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  • Humanization of pet food - Implications for the raw material supply chain

    David Primrose – Synergy Food Ingredients Ltd

  • Introducing the speaker • Owner of SFI and joint-founder of Nordic Pet

    Food Events • Regular speaker at pet food industry events and

    contributor to pet food trade press • MSc Food Safety Management • >37 years global petfood industry experience • Expertise includes

    • Raw material development and risk management

    • Pet Food Safety and Quality

  • What we will discuss today …

    • Evolution and types of petfood • Market growth & drivers • Humanization – Implications for raw material supply • Petfood trends in 2016 • Thinking inside & outside the box – Opportunities for MPN • Opportunities for collaboration • Summary

    We will NOT discuss specific opportunities today

  • Evolution of commercial pet food

    Pioneering / Traditional / Conventional Evolution of premium /super premium / humanization

    Spratts “Dog Cakes”

    1860’s

    Expanded dry kibble

    1950’s Chappie

    Dog Food 1930’s

    Moist Cat Food Pouch 1990’s

    Freeze Dried Pet food and snacks

    21st Century

  • Petfood - Different things to different people Obesity rate could be as high as 60%

  • Examples of Humanization in petfood

    Adult Super-Premium

    (Branded) €4.91 / kg; $5.34 / kg

    (400g can)

    Adult Super-Premium

    (Branded) €18.29 / kg; $19.92/ kg

    (6 x 79g tray)

    Adult “Free Run” / Grain Free €11.76 / kg; $12.81 / kg (3 kg bag)

    Adult Condition specific

    (Sterilised / Neutered) €11.2 / kg; $12.2 / kg

    (1.5kg bag)

  • Humanization – Snacks & Treats

  • Growth in the global pet food market

    28

    76 83

    92

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    20

    40

    60

    80

    100

    120

    1999 2007 2009 2012 2013 2014 2015 2016 2017 2022

    U S$

    b ill

    io n

    Year

    Global Petfood Market Trend 1999 – 2022 (predicted)

    Global growth of

    4.15% CAGR to 2022

    Source:- Promar International; Euromonitor International; PRNewswire; Petfood Industry 2016; Acute Market Reports 2016

  • Global Mega-trends – Driving change Trends in pet similar to human

  • Humanization – Its not only about the product

    • Humanization - “to make something more human

    or less unpleasant”

    • Key factors include: -

    • Innovation

    • “Best Practice” in pet food safety • New approach to building trust and communication

  • (Pet) Food Protection - An integrated systems approach for 21st Century

    Effectiveness requires “field-to-bowl” approach

    Source: A Vision for Food Integrity and Social License (Food Safety Magazine Nov 2016)

  • Pet Food Safety “Best Practice” – What does it look like?

    Effectiveness requires “field-to-bowl” approach

    Safe Petfood

    Product Design

    cGMP

    HACCP Food Safety

    Culture

    Consumer Awareness

  • Consumer trust in petfood and raw materials None genuine

    unless so stamped?

  • The future of pet food

    Determined by 3 key factors: - • Customer excellence • CSR friendly petfood and RM • Refocus on meaning of humanization These present opportunities and threats for the petfood raw material supply chain.

    The key for success is satisfying all 3 requirements

    Restating what is already known

    Source: - Global PETS Community BV

  • Sustainability

    • Greater focus on eco-friendly / sustainable RM supply driven by human demographics

    • Rendering (PAPs) traditional source of sustainable RM but negative image amongst (some) pet owners

    • New opportunities might exist for human food sector to supply “added value” products e.g. protein hydrolysates

    • Petfood supply chain “field-to-bowl” has role in (re)educating pet owners

  • Nutritional Sustainability of Pet Food

    • Resource utilisation key to ensuring sustainability • Influenced by ingredient selection and characteristics: -

    • Maximising nutrient density • Digestibility • Bioavailability of fewer resources • Minimisation of faecal waste

  • The end of humanization or a new dawn? - Restrictions on use of human food materials

    • Humanization key driver of global growth BUT potential restriction on use of human food materials

    • On-going humanization will depend on sustainable raw material supply and quality

    • Industry and pet owners might need to refocus their beliefs • What does “humanization” mean? • Paradigm shift in acceptance of “novel” protein sources

    • New opportunities for human food sector?

