“For several years now, the trend has been observed around the world that people are caring for their pets no less than themselves. Increasing selectiveness and the search for the highest quality are taking hold when choosing animal fodder as well,” says Šarūnas Valys, extruded products business head at AB Kauno Grūdai.
“Based on the newest data, the demand for the highest class fodder has risen 25 per cent over the last five years, and in the future even further growth is expected. Observing these trends, we have directed our strategy toward the production of super-premium products, whose manufacture we began preparing for already two years ago. We have also renewed our factory, with our largest investment of 2.5 million euros being allocated to this end, and we have also gathered a new research and development team, performing various studies in order to bring the best possible product to the market,” he continued.
Evaluating capacities
Š. Valys notes that investing in and taking on the production of super-premium class products was something Kauno Grūdai resolved to do after a thorough analysis of trends and evaluation of its own capacities.
He explains that one of the newest trends is for pet owners greatly focusing on production traceability, which signifies where and how the fodder is produced. “This became an advantage for us. The businesses developed by our business group form a production chain ‘from the field to the table’, which guarantees quality and traceability. We answer to ourselves for the entire production process from commodity to the final product,” Š. Valys says.
According to the company representative, among the ever more prevalent trends we also find that pet owners seek not only quality but also healthy, flavoursome choices for their pets, so that pets also enjoy the flavour of their fodder. “We are one of the few producers using lyophilised ingredients in our production, something that is especially popular in the healthy food industry. This cold drying technology retains the ingredients’ best traits and good flavour, and the fact that the product is not only healthy and matches all a pet’s nutritional needs, but also that it is willingly consumed is no less important for pet owners,” the Kauno Grūdai representative explains.
Better quality – lesser consumption
Š. Valys explains that in Western Europe and the USA, reduced consumption of pet foods has been observed. “This is based on a transitioning to super-premium fodder, which pets require less of. This pet food is more concentrated, enriched with a greater amount of nutrients and so naturally, the pet eats less, and feels sated faster,” the Kauno Grūdai representative explains.
According to Š. Valys, more pet owners than ever value that due to reduced consumption, the trend is being demolished that the choice of higher class products costs more. “Pet owners value how super-premium is a higher quality choice, which respectively benefits their pets’ health more and the fact that this does not demand extra expenses is a massive advantage, due to which it is likely that the consumption of this product class is rising,” the Kauno Grūdai product business head summarises.
Growing sales
The Kauno Grūdai representative reveals that the company‘s super-premium class dog food under the Quattro brand is already available in countries such as Greece, the Czech Republic, Bulgaria, Denmark, Latvia and Romania, and can be found in specialised pet stores.
“So far, we receive the most orders from Greece, but we have observed that our product sales are also steadily growing in Lithuania. We hope that with time, even more buyers will be convinced by the quality and advantages of super-premium class products,” Š. Valys says. He notes that the company is planning to expand the export directions for its super-premium pet foods and in parallel and expand the selection of Quattro products, seeking to ensure choices for as wide as possible a segment of pets, taking into account their breed, size and age.
Kauno Grūdai has been producing pet food for almost 30 years. The company‘s products include pet food for cats and dogs under the brands La Murr, Canis and Aport.
About KG Group
KG Group is one of the largest, most modern and economically strongest production conglomerates in Lithuania. The more than 130 company business group includes AB Kauno Grūdai, Vilnius and Kaišiadorys‘ poultry farms, as well as daughter companies.
KG Group’s businesses comprise a unique production chain ‘from the field to the table’ which allows the ensuring of high-quality production. We are valued for our comprehensive production chain across Lithuania and in 50 countries around the world.
