Snacks Funcionales para Perros 2013

Functional Snacks Offer Healthy
Rewards For Dog Food
June 2013
www.innovadatabase.com
Executive summary
• Global product launch activity tracked for the dog food category has been relatively
stable from 2009 onwards.
• Overall, North America leads dog food product launch activity, followed by West
Europe and Asia. Dog food product launch activity increased in Australasia, Latin
America, North America and West Europe in H2 2012 from H2 2011. The US is the
leading country in regard to product launch activity for dog food, followed by
Malaysia.
• Mars is the leading company for dog food product launches followed by Del Monte,
Blue Buffalo and P&G Petcare. The top 10 companies for product launch activity is
made up mostly of brand manufacturers.
• The leading passive health claims for dog food products are: allergy, natural and no
additives/preservatives. The leading active health claims are: digestive/gut health,
skin health and vitamin/mineral fortified.
• Chicken (28.5%) flavor/variety of products occupy a significant volume of the market,

followed by beef (13.6%).
Contents
• This report analyzes global product launch activity for dog food products
tracked by the Innova Database from July-December 2011 & July-December
2012 for comparative purposes, with 2430 product launches recorded in
total.
• Global dog food market overview

• Pricing analysis
• Health positioning analysis
• Ingredient & flavor analysis
• Trend analysis
• Packaging analysis
• Conclusion
Global dog food market overview
Global dog food product launch activity
• Global product launch activity tracked for the dog food category has been relatively
stable from 2009 onwards.
Product launch activity: market categories
• Dog food is the leading pet food market category in terms of product launch activity.
(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

Product launch activity: top companies
• Mars is the leading company for dog food product launches followed by Del Monte,
Blue Buffalo and P&G Petcare.
Brazil: Pedigree Adult

Dog Food: Beef and
Vegetables. Dog food
with beef and vegetables,
in a plastic bag.

Product launch activity: top countries
• The US is the leading country in regard to product launch activity for dog food,
followed by Malaysia.
United States: Purina

Beneful Tuscan Style
Medley with Beef, Carrots,
Rice & Spinach in Sauce.
Includes real wholesome
ingredients that you can see,
now in a convenient single
serve size. Great for mixing.

Pricing analysis
Branded vs. private label (H2 2011 vs. H2 2012)
• Global dog food product launches are strongly brand oriented, with only 6.9% of
product launches tracked being private label.

Comparing brands vs. private label pricing
High vs. low price: brand examples
Country: South Africa

Product Details: Tail-Waggers Mini Hearts Dog Treats with Chicken
Flavor
Description: Home baked and nutritious mini heart shaped dog treats
with chicken flavor, in a 180g plastic box.
Claims Features: Home baked.
Price / Kg: € 10.53
Country: South Africa

Product Details: Bobtail Nature's Best Lamb Flavored Gravy with
Chunks
Description: Bobtail Gravy with Chunks are a convenient way to
enhance your dog's main meal.
Claims Features: With added vitamins for improved health. Suitable for
all dogs.
Price / Kg: € 3.31
High vs. low price: private label examples
Country: United States

Product Details: Pet Pride Chicken Flavor Basted Rawhide Chips for
Dogs
Description: A bag of chicken flavored basted rawhide chips for dogs.
Claims Features: Savory chicken basted flavor. Perfect for dogs who
love to chew. Chewing helps remove tartar and plaque.
Price / Kg: € 10.37
Country: United States

Product Details: Publix Snack Mix Crunchy Dog Treats
Description: Snack mix crunchy dog treats contain all the essential
vitamins, minerals and protein dogs need for healthy, conditioned teeth.
Claims Features: Contains essential vitamins, minerals and protein.
Ingredients provide clean, healthy teeth for your dog.
Price / Kg: € 3.12
Health positioning analysis
Product positioning
• In regard to health positioning, the Innova
Database has two separate health
positioning categories: passive health &
active health.
• Products may have more than one health

positioning.
• Products which are functional in nature are

generally aligned with the active health
positioning category (but still can have a
passive health positioning/s also).
Top passive health positionings
• Allergy is the leading passive health positioning for the dog food market, with natural
and no additives/preservatives being other leading positionings.
United States: Wagathas

Tuscan Pizza Cheddar
Organic Dog Biscuits.
Wheat, corn and soy free.
USDA Organic. GMO free.