  • A few words about “Human grade”

    No agreed, legal definition of “human grade” New proposed AAFCO definition could have far reaching implications:-

    “Human Grade (handling specification): Every ingredient and the resulting product are stored, handled,

    processed and transported in a manner that is consistent and compliant with regulations for current good manufacturing practices (cGMPs)

    for human edible foods as specified in 21 CFR 117.” Pet food industry would have to ensure ALL ingredients were food grade and human food safety standards applied throughout supply chain

    – This is not currently the case!

  • Current “Hot” trends in petfood

    Source:- Pet food Industry trade journals 2016

  • Humanization in petfood - Its not just about ingredients

    Product Specific Trends (64% of megatrends)

    Trend Example

    Healthy Nutrition (18%)

    Superfoods (Kale; Quinoa); Unique protein (Alligator); Omega-3 oils (Krill); Vegetable (Pumpkin); Sports nutrition (Protein bars)

    Free From (14%) PAP; Grain; Gluten

    Lifestyle Choice (14%)

    “All natural”; Vegan; Indulgence (beer; ice cream)

    Product Format (11%)

    Freeze dried

    Pet Health Specific (7%)

    Hypoallergenic

    Business Beliefs (36% of megatrends)

    Trend Example

    Trust (18%) Transparency

    Ethics (11%) CSR

    Safety (7%) Regulatory; “One Health”

    Source:- Pet food Industry trade journals 2016

    Obesity rate could be as high as 60%

    Opportunities for MPN members?

  • Thinking outside the box – A word about “One Health”

    • “One Health” vision statement: - “One Health (formerly called One Medicine) is dedicated to improving the lives of all species—human and animal—through the integration of human medicine, veterinary medicine and environmental science.” • Opportunities for MPN - Linkage of human health & pet health?

  • Challenges to implementation of new pet food ingredients - How SFI can help

    Challenges

    • Raw Material risk management

    • Commercial risk management

    • Processability

    • Product performance

    How SFI can help • Confidential consultancy • Independent • Collaboration with Passion 4 Feed

    www.passion4feed.com • Track record of developing novel

    ingredients for pet food • “In-house” workshop to exchange ideas

    under a confidentiality agreement

    http://www.passion4feed.com/

  • Nordic Pet Food Events Health & Wellbeing 2017

    • NPFE have run 2 successful technical pet food industry seminars: - • 1NPFS (Stavanger, Nov 2015); 80 attendees, 50 companies, 12 countries • 1MPFS (Pula, Oct 2016); 100 attendees, 60 companies, 24 countries

    • NPFE Health & Wellbeing 2017, Denmark Q4 2017 • 3 sub-themes: -

    • Health & Wellbeing - “What are the needs?” • How to meet these needs • How to ensure benefits are delivered to our pets

  • Humanization of petfood – Implications for raw material supply

    - Summary

    • Petfood is diverse • Strong global market growth • On-going challenges (customer excellence, regulatory framework, CSR

    / Sustainability) will shape the market • Humanization is key driver of global growth but faces new challenges • Implementation of new petfood ingredients is challenging • SFI / P4F can help MPN develop their market

  • Thank you! Any questions? David Primrose

    [email protected] www.sfi-ltd.com

    mailto:[email protected]

    Humanization of pet food�- Implications for the raw material supply chain�David Primrose �– Synergy Food Ingredients Ltd��� Introducing the speaker What we will discuss today … Evolution of commercial pet food Petfood - Different things to different people Examples of Humanization in petfood Humanization – Snacks & Treats Growth in the global pet food market Global Mega-trends – Driving change Humanization �– Its not only about the product (Pet) Food Protection�- An integrated systems approach for 21st Century Pet Food Safety “Best Practice”� – What does it look like? Consumer trust in petfood and raw materials The future of pet food Sustainability Nutritional Sustainability of Pet Food The end of humanization or a new dawn?�- Restrictions