Welcome back to Industry Shifters.

Today we are exploring the exciting realm of dog food!

Is personalised nutrition for dogs a fad or a fortune maker?

Let’s find out!

Personalised Nutrition in Dog Food

The trend of personalised nutrition for dogs is gaining traction in Australia. By providing custom-made meals, these services aim to improve dogs' overall health, vitality, and longevity. This trend has seen a rise in companies offering dog food subscription services that factor breed, age, weight, and allergies. 

This shift towards personalised nutrition reflects a growing emphasis on the well-being of companion animals and the desire for more holistic care.

Potential Impact

As of 2022, the Australian dog food market was estimated to be worth around $2.8 billion AUD.

This means that if the trend of personalised dog food continues to grow in popularity, it could realistically become a market segment worth hundreds of millions of dollars.

Why this WILL be disruptive:

• Tailored Nutrition: Personalised dog food can effectively address specific health needs, allergies, and dietary restrictions, leading to improved overall health and well-being for dogs. This growing demand reflects a broader trend in pet humanization, where owners increasingly view their pets as family members​.

• Consumer Demand and Loyalty: There is a rising interest among pet owners in customised diets that support immunity, weight management, and digestive health. Owners who see positive health outcomes from personalised nutrition are likely to develop brand loyalty, driving long-term revenue for companies​.

• Premium Market Potential: Personalised nutrition taps into the premium segment of the market, which is projected to grow. Some consumers are willing to pay more for specialised pet products than for equivalent human-grade items, supporting higher price points and increased revenue for brands​.

Why this WON’T be disruptive:

• High Costs and Price Sensitivity: Personalised dog food often comes at a premium price, which may deter budget-conscious consumers. Many pet owners prioritise affordability, making traditional, less expensive options more appealing​.

• Competition and Market Saturation: The pet food market is highly competitive, with established brands dominating. Multinational companies like Purina have a strong market presence and consumer loyalty, making it challenging for niche players to differentiate themselves and gain significant market share​.

• Consumer Education and Skepticism: Many pet owners still rely on traditional metrics, such as palatability, to judge food quality. Changing these ingrained beliefs and educating consumers about the benefits of personalised nutrition may be challenging, potentially slowing adoption rates.