# Human-Grade Normalization Pet parents seek out human-grade food for reassurance. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Nov 14, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/humangrade-normalization ## Key Figures - Trend score: 3.2/10 - Evidence articles: 6 ## What is the Human-Grade Normalization trend? **Human-Grade Normalization:** Pet owners, increasingly humanizing and therefore willing to spend more on their animals, are seeking out human-grade quality in pet food products. Providing reassurance to these consumers by focusing on health benefits and safety, this focus on ingredients mirrors shifts happening in food more broadly. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 6, 2014 to Oct 31, 2016 - Published: Nov 14, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Human-Grade Normalization trend ### Humanization of Pets Owners are willing to spend more on their animals as they seek out human-grade quality in pet food products, mirroring the shifts happening in food more broadly. ### Healthy and Natural Pet Food Pet owners are looking for products that contain healthy ingredients that they would eat themselves, including all-natural and human-grade ingredients. ### Alternative Protein Sources for Pet Food Pet food companies are using alternative protein sources such as cricket powder as a more sustainable and healthy alternative to traditional protein sources. ## What the Human-Grade Normalization trend means for industry ### For Pet Food Industry Companies can capitalize on the trend of humanization of pets and focus on healthy, natural, and alternative protein sources in pet food products. ### For Alternative Protein Industry As pet food companies look for more sustainable and healthy protein sources, the alternative protein industry can provide a new market to sell their products. ### For Packaging Design Industry Pet food companies can work with design agencies to create unique and appealing packaging designs to attract the attention of pet owners seeking out human-grade quality in pet food products. ## Workshop question As consumers increasingly look to invest in themselves and their loved ones, how are you demonstrating integrity and quality with your positioning? ## Trend signals for Human-Grade Normalization Trend score 3.2 out of 10, from popularity 48%, activity 40%, freshness 8%. - Popularity: 48% - Activity: 40% - Freshness: 8% ## Examples of the Human-Grade Normalization trend 6 featured examples from Jun 6, 2014 to Oct 31, 2016. - [Human-Grade Dog Treats](https://www.trendhunter.com/trends/the-honest-kitchen-jerkies): 'The Honest Kitchen' Jerkies are Good Enough for Humans to Eat (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop new manufacturing processes to produce healthier pet food products with minimal processing and high-quality ingredients. - [Dog-Friendly Dehydrated Chips](https://www.trendhunter.com/trends/chips-for-dogs): CocoTherapy Makes Vegetable, Fruit and Coconut Chips for Dogs (Category: Lifestyle) Implication: The pet food industry can tap into the growing demand for healthy and nutritious pet snacks by creating products with dehydrated, high-quality ingredients. - [Watercolor Pet Food Packaging](https://www.trendhunter.com/trends/the-honest-kitchen): The Honest Kitchen Unveiled its New and Vibrant Pet Food Packages (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce innovative packaging and product formulations to stand out in a competitive pet food market. - [Cricket Protein Dog Treats](https://www.trendhunter.com/trends/allnatural-dog-treats): EntoBento Makes Sustainable All-Natural Dog Treats Using Cricket Powder (Category: Eco) Implication: Opportunity for the pet food industry to invest in alternative protein sources and incorporate sustainable practices in production. - [Artisan Dog Treats](https://www.trendhunter.com/trends/krakems): Little L's Krak'ems are All-Meat Treats Designed Specifically for Dogs (Category: Lifestyle) Implication: The pet food industry can tap into the increasing demand for all-natural, grain-free, and specialized treats for dogs. - [Cat-Friendly Broth Meals](https://www.trendhunter.com/trends/broth-for-cats): Fancy Feast Makes Seafood and Chicken Broth for Cats (Category: Lifestyle) Implication: Opportunity for pet food companies to meet the demand for cat-friendly broth meals. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)