# Super Pet Pet foods adopt "superfood" ingredients to appeal to hyper-responsible pet owners. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 29, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/super-pet ## Key Figures - Trend score: 2.4/10 - Evidence articles: 5 ## What is the Super Pet trend? **Super Pet:** The popularity of "superfoods" has resulted in the marketing of pet food products as including these varied ingredients, with everything from algae to beets enhancing the health of pets' meals. These superfood pet products appeal to hyper-conscious pet owners, particularly those within Millennial demographics, due to their framing as artisan and ultra-nutritious. ## At a Glance - Evidence: 5 featured examples - Articles from: May 15, 2017 to May 29, 2018 - Published: May 29, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Super Pet trend ### Superfood pet products The trend of using superfoods in pet food products is appealing to hyper-conscious pet owners who are looking for ultra-nutritious and artisan pet products. ### Baked dog food The trend of baking dog food is gaining popularity, with brands like Nineteen87 recognizing that baking is the best way to avoid overprocessing ingredients and helping them to retain the most nutritional value and flavor possible. ### Pet supplements The trend of using all-natural ingredients in pet supplements, as exemplified by Because Animals, appeals to consumers looking for environmentally friendly solutions with ingredients missing from most pet food formulas. ## What the Super Pet trend means for industry ### For Pet food Brands in the pet food industry can consider using superfoods, baking dog food, and all-natural ingredients in pet supplements to appeal to health-conscious consumers looking for ultra-nutritious food for their pets. ### For Human food industry Human food industry professionals can look into collaborating with the pet food industry, as consumers are seeking human-grade ingredients for their pets, mirroring patterns in the human food market, such as clean meat. ### For Supplement industry Those in the supplement industry can look into expanding their product lines to include pet supplements, as consumers are looking for all-natural ingredients and environmentally friendly solutions to support the health and well-being of their pets. ## Workshop question How could your brand adopt a popular product/service from an adjacent industry? ## Trend signals for Super Pet Trend score 2.4 out of 10, from popularity 35%, activity 28%, freshness 8%. - Popularity: 35% - Activity: 28% - Freshness: 8% ## Examples of the Super Pet trend 5 featured examples from May 15, 2017 to May 29, 2018. - [Algae-Based Pet Supplements](https://www.trendhunter.com/trends/pet-supplements): 'Because Animal' Supports Pets with All-Natural, Eco-Friendly Products (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop and market innovative pet supplement products that address specific health concerns or provide overall well-being support for pets. - [Protein-Packed Baked Dog Foods](https://www.trendhunter.com/trends/baked-dog-food): Nineteen87's Superfood Range for Dogs Features 50% Fresh Meat (Category: Lifestyle) Implication: Pet food brands can capitalize on the trend of baked dog foods and superfood-infused formulas to attract health-conscious pet owners. - [Raw Ketogenic Dog Food](https://www.trendhunter.com/trends/superfood-for-dogs): ROCKETO Makes NASA-Grade Organic Superfood for Dogs (Category: Lifestyle) Implication: The pet food industry has a disruptive innovation opportunity to cater to the growing demand for organic, high-quality pet food products. - [Beet-Infused Dog Biscuits](https://www.trendhunter.com/trends/bad-dog-bakery): Bad Dog Bakery's Red Beet Treats are a Pet-Friendly Superfood Snack (Category: Lifestyle) Implication: Pet food brands can create healthier pet treat options that are more nutritious with natural ingredients, like beets, to tap into the health-conscious pet owner market. - [Protein-Rich Pet Food Toppers](https://www.trendhunter.com/trends/pet-food-topper): Wellness Natural Pet Food's CORE Bowl Boosters Customize Meals (Category: Lifestyle) Implication: The pet food industry can innovate by offering more protein-rich meal toppers similar to Wellness Natural Pet Food's CORE Bowl Boosters. ## 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)