to optimize nutrition and management
E.g. 95% of the way there with flee protection but what about obesity???
Who reviews animal research and what do they consider?
IACUC - the 3 R’s
Improved industry leadership in animal welfare with the help of?
academia, government and public
- important to ask the right questions, have the right experimental design with the right amount of animals
The goal of innovation for out pets
to improve the health and well being of dogs and cats by providing the best care available back with solid science and with consideration of the physiological needs of the animal and the opinions of the influencers, sport enthusiasts and owner
Relevant product innovation involves
- finding the right problem
- deeply understanding the problem and potential solutions
- inventing and validating
- -> do we have a welfare friendly way to measure what we want? Is there a better way?
- -> conduct supporting studies and have a plan to educate and build knowledge?
What % of cat owners think their cats are overweight?
29% (3% very; 26% slightly)
- 32% fed regular adult formal
- 23% fed indoor formula
- 10% fed weight control formula
What type of feeding approach to most owners take?
“maintenance” type approach rather than feed restriction
- it is appealing to add a technology to maintenance diet that can improve the health and well being of cats –> L-carnitine
What is the purpose of L-carnitine
Supports fat metabolism
- considered non-essential for healthy mammals
Setting up product innovation steps:
Problem:
- cats are overweight but being fed a maintenance diet
Hypothesis:
- L-carnitine provides health benefit to acts fed maintenance diets?
–> review methods and relative success of measuring energy expenditure in cats
- validate scientific methods and apply it to test hypothesis
–> conduct supporting studies and create market acceptance
Oxygen
inspired from air, required for oxidation
carbon dioxide
oxidative by-product, removed from expired air
What is considered the gold standard of measure energy production and macronutrient oxidation?
Indirect calorimetry
e.g. glucose oxidation requires 1 oxygen and process 1 carbon dioxide - RQ = 1
Why is it necessary to acclimate to chambers?
- physiological replica (represent “in home” population)
- reliability and validity
- metabolic effects of stress
At the end of acclimation period…
cat’s stress levels are the same as base level
- behavioural acclamation used to reduce stress
cats met the success criteria to continue with study as demonstrated by:
- returned to baseline or levels below
- feed intake did not significantly change over time
- all cats displayed elimination behaviours
- fearfulness returned to initial levels
Results and application to L-carnitine?
- energy expenditure is greater at fasting and post feeding in moderately overweight cats fed L-carnitine vs. control diet
- fat oxidation is higher in moderately overweight cats fed L-carnitine vs. control diet
- L-carnitine is safe for lean cats too!
Another positive outcome associated with L-carnitine?
more motivated to play
- energy visualization claim
Positive outcome - innovation steps
A product with solid science that considered the feelings of the research animals and has a consumer noticeable benefit that improves the health and well being of cats
What is meant by disruptive innovation?
It is to give someone something that they never knew they needed but now they can’t live without it
E.g. kibble
Why did the FDA implement the food safety modernization act?
to apply the same standards to pet food as human food to PREVENT CONTAMINATION
