Newsletter #1
FEDIAF Announces Sonia Franck as New Secretary General FEDIAF European Pet Food, the overarching association for the European Pet Food Industry, is delighted to announce the appointment of Sonia Franck as its new Secretary General. Sonia’s experience leading European trade associations and her love
In This Issue • Global Pet Care Trends in 2023 • SmartShieldCA Protecting pets from the rising threat of mycotoxins • BENEO Presents its New Toolbox for Vegetal Proteins in Pet Food • UK Pet Food Annual Convention
of pets, positions her well to contribute to the continued growth and success of the European Pet Food Industry. Prior to joining FEDIAF, Sonia Franck was Secretary General of IML Innovative Medicines Luxembourg, where she played a pivotal role in transforming the association. Under Sonia’s leadership, IML flourished, establishing a new five-year strategy, restructuring its management, diversifying revenue streams and elevating the association’s visibility. Expressing enthusiasm about her new role, Sonia Franck said: “I am honoured to have been appointed by FEDIAF and am looking
• The growing Pet Food Industry in Turkey • Private Labels Take a Bite out of Europe’s Pet Food Market • Company Profile • LvLogics - Silo Monitoring • Nutramax and ADM Expand International Distribution Partnership
forward to immersing myself in the pet industry and engaging with members. I am keen to further strengthen FEDIAF’s reputation as the leading authority in the European pet food sector.” Rosa Carbonell, President of FEDIAF, welcomed Sonia to the team: “We are thrilled to have Sonia join our ranks. Her outstanding track record, coupled with her passion for pets, aligns perfectly with
• Globe Buddy Introduces New Sustainable Dog Food With Insect Protein • Growth for Burgess Pet Care with Key Appointments
FEDIAF’s mission. Sonia’s expertise will be instrumental as FEDIAF continues its journey of collaboration with authorities, regulators, and academics to ensure Europeans have continued access to safe, nutritious, and high-quality pet food. Sonia Franck joins the accomplished FEDIAF team, which includes Alice Tempel Costa Deputy Secretary General & Technical Director along with Aleksandra Prandota, EU Policy & Regulatory Affairs Manager plus external support from James Ramsay, Public Affairs & Strategic Communications Manager. I also extend my thanks to Alice, for her dedicated work overseeing operations at FEDIAF during the transition period. With this robust team in place, FEDIAF is poised for continued
• Alltech introduces Microbuild™, a new prebiotic fibre for gut health in pets • Kemin Nutrisurance Opens First Pilot Lab for Wet Pet Food at Global Headquarters • Cat Food Palatability: Enhancing Taste and Nutrition with Yeast • Supreme’s Russel Rabbit Twiggies win 2023 Pet Business Industry Recognition Award
success in representing the pet food industry throughout Europe.”
Pet Food Supplement Quarterly
Global Pet Care Trends in 2023 In recent years, the pet care industry has witnessed a notable
artificial ingredients and pesticides, and that are produced using
transformation, driven by various trends and shifts in consumer
sustainable and ethical practices.
preferences. One of the prominent changes is the increasing demand
As a result, pet owners are willing to invest more time and effort
for natural and organic products for pets. Pet owners are becoming
in understanding the nutritional needs of their pets and ensuring that
more conscious of the ingredients and chemicals used in pet care
they are providing them with the best possible care. This includes
items, leading them to seek out options that are free from artificial
being mindful of the ingredients used in pet care products and seeking
additives and unnecessary preservatives. This shift towards natural
out options that promote their pets’ health and well-being.
and organic products reflects a broader trend seen within the health and wellness industry.
Digestive Health
Additionally, there is a growing demand for pet care products
Pet products that have various health claims are of high appeal to
that cater to specific pet needs. Issues such as digestive problems
consumers. Such claims include aiding digestive health, free-from
are common among pets, and pet owners are actively seeking out
claims, and streamlined ingredients, as consumers want maximum
products that can address these concerns effectively. This has
transparency over product formulation. The most appealing claim on
prompted pet care companies to develop specialised formulas and
both dog (56%) and cat care (54%) products is the aiding of digestive
remedies to provide targeted solutions for these issues.
health. This indicates that pet owners deem digestive health a crucial area of wellness, due to it being interlinked with for long-term health
Ingredients
maintenance. As pet owners become more proactive in their pets’
Pet owners have become more conscious of the ingredients in pet
care, they are seeking out products that address specific health
care products for various reasons. For instance, FMCG Gurus’
concerns. The pet care industry must continue innovating to meet
consumer insights reveal that 70% of global consumers think the
these needs, by providing specialised solutions that enhance pets’
quality of ingredients used in dog and cat care food and drink makes
quality of life.
the product more premium. This highlights an increasing awareness of the health risks associated with certain ingredients. For example,
Plant-based alternatives
the most important formulation claims global consumers like to see
Across the last decade, the growth of Flexitarian diets has resulted
on dog care products are non-GMO (59%) and no artificial flavours
in an increased number of consumers seeking out plant-based
(43%) or colours (42%). This demonstrates that just as humans are
alternatives that they deem healthier, more sustainable, and cruelty-
more mindful of the ingredients in their own products, pet owners
free. This trend is being reflected in the pet food market, with one in
are recognising that the ingredients used in pet care items can also
five pet owners saying they like to see plant-based or vegan claims
impact their pets’ well-being. Artificial additives, preservatives, and
on pet care products. Similarly, to the human plant-based market,
chemicals have the potential to trigger allergies, digestive issues,
brands must provide reassurance over the taste of products and the
and other health problems in pets. By being more conscious of
nutritional value of such products.
ingredients, pet owners aim to provide their pets with safer and healthier options.
