Pet food makers align homestyle offerings with quality
Trend - Few have the time to prepare home-made meals for their pets, yet the rise of maker culture gives people the sense that this is a common practice. Leveraging this, pet food manufacturers are tapping into homestyle branding.
Insight - Many modern consumers value authenticity when making purchase decisions. For these individuals, authenticity can be observed when brands align to their personal preferences or values—and when brands give them opportunities to reflect their authentic selves in the home, workplace, or among peers. The focus on authenticity comes from consumers placing an increasingly high value on quality balanced with convenience.
Insight - Many modern consumers value authenticity when making purchase decisions. For these individuals, authenticity can be observed when brands align to their personal preferences or values—and when brands give them opportunities to reflect their authentic selves in the home, workplace, or among peers. The focus on authenticity comes from consumers placing an increasingly high value on quality balanced with convenience.
Workshop Question - How might an alignment with maker culture impact the way your offering is perceived?
Trend Themes
1. Homestyle Pet Food - Pet food manufacturers are tapping into homestyle branding as the rise of maker culture gives people the sense that home-made meals are a common practice for their pets.
2. Customizable Pet Meals - Consumers are looking for more freedom in customizing pet meals and the rise of custom recipes, such as Freshpet's Homestyle Creations, is offering more options for pet owners.
3. Human-grade Pet Food - Pet owners are investing in their pet's health and well-being, creating a demand for high-quality 'humanized' pet food made without filler ingredients, by-products or artificial additives.
Industry Implications
1. Pet Food Industry - The trend towards homestyle pet food and customizable pet meals could disrupt the pet food industry as it caters to consumer demand for more variety and healthier options for their pets.
2. Subscription Services - Business professionals can reference the subscription service industry as a model for offering personalized and convenient options for pet owners to receive home-made or custom pet food on a regular basis.
3. Organic Food Industry - As more pet owners seek out organic and human-grade ingredients for their pets, the organic food industry could find new opportunities to expand into the pet food market with healthier and more natural options.