Passive health positioning comparison
Count in (%) H2 Count in (%) H2 % change H2 2011 to H2
POSITIONING CATEGORY 2011 2012 2012
Allergy 30.46 32.46 +6.5
Antioxidant 11.27 13.29 +17.9
Diabetic 1.12 0.55 -50.8
Gluten Free 9.14 13.36 +46.1
High/Source of Fibre 4.26 6.85 +60.7
Lactose Free 0.2 0.21 +4.9
Low Calorie 3.76 3.32 -11.7
Low Carb 1.12 0.83 -25.8
Low Cholesterol 0.3 0.28 -6.6
Low Fat 8.83 4.64 -47.4
Low GI 0.91 0.14 -84.6
Low Sodium 4.37 2.28 -47.8
Low Sugar 0.2 0 -N/A
Natural 30.66 30.24 -1.3
No Added Sugar 4.06 3.18 -21.6
No Additives/Preservatives 26.5 23.39 -11.7
No Trans Fats 2.13 0.42 -80.2
Organic 6.5 5.05 -22.3
Sugar Free 1.83 1.94 +6
Wholegrain 2.34 2.01 -14.1
Total 149.96 144.44 -3.6
Antioxidant enriched
• New and exotic berries are being included in dog food for their nutrient-rich, and high
antioxidant properties.
– Antioxidant claims for dog food are still on trend, and have additional potential as a valuable
health claim in future launches.
Brazil: K&S Small Tender Cuts with

Beef for Dogs. With antioxidants
(vitamin E and selenium) that help
protect cells and provide more health
and longevity of dogs.
United States: Healthy Dogma

Amazing Apple Crisps Dog Treat.
Apples are a great source of:
flavonoids, antioxidants, dietary
fiber and vitamin C.
Natural focus
• Claims with a natural angle appeal to dog owners wanting only the best for their dog.
Organic product launch activity has not really taken off to date.
United States: Plato Thinkers

Smart Dog Snacks: Natural
Chicken. Natural and organic smart
dog snacks with natural chicken, in a
resealable aluminum pouch.
Belgium: Yarrah Dog Biscuits

with Seaweed & Spirulina.
Complementary vegetarian pet
food. 100% organic. 100% natural.
Top active health positionings
• Digestive/gut health is the leading active health positioning for dog food, with
significant activity also apparent for a wide range of other active health positionings.
United States: Holistic

Select Small and Mini
Breed Puppy Health:
Anchovy and Sardine and
Chicken Meals Recipe.
Digestive health support
system.
Active health positioning comparison
Count in (%) H2 Count in (%) H2 % change H2 2011
POSITIONING CATEGORY 2011 2012 to H2 2012
Added Calcium 0.81 0.83 +2.4
Added Fibre 0.2 0.48 +139.9
Added Protein 0.2 0.69 +244.9
Anti-Aging/Aging-Well 0.1 0.14 +40
Bone Health 5.69 5.54 -2.6
Brain Health 2.23 3.67 +64.5
DHA 1.73 3.18 +83.8
Digestive/Gut Health 20 26.02 +30
Energy/Alertness 8.83 7.47 -15.4
Eye Health 3.25 2.77 -14.7
Functional, not specified 0.71 1.8 +153.5
Heart Health 2.34 3.94 +68.3
Immune Health 9.44 11.42 +20.9
Joint Health 6.7 9.76 +45.6
Omega-3 12.18 15.02 +23.3
Oral Health 14.72 12.39 -15.8
Prebiotic 2.74 2.91 +6.2
Skin Health 15.13 16.47 +8.8
Sports & Recovery 1.12 1.66 +48.2
Vitamin/Mineral Fortified 11.27 16.06 +42.5
Weight Management 4.87 5.95 +22.1
Total 124.26 148.17 +19.2
Omega for dogs
• The highest levels of omega-3 & 6 fatty acids support neurological and retinal
development in puppies and healthy, shiny coats in adults and seniors.
United States: Bil Jac Sensitive

Solutions with Real Whitefish. Sensitive
Solutions also provides guaranteed
amounts of vitamin A and linoleic acid to
help nourish and replenish the skin and
coat. Naturally soured omega 3 and 6 fatty
acids to nourish skin and coat.
Malaysia: Pet Botanics Healthy

Omega Treats for Dogs. Rich in
omega 3 and 6 fatty acids for
beautiful skin and coat.
Complete oral care for dogs
Brazil: K&S Oral Care for Dogs. Oral

hygiene should be a daily habit, so K&S
Oral Care is the ideal food to control
bad breath and tartar, gum health by
helping the dogs.
United Kingdom: Fold Hill Mini