Sustainability and eco-friendliness are also gaining traction in the pet care sector. Pet owners are becoming increasingly conscious of the environmental impact of pet care products and
Natural and Organic
packaging. They are actively seeking out companies that prioritise
Pet owners are looking to align their pets’ diets and care practices with
eco-friendly practices in their manufacturing processes, utilise
their own lifestyle choices. The rise in organic and natural products
sustainable ingredients, and offer recyclable or biodegradable
for humans has influenced pet owners to seek out similar choices
packaging options. This focus on sustainability aligns with the
for their pets. For example, FMCG Gurus’ market research highlights
broader global movement towards environmental responsibility
that 43% of global consumers like to see natural ingredient claims
and conservation.
on dog care products. This trend is driven by a desire for holistic
This article is based on FMCG Gurus: The Humanisation of
approaches to pet care that emphasise overall well-being and quality
Pets – Global Report 2023. For more information, please contact
of life. Therefore, pet owners are seeking products that are free from
info@fmcggurus.com.
Pet Food Supplement Newsletter
SmartShieldCA Intelligent mycotoxin deactivation
Key benefits Triple action solution that binds, degrades and transforms mycotoxins Reduces impact of mycotoxins on pet health and welfare
↘
+44 (0)2890 755566 devenish.com
SmartShieldCA Protecting pets from the rising threat of mycotoxins With multiple global reports showing increasing levels of mycotoxins,
The ‘big six’
it is important we provide pet owners with a level of protection against the threat of ill health. SmartShieldCA can do just that.
Aflatoxin: the only mycotoxin with a legal maximum for pet
SmartShieldCA is a new-generation solution, with a triple-action
food. It is carcinogenic (both acute and chronic) and is toxic to
formula targeted at those mycotoxins that have the biggest influence
the liver. The actual number of animals affected by aflatoxins
on pet health and welfare.
will be far more than the total number reported in acute poisoning cases1.
Low levels, big impact
Fumonisins B1+B2: cause restriction of blood vessels to the
There are over 500 known mycotoxins. Of the ‘big six’, only one -
digestive system and body tissues, which leads to reduced
Aflatoxin, has legal limits. But research by Devenish, in collaboration
nutrient supply, malnourishment and impaired growth. It exerts
with Queen’s University, Belfast, has shown that even below these
a toxic effect on the kidneys and liver and suppresses the
levels, mycotoxins can impact animal health. This first of its kind, 3-year longitudinal study showed a correlation between mycotoxin levels and animal performance. In a pet context, this would result in reduced animal health and welfare7.
Mycotoxin levels across trial
immune system. Ochratoxin: the initial toxic symptoms of ochratoxin poisoning in all species include anorexia, polydipsia, polyuria and dehydration, and are associated with renal damage. Deoxynivalenol (DON): DON is part of the trichothecenes, toxic substances which attach to the ribosome, blocking RNA formation and cell replication. This is most acutely noticeable in fast-replicating cells (e.g., gut and immune cells), impacting digestion and immunity, resulting in reduced performance and increased risk of illness2,3,4,5,6. T2HT2: part of the same group as DON, causing symptoms of gastrointestinal distress, bloody diarrhoea and immune suppression. Particularly formed in maize in a cool, wet season. Zearalenone (ZON): The molecular structure has a likeness to oestrogen, and low doses (∼1 mg/kg feed) may cause infertility,
Impact of mycotoxins on performance
affecting ovulation, conception, implantation, fetal development and the newborn’s viability.
Mycotoxin sources Mycotoxin-producing moulds can grow on various feedstuffs including grains. According to the Food and Agriculture Organisation (FAO), approximately 25% of the world’s crops are affected annually by mycotoxins, the majority of which is caused by the ‘big six’. The environment plays a role in the development of these moulds. Whether materials are sourced locally or from different geographical areas and climates, will impact their likely mycotoxin challenges. The mould Aspergillus favours warm and dry geographical areas and produces aflatoxin in multiple forms (B1, B2, G1, G2). In
Animal-specific toxicity
contrast, Fusarium favours growing conditions that are cool and
Research has shown that different species are affected differently by
wet further away from the equator producing multiple of the ‘big six’,
mycotoxins. That is where SmartShieldCA comes into its own, having
excluding ochratoxin. Penicillium favours storage conditions where it
been formulated to target those mycotoxins that impact pet health
produces ochratoxin. The change in global weather conditions has
the most.
accordingly seen a movement in the geographical location of mould
Pet Food Supplement Newsletter
development, alongside its corresponding mycotoxin presence. The
specifically treated MOS to bind non-polar mycotoxins.
presence of mycotoxins encountered in pet food manufacturing
A blend of highly adsorbent materials to bind a wide range of
therefore sees a shift, even if the sourcing location does not change.
mycotoxins and their derivatives to render them harmless to the animal.
