{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Millenials demand organic and gluten free pet food' data-url='/boclips/videos/5c54d5bdd8eafeecae1fde91' data-video-url='/boclips/videos/5c54d5bdd8eafeecae1fde91' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nMillenials demand organic and gluten free pet food\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLEADIN:              Describing a meal as \"dog food\" used to be a culinary insult - but all that might be about to change.               There's a growing trend for pet food that's good enough for humans - organic, unprocessed and...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLEADIN:\u003cbr/\u003e              Describing a meal as \"dog food\" used to be a culinary insult - but all that might be about to change. \u003cbr/\u003e              There's a growing trend for pet food that's good enough for humans - organic, unprocessed and nutritionally balanced - and industry experts say it's the Millennial generation who are driving it. \u003cbr/\u003e              STORYLINE: \u003cbr/\u003e              Meet Buddy Holly - and his owner Dylan Hensel.\u003cbr/\u003e              They are out shopping for Buddy's dinner, and only the very best will do.\u003cbr/\u003e              Hensel is sizing up different products all claiming to be healthy and made from the same quality meats that humans would eat. \u003cbr/\u003e              These treats advertise themselves as low in fat and high in protein and have the same nutrition information that you would expect to find in a human supermarket. \u003cbr/\u003e              Rick Rockhill is the chief nutrition officer for the Lucy Pet Foundation.\u003cbr/\u003e              He says there is a current trend for natural, organic products in the lucrative pet food market.\u003cbr/\u003e              \"Last year, pet food reached 75 billion (US) dollars globally and that's expected to hit 100 billion (US) dollars by the end of the decade, growing about maybe five percent annually. It's interesting when you look behind that because there are some interesting stats happening. Now, the consumers today are really aware of natural foods products and things like that and there are all kinds of stats out there that show that like 50 percent of people, pet owners believe that natural products are better for their pet,\" he says.\u003cbr/\u003e              This pet shop in Santa Monica is filled with pet food that claims to be the healthy choice.\u003cbr/\u003e              There are a variety of meats, including camel and goat. \u003cbr/\u003e              The shop's owner, Neil Massa, says people increasingly seem to want their pets to eat as well as they do. \u003cbr/\u003e              \"They are basically looking at their own food intake and what they are buying for themselves and they're now using that same philosophy on their pets, cat or dog. So we are going with the raw food, we're going air dried raw, we're going limited ingredient, we're going with something you could eat yourself. If it's good for yourself, it's going to be good for your pet,\" he says.\u003cbr/\u003e              Massa says there is such a huge demand for these kinds of foods that he doesn't stock anything else. \u003cbr/\u003e              He began making his own homemade foods for his dogs in the 1980s and decided to open a store in 2006.\u003cbr/\u003e              Hensel follows the philosophy that what's good for her is good for her dog. \u003cbr/\u003e              Buddy is an Akita-Boston Terrier-Siberian Husky and Alaskan Malamut cross rescue dog. \u003cbr/\u003e              He eats a limited-ingredient diet of venison and sweet potato twice a day.\u003cbr/\u003e              \"I find it really important to feed my dog what I would eat. I have food allergies and so I don't eat soy or gluten and I don't want my dog eating that either. He's my best friend. He's my service dog. I take great pride in him and I want him to live forever,\" says Hensel.\u003cbr/\u003e              Rockhill says the younger generation - so-called Millennials in their 20s and early 30s - are driving the organic, natural market in pet food. \u003cbr/\u003e              \"Millennials, for example, are bigger than the Baby Boomer segment. And no matter where you look in the world it's pretty much the same ratio. I'll take for example the US market, there are 86 million pet ownership households, ok. Millennials are 35 percent of that, so it's a pretty big number. Same ratio no matter where you look around the world and that's driving a lot of factors today in pet food. Why? Because millennials, 70 percent of millennials, prefer to buy natural food products. And if you look at that compared to say Baby Boomers, they're more comfortable, Boomers are more comfortable with what they view as mass produced foods,\" he says.