Pet Food and Nutrition

Bridging the Knowledge Gap: Nutritional Needs of Aging Pets

The pet food industry is confronting a significant challenge as domestic animals achieve unprecedented lifespans. Despite these extended lives, a glaring absence of evidence-based nutritional guidelines for senior pets persists. Dr. Emma Bermingham, a leading expert in pet nutrition, will address this critical void at the upcoming Petfood Forum. She contends that many current 'senior pet diets' prioritize marketing appeal over scientific formulation, failing to adequately meet the specific health needs of aging companions. Her insights will underscore the urgency for a more rigorous, research-driven approach to ensure the well-being of older pets.

Dr. Bermingham's session will delve into the physiological changes associated with aging in pets, such as cognitive decline and diminished immune function, and how targeted nutritional interventions can mitigate these issues. She will advocate for the establishment of comprehensive, senior-specific dietary standards within the industry, recognizing that while some beneficial nutrients are already present in pet foods, their optimal levels for aging animals remain largely undefined. The challenge lies in generating robust research data, as current experimental practices often exclude older animals, limiting our understanding of their unique dietary requirements.

The Uncharted Territory of Senior Pet Nutrition

The pet food sector is grappling with a considerable void in understanding the dietary needs of elderly animals, a concern amplified by pets now living significantly longer. Dr. Emma Bermingham, an authority in pet nutrition and founder of Ember Pet Nutrition, will tackle this crucial issue at the forthcoming Petfood Forum. She points out that there's a scarcity of definitive data on appropriate nutrition for senior pets, even as some are reaching ages beyond 30 years. This knowledge deficit means that many commercially available 'senior pet diets' may be more a product of marketing strategies than precise nutritional science. The industry, she argues, has a responsibility to improve upon this by formulating diets that genuinely support the healthy and graceful aging of cats and dogs.

Dr. Bermingham's work emphasizes that while cats show signs of aging around eight years, dogs' aging processes vary greatly with their size. Her analysis of existing senior pet food formulations reveals a disconnect between product claims and scientific evidence, indicating that current offerings might not be optimized for the unique physiological changes that occur with age. This situation highlights the urgent need for comprehensive research to bridge the gap between marketing narratives and genuine nutritional efficacy, ensuring that older pets receive the tailored dietary support necessary for their evolving health requirements.

Pioneering New Standards for Elder Pet Well-being

Dr. Bermingham’s upcoming presentation will explore age-related health conditions, including cognitive deterioration and weakened immune systems, which have shown positive responses to specific dietary adjustments in controlled studies. These findings suggest that aging pets indeed possess distinct nutritional demands that are not adequately met by existing diet formulations. She critically observes that much of the available research on senior pet nutrition is outdated, limited in scope, and often lacks rigorous peer review, further complicated by its basis in older manufacturing techniques. This context underscores the necessity for modern, evidence-based research to inform future product development and regulatory guidelines.

Looking ahead, Dr. Bermingham envisions a pivotal moment for the pet food industry, where it must collectively address key questions: specifically, whether dedicated nutritional guidelines for senior pets are indispensable (her answer being a resounding yes) and what type of data is required to establish appropriate minimum and maximum nutrient levels. The practical hurdle lies in the difficulty of conducting long-term studies on very old animals, as most research colonies retire pets by age ten. Despite these challenges, Dr. Bermingham, with her two decades of research experience and a deep focus on healthy senior pet nutrition, is actively pushing for the industry to embrace and prioritize this vital area of study, ultimately aiming to set new, higher standards for the care of aging animal companions.

Pet Food Packaging Trends: Small vs. Bulk in Europe

Pet food manufacturers across Europe are increasingly focusing on smaller packaging and streamlined product offerings, a strategic shift driven by ongoing consumer price sensitivity. This trend, sometimes referred to as 'shrinkflation', aims to preserve sales volumes and keep prices competitive. However, the adoption of this strategy varies significantly across the region, with distinct patterns emerging between Western and Eastern European markets.

The pet food industry is currently navigating a complex landscape shaped by evolving consumer demands and economic pressures. While the move towards smaller, more convenient packaging is prevalent in many parts of Europe, the underlying motivations and market responses differ, highlighting the need for tailored strategies in various regions.

The Rise of Smaller Packaging in Western Europe

In Western Europe, pet food producers are increasingly opting for smaller pack sizes and rationalizing their product ranges. This strategy is a direct response to consumers' heightened awareness of pricing, aiming to offer more accessible options and sustain market presence. The concept of 'shrinkflation', where product quantities decrease without a corresponding price reduction, is part of this broader trend of packaging downsizing. A 2025 YouGov study in the U.K. revealed significant consumer concern about shrinkflation, underscoring its impact on purchasing decisions. Petar Reshovski, general manager at Williams & Marshall Strategy, highlights that SKU optimization is particularly relevant in the pet care sector. He notes that benefits include enhanced profit margins, more efficient supply chains, and improved portfolio management. Evidence from a Revology Analytics case study supports this, showing that extensive SKU rationalization, combined with pricing adjustments, led to recommendations to discontinue over 1,000 underperforming items.