Widespread contamination in pet food
if this bond is weak, it readily lets go again when pH changes later in the
Once mycotoxins are formed there is little that can be done to deactivate
digestive system. Also, it may change its binding to another substrate
them mechanically. Mycotoxins are highly stable, even throughout the
with a higher binding strength – including bodily cells of the animal tissue.
As an example, the polar aflatoxin readily binds to a substrate, but
extrusion process. Aflatoxins, ochratoxins, trichothecenes, zearalenone and fumonisins have been detected in food for dogs, cats, birds,
Transformation
rodents, fish and horses with different prevalences across regions,
Deoxynivalenol does not bind at all, and its molecule needs active
including the UK, EU and the Americas
restructuring for deactivation and disposal.
.
8,9,10,11,12
Reviews13,14,15 of pet food from 1993-2015 found the majority
Transformation of mycotoxin molecules is done through a single
of pet food samples tested positive for assessed mycotoxins within
cut or inserting a bond at the molecular level. This creates a new
recommended limits. In Italy, of 64 extruded cat foods16, eight exceeded
molecular shape that as a result becomes bindable, whereas the parent
EU guidance values and three exceeded legal limits for AFB1, while
molecule was not. This is the case for Deoxynivalenol and T2, where
91% tested positive for DON, 98% for fumonisins, and 75% for ZON.
a single transformation renders the mycotoxin inactive.
Of 48 extruded dog foods
17
in Turkey, no guidance values were
exceeded, while 100% tested positive for DON, 88% for fumonisins,
Degradation
81% for ochratoxin, and 52% showed contamination by three different
A single transformation is not sufficient for some mycotoxins and those
types of mycotoxins. 21 dog foods18 averaged Aflatoxin contamination
molecules need degrading instead. Degradation is the process of cutting
at 6.69 (+/- 1.65) µg/kg, but none exceeded the legal limit of 10 µg/kg.
the mycotoxin molecule by more than one single cut. This happens
This evidence shows that mycotoxins are continually a challenge, so a
with zearalenone, which is partially bindable by MOS, but not enough
mycotoxin binder should be included at all times to reduce the potential
to reduce its toxicity. Degradation makes zearalenone 100% bindable
impact on our pets.
by the binders in SmartShieldCA. The molecule is progressively cut to the carbon skeleton that can
SmartShieldCA: a triple action solution
either be utilised by gut bacteria or can go into the carbon cycle of the
SmartShieldCA offers three methods of deactivating mycotoxins:
host animal and be used for anything else that has a carbon skeleton,
binding, degradation and transformation. The mycotoxin determines
such as an amino acid or sugar.
which method is most effective, but the pH and transit time through the digestive system of the host play an important role.
SmartShieldCA can help protect your petfood To find out more about how SmartShieldCA can provide your feed
Binding
and pets protection from the rising threat of mycotoxins, speak to your
For pets, SmartShieldCA contains a blend of five minerals which
Devenish Account Manager or call 02890 755566.
adsorb polar mycotoxins and derivatives, combined with two types of
*References available upon request.
Pet Food Supplement Newsletter
BENEO Presents its New Toolbox for Vegetal Proteins in Pet Food As demand for plant-based pet food gathers pace, BENEO is pleased
as well as the chunkiness and meat structure in wet pet food. Thanks
to present its new toolbox of high quality and non-GMO vegetal
to its excellent water absorption capacity, it also increases juiciness in
proteins. Featuring rice protein, vital wheat gluten and faba bean
semi-moist or wet pet food and is therefore a valuable alternative to
protein concentrate, with each offering specific nutritional and technical
spray-dried plasma.
benefits, BENEO’s range of plant-based proteins provides everything manufacturers need to tap into this trend.
BENEO’s faba bean protein concentrate, listed
Recent figures show 1 in 3 pet food shoppers think that using
in the EU Catalogue of
plant-based ingredients make pet food seem a lot healthier.1 At the
Feed Materials under
same time, pet food manufacturers are increasingly being faced with
entry 3.7.5 as “horse
lower availability and price volatility, mainly for meat (co)products. As a
bean protein”4, is a good
result, many producers are willing to explore new protein sources and
alternative to animal and
diversify their portfolio. With a range of versatile solutions that can also be
soy proteins and is suitable
combined, BENEO’s vegetal proteins provide high-quality concentrated
for “no grain” claims in pet food. Its amino acid profile is relatively rich in
and non-GMO sources, with excellent amino acid profiles which enable
lysine and can nicely complement cereals’ protein, meaning it can notably
the development of plant-based or hybrid pet foods.
