Pet Food Supplement Newsletter 24/01

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

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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