Industry experts also indicate a continuous rise in demand for single-serve pet food products. Reshovski observes positive momentum across Europe for packages under 50g, single-serve formats, and 85g cans. This preference is not solely driven by cost; consumers also perceive smaller packages as offering greater freshness compared to bulk options. From a strategic perspective, promoting single-serve and smaller formats as premium, health-oriented choices can help mitigate margin pressures. This approach allows manufacturers to command a higher price per unit, offsetting the increased costs associated with smaller packaging. Ultimately, this repositioning can enable some producers to target the higher end of the market, providing consumers with a wider array of convenient pet food options that address both time constraints and nutritional considerations, albeit at a potentially higher price point. Smaller packaging thus offers a win-win solution for consumers, retailers, and companies alike, combining convenience, perceived affordability, and strategic market positioning.

Contrasting Trends in Eastern European Pet Food Markets

In contrast to Western Europe, the trends of SKU rationalization and shrinkflation are less pronounced in Eastern European countries. Yulia Dolzhenkova, business development director at Zooinform, a Moscow-based pet business media company, points out that while shrinkflation is evident in the broader fast-moving consumer goods (FMCG) food market in the region, the pet food sector presents a different picture. For instance, NTech's 2025 tracking shows a continued decline in average pack weight for general FMCG food, a trend that strengthened in 2025 after a brief easing. However, in pet food, market dynamics are often influenced more by value and distribution channels rather than systematic downsizing strategies, indicating a unique consumer behavior in these markets.

Specifically, in Russia, the prevailing pattern in pet food is not a mass transition to smaller packs but rather a growing preference for larger formats and a focus on 'value per kilogram', especially within online retail. Zooinform's 2025 data on wet cat food illustrates this trend, showing that while small formats (pouches and cans up to 190g) still constitute the majority of sales value (93.1%), larger packs are experiencing the most dynamic growth. In e-commerce, nearly half of all wet cat food sales already come from packages exceeding 600g, reflecting a consumer inclination towards bulk purchases for better unit economics. Dolzhenkova cautions against broadly labeling shrinkflation as a primary trend in Russian pet food based solely on pack-size changes, explaining that pet food purchasing decisions are often established and habitual, making 'trial' formats less critical than in human food. Moreover, the practice of selling pet food by weight in specialty retail further distinguishes this market. In Belarus, regulatory constraints on product markups, regardless of pack size, mean that pack-format shifts do not significantly drive price or assortment inflation. Similarly, in Kazakhstan, there is no strong trend towards smaller packs; instead, demand is stronger for bulk formats and 'by-weight' sales, with online consumers prioritizing cost-efficiency through larger bags. Overall, Dolzhenkova concludes that value perception, shifts in retail channels (especially e-commerce), and the practical economics of packaging changes better explain pet food market dynamics in these Eastern European countries than shrinkflation alone.

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JODL Verpackungen Expands Flexible Packaging Production

JODL Verpackungen GmbH, an Austrian-based company specializing in flexible packaging, has recently undertaken a strategic expansion to bolster its manufacturing capabilities. Through the acquisition of advanced machinery from Flexiprime GmbH in Germany, JODL is set to significantly increase its production volume. This move is particularly aimed at enhancing service for its clients across the food, pet food, and dietary supplement sectors, promising an amplified focus on product quality, operational safety, and customer-centric flexibility. This development is poised to streamline production cycles and broaden the range of available packaging solutions, reinforcing JODL’s market position.

JODL Bolsters Production with Key Acquisition from Flexiprime

In a notable industrial development, Lenzing, Austria-based JODL Verpackungen GmbH has announced a significant expansion of its flexible packaging production capacity. This enhancement comes as a direct result of acquiring cutting-edge machinery from Flexiprime GmbH, located in Rinteln, Germany. The newly integrated equipment includes state-of-the-art roll cutters and advanced bag machines, specifically designed for manufacturing paper block bottom bags. Jürgen Jodl, the managing director of JODL Verpackungen GmbH, emphasized that this acquisition marks a critical juncture in the company's growth trajectory. He stated, "This acquisition is a milestone in our growth strategy. We are not only investing in production machinery, but above all in quality, safety and flexibility for our customers." This strategic investment is expected to allow JODL to deliver custom packaging solutions with enhanced efficiency and precision, upholding their 'Made in Austria' standard. Customers can anticipate improved turnaround times and an enriched selection of products, benefitting from JODL's boosted operational capacity. The family-operated enterprise, which currently employs approximately 200 individuals, is renowned for its diverse offerings, including stand-up pouches, flat-bottom bags, and block bottom bags, maintaining a strong commitment to sustainable mono-material solutions.

This strategic move by JODL Verpackungen GmbH highlights a proactive approach to meeting evolving market demands and underscores the importance of continuous investment in technology and infrastructure. For businesses within the food, pet food, and dietary supplement industries, JODL’s expansion signifies a promising future of innovative and efficient packaging solutions. It also reflects a broader trend in manufacturing towards greater automation and specialized production to maintain competitiveness and deliver superior product quality. The company's dedication to sustainability, coupled with its enhanced production capabilities, positions JODL as a forward-thinking leader in the flexible packaging industry, ready to tackle future challenges and opportunities.

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