be blended with rice protein or vital wheat gluten. It also contains quite high levels of glutamine, which improves palatability and supports the growth of intestinal cells, as well as arginine, which is considered to be important for cognitive health. It has excellent solubility and functional properties, allowing for soft and delicate mousse-like gels, making it particularly suitable for use in wet pet food products. In addition, faba beans benefit from strong sustainability credentials related to their cultivation, BENEO’s local sourcing and production process. These elements are key, considering that more than half of pet owners say they pay attention to sustainability and the carbon footprint as part of their pet food purchasing decisions.5 Alongside these benefits, BENEO’s vegetal proteins also offer high to very high digestibility. According to an internal analysis, the company’s rice protein and faba bean protein concentrate reach
Besides its high protein density of approximately 80%, BENEO’s rice protein offers great nutritional benefits. It is hypoallergenic and highly
(ileal) digestibility scores close to 90% and vital wheat gluten well above 90%.
digestible, making it suitable for pets with allergies, as well as sensitive
BENEO’s toolbox of vegetal proteins, as well as the company’s
pets such as puppies and older animals. Therefore, it is a particularly
longstanding nutritional and technical expertise, can help pet food
attractive solution to target the approximately 6 in 10 cat and dog owners
producers to develop innovative recipes that tap into the trend for more
that are interested in allergen-free pet food.2 It is also a good source
natural, plant-based and sustainable options.
of several essential amino acids (methionine, cysteine, phenylalanine and tyrosine) that are involved in some major metabolic processes and
References BENEO Consumer Research on Attitudes towards Pet Food in US,
support a pet’s normal and healthy growth. In addition, rice protein is
1
a clean label ingredient which is perceived as (very) natural by 61% of
Brazil, UK, Germany & China 2021
pet owners globally.3
2
BENEO’s vital wheat gluten also offers a high protein density of
BENEO Consumer Research on Attitudes towards Pet Food in US,
Brazil, UK, Germany & China 2021 BENEO Consumer Research on Attitudes towards Pet Food in US,
approximately 80%. It delivers an interesting amino acid profile, as it
3
is rich in glutamine, which is the preferred fuel for intestinal cells that
Brazil, UK, Germany & China 2021
can help repair damaged cells, as well as tyrosine, which plays an
4
important role in maintaining fur colour. Vital wheat gluten also has strong
Catalogue of feed materials – Faba bean protein concentrate is listed
viscoelastic properties that can improve the texture of different types
under entry 3.7.5: “Horse bean protein”
of pet food and offer great technological and application benefits. For
5
example, it can positively affect the extrusion behaviour in dry pet food,
Brazil, UK, Germany & China 2021
Pet Food Supplement Newsletter
Commission Regulation (EU) No 68/2013 of 16 January 2013 on the
BENEO Consumer Research on Attitudes towards Pet Food in US,
Make every kibble count. Sustainable meals with vegetal proteins. Unlock the power of vegetal proteins and all benefits that come along with it for pets. Provide a balanced and nutritious bowl to keep the four-legged family members healthy through plant-based proteins. Develop with BENEO to answer the consumers’ needs by replacing animal products with plant-based and naturally sourced ingredients from Faba Beans, Vital Wheat Gluten and Rice Proteins.
Want to know more about BENEO? www.beneo.com/ingredients/animal-nutrition
www.beneo.com
UK Pet Food Ignites Conversation on Innovation, Sustainability, and Future Food Systems at its Annual Convention UK Pet Food, formerly known as PFMA (Pet Food Manufacturers’
insights on harnessing the power of neurodiversity in the workplace.
Association) hosted its highly anticipated Annual Convention on 29
Tess warmed hearts by sharing her journey of living with autism and
November at the prestigious Stationers’ Hall in central London. Under
highlighted how Kratu, her devoted dog, significantly improved her
the theme ‘Our World & Our Pets’, the event brought together pet food
quality of life.
companies, representatives from the welfare and veterinary sectors, and policymakers.
UK Pet Food member, Hillary Pearce of Hill’s Pet Nutrition commented: “The agenda was filled with inspiring but down-to-earth
The convention served as a platform for industry leaders and
real talk about sustainability, animal welfare, and how to improve the
experts to engage in discussions on pivotal topics such as innovation,
workplace for neurodiverse individuals. It was forward-thinking and
sustainability, food security, and the evolution of future food systems.
aspirational, but in a way that made it clear that this future is now.”
Participants explored ways to enhance the well-being of pets while addressing broader global challenges.
The Annual Convention reaffirms UK Pet Food’s commitment to promoting responsible and sustainable practices within the industry. By fostering collaboration and embracing innovation, the organisation aims to contribute to the well-being of pets and address the evolving needs of our world.
