Over the years, the high protein cat food is increasingly gaining attention as cat owners are aware that nutrition plays an important role in feline health.High protein cat foods consist of all essential amino acids that cats need to flourish, so having an insufficient amount of any one of these can have serious health problems.
For instance, taurine, an essential amino acid needed for fetal development, normal eyesight, and heart muscle function is exclusively found in animal-based proteins.Cats protein requirements change depending on their age -- the pet owner can select the right protein food taking into consideration the cat’s age.
As per the Association of American Feed Control Officials, an adult cat food needs to contain around 26% protein, whereas diets approved for reproduction and growth must comprise at least 30% protein on a dry matter basis.
As preference for cats as a pet is witnessing an increase, demand for high protein products has also grown. Researches reveal that there are several emerging plant-based proteins such as fava beans, rapeseed, lentils, beans, marrowfat peas, and chickpeas as ingredients that are less utilized on the market and slowly being accepted or are still largely in the research stage.
Market players are tapping on this white space to cater to increasing demand for health-conscious cat owners. Reports suggest that 24% of cat owners are feeding pet food formulations with high protein. As most proteins in pet foods is derived from animal sources, meat-based high protein cat foods are likely to witness growing sales during the assessment period.
As is the case with human food, consumers are paying increasing attention to clean and transparent labelling. Brands have reciprocated by listing down the protein contents prominently on packaging.
Although meat-based cat foods will continue to be the primary source for meeting the protein requirements, veganism trend is likely to have an impact. This trend will have a moderate impact until 2024-2025, but during the period 2025-2030, brands are likely to readjust to evolving consumer preferences.
Experts worry that the growing trend for high protein cat food might not be sustainable; furthermore, research is lacking on its long-term health effects.
Surplus protein is stored in the cat’s body as fat, which might contribute to growing pet obesity if owners overfeed their pets. Moreover, lack of awareness concerning feeding high protein cat food might discourage owners to buy, and hinder sales.
COVID-19 pandemic has affected entire processes and supply chains. This has lead manufacturers and suppliers of high protein cat food to change their business strategies as per current scenarios keeping in mind safety measures and precautions, during this pandemic.
Manufacturers are ensuring continued uninterrupted operations and are stocking raw materials as well as finished goods to minimalize potential supply issues moving forward. Furthermore, suppliers and retailers have also re-visited their business continuity plans to manage through potential impacts related to COVID-19.
Retailers are adjusting their store hours as per lockdown measures and adding labor hours to enhance customer service, keep stores fully stocked, frequently conducting store cleaning, and increasing their inventory of animal feed and pet food. Partnerships with online delivery companies is also growing, and many e-retailers who only supplied human food, are now foraying into pet food categories as well.
The US holds leading share of the global high protein cat food market, pivoting North America as the most lucrative market. High pet ownership, combined with a high per capital spend on pet health has continue to create sustained opportunities for pet food players.
Moreover, the notable shift towards online purchasing is auguring well for the region.Many countries in Southeast Asia, where pet ownership is synonymous with owning a dog, are now witnessing an increase in cat ownership. This trend is visible in urban centers, especially among millennial demographic, whose lifestyle is in stark contrast to their earlier generation.
Leading players in the global market are majorly towards merger & acquisitions, expansion, and new product development.For instance, TOMOJO will be presenting the world's first insect cat food - a pioneering recipe developed through partnership with veterinary nutritionists.
Royal DSM, a pet food ingredient supplier took over Erber Group. The acquisition will offer DSM the prospects to extend its product portfolio and prolongs the company’s position as one of the prominent suppliers in the rapidly expanding animal gut performance management market.
WellPet, LLC is expanding their partnership with Pet Food Experts, to further the distribution of its natural treats, food and dental chews for cats and dogs.
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High Protein Cat Food Market
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