Premium dog foods have already begun to saturate the market after exploding over the past five years and increasing their sales by half. Competition has fully moved into the market and brands are trying to differentiate themselves in varying ways to stand out from the crowds.
To do so innovation and research dollars are being spent to explore not only which products are healthy for dogs but also how consumers select premium dog foods from the crowded market. The majority of dog owners are concerned with the health of their pets when they move towards a preference for premium dog food and thus select foods with certain higher quality products included in them. Brands like Purina Beneful, who recently acquired Merrick Pet Care which specialized in organic dog food, tries to capture market share through providing premium dog food to customers. Other PurinaStore brands are offering paleo diets that offer raw meats and fish (think dog sushi) that serve as premium dog foods that try to cater to the way dogs ate as they evolved.
Some brands are trying to innovate to leap ahead of the competition. Freshpet is doing so by launching a proprietary refrigerator that they locate in big box stores that serve non-preservative food for pets that is fresher and healthier for their consumption. These dishes need to be refrigerated to stay fresh but appeal to customers who are monitoring their dog’s health and well being. Beneful is also innovating by launching a website that is designed for people who want to have greater control over the diet of their pets by choosing the exact ingredients that are included in their food. This small batch processing of orders through a proprietary website and distribution center allows Beneful to stand out among its peers and truly differentiate themselves within the marketplace.
As we have seen brands are innovating drastically and this is further pushing the premium dog food market to expand in new and compelling ways. Customers have more choices on Amazon and there are more ways that you can provide your dog with higher quality pet food that fits into their needs.