Hey, That Looks Good Enough to Eat…. Humanization of Pet Food

Is it just me or do you buy certain treats for your pets that look like something you enjoy yourself? You know, like a Mexican Churro, or maybe a French Macaron? How about that steak burger with the grill marks, or maybe that perfectly iced cookie?

Humans made their acquaintance with dogs and cats thousands of years ago. However, these domesticated animals were restricted to their doors. With time, the bond between sapiens and their furry friends strengthened and humans eventually welcomed them inside their homes. The subsequent phase was the humanification or domestication of pets. 

A more recent trend that is being observed is the heavy focus on treating pets as family members. The days of pets existing only on the porch or in the barn are gone. You may now hear owners referring to their pets as their “fur-babies.” With the invention of these new terms, the trends in pet food are also evolving. Pet parents seek out human-looking treats for their fluff balls. Why? It may be because we believe, through prior experience, that these treats are as good as something we know to be good for ourselves, as these treats often look (and sometimes even smell) like some of our favorite snacks. We might then believe those treats are also good for them.

The "Pets as family" trend has led to the introduction of “human-type” pet treats. So why are people looking for pet treats that look like human foods? There are various reasons behind this inclination. Although all pet masters have their motives, we will try to discuss some more generalized reasons. 

People See Their Pets as Family 

One of the most significant reasons behind the humanization of pet-food is due to people wanting to treat pets as family. Humans share a bond with their canine and feline friends who show them unconditional love and have always been compassionate with them; they find solace in their companions. Be it cats or dogs; pets act as members of the family they live with. 

So why stereotype their food? Why not give them human food, or at least a look-alike? This idea has pushed owners to search for pet treats that look like human foods. This is why the pet food industries are also concentrating on making meals like meat analogs, cookies, and other human-mimicked foods. 

Some Pets Prefer Human Food

Dogs are pack animals an most love to live in groups. For these domesticated animals, their sapiens families are their packs. Therefore, they want to be included like other family members, which is why you may see your dog demanding the same food you eat. 

Secondly, smell is a primary sense for dogs and our meals tend to have strong, enticing aromas. This leads to increased interest in our foods and their obsession with human meals has also contributed to the move towards the humanization of pet food. Because of this, palatants that sometimes mimic popular human foods, such as cheese flavoring, have become increasingly more popular in the pet treat industry.

Do Fun Treats Lack Nutrients? 

In the past, pet nutrition was not a primary concern for most owners. It wasn’t until the 1960’s when some of the first formulas were created to address the unique nutritional needs of puppies.[1] However, nowadays, pet parents are more aware of their pets’ proper or complete nutrition needs. 

Like humans, our furry pals also need wholesome food. However, their nutritional needs are different from ours. Processed foods are primarily proteins and lack many essential nutrients like zinc, omega-3s, calcium, choline, and most vitamins and minerals. Lack of these nutrients might lead to malnourishment and various health conditions. 

To counteract this, foods and treats are supplemented and fortified with the nutrients that are lacking. While some treats are formulated to be complete and balanced, the majority on the market are intended for supplemental feeding only. Because of this, it is important to ensure that treats that are not complete and balanced make up less than 10% of our pet’s daily intake, not matter how tasty and tempting they may be!

Generation Changes 

There are three types of generations living among us and the ways these generations treat their pets are significantly different. Although generation X (those born 1965-1980) cared for pets, there were certain boundaries. "Pet Fam" and "Fur babies" were nowhere to be found. The humanization trend is believed to start in the late 1800s but could not flourish then. 

However, the humanization trend started grabbing attention with the evolution of generation Y (those born 1981-1996), or millennials (those born 1997-2012).[2] You might say that X was more like a "Family Pet" generation. In contrast, generation Y gave birth to the "Pet Family" era. 

Their successor, generation Z, warmly welcomed the trend started by the millennials. The Zoomers promoted "what's good for me is good for my pet" thoughts. These changes played a significant role in the humanization of pet food. Today all these generations prefer pet food that looks like, smells like, and appears to be like human food. 

Wrap Up

The humanization of pet food is a never-ending movement. The demand for pet treats that look like human food is already swelling. The coming years will see an upsurge in that requirement. At present, many brands have introduced such pet treats. Some examples include organic, vegan, non-GMO, human-grade, and high-end foods. Companies are trying to deliver balanced nutrition through unique blends of vegetables, meats, vitamins, fish, wholesome grains, minerals, and more.  This has compelled pet food manufacturers to reconsider and improve the quality of their products. So, sit down at the dinner table enjoying your dessert Churro while you treat your four-legged family members to a mini-Churro as well.

Following the hundreds of upcoming pet food brands and crazy treat trends with a range of confusing ingredients, it is hard to know what is best for one’s pets. BSM is here to help. We are prepared for every challenge your business might face. Our multidisciplinary team of PhD’s board-certified veterinarians, and nutritionists offer 400+ years of cumulative technical experience, supporting the development of thousands of products per year from R&D to replenishment we have you covered. Our wide range of services include research, product innovation, FSQAR, nutrition, services, veterinary services, transformation, operation, support, and engineering.[3]

References

[1] History of Pet Food https://www.petfoodinstitute.org/about-pet-food/nutrition/history-of-pet-food/

[2] Pew Research Center https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/

[3] BSM Partners Website www.bsmpartners.net

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About the Author

Ray Sierengowski formerly served as Assistant Director for Product Innovation at BSM Partners. He resides in Las Vegas, Nevada, with his wife and their two rescue dogs Lexus and Audi. The family enjoys camping, hiking, and outdoor cooking.