Bonibix Rolls Marrowbone
Biscuits. Added calcium in the
biscuits helps to maintain strong
teeth and bones and their crunchy
nature provide a gnawing exercise
necessary for clean teeth and
healthy gums.
K9 mobility premier joint formula
• A premier critical care health supplement that supports
joint health with cherry extract, hyaluronic acid and
natural eggshell membrane. Joint problems are not just
for humans. The wear and tear on dog's joints can also
cause discomfort and limited flexibility.
• Dogs' joints are made of a special connective tissue

called cartilage. The collagen fibers in the cartilage can
suffer abuse from oxidative stress, poor diet, lack of
exercise, and the wear and tear of walking on four
limbs. As dogs age, the cumulative effect takes its toll
on the joints and makes them stiffer, less flexible and
sometimes painful. The viscosity of the joint fluid also
breaks down as the dog grows older, becoming thinner
and less able to cushion the joint cartilage. This leads United States: Healthy Dogma K9
Mobility Hip and Joint Supplement
to increased friction and wear on the cartilage surfaces
for Dogs. Joint problems are not just
of the joints, which can consequently interfere with for humans. The wear and tear on dog's
comfortable joint function and optimal flexibility. joints can also cause discomfort and
limited flexibility.
Added probiotics for dogs’ digestive health
• Dogs, like people, are happier when they feel better. That's why Cloud Star
developed Dynamo Dog Functional treats Tummy formula. Now there is a fun and
delicious way to help support your dog's digestive health. With added probiotics,
ginger, and fiber from pumpkin, plus specially selected fruits, vegetables, and herbs
to ease digestion, you'll have one happy dog.
United States: Dynamo Dog Tummy

Pumpkin & Ginger. Support dog's digestive
health. With probiotics, fiber, and selected
vegetables and fruits to ease digestion.
Ingredient & flavor analysis
Top flavor analysis
• Chicken (28.5%) flavor/variety of products occupy a significant volume of the market,
followed by beef (13.6%).
United Kingdom: Armitage

Good Boy Chicken Flavored
Packed Parcels Dog Treats.
A complementary pet food for
dogs.

Flavored tasty treats
• Milk-Bone flavor snacks feature the same teeth cleaning and vitamin-enriched
goodness of Milk-Bone original biscuits in five delicious flavors your dog will love.
Prepared with care by the makers of Milk-Bone dog snacks, these tasty treats will
give your dog the simple, genuine joy that your dog gives you every day. Available in
small and large.
United States: Milk-Bone

Flavor Snacks. Available
in small and large.
Fruit cookies for dogs
• Despite what most people may think dogs can
and do eat fruit. Both domesticated and wild
dogs will eat fruit. Dogs are omnivores, which
means they can eat almost anything.
• Fruits are mostly water and the major nutrient is

soluble carbohydrates which produce energy. In
addition they contain lots of fiber. Healthy Paws
Fruit Cookies is a biscuit full of fruity goodness.
• Apples and pears provide a good source of

dietary fiber and Vitamin C. There is no fat,
sodium or cholesterol in apples and they are a
complex carbohydrate resulting in a quick
release of energy. United Kingdom: Healthy Paws Fruit
Cookies 100% Natural Dog Treats.
No artificial colors, flavors or
preservatives. No wheat or gluten. No
dairy products. No added sugar or salt.
No by-products or GM products.
Delicious combination of flavors
• Mix up the fun with New Pup-Peroni Mix
Stix Braised beef flavor with sweet potato.
Made with real meat Pup-Peroni paired with
real sweet potato to make up a delicious
combination of flavors your Pup will love.
Pup-Peroni Mix Stix, the irresistible 2-in-1
treat, that lets your Pup know how much
you care.
United States: Pup Peroni Mix Stix

Braised Beef with Sweet Potato
Flavor Dog Snacks. Made with real
beef and real sweet potato.
Liquid snacks with benefits
• Liquid snack: the new ideal liquid tasty snack between meals and the other that you
can take to make your dog directly from the hand. A low- calorie, produced according
to a recipe without sugar, without dyes and preservatives .
• Available in versions: duck + beta glucan, useful to support the immune system, beef
+ inulin, useful to activate the intestinal flora, lamb + extracts of yucca, to help reduce
odors and ostrich + L-carnitine useful for fat burning.
Netherlands: Vitakraft
Dog Liquid Snack:
Ostrich. Five individual
stick sachets of liquid
snack with ostrich flavor,
for dogs.
A healthy substitute for chocolate: carob
• Carob is a wonderful substitute for chocolate. It tastes great with a chocolate-like
flavor but without the health risks, additives, or contamination that comes with
chocolate.
United States: Exclusively

