Palatants Market

Rise in Number of Pet Owners Worldwide and Advancements in Breeding Technology to Propel Market Growth

The past couple of decades have witnessed a remarkable rise in the number of pet owners, especially in urban regions worldwide. The considerable rise in the disposable income coupled with economic growth of several developing regions worldwide has led to an influx of new pet owners on a global scale. The surge in the number of pet owners has had a direct impact on the sales of pet nutrition products, pet food, and other innovative products, such as palatants. Palatants have gained considerable popularity in the past few years, owing to increasing awareness pertaining to pet palatability, innovations, research, and impactful marketing campaigns.

Palatants play an imperative role in improving the smell, taste, and texture of the pet food due to which, the demand continues to move in the upward trajectory. Several top-tier and premium players involved in the palatants market are investing a considerable amount of resources in research and development activities to evaluate and determine the most effective manufacturing and processing technique. In recent times, research and development with various flavor enhancers have increased at a rapid pace– another factor that is expected to boost the growth of the global palatants market during the forecast period.

At the back of these factors, the global palatants market is expected to reach a market value of US$ 3.7 Bn by the end of 2030.

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Entry of Plant-based Palatants on Rise in Global Market

Research and development activities are likely to play an imperative role in the development of the global palatants market. Over the past few years, a number of plant-based cat and dog food palatants have entered the market due to the growing safety concerns linked with animal-based palatants. Several major companies operating in the current palatants market are increasingly inclined toward the production of plant-based palatants due to a range of factors.

Another factor that is expected to augment the interest in plant-based palatants is the steady rise in both, human and pet population worldwide. At present, plants, insects, and algae have emerged as a viable energy resource for the large-scale production of palatants. In addition, the potential sanitary issues put forward by meat-based palatants are likely to disrupt the global supply chain of palatants due to the stringent international regulations on the import of meat-based products. In addition, as plant-based palatants are likely to face fewer hurdles in cross-border trade and transportation, several companies are increasingly working toward expanding their product portfolio.

Market Players Focus on Expanding Product Portfolio

The last few years have witnessed the entry of a range of players in the palatants market due to the increasing demand worldwide. Although the market competition has increased considerably, quality and pricing structure continue to remain some of the key differentiating factors. Sub-standard quality products have dented the overall image of the palatants industry due to which, at present, several brands are becoming more transparent and involved in the development of innovative, safe, and premium-quality palatants. In addition, several companies are also diversifying their product portfolio by including organic trace mineral and phytonutrient products to gain a competitive edge. Advancements in breeding technologies are gradually influencing operations across the palatants market, as the number of animals with high theoretical genetic potential has increased. Several companies are also working toward the production of customized palatants as per requirements of consumers. The launch of new products is one of the main strategies deployed by several market players operating in the current palatants market landscape. For instance, in June 2019, Kemin Nutrisurance launched a new product line– PALTEVA Natural Palatants that was aimed at addressing the growing demand for natural flavored, safe, and natural palatants.

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While the animal feed industry is expected to remain the primary consumer of plant and animal-based palatants, the growing demand from the aquaculture sector is expected to provide lucrative opportunities to the players operating in the palatants market in the upcoming years.

Supply Chain Barriers to Hinder Market Growth amid COVID-19 Pandemic

The onset of the COVID-19 pandemic is projected to have a short-term impact on the offline sales of palatants due to which, the market growth is likely to remain lower than that of 2019. Stringent lockdown regulations in the first half of 2020 in several regions of the world, restrictions on cross-border trade, and transportation are some of the key factors that are likely to affect the prospects of the palatants market in 2020. While the research side of operations is likely to remain unaffected, a range of innovative and premium quality products are in the pipeline. While offline sales are likely to remain low, online sales are expected to witness a steady growth amid the ongoing COVID-19 event. Moreover, given its draconian measures to curb the COVID-19 pandemic, China, a major organic soybean supplier, has created difficulties for organic feed producers globally. Moreover, the availability of containers and vessels was also affected due to logistical issues in China, along with transportation of other micro-ingredients.

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Analysts’ Viewpoint

The global palatants market is expected to grow at a moderate CAGR of 3.9% during the forecast period. The market growth is primarily driven by factors, including surge in the number of pet owners worldwide, growing awareness pertaining to the benefits of palatants, entry of a number of plant-based palatants, increasing focus on research and development, and impact of online marketing campaigns. In the current scenario, market players should curate impactful digital marketing strategies to boost sales and focus on expanding their product portfolio to gain a competitive edge in the current market landscape.