Purina has revealed eight trends which are forecast to impact the future of petcare. This was showcased in their third Purina in Society Report, which also outlined the emerging challenges for the petcare industry. Their findings came from interviewing more than 100 vets, media sector leaders, Purina partners and key opinion leaders.

Key commitments

The report also focused on the key commitments of Purina, including the launch of 30 new products, support for the adoption of 98, 731 pets, alongside reaching 94% deforestation free soya and 78% of packaging designed to be recyclable.

Future trends

Following these key commitments, future trends predict consumer demand for alternative proteins, personalised products and ingredient transparency, which are all expected to continue to grow, as society chases sustainability and an increasingly popular individualised service.

Other future trends were also identified:

Increase of pet ownership, with recently published Euromonitor figures showing an increase in people owning pets across Europe, the Middle East and North Africa.

Changes to the future of work as a result of the recent requirement for remote working[1].

A shift to e-commerce – Historic share gains for e-commerce were amplified last year as shoppers looked to socially distance[2].

Growing preference for alternative ingredients/alternative proteins – With a society chasing sustainability, and the declining natural resources, there has been a shift in focus to finding alternative sources and conserving natural resources. There has also been an increase in pets being fed more flexitarian diets, made from animal and plant proteins[3].

Continued demand for more natural food driven by both health and animal welfare concerns[4].

Elevated understanding of the societal impact of pet ownership and the opportunity to positively affect human health, education and communities[5].

AI optimised solutions including personalised nutrition – AI is also increasing in popularity and use, with the potential of providing improved consumer experiences and new services[6]

New demands for corporate transparency[7] – Consumers want to be able to assess the environmental impacts of their purchasing decisions including environmental impacts and animal welfare in the value chain, for example a rise in demand for ingredient transparency.

The Purina in Society Report also showcases the impact of Purina’s initiatives, partnerships and collaborations.  The report provides a detailed account of progress against Purina’s commitments to society and it is prepared in accordance with GRI Standards Sustainability Reporting Guidelines (2018/2020) at the Core option.

Jeff Hamilton, CEO at Nestlé Purina PetCare Europe, Middle East and North Africa, said: “We are in the process of defining new ambitions and will be reviewing our commitments to ensure that we can truly operate within the planetary limits and positively impact people and society at large. 

“This will push us to go further and faster, drive progress on social issues and continue to fulfil our purpose – creating richer lives for pets and the people who love them.”

Calum Macrae, Regional Managing Director for Purina UK & Ireland said: “I’m incredibly proud of what we have managed to achieve in both the UK and Ireland, particularly through our charity partnerships, which became more important than ever during the pandemic. 

“COVID-19 has brought us all many challenges over the past year but what has become clear is that the role of the pet human bond has never been stronger, with more and more people choosing to own a pet. 

“This is a trend that looks set to continue and we will continue to champion the vital role pets have to play – we want to work to create a resilient future for pets, our planet and the communities where we operate.”

The report also highlights the changes facing the sector as a whole.  Based on insights from market research and more than 100 interviews to industry experts, Purina has shared eight trends that will shape – or are already shaping – the future of the petcare as well as six challenges that the industry will face.

The full Purina in Society Report can be found here.

[1]McKinsey Global Institute, What’s next for remote work: An analysis of 2,000 tasks, 800 jobs, and nine countries November 23, 2020: https://www.mckinsey.com/featured-insights/future-of-work/whats-next-for-remote-work-an-analysis-of-2000-tasks-800-jobs-and-nine-countries

[2] Euromonitor, 2020.

[3] Kantar, 2021

[4] Mintel, 2020

[5] Purina, 2020, “The role of the pet-human bond: Review and summary of the evidence (2020)”

[6] Kantar, 2021

[7] Globescan Purina Stakeholder Research, 2020. And other sources such as Kantar, November 2020: A purpose-led strategy will be essential for businesses following COVID-19

[8] Globescan Purina Stakeholder Research, 2020.