It’s no coincidence that “Fresh” pet food is growing in popularity, a lot of this is due to the fact that consumers are shifting towards having fresh food on their own plates. 
In 2021 research has shown that 77% of people have taken a closer look than ever before at their own health and wellness in the midst of an ongoing pandemic.
The Influence of fresh pet food
A recent study showed that there were behavioural shifts in human food such as:
- An increase in focus on gut health and immune function
- A key interest in weight management
- A better balance between emotional wellbeing and nutrition
- A shift in shopping values with a plan to purchase more items related to health and wellness
When looking at the pet food market, it is clear to see there is a correlation between pet and human food trends. The role of humanisation in pet food has seen consumers focus more on the health and wellbeing of their pets. Gut health and immune function are growing factors for consumers, whilst preventing obesity is also a key influence when choosing what type of they would like to feed their pet.
The term “Fresh” is gaining traction as consumers associate this with other words such as minimal processing, natural and whole foods. All of these terms are associated with “healthy” in a consumers mind.
Here at Paws Pet Food, all of our ingredients are responsibly sourced from people we know and trust. We use cold chain transportation to transport fresh meat and ensure freshness. As the fresh/raw meat passes our weighbridge it is then put into cold temperature-controlled storage units. Using our Freshtrusion™ technology we cook the meat at a gentle 82 degrees C temperature keeping in the freshness and protecting the proteins, whilst adding our other ingredients such as sweet potato and superfoods.
