These days, pet owners can buy super premium pet food which is seen by many as equivalent to baby food in terms of its quality. Pet owners want their pets to stay healthy and these super premium pet foods, containing health promoting ingredients, can help to support their pet's wellbeing. Similar to parents when it comes to their children's or babies' food, pet owners are also concerned about food allergies1, hence there is now a growing demand amongst owners for hypoallergenic and clean label pet foods that address these needs. In 2019, the pet food market worldwide stood at €73 billion and it is predicted to reach €103 billion by 2027 2. This expected global pet food market growth is due, in part, to an increasing demand from pet owners for more natural and premium products which is a direct reflection of what is happening in human nutrition. According to the American Veterinary Medical Association (AVMA): "Trends in companion animal nutrition often mirror trends in human nutrition, reflecting the desire of pet owners to feed them diets they consider healthy and beneficial for the wellbeing of their pets". Governments are also increasingly encouraging the usage of natural, healthy, and safe ingredients in petfood products and demanding more label transparency when selling such products.
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