UK Pet Food | Pet Food and Nutrition Course UK Pet Food is delighted to announce that a new round of their highly appraised webinar series, The Pet Food and Nutrition Course, is now open for registration! Dates of the course are Week One (27-29 Feb 2024) on Pet Nutrition and Week Two (5-7 March 2024) on Pet Food Legislation, Marketing Regulations and Manufacturing. To find out more about the speakers, some of UK’s leading industry experts, more detailed content of the course and information on how to Key highlights from the day included presentations from policy advisor Marisa Heath, who kicked off the event with her predictions about the impacts of the next general election on the pet food industry. Marisa was followed by food campaigner and co-founder of Leon, Henry Dimbleby MBE who outlined his views on the Pet Food Industry’s important role in future food systems. Continuing to look to the future, Owen Ensor, Chief Executive of a cultivated meat business for the pet food sector, explored the use of alternative proteins and Dr Alastair Leake – Head of the regenerative farming enterprise – the Allerton Project, discussed how the countryside was adapting. The presentations were followed by an interactive panel discussion, led by UK Pet Food Chair – Claire Robinson-Davies of Nestle Purina. Continuing to address society’s bigger issues, a keynote address was provided by Anna Kennedy OBE of the Anna Kennedy charity, which was founded to promote inclusion and equality of autistic children and adults throughout society. Joined by charity Ambassador Tess Eagle Swan and her companion Kratu, Anna Kennedy provided
Pet Food Supplement Newsletter
register for the course please visit the UK Pet Food website.
The growing Pet Food Industry in Turkey Insights from Kemal Burak, Owner of Feedback Yazilim and Bestmix Distributor in Turkey The pet food industry in Turkey has been undergoing a remarkable
reasons why Bestmix has gained widespread popularity among Turkish
evolution, driven by the growing number of pet owners and the changing
companies is its unique Petfood database, which includes examples of
perceptions surrounding pet care. In this blog article, Kemal Burak, the
raw materials with analyses, specific nutrients for pets, and recipes for
owner of Feedback Yazilim and a prominent distributor of BESTMIX ,
all types and stages of cats and dogs.”
provides insights on the current state and future potential of the pet food
Key Reasons Why BESTMIX® Feed Formulation Software is Essential
industry in Turkey.
in the Pet Food Industry
®
The Rising Demand for High-Quality Pet Food in Turkey Turkey boasts a substantial population of pet owners, but it is not just the number of pets that is increasing. The expectations and standards of pet owners have also seen a significant shift. Today, pets are considered cherished family members, leading to a phenomenon known as the “humanization of pets.” As a result, the demand for high-quality pet food
a) Nutritional Precision: Bestmix feed formulation software enables pet food manufacturers to calculate the precise nutritional composition of their products. It takes into account the specific dietary requirements of different pets (including dogs, cats, birds, etc.), considering factors such as age, weight, activity level, and health conditions. This ensures that the formulated diets meet the pets’ nutritional needs effectively.
products has witnessed an upsurge, reflecting the desire of pet owners
b) Cost Efficiency and Profitability: By optimising ingredient usage
to provide their furry companions with the best nutrition available.
and minimising waste, Bestmix feed formulation software helps pet
Kemal Burak states “The pet food industry in Turkey is still relatively
food manufacturers reduce production costs. It empowers them to
young and holds immense potential for growth and development. It
experiment with different ingredient combinations, evaluate their
presents a substantial market opportunity with the potential for significant
costs, and make informed decisions to achieve cost efficiency without
profits. Compared to other feed productions, the profit percentage in pet
compromising the nutritional integrity of their products. Ultimately,
food production is notably higher. Consequently, several companies in
this contributes to the overall profitability of their businesses.
Turkey have already begun contemplating entering the pet food business.
Kemal concludes, “In summary, Bestmix feed formulation software
He continues “In the ever-evolving pet food sector, Bestmix feed
equips pet food manufacturers with robust tools to develop pet food
formulation software has emerged as a crucial tool, empowering pet food
products that are nutritionally balanced, of superior quality, and cost-
manufacturers in Turkey. This software provides a range of valuable
effective. This software facilitates precision, consistency, and efficiency
tools and capabilities that enable manufacturers to formulate nutritionally
throughout the formulation process, guaranteeing that pets receive
balanced and cost-effective pet food recipes. One of the primary
optimal nutrition while simultaneously achieving business objectives.”
BESTMIX® Software: The best solution in challenging times
• Reduce costs and prevent risks • Optimize your entire product chain • Guarantee higher-quality products BESTMIX® Feed Formulation, Quality Control, Ration Calculation and ERP solution
www.bestmix.com
Scan to learn more:
Private Labels Take a Bite out of Europe’s Pet Food Market Giving Retailers 34% Share of €10.8 Billion Market New data from Circana, the leading advisor on consumer complexity,
a lot of innovation around breed and age-based nutrition. This health
revealed that retailers have capitalised on the growing pet food
and wellness focus taps into the boom in new pet ownership that started
category by launching more private label products. They increased their
during the pandemic and allows manufacturers to follow the life of these
share of the €10.8 billion category by 18% (€3.6 billion) during 2022
pets as they grow. Other innovations include the use of human food
across Europe’s six largest markets (France, Italy, Germany, Spain, UK,
ingredients such as vegetables and pulses as a source of high protein,
and Netherlands). In the last quarter of 2022, this growth accelerated to
low fat and balanced nutrients especially where traditional ingredients
25% as pet owners continued to trade down from their favourite brands.
may cause allergies or sensitivities.
