Pet owners are putting greater emphasis on product freshness, ethical sourcing and responsible farming when deciding which food to buy for their animals. That’s the view of Karen Rodger, a director of leading supplier Bern Pet Foods.

In an article for Pet Trade Xtra entitled ‘From Farm to Palm: why pet parents are prioritising responsibly sourced food’, Karen outlined the great opportunities available the pet food industry.

Karen said: “Pet owners across the UK, both new and old, have become more aware of the contents of their pet’s food in recent years. The importance of product freshness, ethical sourcing and responsible farming are increasingly key considerations at the point of purchase and long-term diet planning.”

According to the Co-op’s Ethical Consumer Report, the size of ethical spending in the UK topped £41bn in 2019 – nearly four times the size it was just 20 years ago. The report showed that while consumers would always look for competitive pricing, they were willing to spend extra in support of ethical considerations.

“This trend has not bypassed the pet food industry,” argued Karen. “On the contrary, from our latest study in support of ACANA’s High Protein Dog Treats, we found 65% of UK pet owners care greatly about responsible farming and the quality of meat in the food or treat they give their pet.

“Unsurprisingly, our research found that 56% of consumers considered animal welfare as important when deciding which pet food brand to purchase, while 59% of consumers would not buy products from a brand that did not responsibly source their products. Meanwhile, 69% said they view the traceability of their pet’s food in the same way as their own.

“With the increased amount of time spent together during the pandemic, the bonds between pet and owner have strengthened, resulting in more owners placing an increased onus on the quality of their pet’s food.

“Those sentiments are at the heart of everything we do at Bern Pet Foods. We are a family-owned business with a passion to provide the best possible food for dogs and cats, taking great pride in providing ethically sources products, such as ORIJEN and ACANA, so our furry family members are getting the very best.

“Considering the consumer desire to purchase more responsibly, coupled with the increased interest in our pets’ health and nutrition, it’s crucial for pet food brands to have clarity in their marketing and product packaging. Nearly three quarters (73%) of pet owners in the UK, have become increasingly cautious of the health and nutrition of their pets, yet a huge portion (63%) of pet parents admit they are left ‘confused by pet food messaging’.

“It’s crucial for pet food brands to display the necessary information on their packaging to help customers make an informed decision. ORIJEN and ACANA both clearly include key

information and messaging on their packaging – detailing how the products are crafted with care, thoughtfully sourced and produced in state-of-the-art kitchens.

“Another consideration is the record numbers of new pet owners, many who can be forgiven for not having the full understanding of their pet’s diet. It’s easy to assume, as many commonly do, that an average sized dog should just be fed a certain amount of food and that they will be happy and healthy, but brands need to take owners, both new and old, on a journey of education around pet health and responsible sourcing.

“This is where pet food companies can excel in ensuring that ethical considerations continue to be at the forefront of the industry. As demand continues to grow, education of consumers positively affects purchasing habits and helps customers justify paying extra for responsible products. This journey is ultimately beneficial to pet food brands, the consumer and most importantly, the health of the nation’s pets.”

For more information about Bern Pet Foods visit www.bernpetfoods.co.uk