The year 2020 tested our resilience, beliefs, and our version of “normal”. People saw the pandemic and panic and that one emotion that held the entire human community together was the feeling of “gratitude” for what we have and “hope” for what was coming. Home quarantine revived and strengthened the bond between a pet and its parent, asserting the unparalleled love and incomparable companion that pets are, to us humans. In that fear of loss, rose an emotion of love and dependability and in no time, the barrier of species dissolved and pets were humanised as fur-ever kids in their homes.
Pet humanization since then has been a growing trend where pets are increasingly treated as members of the family, rather than just companion animals. This has
significantly impacted our society in general and also the pet industry in totality, as pet owners increasingly seek out high-quality, nutritious food options, grooming products, accessories, toys, and more.
With the humanization of pets, it’s not about buying habits. It’s about “consumerism”,which is now deeply rooted in the Indian family setup. Having a pet at home is now a lifestyle hobby. Consumers are willing to spend on their pets. That’s because there is an emotional angle involved and they feel that they must keep doing something more for their pooches.
One of the biggest ways pet humanization has impacted the pet food industry is through the demand for premium and organic pet foods. Post-pandemic, health and
nutrition are the most stressed upon lifestyle necessities, and thereby pet owners who view their pets as family members are willing to pay a premium for high-quality ingredients in their pet’s food such as cage-free chicken, organic vegetables, antioxidants, essential minerals, and other human-grade ingredients. Times have also led to an increase in specialized diets for pets. For example, some pet owners now want to feed their pets raw or homemade diets, which they believe to be healthier and more natural than traditional kibble-based diets. Such need has led to the development of specialized pet food brands that cater to specific dietary needs, such as gluten-free, grain-free, or low-fat diet. Concepts of “Human -Grade “is on rise as pet foods are now being made with the same high-quality ingredients and manufacturing processes used for human food. This trend has led to the development of a new category of pet food that is often sold in specialty pet stores or select online platforms. While these products can be more expensive than traditional pet food, pet owners who value their pets as family members are often willing to pay that extra cost for the added nutritional benefits.
In the wake of this “new normal”, 2020 onwards proved to be the best time for deep research, innovation, and expansion to cater to the altered mindsets of Indian
consumers. The rise in pet parenting, combined with the time they have used to attend webinars have completely changed the buying patterns of an Indian household. Now they know better, so choose better.
This trend has led to an increase in demand for high-quality, nutritious, and specialized pet food options, which has pushed a more diverse and competitive market for pet food manufacturers, thereby leading to more research and development in the pet food segment. This shift in consumer demand has led to an increase in the supply of premium pet food options, including natural, organic, grain-free, and specialized diets. There is no one size that fits all in food and this deep understanding has led to a rise in customizable pet food options. Now there is development of high-tech pet food delivery
services that use algorithms to determine the optimal diet for a specific pet based on factors such as age, breed, and activity level.
Pet foods alone in India, today is approximately a Rs 3500 crore industry and surely in recent times, the Indian brands have become noticeable getting their due respect and space on the shelves. Indian Mega Brands are investing in top-of-line factory setups and high-tech research centers to keep up with the demand of the hour. The government bodies are also recognizing this segment and laying out laws in support of animal health (pets or strays).  In conclusion, as this trend toward pet humanization continues, it is likely that the pet food industry will continue to evolve to meet the changing needs and preferences of pet
owners.
_

Mitu Paul
Brand Head – Premium Lines, Drools Pet Food Pvt Ltd.