Private labels now have 34% value share of the pet food category
As a result of the innovation boost, new product launches in pet
across Europe. It is especially high in Germany and Spain, where a
food accounted for 9% of total pet food sales (for private labels and
wider range is available in discounter channels. Across total FMCG,
national brands). New product launches contributed a substantially higher
private labels now make up 38% of value sales in Europe (€229 billion).
percentage of sales in Germany (28%) and the Netherlands (11%) than
Value sales of pet food have grown across Europe by 5.4% over
the other European countries.
the last four years to reach €10.8 billion in value sales. During 2022 that
Intense inflationary price increases (of around 12%) did not lead to
growth rate almost doubled to 12% (compared to 5.9% annual growth in
the same declines in volume sales seen in across total FMCG (-1.1% for
2021) driven by inflation and an explosion of pet ownership.
total FMCG in 2022) or other categories such as food, where consumers
Innovation in pet food rose by a tail wagging 39% in 2022 compared to 2021 as more people took ownership of pets.
were forced to cut back on consumption as the cost of living crisis became embedded. Unit sales of frozen food for example declined by -4.1% and
Ananda Roy, Global SVP, Strategic Growth Insights, Circana said,
chilled -4.1%. Instead, pet food experienced a small uplift in unit sales
“Led by manufacturers and retailers in the UK and Italy, there has been
of +0.4% (and 1.6 percentage points for private labels), suggesting that this category is resilient to inflationary turbulence.
Speciality Ingredients for Pet Foods
Households continued to buy their favourite pet food brands at the beginning of the cost of living crisis, even while they were switching to private labels. Eventually the availability of as good quality private labels and intense cost pressures have seen a growing number of shoppers switching from their favourite national brands. “Pet food has traditionally been dominated by trusted national brands, so the strides retailers have made developing as good as quality alternatives that appeal to consumers’ very real need to lower the cost of their shopping basket are remarkable,” added Roy. “It highlights, once again, the growing regard for private labels; more consumers perceive them as being innovative and as good or better than many of the national brands that they compete with. The quality of private label pet food in particular, with specialised nutrition or the inclusion of high quality human food ingredients, differentiates private label significantly.” Other highlights of the analysis were: • UK and Germany led value sales growth. Value sales of pet food grew by +12.7%) in the UK and +11.3% in Germany, which
Inovitec Ltd Unit 5A, Tarporley Business Centre, Nantwich Road, Tarporley, Cheshire, CW6 9UT. E: info@inovitec.co.uk
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T:+44 (0)1829 730407
in addition to other markets added €1.1 billion to the category. • Price inflation was highest in the UK and Spain – With an average price inflation of 12% across the EU6, the highest in the UK and Spain (c15% over 2021 prices). • Pet treats and toys grew by +13.1% in 2022, compared to the previous year, adding €50 million to the total €0.4 billion value sales as families looked for ways to show their love to their furry friends.
Company Profile LvLogics - Silo Monitoring
Silo Monitoring
Founded by Barry & Eileen Finnegan, both of whom were raised on dairy
piggery, poultry or pet food producer that signs up with a sponsoring mill
farms near Oldcastle on the Meath/Cavan border in Ireland, and both
thereby improving logistics, reducing delivery costs and taking trucks
former executives of Kingspan Group plc, LvLogics is a manufacturer
off the roads; provides hitherto unavailable peace of mind for pet food
of a unique laser-based system, called SiloSpi, that provides real-time
producers who can see the level of feed in every silo via an app on their
remote measurement of the volume of bulk materials stored in a silo.
phone & ensuring they never run out (which is a regular and costly event). LvLogics has received over €1 million in funding to date – mainly from brothers Norbert & Brendan McDermott who are serial investors in startup businesses & have had good exits on both sides of the Atlantic. Both are very experienced businessmen, Norbert being ex-CEO of Clondalkin Group plc having led the group to $1.5 billion T/O, and Brendan has more than 30 years experience in senior roles in corporate banking; Other investors include Navus Ventures (which is the VC wing of Lely in the Netherlands) following on from Lvlogics being one of 8 finalists globally in Lely’s Feed the Future Challenge 2019. Enterprise Ireland invested earlier this year, through their High Potential Start Up Programme.
L to R: Brendan McDermott, Commercial Director, Norbert McDermott, Chairman, Eileen Finnegan, Finance Director, Barry Finnegan, CEO. Sensors are commonly used for telemetry to measure the amount of liquid in a tank – but materials such as animal and pet feed, plastic polymers, cement, biomass, etc, create a lot of dust – LvLogics has developed a novel invention that is maintenance free by using a puff of compressed air to automatically clean the lens – and has received a European patent with others pending. With 7.5 million such silos in the world, and less than 1% currently monitored, SiloSpi has a large global market to conquer. The product ticks all the boxes – for H&S as people die around the world every year from accidents climbing large silos to inspect the level of contents; it brings cost benefits to provender millers as SiloSpi can provide continuous monitoring of stock levels in any or all silos for every farmer,
Transforming the stock inventory process for animal feed mills
Real Time Levels
Silo Levels Email Alerts
Scada and PLC Compatible
Increased Safety
“We use SiloSpi on all our bins. It’s an excellent, reliable system” Mark Kiernan, Chairman, Kiernan Milling
T:+ 353 89 2426825
E: info@lvlogics.com
www.lvlogics.com Pet Food Supplement Newsletter
those with sensitive digestion or intolerances to traditional meats.