Dog Lick O Rish Carob
Flavor. Carob flavored chewy
dog treats that have a fun
licorice-like shape.
United States: PetCakes

Refills for Dogs: Carob
Flavor. Certified organic. This
is a microwaveable product.
Top grains used
• Oatmeal is the most commonly used grain in dog food products, followed by barley
and oats.
Brazil: Pedigree Biscrok

Fruit and Oatmeal
Snacks for Dogs.
Oatmeal: natural source
of fiber that help in
digestion.
Trend analysis
Product launch activity comparison: by region
• Overall, North America leads dog food product launch activity, followed by West
Europe and Asia. Dog food product launch activity increased in Australasia, Latin
America, North America and West Europe in H2 2012 from H2 2011.

West Europe focus
• The UK is by far the leader for dog food product launch activity in West Europe,
followed by the Netherlands and Belgium.
United Kingdom: Webbox

Natural Lamb, Vegetables &
Brown Rice Dog Food. A
complete natural food for your
dog. Microwave in 30-60 seconds.

Enriched with charcoal
• Fold Hill charcoal bonibix are bone shaped charcoal dog biscuits that are suitable for
any breed of dog, made from freshly milled wheat that you dog will find delicious, that
have been enriched with charcoal to aid digestion, calcium and essential vitamins to
help maintain your dog's health and keep them fit and active. The charcoal dog
biscuits are ideal for rewarding good behavior or a tasty snack to settle a dog before
you leave them by themselves, that can be given to compliment your main feeding
programme.
• The charcoal baked biscuits are crunchy, providing your dog with essential gnawing
exercise necessary to help clean teeth, remove food deposits and keep gums
healthy. Available in economical 10kg boxes, that are cheaper than small packs of
biscuits from your local supermarket or pet shop, ideal for owners with several hungry
dogs!
United Kingdom: Fold Hill

Charcoal Enriched Bonibix
Biscuits. Renowned and ever
popular range of traditionally baked
biscuits, made from freshly milled
wheat and baked to perfection.
Food for every day
• Nature’s best Everyday Wet Food is a nutritionally complete wet meal for every day
use. The combination of bite sized chunks and the great gravy taste will make this an
irresistible meal for your pet. It contains fibers to aid digestion and oils to promote a
shiny coat.
South Africa: Bobtail Nature's Best

Adult Dog Complete Meal with Chicken
in Gravy. With added vitamins for
improved health. No artificial flavorings or
colorings. For adult dogs.
For taste and nutrition for all life stages
• Today your dog relies on you for food, but that doesn't mean his
natural diet has to change. Dogs still crave meat protein, and
Earthborn Holistic Meadow Feast is formulated to provide the
taste he loves and the nutrition he needs for physical well-being
and good health. With lamb meal as the only meat source, it is
easy to manage your dog's diet and he is ensured high protein
levels that help develop and sustain energy and lean muscle
mass.
• This limited ingredient formula is a great alternative for dogs with

sensitive stomachs. Along with protein, there is a healthy mix of
vegetables and fruits, which contain natural antioxidants
important for everyday optimal health. Vitamins and minerals
help support your dog's immune system. L-Carnitine helps burn
fat and maintain lean muscle mass to support a healthy, active
lifestyle. A proper ratio of Omega-6 and Omega-3 fatty acids
helps support a lipid balance for healthy skin and coat. Red-
meat, lamb meal provides a high quality protein source. The United States: Earthborn
grain-free formula combined with carefully chosen vegetables Holistic Meadow Feast
and fruits such as peas, apples, blueberries, carrots, spinach and Natural Dog Food. Natural
dog food with lamb, peas,
cranberries helps meet your dog's daily nutritional needs. apples, blueberries, carrots,
Chelated minerals are easily absorbed into the tissues of your spinach and cranberries.
dog's body for optimum nutrition.
All natural pie-shaped treat for dogs
• The Lazy Dog Cookie (United States) new addition to the Pup-Pie line is Deep Dish
Pizza 6" Pup-Pie! It's dipped in yogurt coating then sprinkled with Italian seasoning
and decorated with real freeze-dried Roma tomatoes.
A delicious bar to support fresh breath
• Breath bars are delicious bars to help maintain fresh breath for your dog. Made with
specific ingredients that help improve the breath, clean the blood, reduce the
frequency of flatulence and improve the quality faeces. The unique ingredients of
breath bars include mushroom brand Champex extensively studied for its ability to
remove odors caused by chemicals, intestines, and pumice, a natural abrasive that
reduces plaques and bacteria that cause bad breath in dogs.
France: Pet Naturals of Vermont

