Consumers want a single-source animal protein as the first ingredient and
a nutritious, streamlined ingredient list in their dog food.
THIS ARTICLE IS BROUGHT
TO YOU IN PART BY
“Many holistic veterinarians
—Sharon Durham of Ziwi USA
suggest rotating proteins to help
prevent allergies and intolerances
from developing. Feeding a
LID diet ensures that the pet
is ingesting only the intended
proteins during each rotation.”
BY SANDY CHEBAT
Demand for limited-ingredient dog food continues to grow, with pet spe- cialty retailers reporting a steady rise of sales in this subcategory. In fact, the pet specialty channel experienced a 9.2 percent rise in sales for grain-free limited-ingredient diets (LID) from September 2017 to August 2018, according to GfK’s Pet Specialty Point-of-Sale (POS) business, which was recently
acquired by Nielsen.
And when it comes to limited-ingredient diets, meat matters.
“The trend we’re seeing in LID products involves a growing interest in
meat-forward formulations,” said Julie S. Washington, chief marketing offi-
cer at Champion Petfoods in Edmonton, Alberta, Canada. “This is occurring
alongside the continued rapid expansion of the LID category, now at 8. 6 percent
[according to GfK research] of the total pet food business and growing at a 10
percent clip annually.”
Consumers who have pets with allergies or other health issues are increas-
ingly looking for limited-ingredient diets, said Barbara Liss, vice president of
marketing at Merrick Pet Care in Amarillo, Texas.
“As more pet parents try to find a solution for their dogs with sensitive stomachs, we’ve seen a growing demand for limited-ingredient diets that feature
a single-source animal protein and easily digestible carbohydrates,” she said.
Preventing allergies and food sensitivities is a significant motivator in this
category, noted Sharon Durham, marketing communications manager for Ziwi
USA in Overland Park, Kan.
“Many holistic veterinarians suggest rotating proteins to help prevent aller-