\u003cbr/\u003e              One in three pet owners in the USA is a Millennial, according to a recent survey by US-based market research company Packaged Facts.\u003cbr/\u003e              As Millennials get older and their spending power increases, their desire for natural and organic pet products is expected to grow, according to Packaged Facts.\u003cbr/\u003e              \"So Millennials now are shifting what's happening and that's not a surprise, because if you look at the food segment today, 58 percent of pet food is natural food, of that about 40 percent are grain-free products, and of that, look at that limited ingredient diet segment, a little more mature, but it's still growing at six percent annually,\" says Rockhill. \u003cbr/\u003e              Millennials are more attuned than other owners to pet food formulations, what a pet food is actually made of, and product positioning, according to the Packaged Facts Pet Market Outlook 2017-2018 report. \u003cbr/\u003e              At The Urban Pet shop in West Hollywood, California, shop owner Zack Grey agrees that Millennials are pushing pet food trends.\u003cbr/\u003e              \"The Millennials in particular, we're noticing that they're just more knowledgeable. With social media, with the world at their fingertips, so much is around on Instagram and Facebook about nutrition and the importance of good food. Millennials when they come in they just don't seem to mind the price point. We've got foods here form every price point. No corn, no wheat, no by-product,\" he says.\u003cbr/\u003e              He says Millennials are shifting away from the supermarket and bigger pet shops and using independent smaller shops. \u003cbr/\u003e              One of these nutrition-focused shoppers is Mary Hanson is from Glendale, California, whose cat Desi died three years ago from kidney failure which she blames on eating a bad diet.\u003cbr/\u003e              \"(S)he was eating corn in a lot of her cat food and it's actually very poisonous and is very common to cause renal failure in cats. So my new cat now Pickle, I keep her on an all healthy grain-free GMO-free diet because its much better for her. It's protein based and its going to keep her healthier longer,\" she says.\u003cbr/\u003e              Hanson says she now reads every label to be sure she is feeding her cat the right food.\u003cbr/\u003e              If this trend continues, there could be many more pet owners checking out the fine print.\u003cbr/\u003e              But will the pets themselves notice the difference - or are they just focused on the next tasty snack?\u003cbr/\u003e            \u003cbr/\u003e\u003cbr/\u003e              Los Angeles, US - 26 July 2017\u003cbr/\u003e              1. Close of dog Buddy Holly with owner Dylan Hensel \u003cbr/\u003e              2. Hensel getting Buddy Holly to sit and give her a paw\u003cbr/\u003e              3. Hensel shopping for natural foods in pet shop\u003cbr/\u003e              4. Close of woman's hand pointing to ingredients on bag\u003cbr/\u003e              5. Wide of woman showing her dog a packet of treats\u003cbr/\u003e              6. Mid of various dog food packages on shelf \u003cbr/\u003e              7. Close of dog food label \u003cbr/\u003e              8. Close of salmon and beef dog treats on store shelf\u003cbr/\u003e              \u003cbr/\u003e              West Hollywood, US - 26 July 2017\u003cbr/\u003e              9. Set up of Chief Nutrition Officer for Lucy Pet Foundation, Rick Rockhill\u003cbr/\u003e              10. SOUNDBITE (English) Rick Rockhill, Chief Nutrition Officer for Lucy Pet Foundation:\u003cbr/\u003e              \"Last year, pet food reached 75 billion (US) dollars globally and that's expected to hit 100 billion (US) dollars by the end of the decade, growing about maybe five percent annually. Interesting when you look behind that, because there are some interesting stats happening. Now, the consumers today are really aware of natural foods products and things like that and there's all kinds of stats out there that show that like say 50 percent of people believe, pet owners believe, that natural products are better for their pet. Purdue University did a study here in the US that just over 50 percent of pet owners believe they have an obligation to give their pet the very best quality.