Page 162 - Small Animal Clinical Nutrition 5th Edition

164 Small Animal Clinical Nutrition

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Figure 8-6. This diagram shows the market segments and usual distribution outlets of commercial pet foods.

Flavors and Varieties that meat is a high-protein food that is natural and enhances
Flavor and variety marketing concepts are also based on performance. The theme of “meat as desirable” is extended to
anthropomorphic appeal because they fulfill the pet owner’s “meaty” and “animal-protein” advertising themes. Manu-
assumption of the need for variety. From a pet food manufac- facturers of dry dog foods that make a “meat-based” claim imply
turer’s standpoint, offering many flavors and varieties increases the presence of a high meat content, which is not the case.
the brand’s potential shelf presence and exposes the shopper to Likewise, fish is an excellent protein source for cats, but is not
more opportunities for purchase. However, in the natural state, a natural food for most wild felids. Promotion of fish as desir-
the diets of wild canids and particularly wild felids are some- able has historical roots in the low cost and availability of fish
what monotonous. by-products from fish canning operations. Purported benefits
have also been made for lecithin, wheat germ meal, mineral
Ingredients chelates, yucca extracts, herbs and probiotic bacterial cultures.
Although flavor/variety descriptors often use ingredient names,
ingredient-based marketing generally implies that the high- Absence of an Ingredient
lighted ingredients provide unique benefits to pets. However, Advertising the absence of a food component implies that a
fundamentally, ingredients and nutrients are not the same; the problem or danger may be associated with the ingredient. The
nutrient profile is important to animals and should be the pri- marketplace example of “No Corn-Only Wheat!”or a competi-
mary focus rather than concern for specific ingredients. tor’s reversed message, “Contains Corn-No Wheat!” creates
In addition, products marketed on ingredient appeal usually consumer confusion and insecurity about both cereal sources.
contain other primary ingredients that may not be suggested by Although there are nutritional differences among grains, no
the ingredient name. If the veterinarian’s objective is to restrict specific grain commonly used in pet foods is harmful (Chapters
or exclude an antigen source, the ingredient list should be 5 and 8). Other examples of negative marketing include deni-
regarded as a better source of information than the product gration of the following ingredients: soy (purported to cause
name. For example, most “lamb and rice” foods contain several bloating and gastric dilatation-volvulus, but not proven), by-
protein sources in addition to lamb (Brown et al, 1995). products (“inferior fillers”),“synthetics” (non-natural and there-
Two variations on the ingredient-based marketing concept fore “harmful”) and ethoxyquin (“poison” although proven safe
are “presence” of an ingredient and “absence” of an ingredient. at recommended levels).
In pet food advertising, “no fillers” is used by some manufac-
Presence of an Ingredient turers to take advantage of pet owner misconceptions. Some
Promoting the presence of a particular component in a pet food consumers consider pet food ingredients other than meat and
is a common marketing concept. An ingredient frequently pro- vitamins “fillers,” including grains, fiber sources and animal by-
moted as beneficial for dogs is meat. The implied corollary is products, all of which can be excellent nutrient sources.