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What are your expectations for natural pet food?
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35 months ago
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Consumer preferences for pet food used to lean towards formulations based on science.  In the 'science' trend of pet food, ingredients are uniquely optimized for pets and the resulting benefits are made clear to consumers.  For example, a dog owner might purchase a lab-based pet food containing fatty acids with the understanding that it would help make the dog's coat healthy and soft. 

These days, we see the natural trend overtaking the science trend, as consumers now prefer pet food they consider more 'human,' with higher-end, fully transparent ingredients.  However, unlike in the science trend of pet food, the real benefits of natural pet food to one's pet are not as obvious.  So, what are consumers really expecting when they purchase a natural pet food?  What outcomes are they looking for?