Food for your pet’s soul

When millennials vouch by pure and gourmet foods, why leave out their beloved pets? Dogs and cats are getting a taste of all things artisanal and organic, with exotic ingredients like yak cheese, black rice, quail eggs making their way into curated pet menus.

Growing disposable income levels and an increasing awareness are enabling pet parents to make evolved and informed choices regarding food for their pets, say experts.

“Gourmet foods provide the flexibility of customisation of diet for pets based on their age, breed, weight and life-stage. Such foods provide an equivalent source of nutrition, which is much better as compared to the mass-produced pet food. The gourmet food market is bound to rise exponentially as pet food entrepreneurs tie-up with cloud kitchens,” says Amol Sharma, founder, PetSutra, an online pet store.

The organised market for food and treats for pets in India is expected to cross $270 million by 2019, as per estimates by TechSci Research. There is, however, a lot of growth potential, believe experts, who claim the pet population in the country is estimated between 12 and 15 million, with over 6 lakh animals (primarily dogs, cats, fish and birds) getting adopted as pets every year.   

Experts say unlike mass factory-produced pet food, gourmet food takes into account the nutritional requirements of pets, which are quite different from those of human beings. According to Indrakshi Paul, food scientist at Dogsee Chew, which makes “natural and nutritious dog treats’’, feeding food to dogs that is free from grains, preservatives, colours and gluten is important to avoid inciting allergies. “The nutritional requirements in dogs varies basis their life stage and hence it is important to provide food accordingly.”

Yak cheese, derived organically and carrying Himalayan origins, is one of the best foods for pets, feels Bhupendra Khanal, founder & CEO, Dogsee Chew. He says it contains a high proportion of protein and calcium and is consumed by people from the Himalayan region and the Tibetan nomads. “The cheese obtained is hardened by smoke-drying it for a few days and the process is natural, preservative and grain-free, carrying multiple benefits to the pet,’’ adds Khanal.

Sensing an interest from pet parents, premium hotels have started gourmet pet menus that are customised to suit pet needs. 

Akshay Pandit, executive sous chef, Lakeside Chalet Marriott Executive Apartments, says their pet menu that is crafted for dogs, cats and birds has been designed after studying and researching the eating habits of common pets. “We have used organic oats, baby spinach, Atlantic salmon, quail eggs and wild fresh berries. Ingredients like black rice help to add fibre to the diet. The cooking methods are restricted in a way that there is a minimal usage of fats and oils and maximum flavour enhancement.”

Even pet food brands are seeking the launch of multiple artisanal foods going ahead. Khanal says they are looking to launch freeze-dried fruits and vegetables for pets. “In addition to India, the UK, Spain, Canada, etc, we plan to enter the US, Belgium, France, Germany.” 

Sharma says they will incrementally expand across categories like treats, accessories, supplements and have started exports to North America. “We are trying to leverage the advantage of India being a good source of ingredients.”

NOT QUITE A DOG’S LIFE

12-15 mn – Pet population in India

Over 6L – Pets adopted every year in the country

• Unlike factory-produced pet food, gourmet food takes into account the nutritional requirements of pets, which are quite different from those of human beings
   
• Feeding food to dogs that is free from grains, preservatives, colours and gluten is important to avoid inciting allergies