ADM unveils global consumer survey

ADM, the US-based science-based nutrition solutions company, has conducted a consumer research study of the US and European markets for functional ingredients in pet products.

The results show: Pet owners around the world see added value in buying more expensive pet products that contain functional ingredients but are additive-free. 85 per cent believe that proper nutrition and supplements are as important for their pets as they are for themselves. The global pet treats and supplements market is expected to grow at a CAGR of 8 per cent to 2028, according to Euromonitor.

Healthy ageing and general wellbeing, joint health and mobility, dental and oral health, skin and coat health and digestive health are among the top concerns pet owners want to address. 79 per cent of pet owners worldwide would spend money on proactive care to avoid higher veterinary bills.

97 per cent of consumers say that the health benefits claimed on the packaging influence their decision to buy functional pet products. 63 per cent of dog owners and 61 per cent of cat owners say that branded health ingredients are important to their purchasing decisions, as many believe these ingredients are more likely to be backed by scientific evidence.

Globally, respondents rely on vets, pet shops and pet websites when looking for new products for their dogs or cats. Consumers in America also turn to YouTube for information. Facebook groups are most commonly used in Mexico (31 per cent), well above the market average of 18 per cent. However, consumers around the world trust vets and pet shop staff more than social media. The internet tends to be used as a source of inspiration and industry experts as a source of authority.