Kerry surveyed 330 U.S. dog and cat owners to uncover their perceptions of pet food and treat ingredients and product freshness. Here is what we learned:

INGREDIENTS ARE TAKING CENTER STAGE

90%
of pet owners believe it is important to read ingredient labels before purchasing a pet food or treat.
86%
of pet owners are more likely to purchase a pet food or treat if they can recognize most ingredients listed on the label.
1/3
are willing to pay 25% or more for pet food or treats that only include recognizable ingredients.
Proportion of shoppers willing to pay 25% or more for food or treats that only include recognizable ingredients
18-29
YRS
48%
30-44
YRS
33%
45-60
YRS
22%
60+
YRS
23%
Perceptions of ingredients used to maintain fresh taste
  • Always avoid
  • Neither never
    avoid or
    always avoid
  • Never avoid
  • Butylated Hydroxyanisole (BHA)
  • Butylated Hydroxytoluene (BHT)
  • Ethoxyquin
  • Monosodium Glutamate (MSG)
  • Nitrites & Nitrates
  • Phosphates
  • Potassium Sorbate
  • Vinegar
  • Smoke Flavor
  • Calcium Propionate
  • Ingredients containing dairy
  • Natural Flavors

REDEFINING FRESHNESS

80%
believe that freshness is important when making a pet food or treat purchase decision.
Freshness has universal appeal for dog and cat owners regardless of age and food type.
Freshness can have multiple meanings and there are generational differences

PET OWNERS' DEFINITIONS OF FRESHNESS

fresh smell sealed recently made health quality
real recently processed expiration date real food new
delicious not expired not spoiled not stale refrigerated
healthy taste freshly made frozen good fresh ingredients
organic natural real ingredients food shelf life
clean no preservatives package

IMPORTANCE OF FRESHNESS

Proportion of U.S. dog and cat owners that agree freshness is
important when making a pet food or treat purchase.
BY FOOD TYPE
FRESH
80%
CAN/POUCH
76%
DRY
80%
BY SPECIES
84%
80%
BY AGE
18-29 YRS
78%
30-44 YRS
79%
45-60 YRS
80%
60+ YRS
83%

ASSOCIATION OF FRESHNESS

BY AGE
OVERALL 18-29YRS 30-44YRS 45-60YRS 60+YRS
REAL FOOD
INGREDIENTS		 62% 51% 75% 72% 62%
SMELL 14% 17% 11% 14% 23%
INGREDIENT
SOURCE		 12% 15% 9% 9% 8%
COLOR 11% 14% 5% 6% 7%

Younger shoppers are 2X likely to associate the color of a product with freshness

They tend to evaluate beyond the ingredients themselves, more closely evaluating the product's smell, color and ingredient source as indicators of freshness.

PRODUCT SAFETY AND FOOD WASTE CHALLENGES

82%
are concerned with the safety of their pet’s food (i.e. bacterial/mold growth, foodborne illness etc.).
25%
of traditional wet food shoppers indicate throwing away at least 10% of their pet’s food because it expires or is no longer suitable for consumption.
44%
of fresh pet food shoppers indicate throwing away at least 10% of their pet’s food because it expires or is no longer suitable for consumption.
Nearly all (97%) fresh pet food shoppers are concerned about the safety of their pet’s food (i.e. bacterial/mold growth, foodborne illness, etc.).
Kerry EverWild™ was developed for pet food and treat manufacturers seeking ingredients that pets enjoy, and people can feel good about. EverWild is a portfolio of solutions made from kitchen-friendly ingredients like dairy, celery and vinegar that can help improve pet food palatability, appearance and help maintain freshness and taste over shelf-life.

Let’s partner to see how Kerry EverWild can help
ensure your products are safe, fresh and flavorful
from first sniff to the last bite.