Pet parents in urban India are increasingly turning away from standard pet food products and opting for tailor-made, fresh, and premium food for their pets. This has led to the emergence of several pet food start-ups; some of which offer their services through an app and a monthly subscription model.
Naveen Balakrishna, the owner of Nandu's, a popular food start-up in India, explained: "Pet parents are more conscious about the health and well-being of their pets than ever before. They don't want to feed their pets processed food that may not be good for their health."
The trend has grown massively in recent times, and several start-ups have been funded or acquired by big players in the industry. Pet parents are willing to spend a minimum of Rs 15,000 (US$ 185) per month on a subscription model for two meals a day, with fresh food delivered to their doorstep. The start-ups are also privy to the details of the pets, including their names, breed types, ages, and health conditions.
Balakrishna added: "The pet food segment has seen a huge explosion in recent years. We have several start-ups like Sploot, Heads up for Tails, Pawfectly, and many more that offer their services through an app and a monthly subscription model."
Vikramadith B, the founder of The Nutritious D.O.G, said: "One of the key factors driving the growth of the fresh pet food industry market in India is the rapid rise in people adopting pets post the lockdown and more places becoming pet friendly. With increasing awareness among pet owners about the importance of feeding their dogs a healthy and balanced diet."
He further explained that fresh pet food contains human-grade ingredients that are not processed, meaning they retain more of their natural nutrients and flavour. This is in contrast to traditional processed kibble, which often contains fillers, animal by-products, and MSG.
According to Vikramadith B, "many pet parents prefer fresh food to traditional processed kibble as they are becoming aware of the long-term health concerns of foods containing such ingredients, whereas fresh food can help improve their dog's digestion, skin and coat health, and overall well-being.”
According to a report by Grand View Research, the global pet food market is expected to reach $127.21 billion by 2027, driven in part by an increasing demand for high-quality and nutritious pet food. In India, the pet food industry is expected to grow at a compound annual growth rate (CAGR) of 13.9% from 2020 to 2027, according to another report by ResearchAndMarkets.com.
Another factor contributing to the growth of the fresh pet food industry market in India is the rise of e-commerce platforms, online delivery services, and social media. Start-ups like The Nutritious D.O.G are able to reach a wider audience and offer their products directly to consumers through online marketplaces.
With the increasing awareness among pet owners about the benefits of fresh, whole food options for their pets, the fresh pet food industry market in India is expected to continue to grow in the coming years. Companies like The Nutritious D.O.G are at the forefront of this trend, offering high-quality, human-grade ingredients and convenient online delivery options.
Rana Atheya, founder of Dogspot, a premium pet food start-up in India, believes that the industry has seen tremendous growth in the past few years, with incumbents growing multifold and new start-ups entering the space. According to Atheya, India is the fastest growing pet industry globally, with a CAGR of more than 25%. He also mentions that the COVID-19 lockdown gave a powerful boost to the industry, as people adopted more pets and indulged more with their pets during that time.
Atheya explained that the premium pet food industry is relatively new in India, with the concept of “healthier” and premium dog food starting in 2006-2007, after the first massive recall of dog food in the US. Since then, companies have focused more on the healthier aspect of pet food.
Atheya said: "Most of these start-ups, including my company DogSpot Meals, are focused on fresher, less processed, human grade and natural pet foods. At DogSpot Meals we are working towards building happier and healthier long lives for dogs."
He added that the global pet market is predicted to grow from $320 billion today to $500 billion by 2030, with pet food sales remaining the largest spending category and predicted to see a 52% increase, rounding up to over $135 billion by 2030. The premium and fresh food segment will grow the most.
“I am sure the Indian pet industry is all set to thrive along with this global trend”, he commented.
Apart from pet food start-ups, the pet care industry in India has also seen a massive growth in recent years, with pet parents willing to spend a considerable amount of money on their pets’ welfare.
Vet clinics and pet spas are being set up on high streets with interiors designed offering pet grooming services like pedicure, manicure, spa treatments, full-body wash, hair dry, blow dry, haircuts, hair trimming, and more.
"The pet spa segment is also getting visibility as it is being set up on high streets with its interiors designed to offer all the above services, along with retail shelf space for all accessories, pet food items, and pet treats," Balakrishna of Nandu's added.