Home Our Company Press Room

Survey Reveals Americans Want Their Pets to Eat as Healthy as They Do

Purina® Expands Pro Plan® Selects® Products to Meet Growing Demand for Natural Pet Food

ST. LOUIS (August 13, 2007) – Just as Americans are becoming more aware of the important role nutritious food plays in their overall health and well-being, they are transferring that awareness to their cats and dogs. According to a recent survey* conducted by Purina® Pro Plan® Selects ®, 90 percent of those surveyed said they always try to purchase foods with the most health benefits for themselves and 82 percent look for foods with the most wholesome ingredients to feed their pets.

Ingredients in Demand among Pets and Pet Owners

According to the survey, specific nutrients and ingredients such as antioxidants and omega-3 fatty acids are leading the pack in what pet owners are demanding in the foods they enjoy, and it's no different for the pets that share their lives. For example:

• High-quality Protein: While 83 percent of pet owners purchase high quality protein foods for themselves, 91 percent rank it as the most important nutrient to consider when purchasing food for their dogs and cats.
• Omega-3 Fatty Acids: When it comes to this ingredient, more than 80 percent of pet owners believe omega-3 fatty acids are one of the most essential nutrients to have in the food they and their pets eat.
• Antioxidants: Ninety percent of the pet owners surveyed always look for foods rich in antioxidants for themselves and their families. The same number of pet owners (90 percent) said they also want to serve their pets foods rich in antioxidants.
• Vitamin A: Survey respondents not only look for vitamin A to maintain healthy eyes and good vision for themselves, but they also find this nutrient important for their pets' eyes. Seventy-nine percent said vitamin A is an important nutrient in their food and 74 percent said it was important in their pets' food as well.

Overall, when Americans are shopping for their own food and pet food, they are looking for natural ingredients. More than 75 percent of respondents consider natural ingredients in the foods they purchase to be important and more than 65 percent search for natural ingredients in pet food. And when it comes time to make the purchase decision, most respondents (31 percent) said natural ingredients dictate what they buy for their families and 38 percent said the same for the food they buy their pets.

New Pet Food Product Extensions Fulfill Consumers' Desires

In order to meet the growing demand among pet owners for natural, nutrition-packed foods, Pro Plan recently introduced a new line of Selects wet and dry feline formulas and added new wet entrees and a dry formula to the current canine line.

Purina Pro Plan Selects contains no preservatives and uses a combination of natural ingredients plus vitamins and minerals to provide the nutrition pets need to help them live long and healthy lives, including:

• Lean proteins: Ninety-three percent of survey respondents consider lean protein to be a key natural ingredient when purchasing pet food. The new Selects offer high-quality protein sources such as real salmon, yellowfin tuna, chicken and turkey to help support muscle mass for strength and energy.
• Wholesome grains: Sixty-eight percent of survey participants wanted highly-digestible sources of carbohydrates for energy such as the brown and wild rice and oatmeal that can be found in the new Selects .
• Fruits & vegetables: More than half of those surveyed find fruits and vegetables important in their pet’s food. Selects formulas include high levels of antioxidants, including those found in wholesome, flavorful ingredients like sweet potatoes and blueberry pomace.

All products are formulated without corn, wheat, animal by-products or artificial colors or flavors.

"As people are becoming more knowledgeable about nutrition and what goes into their own food, they are becoming more selective about what is and is not in their pets' food," said Ken Wilhelm, brand director for Purina Pro Plan Selects . "Pro Plan Selects provides all of the benefits of a natural product plus the high quality nutrition and taste your dog or cat needs."

The new Pro Plan Selects product line and extensions for both dogs and cats are available in a variety of sizes and prices. Pro Plan Selects and Selects Canned Entrées are available at pet specialty stores, farm and fleet retailers and veterinarians. For more information, please visit www.proplan.com or to talk to a pet nutrition consultant, call (800) PRO-PLAN, from 9:00 a.m. to 4 p.m. CST Monday through Friday.

*The survey interviewed 1000 adults, ages 18 and over, living in the United States during a one-week period in April 2007. Phone interviews were conducted via Ipsos U.S Express, a leader in market and opinion research. Most results have a margin of error of +/- 5% at the 95% confidence level for comparable data between the populations of pet owners

Top