Category
Lifestyle
Assisted Choices
Trend cluster
Category
Divergent
Dish
Pet foods are offered in sophisticated, culinary-inspired formats.
3.9
Trend score
Trend
What is the Divergent Dish trend?
Divergent Dish: Pet food brands are changing up their marketing strategies, which often focus on bulk quantities and health. More recently, many brands in this space are creating product lines that prioritize sophisticated, almost adult-like dishes for pets.
Insight
The consumer insight behind the Divergent Dish trend
Many pet owners today have approached pet ownership in a way that humanizes their animals to a degree that didn't exist in years past. Largely attributed to delayed milestones and increasingly positive attitudes towards pet ownership, this shift has led to a willingness to spend more on products and services for one's animals.
Trend themes
Themes within the Divergent Dish trend
Three behaviours holding the trend together01
Humanization of Pets
Pet owners today have approached pet ownership in a way that humanizes their animals to a degree that didn't exist in years past
02
Luxury Pet Food Products
Consumers with high-end food preferences that extends their penchant for luxury to their pet companions to ensure they can enjoy an equally enjoyable eating experience
03
Healthy, Natural Pet Food Options
Pet parents who are taking the time to invest in their own health and well-being are creating a demand for high-quality 'humanized' pet food made without filler ingredients, by-products or artificial additives
Industry implications
What the Divergent Dish trend means for industry
Where the trend changes the playbookFor
Pet Food Manufacturing
Creating product lines that prioritize sophisticated, almost adult-like dishes for pets in response to pet owners who are investing more in high-quality, natural and luxury pet food products
For
Food Trucks and Mobile Kitchens
Launching mobile kitchens for pets with emphasis on healthy, convenient, and quality pet food, inspired by the popularity of food trucks for humans
For
Retail Pet Food
Introducing healthy, natural, and luxury pet food options in physical retail locations that prioritize sophisticated, almost adult-like dishes for pets
Workshop question
Conceptualize how your company could rebrand its product/service in a way that caters to the indulgence-minded consumer.
Trend signals
Trend signals for Divergent Dish
Trend score 3.9 out of 10, from popularity 52%, activity 56%, freshness 8%.
Popularity52%
Activity56%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Divergent Dish trend
4 featured examples from May 15, 2017 to Oct 31, 2018CategoryLifestyle
Healthy Dog Food Trucks
The Canine Wellness Kitchen Serves Treats and Refreshing 'Pooch Pints'
The success of the Canine Wellness Kitchen suggests an opportunity for pet food manufacturers to expand their product offerings to include healthier and more convenient options fo…
CategoryLifestyle
Sous-Vide Dog Food
'Grocery Pup' Connects Pet Owners to Fresh-Prepared, Human-Grade Dog Food
Opportunity: The pet food industry can embrace the demand for high-quality, human-grade pet food made with fresh, whole food ingredients.
CategoryLifestyle
Culinary-Inspired Pet Meals
Nulo's 'Mix-It Meals' Introduce Premium Recipes for Dogs and Cats
The pet food industry can capitalize on the trend of culinary-inspired pet meals by developing and offering a wide variety of high-quality, customisable, and nutritionally balance…
CategoryLifestyle
High-End Feline Entrees
The Sheba Craft Collection Comes in Three Flavor Varieties
Pet food manufacturers can capitalize on the growing trend of high-end, premium pet food products to cater to owner preferences for luxury, real ingredients, and convenience.