Breath Bars for Dogs. Made with
specific ingredients that help improve
the breath, clean the blood, reduce
the frequency of flatulence and
improve the quality faeces.
Christmas edition treats
United Kingdom: Armitage Pet Care

Good Boy Advent Calendar For Dogs.
A complementary pet food for dogs. Feed
as a treat, reward or training aid. Made
from a specially formulated chocolate
substitute for dogs. Normal chocolate can
be harmful to dogs.
United States: Holiday Time

Stocking with Assorted
Rawhide Chews. A bag of
assorted rawhide chews in holiday
colors, made of beef hide.
The perfect Christmas gift for your pooch
• Three Christmas dog treat bars by Pets at Home contain 3 delicious carob and white
chocolate treat bars for dogs made from dog friendly ingredients.
United States: Pets At

Home 3 Christmas Dog
Treat Bars. The perfect
Christmas gift for your pooch.
Natural, delicious recipes for your dog
United States: Rachael Ray Nutrish

Naturally Delish Chicken Paw Pie with
Sweet Potatoes & Green Beans Natural
Food for Dogs. A natural, healthy recipe
made with simple ingredients.
Packaging analysis
Packaging analysis – top primary packaging
• Packaging continues to be dominated by the can and the plastic bag for dog food
product launches.
Australia: Applaws Natural

Dog Food: Chicken Breast,
in an easy-to-open can.

Promotional packaging
United States: Healthy Dogma

Ceramic Mug with Biscuits.
These biscuits are a delicious and
smart treat choice for dogs, so why
not give this cookie filled mug as a
gift to yourself or a friend.
Squeezy portion pack
• Squeezy is a set of daily portions of wet food for adult dogs. It consists of seven little
portions (150g each) which are easy to tear open. The product offers seven different
meat and fish recipes ready to serve for complete and balanced nutrition just by
squeezing. The packaging is made of laminated aluminum foil that protects the food
from light and gas, and it's completely disposable and designed to be thrown away
after use.
Italy: Squeezy Dog

Food. Squeezy is a set
of daily portions of wet
food for adult dogs.
Conclusion
• Dog food is increasingly becoming more like human food and is becoming more
specialized with ingredients. More gourmet offerings resembling human main meals
with the use of pastry, gravy, fruit and vegetables is apparent.
• Allergy and influence of the natural trend have had big implications for the global dog
food market, with clean label being a major driving force behind NPD.
• Snacks are becoming more specialized with the use of functional ingredients to
address various health needs of dogs. This is enabling dog owners to provide pet
treats which are tasty but at the same time offer health benefits.
• Resealable packs are becoming more widespread. Packaging is actually another

important route to innovation, particularly in terms of functionality and design.

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Functional Snacks Offer Healthy

Rewards For Dog Food

• Chicken (28.5%) flavor/variety of products occupy a significant volume of the market,

• Global dog food market overview

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

Brazil: Pedigree Adult

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

United States: Purina

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

Country: South Africa

Price / Kg: € 10.53

Country: South Africa

Price / Kg: € 3.31

Country: United States

Price / Kg: € 10.37

Country: United States

Price / Kg: € 3.12

• Products may have more than one health

• Products which are functional in nature are

United States: Wagathas

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

Brazil: K&S Small Tender Cuts with

United States: Healthy Dogma

United States: Plato Thinkers

Belgium: Yarrah Dog Biscuits

United States: Holistic

United States: Bil Jac Sensitive

Malaysia: Pet Botanics Healthy

Brazil: K&S Oral Care for Dogs. Oral

United Kingdom: Fold Hill Mini

• Dogs' joints are made of a special connective tissue

United States: Dynamo Dog Tummy

United Kingdom: Armitage

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

United States: Milk-Bone

• Fruits are mostly water and the major nutrient is

• Apples and pears provide a good source of

United States: Pup Peroni Mix Stix

United States: Exclusively

United States: PetCakes

Brazil: Pedigree Biscrok

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

United Kingdom: Webbox

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

United Kingdom: Fold Hill

South Africa: Bobtail Nature's Best

• This limited ingredient formula is a great alternative for dogs with

France: Pet Naturals of Vermont

United Kingdom: Armitage Pet Care

United States: Holiday Time

United States: Pets At

United States: Rachael Ray Nutrish

Australia: Applaws Natural

(2011-2012) = July-December 2011 & July-December 2012 www.innovadatabase.com

United States: Healthy Dogma

Italy: Squeezy Dog

• Resealable packs are becoming more widespread. Packaging is actually another

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