Embrace the Shift to Natural Dog Foods or Face Extinction

A Lesson from Market History

In today’s rapidly evolving marketplace, consumer demands are shifting quicker than ever, and businesses that fail to adapt often face extinction. The pet food industry, specifically dog food companies producing ultra-processed dog foods, must take notice of a powerful trend: the rising demand for natural, raw, and holistic dog food options. If companies don’t respond to this growing consumer preference, they risk the same fate as once-dominant businesses that ignored critical market shifts.

The cautionary tales of major corporations such as record companies, Blockbuster, Kodak, and Nokia illustrate the dangers of staying stagnant when the market demands innovation. Let’s examine how these examples offer vital lessons for the pet food industry today.

Note:

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

1. Record Companies vs. Digital Music: The Sound of Missed Opportunity

In the early 2000s, music consumption was undergoing a seismic shift. Consumers were moving away from physical albums and CDs and embracing digital music platforms, but record companies resisted the change. Instead of embracing new technology and partnering with digital services like Napster or early iTunes, they clung to outdated models of distribution. As a result, music piracy surged, and consumers left behind traditional methods of buying music. It wasn’t until much later that the music industry finally embraced digital streaming, but by then, they had lost millions in revenue and consumer trust.

Lesson for Dog Food Brands: Consumers are moving toward natural, raw, and organic pet foods as they become more health-conscious. Ignoring this shift could result in customers abandoning traditional dog food products in favour of competitors who are more in tune with their needs. Why not spend resources on developing more natural dog foods as part of your portfolio, rather than investing in the spreading of anti-raw rhetoric and propaganda?

2. Blockbuster vs. Streaming: The Video Rental Giant That Didn’t Streamline

Blockbuster was once synonymous with home entertainment, boasting thousands of locations worldwide. But as digital streaming services like Netflix emerged, Blockbuster failed to adapt to the changing landscape. Blockbuster stuck to their rental model, underestimating the rise of on-demand entertainment. As Netflix revolutionised the way people consumed media, Blockbuster lost relevance and, ultimately, collapsed.

Lesson for Dog Food Brands: If dog food companies don’t pivot toward consumer demand for raw, grain-free, or organic dog foods, they risk being left behind by brands that are quick to embrace these trends. Those that adapt now will be the ones thriving in the future. Blockbuster turned down the opportunity to buy Netflix on at least one occasion so could have seen a very different future – perhaps major dog food brands should invest in a raw dog food manufacturer and secure their standing in a sustainable future,

3. Kodak vs. Digital Photography: Failure to See the Bigger Picture

Kodak was once the leader in photography, but when the digital camera revolution began, they hesitated to make the necessary adjustments. The company continued to focus on film, even though digital technology was clearly the future. Their reluctance to innovate resulted in their eventual bankruptcy, as they missed the opportunity to lead the digital photography market that is now dominated by companies like Canon and Sony.

Lesson for Dog Food Brands: The trend toward healthier, more natural dog food is not a passing fad, it’s the future of pet nutrition. If traditional dog food companies fail to shift their product lines to accommodate raw and natural options, they too could face the same fate as Kodak, losing market share to more innovative brands.

4. Nokia vs. Smartphones: When the World Goes Touchscreen, You Can’t Stay Buttoned-Up

You have to admit – that’s a punny headline, right?

But in all seriousness, Nokia was once the global leader in mobile phones, but as smartphones with touchscreen technology started to emerge, they were slow to innovate. Rather than embracing the new technology, Nokia stuck to their buttoned phones for too long. This allowed competitors like Apple and Samsung to dominate the smartphone market, leaving Nokia in the dust.

Lesson for Dog Food Brands: In the same way that smartphones revolutionised the way people communicate, natural dog food is transforming the pet nutrition industry. Brands that fail to offer raw or organic options will fall behind competitors who are more agile in meeting evolving consumer preferences. Current research shows that 20% of dog owners in the UK currently feed raw dog food as part of their dogs diet – in other markets, such as Australia, that is seen to be much higher.

This market change is a good thing! So at some point, ultra-processed dog food conglomerates have to ask the question… Are we still going to try and swim against this tide and potentially sink? Or shall we start being part of a movement that is making dogs healthier?

Adapt or Get Left Behind

The shift toward natural dog foods is more than a trend, it’s a reflection of changing consumer values. Pet owners are more educated than ever about the ingredients in their dog’s food, seeking out healthier, more natural options that mirror their own dietary choices. Consumers want transparency, quality, and nutrition for their pets, and they are willing to switch brands to find products that align with these values.

For dog food companies, the message is clear: adapt or die. The traditional dog food market is shrinking, while the demand for raw, organic, and natural options is on the rise. Companies that embrace this shift have the opportunity to capture loyal customers who are seeking the best for their pets. Those that resist change may find themselves as irrelevant as a Blockbuster store in the age of Netflix.

Conclusion

The history of business is littered with examples of companies that failed to innovate and paid the ultimate price. Record companies, Blockbuster, Kodak, and Nokia were once dominant forces in their respective markets, but their failure to respond to changing consumer demands led to their downfall. The pet food industry is now at a similar crossroads, and companies must take action to align with the growing preference for natural, raw dog foods, or risk facing extinction.

Don’t be the next Blockbuster.

Embrace the future of dog food.