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Natural sourcing continues to be an important issue in 2015 when it comes to pet food NPD, as the no additives/preservatives claim is now the second most important claim and is noted in most of new launches in 2015.

Another area that has seen some growth recently are low/no/reduced allergen formulations. This is mainly due to manufacturers introducing pet food ranges that allow cats and dogs to return to their “wild” roots, with formulations focusing on protein and meat content, avoiding grains and gluten that are often used as fillers, something that many consumers want to avoid these days.

While functional claims are important in pet food, there has been a decrease in products that feature vitamin/mineral fortifications, as manufacturers prefer to position their products as improving different areas of health rather than simply being topped up with random nutrients.

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