\"\u003cbr/\u003e              \u003cbr/\u003e              Santa Monica, Los Angeles, US - 26 July 2017\u003cbr/\u003e              11. Exterior tilt down of 'My Pet...Naturally' shop\u003cbr/\u003e              12. Wide of shop interior \u003cbr/\u003e              13. Owner of shop Neil Massa in store\u003cbr/\u003e              14. Wide of freezer with pet foods inside\u003cbr/\u003e              15. Mid of inside freezer showing human grade meats for sale for pets\u003cbr/\u003e              16. Close of ground (minced) camel meat package in freezer\u003cbr/\u003e              17. Close of ground goat and wild boar meat in freezer\u003cbr/\u003e              18. Water being added to bowl of human grade lamb meat with fresh vegetables for dogs \u003cbr/\u003e              19. Close of dog eating dog food mixture\u003cbr/\u003e              20. SOUNDBITE (English) Neil Massa, Owner of 'My Pet...Naturally' shop:\u003cbr/\u003e              \"They are basically looking at their own food intake and what they are buying for themselves and they're now using that same philosophy on their pets, cat or dog. So we are going with the raw food, we're going air dried raw, we're going limited ingredient, we're going with something you could eat yourself. If it's good for yourself, it's going to be good for your pet.\"\u003cbr/\u003e              21. Hensel with her dog Buddy Holly in shop\u003cbr/\u003e              22. SOUNDBITE (English) Dylan Hensel, director's assistant and dog owner:\u003cbr/\u003e              \"I find it really important to feed my dog what I would eat. I have food allergies and so I don't eat soy or gluten and I don't want my dog eating that either. He's my best friend. He's my service dog. I take great pride in him and I want him to live forever.\"\u003cbr/\u003e              23. Woman showing her dog a bag of dog food\u003cbr/\u003e              24. Close of dog's face \u003cbr/\u003e              25. Close of dog food packet \u003cbr/\u003e              26. Woman reading packet ingredients \u003cbr/\u003e              27. SOUNDBITE (English) Rick Rockhill, Chief Nutrition Officer for Lucy Pet Foundation:\u003cbr/\u003e              \"Millennials, for example, are bigger than the Baby Boomer segment. And no matter where you look in the world it's pretty much the same ratio. I'll take for example the US market, there are 86 million pet ownership households, ok. Millennials are 35 percent of that, so it's a pretty big number. Same ratio no matter where you look around the world and that's driving a lot of factors today in pet food. Why? Because millennials, 70 percent of millennials, prefer to buy natural food products. And if you look at that compared to say Baby Boomers, they're more comfortable, Boomers are more comfortable with what they view as mass produced foods.\"\u003cbr/\u003e              28. Pull out of protein treats made from crickets\u003cbr/\u003e              29. Close of salmon dog treats bag \u003cbr/\u003e              30. SOUNDBITE (English) Rick Rockhill, Chief Nutrition Officer for Lucy Pet Foundation:\u003cbr/\u003e              \"So Millennials now are shifting what's happening and that's not a surprise, because if you look at the food segment today, 58 percent of pet food is natural food, of that about 40 percent are grain-free products, and of that, look at that limited ingredient diet segment, a little more mature, but it's still growing at six percent annually.\"\u003cbr/\u003e              \u003cbr/\u003e              West Hollywood, US - 26 July 2017\u003cbr/\u003e              31. Mid of My Urban Pet shop\u003cbr/\u003e              32. Wide interior of shop \u003cbr/\u003e              33. Wide of woman looking at food packets\u003cbr/\u003e              34. Set up of My Urban Pet owner Zack Grey\u003cbr/\u003e              35. Wide of freezers with dog food \u003cbr/\u003e              36. Woman at cash desk\u003cbr/\u003e              37. SOUNDBITE (English) Zack Grey, Owner of My Urban Pet shop:\u003cbr/\u003e              \"The Millennials in particular, we're noticing that they're just more knowledgeable. With social media, with the world at their fingertips, so much is around on Instagram and Facebook about nutrition and the importance of good food. Millennials when they come in they just don't seem to mind the price point. We've got foods here form every price point. No corn, no wheat, no by-product.\"\u003cbr/\u003e              38. Set up of actress and cat owner Mary Hanson shopping\u003cbr/\u003e              39. SOUNDBITE (English) Mary Hanson, Actress and cat owner:\u003cbr/\u003e              \"About three years ago my cat Desi had passed away from kidney failure, and its mostly due to her diet, her whole life, that I wasn't aware of that she was eating corn in a lot of her cat food and it's actually very poisonous and is very common to cause renal failure in cats. So my new cat now, Pickle, I keep her on an all healthy grain-free, GMO-free diet, because its much better for her. It's protein based and it's going to keep her healthier longer.\"\u003cbr/\u003e              40. Wide of Hanson at cash desk\u003cbr/\u003e              41. Mid of woman at cash desk with dogs \u003cbr/\u003e              42. Close of dog's face\u003cbr/\u003e              43. 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