Pet Owners Say Their Cat’s Health is Top of Mind and Well Worth It

08 May 2024, Minneapolis: The number cat owners continue to rise, as a staggering 59 percent of all “pet parents” now own a cat, with more than one-third owning more than one. This growth can be attributed to cats fitting seamlessly into modern pet parents’ busy and urban lifestyles.1 

Cats, and their devoted owners, were the focus of a recent survey by Cargill, which found that nearly 75% of cat parents look for their cat’s food to help address specific health challenges. While these consumers believe cat food plays an important role in supporting their pet’s health, only 40% reported being satisfied with the current offerings on the market – fueling growth opportunities for pet product makers.2 3 

“The pet food market has traditionally revolved around dogs, but with the number of cat-loving households rapidly on the rise, it’s clear that cats are having a moment – and brands are taking notice,” says Chad Wethal, Senior Global Marketing Manager, Pet & Lifestyle for Cargill’s Animal Nutrition business. “A noticeable gap exists between what is currently on the market and what cat parents are looking for, opening the space for new solutions like postbiotics that can deliver the science-backed health benefits they are seeking.”

Some key insights from Cargill’s Cat Parent Survey:

• Cat parents offer a variety of foods to their cats, with nearly 9 in 10 cat parents purchasing dry food for their cats; however, two-thirds also purchase canned food, while one-half also purchase wet food in a pouch.
• Cat parents highly value the quality of the ingredients above price and type of food (dry, wet, etc).
• Nearly one-half of all cat parents are concerned about their cat developing a health condition, ranking vomiting, immune strength, and loose stools as the top three.
• Nearly three-fourths of cat parents look to food to address specific health challenges for their cats, with gut/digestive health the clear leader (46%), followed by immune health (37%) and skin and coat health (32%). 
• The most impactful, on-pack ingredient claims for cat parents were “natural” and “ingredient source”.
• 83% of cat parents who value science and research behind the claims made by cat food and treat companies are looking for evidence found in multiple research studies, followed by cat-specific and in-home use studies. 

Cargill’s team of animal health experts are at the forefront of cat parents’ concerns and challenges, offering cat food manufacturers expert nutrition advice and top-quality ingredients, like Cargill’s postbiotic, TruMune, that deliver the intended health benefits because it’s been supported by species-specific research. 

• Cargill’s pet-proven postbiotic supports a healthy gut microbiome and balanced immunity while also supporting a palatability boost.
• Cargill’s pet-specific postbiotic supports a balanced immune response. A balanced immune response helps cats divert their energy from responding to stress to other daily activities, like bonding with their pet parents. 
• Cargill’s pet-specific postbiotic supports fecal quality, including odor and consistency. 

“Our Cargill Cat Parent Survey and new Feline Postbiotic Clinical Research are a testament to Cargill’s commitment to understanding the unique needs of dogs and cats and the role their gut plays in supporting lifetime health and wellness. This exciting new research builds on an already strong foundation of pet-specific research showing that Cargill’s postbiotics help pets live more healthy and active days. It means more innovation possibilities for pet food brands and peace of mind for pet parents,” added Wethal.

1-2.      Innova Market Insights, 2023.

3.         Euromonitor Passport Data, 2023

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