Nutramax and ADM Expand International Distribution Partnership
reduces carbon emissions. The carbon footprint of the ingredients
Nutramax and ADM’s probiotic supplements brand, ADM Protexin, are
in Globe Buddy’s new product is just over half that of the ingredients
pleased to announce the expansion of their longstanding partnership
used in the market’s average dog food, according to calculations
that will allow ADM Protexin to manage certain Nutramax brands in
performed by the consultancy firm Viegand Maagøe on behalf of
Europe and a number of APAC markets, with the aim to expand further
Globe Buddy.
It is also a win for the climate. Using insect protein in pet food
internationally. This agreement builds upon the existing successful
The insect-based product comes with a third-party verified carbon
collaboration between the two organisations. Under the enhanced
footprint, something that is still rarely seen in the pet food industry.
partnership, ADM Protexin will manage the distribution of select
“We saw a need among pet-parents for increased transparency
Nutramax brands, including Cosequin®, Dasuquin®, and Denamarin®
in the environmental sustainability of their dog’s food. Our brand aims
in various international markets. These trusted Nutramax brands are
to address this unmet need,” said Bjarne Gravesen Jensen.
known for their high-quality ingredients and researched formulas in
Besides the climate-friendliness, insect larvae are a pet food
the animal health industry. The partnership will allow ADM Protexin to
ingredient that advances the circular economy and minimises waste
leverage its capabilities in Europe to better service existing distribution channels and further expand the global reach of Nutramax brands to make the products more widely available to veterinarians and consumers around the globe.
because insects are fed on by-products from the food industry. Globe Buddy’s commitment to sustainability also extends to their packaging, with a fully recyclable and perfectly-sized box designed for direct-to-consumer distribution
“We are excited to expand our partnership with ADM Protexin to better meet the increasing needs for international markets,” said Todd Henderson, DVM, CEO and President of Nutramax. “This is
Growth for Burgess Pet Care with Key Appointments
a significant step for both organisations and is a testament to our
Yorkshire-based Burgess Pet Care is delighted to announce two
shared commitment to quality and improving the lives of animals
key appointments to its team based in Pollington, as it continues to
around the globe.”
strengthen its brand and market presence.
This agreement is a significant milestone for both Nutramax and
With several years’ experience in FMCG brand management
ADM Protexin, as it represents a new phase in their partnership and
and marketing for household brands including Aunt Bessie’s and
underscores their commitment to providing high-quality products to
Piper’s Crisps, Annabel Coleman has joined Burgess as Excel brand
support animal health worldwide.
manager. Annabel is responsible for ensuring the Burgess Excel
“The Nutramax portfolio of products aligns exceptionally well
brand continues to be the leading choice for small animal lovers,
to ADM’s Health and Wellness solutions, allowing us to provide our
whilst helping to educate and support the welfare of all small animals.
companion animal customers with a much broader array of products
Tom Mottram has also joined Burgess Pet Care as national
and capabilities” said James Kyffin, Commercial Director - Animal
account manager. Bringing several years’ experience of operational
Health at ADM Protexin. “The ADM Protexin team could not be more
and commercial finance, along with account management experience
excited about the expanded partnership and the opportunity to better
gained with Marks & Spencer and Ocado, Tom will focus on growing
serve our customers.”
and strengthening customer relationships and the distribution of products among a wide range of buyers. Peter Lancaster, head of marketing at Burgess Pet Care, said:
Globe Buddy Introduces New Sustainable Dog Food With Insect Protein
“We warmly welcome Annabel and Tom to Burgess Pet Care. They
Danish pet food company Globe Buddy has introduced a super-
have already proven their skills, ability and commitment to their new
premium dog food based on a novel and sustainable source of protein
roles, whilst sharing our passion not only for delivering best in class
– insects. The brand wants to inspire a positive change and help dog
products but also for responsible pet ownership and pets’ health
owners live a greener pet life.
and wellbeing.
“We have made it easy to feed your furry friend a healthy and
“This is an exciting time for Burgess Pet Care, as we have
tasty diet while doing some good for the planet, simply by reducing
recently celebrated the 25th anniversary of the Burgess Excel range.
the climate impact of dog food,” said Bjarne Gravesen Jensen, CEO
This was developed following concerns raised around the negative
and co-founder of Globe Buddy.
impact that selective feeding could have on rabbit health, which led
The insect-based dog food Globe Buddy Brown features protein from the black soldier fly larvae, which is good for all dogs, especially
Pet Food Supplement Newsletter
to the launch of Burgess Excel rabbit nuggets, the UK’s first single component extruded rabbit food.”
