Nature's Menu, the dog and cat food line from Dollar General, has been completely reformulated and rebranded and it's been repositioned as a premium brand pet food at a value price point.
Changes to this pet food brand were made based on consumer insights and the formulas make the most of real, natural ingredients like beef, lamb and chicken as the primary ingredient. These ingredients are paired with vegetables and wholesome grains for formulas that are free from corn, soy, wheat, fillers, animal by-products, artificial colors, flavors and preservatives. Additionally, these pet food products for dogs and cats are boosted with the benefits of prebiotics and probiotics to support digestion and good overall health.
Soon, Nature’s Menu will also be debuting newly reformulated wet pet food.
Key Themes Behind This Trend
- Super-premium Pet Foods
- The trend of offering human-grade, high-quality ingredients in pet food products continues to grow, especially when sold at a value price point.
- Natural and Wholesome Formulas
- Consumers are increasingly seeking natural and grain-free options for their pets, creating opportunities for companies to innovate and offer pet food products made with real ingredients.
- Focus on Digestive Health
- The inclusion of prebiotics and probiotics in pet food products is becoming more common as consumers become more aware of the importance of digestive health for their pets, creating opportunities for pet food companies to differentiate themselves.
Where This Applies
- Pet Food Manufacturing
- Pet food companies have the opportunity to reformulate and rebrand their products to meet the growing demand for high-quality, natural and digestive health-focused options for pets.
- Retail
- Retailers can capitalize on the trend toward super-premium pet food products by offering exclusive and high-quality options at a value price point, like Dollar General's Nature's Menu line.
- Packaged Food and Beverage
- Packaged food and beverage companies can expand their offerings to include high-quality pet food products made with natural and wholesome ingredients to meet the growing demand from consumers for pet food products that resemble human-grade ingredients and have prebiotics and probiotics.
