Just a decade ago, people commonly spoke of dog or cat owners. Today, the term “pet parents” is increasingly used across the Western world. This shift is cultural as well as linguistic. People want to travel with their pets, take them to restaurants and stay with them in hotels, while paying ever greater attention to their nutrition, wellbeing and even longevity.
According to Šarūnas Valys, Head of the Animal Wellbeing Business Portfolio at Kauno grūdai, pet humanisation has been a global trend for around a decade. In recent years, however, he says it has entered a new phase.
“Even the vocabulary has changed in Western markets: instead of dog or cat owners, we increasingly talk about ‘pet parents’. The first wave of humanisation meant treating pets as family members. Now we are seeing the next stage: we want to spend time with them not only at home, but also in restaurants, hotels and other settings. I call this the second stage of pet humanisation,” says Valys.
The pandemic strengthened the bond with pets
Valys also links this new stage of humanisation to the period following the COVID-19 pandemic. He notes that pet ownership increased during the pandemic, accompanied by rapid growth in the pet food market. People spent more time at home with their animals, and the desire to preserve that close bond remained when everyday routines resumed.
These changes also intersect with urban living. According to Valys, demand for smaller dog breeds and cats is becoming more pronounced in densely populated parts of the world, including Europe and Asia. Smaller animals need less space, are easier to care for and are simpler to take along to different places.
“A dog offers an emotional bond regardless of its size, but many things are easier with a smaller pet, from finding space at home to day-to-day care. We see this trend in our business too: products for small dog breeds and cat food are recording the strongest growth in both sales and interest,” says Valys.
Pet food: a category with exceptional customer loyalty
As people’s relationships with their pets change, so do their attitudes towards pet food. In terms of consumer behaviour, Valys compares the pet food category to the market for baby products: once people find a suitable product that works well, they tend to stick with it. Customer loyalty in the pet food category can reach 70% or more. This attachment to a tried-and-tested product also presents a challenge for manufacturers seeking to establish themselves in the market.
“If your pet is a family member, you try to give them the best you can afford. Consumers in this category are therefore less sensitive to price changes. For manufacturers, this also creates a significant challenge: entering a market where people already have a product they trust is no easy task,” explains Valys.
He sees this trend reflected in pet food production at Kauno grūdai. Higher-end products currently account for around 85–90% of the company’s pet food output, and their share is gradually increasing. Approximately 75% of its pet food production is exported, while new contracts are primarily focused on international markets.
Human wellness trends are shaping pet food
Pet humanisation is also changing the qualities people expect from pet food. According to Valys, new product development increasingly draws on ingredients that have become popular in products for people, particularly those associated with health and wellbeing. One example is collagen, which the company has incorporated into a cat food range.
“Collagen is a very clear example. We took inspiration from the human dietary supplements category, where this ingredient is associated with beauty and wellbeing. It shows that, when developing products for pets, we are increasingly looking at what is already popular in the market for human products,” says Valys.
A new focus: pet longevity
Another topic that has gained popularity in human health and wellbeing is now reaching the pet market: longevity. According to Valys, a strong emotional bond with an animal encourages people to look for ways not only to support their pet’s everyday wellbeing, but also to keep them healthy for as long as possible. However, understanding the role nutrition might play requires long-term research.
“We want to understand how nutrition could contribute to longer, healthier lives for pets, but we do not yet have definitive answers. We are working with start-ups in this field and learning from them which biological markers are worth monitoring. We also plan to conduct studies in collaboration with Lithuanian universities. Our aim is to assess how different food formulations may affect markers associated with longevity,” says Valys.
For now, the focus in this area is primarily on cats. Valys explains that lifespan alone is insufficient to assess the potential effects of nutrition, as it is influenced by numerous factors. Researchers are therefore looking for markers that could reveal changes sooner. One example he mentions is muscle mass, which scientists assess alongside other health indicators.
Nevertheless, he cautions against expecting a single “miracle” formula. A longer, healthier life for a pet may depend on physical activity and other lifestyle factors as well as nutrition.
“Pet humanisation today goes far beyond recognising pets as family members. It is changing how much of our everyday lives we want to share with them, as well as how we care for their nutrition, wellbeing and health. New knowledge continues to emerge, so we follow the latest research, attend seminars and share relevant information with dog and cat owners,” says Valys.