The superpremium continues to generate value but perception and initial data speak of a slowdown in the quantity of purchases. How to react and defend marginalities?
As we have understood with the latest in-depth analysis, the pet food market is changing. Volume growth slows and there is a greater polarization in purchases, towards the lower or higher range. Faced with lower demand, the choice of a quality product supplier becomes increasingly important and those who manage a pet food sales business know that they must select more carefully.
Purchase interest is decreasing in terms of volumes (Source: Google Trends)
The boom in fresh meat products has certainly created an important niche in the market but are these products still sustainable under current market conditions? Let's see it together.
An increasingly delicate supply chain
Despite economic uncertainties, super-premium pet products continue to grow in popularity. To ensure adequate conservation of raw materials when using fresh meat, a greater investment is required for the conservation, storage and above all the processing of raw materials. Costs which, following the trend in energy prices, have risen more than inflation in recent years and are falling too slowly.
Does a kg of meat or a kg of protein have more protein?
Often on food labels we find 70% or even 90% fresh meat or fish proteins in first place. In reality, with the use of fresh meat or fish approximately 80% of its content is made up of water water which evaporates in the extrusion process of the kibble, leading to a very low protein concentration and not suitable for the correct nutrition of pets. carnivores by nature. Dehydrated animal ingredients of the same weight have, in fact, a greater protein intake than fresh ones, approximately 4 times higher.
Ph of meat vs quality of dehydrated protein
Another important aspect is fresh meat storage: in fact from suppliers’ warehouse, the possibility of contamination causes bigger risks during the transport stages. Ph of fresh meat is acid while ph of meat during the putrefaction phase is alkaline. During the cooking process, this fact invalidates the quality of protein.
Because other ingredients allow for a longer and healthier average life
Meat, despite its notable advantages, does not offer a large quantity of vitamins, which is why in the creation of a quality kibble it is necessary to include other ingredients with complementary characteristics capable of ensuring an increasingly rich and complete diet.
Dogs and cats who are not lucky enough to have a person to take care of them tend to live less. Beyond the most probable traumatic events for stray dogs and cats, it is now known as a diet that does not only and exclusively include fresh meat but which gives the possibility of absorbing different nutrients, free of artificial preservatives, improving the state of health.
Dehydrated protein in pet food is an extremely important technological evolution in the creation of nutritious kibble capable of guaranteeing higher hygienic-sanitary standards in all phases of the production cycle, from the supply of the raw material to the phase in which the kibble is cooked. , greased and packaged.
The value of your performance is our value
Our partners have to face a market that is evolving very rapidly: if the pet food market slows down and fewer people buy fewer products, to guarantee an increasing profit it is necessary to ensure that the margin on each individual bag is higher. On the occasion of our rebranding, we have developed several support actions and have sell-in offers that are accessible to Adragna Petfood customers.
Sustainability and health
Pet food cooked with dehydrated protein is gaining popularity due to its ability to offer superpremium nutrition at a more affordable price, combined with convenience and sustainability. This type of product represents a versatile option for pet owners looking to improve their pet's diet without compromising convenience and quality.