Alltech introduces Microbuild™, a new prebiotic fibre for gut health in pets
start-to-finish approach of Kemin’s testing provides third-party validation
Alltech has introduced Microbuild™, a prebiotic fibre for gut health to
standards and consumer expectations.”
of pet food, giving customers assurance that they are meeting regulatory
support a healthy microbiome in pets. Microbuild is an innovative prebiotic
Kemin Nutrisurance’s Research and Exploration Services support
that nurtures gut health and overall well-being. Even during bacterial
customers at every stage of production by utilising industry-leading tools
challenges, Microbuild works to increase microbial diversity in the gut,
and rigorous evaluation to ensure customers’ pet food meets their flavour,
boosting the animal’s natural defenses.
aroma, texture, and nutrition requirements. By partnering with Kemin
“Helping our pets build gut health, immunity and well-being is our
Nutrisurance early in product development, customers can improve
goal at Alltech,” said Kami Grandeen, companion animal sales manager
solution application and reduce implementation and uptake time at their
for North America. “We are excited to launch this nutritional technology
facilities, assuring confidence on a larger scale.
that helps pets build a healthy and diverse microbiome, and pet owners will see the difference in their pets’ health.”
“With Research and Exploration Services, we are able to elevate our own R&D efforts, building on Kemin’s legacy of market-leading solutions
Proper functioning of the intestine is a key factor in health and
and helping customers test, create and validate pet food products with
longevity. Microbuild harnesses the power of prebiotics, specialised fibres
unmatched accuracy and efficiency,” said Dr. Shelton. “Now, with our
that promote the growth of beneficial bacteria in the gut. Improved fibre
expanded customer-service offerings, Kemin Nutrisurance delivers the
digestibility aids in both nutrient absorption and intestinal integrity and
industry’s most comprehensive approach to R&D.”
contributes to the development of a healthy immune system. Microbuild is based on the leading-edge science of nutrigenomics, which studies the unique relationship between genetics and nutrition. Its
Kemin Nutrisurance’s Research and Explorations Services expand beyond the U.S. with pilot labs and innovation centers in Brazil, Italy, and China.
specific yeast strain, Saccharomyces cerevisiae, has been specifically selected by Alltech scientists for maximum efficacy in promoting intestinal health. For more information, visit Alltech.com/microbuild.
Cat Food Palatability: Enhancing Taste and Nutrition with Yeast Our cat friends are known to be particularly sensitive to the palatability of their food. This is one pillar of cat food development, complementary
Kemin Nutrisurance Opens First Pilot Lab for Wet Pet Food at Global Headquarters
to optimal nutrition, overall well-being and feeding behaviours.
Kemin Industries has introduced the Research and Exploration
and align their products with feline preferences. In this quest, yeast - and
Services of Kemin Nutrisurance, the company’s pet food and rendering
Torula yeast in particular - appears to be a formidable ally as both a
technologies business unit, with the inauguration of Kemin’s first-ever
nutritional, tasty and healthy ingredient for cat food formulation.
Cat food manufacturers are well aware of this palatability challenge,
wet pet food pilot lab at its global headquarters in Des Moines, Iowa, U.S.
At a time when the link between sustainability and diet is paramount,
The wet pet food pilot lab is a key feature of Kemin Nutrisurance’s
the inclusion of SylPro, Arbiom’s Torula yeast-based ingredient, may
leading approach to research, development and service, allowing the
help to cover palatability, high protein content and sustainable sourcing
business unit and its customers to create, test and validate pet food and
in cat food.
treats, including kibble and wet retort products, to help better predict
To read the complete white paper about cat food palatability visit the
large-scale results.
Arbiom website.
The state-of-the-art facility has more production capacity and testing with the flexibility of a smaller scale. Kemin Nutrisurance can now expand
Supreme’s Russel Rabbit Twiggies win 2023 Pet Business Industry Recognition Award
its innovative product lines and partner with customers to help test every
Supreme Petfoods wrapped up 2023 on a high note, winning the
aspect of their products with data validation.
prestigious Pet Business Industry Recognition Award in the Small Animal
capabilities than the average research-and-development (R&D) lab, but
A ribbon cutting was held on July 20 to officially open the new wet
Treats category for its Tiny Friends Farm Russel Rabbit Twiggies. The
pet food pilot lab. The event showcased how Kemin Nutrisurance’s
annual awards celebrate outstanding and innovative products, and this
Research and Exploration Services will enhance co-creation with
accolade marks the culmination of a successful year for the company.
customers and assist in replicating pet food formulas for both new and
Launched in 2023, Russel Rabbit Twiggies are an exciting addition
established products. With a dedicated space to develop wet pet food,
to the award-winning Tiny Friends Farm range of treats, food and
as well as test dry kibble coating, Kemin Nutrisurance can now provide
bedding. Combining apple and blackberry in a crunchy baked bite,
customers with all-encompassing analyses, from raw meat products to
Twiggies are suitable not only for rabbits but also other small pets,
packaging to pet satisfaction.
including guinea pigs and hamsters. Whether hand fed to strengthen
“Our value-added Research and Exploration Services allow
the pet-owner bond or hidden around enclosures to encourage natural
customers to speed up product creation and testing,” said Dr. Jason
foraging behaviour, Russel Rabbit Twiggies are designed to help provide
Shelton, Vice President of R&D, Kemin Nutrisurance. “The accuracy and
enrichment and enhance small pet wellbeing.
Pet Food Supplement Newsletter