© 2011 Mintel International Group Limited. All rights reserved. Confidential to Mintel.

Regulatory Requirements for Pet Products

© 2011 Mintel International Group Limited. All rights reserved. Confidential to Mintel.2

What we mean by “clean labels,” and why we care

What we mean by clean labels

Clean, simple packaging that conveys clearly the benefits of a product

Easy to understand ingredientsOnes that consumers eat themselves

Ingredients that provide clear, easy to understand benefits

Why we care

Ties in with CPG trend of “simplicity”“Inherent goodness” of ingredients a major trend in all CPG; consumers translate that to pet food as well

In the wake of recent pet food contamination issues, consumers are more focused than ever on what’s in the products they buy

Insight:

Clean labels are becoming as important to pet food as they are for human food

© 2011 Mintel International Group Limited. All rights reserved. Confidential to Mintel.3

First, a few thoughts about “humanization” of pet food

Humanization is part of what we mean when we talk about clean labels

Ingredients consumers already know

Functionality that is familiar

But can humanization go to far?Vegetarian pet foods (really?)

Foods that require so many steps for preparation (mixing, topping, baking . . . )

Is it time for the industry to provide what pets need, but educate the consumer as to what “humanization” should be all about with pet food?

They are animals, after all . . .

Comment:

Yes, of course, we love our pets, but they are PETS—they are animals with needs that differ from ours

© 2011 Mintel International Group Limited. All rights reserved. Confidential to Mintel.4

Organic and all natural grow, across all markets

In human food, we have seen organic and natural grow fairly consistently over time

Although there are significant differences between “organic” and “all natural,” many consumers, especially in the US market, do not entirely understand those differences

We are, however, beginning to see a bit of a shift regarding these claims in food and drink, as skepticism arises regarding benefits

However, this does not entirely extend to two categories: baby food and pet food

Organic and natural continue to grow, and continue to be a significant pair of claims

Comment:

We expect organic and all natural to continue to grow in pet food and treats

© 2011 Mintel International Group Limited. All rights reserved. Confidential to Mintel.5

Some final thoughts

The issue of clean labels in pet food is an important one

Consumers want to know what is in the foods they feed their pets

Products need these key descriptors to differentiate themselves

Across all CPG, this focus on clear messages and language consumers clearly understand is growing, and is not going away

Insight:

Help consumers understand what is in your products with the clearest communication possible