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  • Are you tempted by turkey with winter root vegetables

    想要來道烤火雞搭配冬季時蔬嗎?

  • or organic superfood spinach and kale wafer crisps?

    還是養生的有機菠菜配上甘藍威化脆餅?

  • Well, too bad.

    真是可惜,

  • These are for pets, not their owners.

    因為這些食物專為寵物打造。

  • And if you thought craft food was just for humans, think again.

    如果你認為客製化食品只屬人類的範疇,那你就錯了。

  • More and more people are prepared to pay premium prices for craft pet food.

    越來越多飼主願意花大錢替寵物量身定做餐點,

  • Because people seem to want to feed their pets the same quality as they do for themselves or their children.

    因為他們希望用對待自己或孩子的方式來對待寵物。

  • Sales of craft and other high-priced pet food are driving the growth of the pet food market.

    客製化、高價的寵物食品正刺激該市場的成長。

  • More and more pet food comes with labels such as organic, gluten-free, natural, or without preservatives.

    「有機」、「無麩質」、「天然」、「不含防腐劑」等標示漸漸出現在各大寵物食品的包裝上。

  • Billy + Margot is a company specializing in craft treats for dogs,

    Billy + Margot 就是間專為狗狗打造特殊食品的公司。

  • including iced treats like sorbets.

    他們的商品包括像是雪糕的冰品。

  • Its sales have doubled every year since launching in 2012.

    自 2012年上市,每年皆呈雙倍成長。

  • The founder, Marie Sawle, who named the company after her two dogs, says treats do serve a purpose.

    創始人 Marie Sawie 以她兩隻狗狗的名字替公司取名。她認為寵物甜品有它存在的價值。

  • I wouldn't say dogs need treats.

    我不會說甜點是狗狗的必需品,

  • But as we evolved, people have used treats for training, for rewarding, and for an... their own personal satifaction

    但隨著人類的演進,我們把甜點當作訓練、獎賞、或個人滿足的誘因。

  • and I think it's a real connection with your dog when you can give them a treat.

    如果我們能以同樣的方式對待寵物,便可以和牠們產生更深的連結。

  • Iced treats are made... without any dairy, that's why they're not called ice cream.

    我們的冰品沒有添加乳製品,所以不叫做冰淇淋。

  • They are made similarly to a sorbet to us.

    這些冰品就像我們所謂的雪糕。

  • So we use pure fruit, um, although they contain some sugar so you have to be careful not to give too many.

    我們以純果肉作為基底,但因為有加點糖的關係,狗狗應適量攝取。

  • The treats put together with aloe vera, flaxseed oil, which um, offer some nutritional benefits,

    冰品另外添加蘆薈、亞麻籽油等營養成分,

  • are a great cooling, and um, a nutritious iced treat.

    既消暑,又健康。

  • Despite the popularity of startups like Billy + Margot,

    除了Billy + Margot 等新創公司的成功案例外,

  • the pet food industry is still dominated by Switzerland's Nestle, and Mars of the U.S.

    瑞士的雀巢和美國的瑪氏公司仍穩居寵物食品市場的龍頭。

  • These companies though, are also getting in on the act,

    他們也搭上這股潮流,

  • through pet food and treats, which are not necessarily organic or craft, are targeted at the premium end of the market.

    雖不主打有機或客製化的商品,仍針對高端消費族群推出一系列的寵物食品。

  • It's here at WALTHAM that Mars, with the help of 200 dogs and 350 cats, undertakes its research into pet nutrition.

    這裡是瑪氏的WALTHAM研究中心,他們針對200隻狗和350隻貓進行營養方面的研究。

  • This is the largest scientific facility of its kind in Europe.

    WALTHAM有全歐洲最大規模的科學研究設備。

  • A lot of the problems that animals are suffering from mirrored those of humans.

    動物反映了許多人類身心上出的狀況。

  • And pets are also living longer,

    隨著動物的壽命延長,

  • which means that they need more individualized care and nutrition.

    個別照護與營養攝取需求也隨之上升。

  • Companies can also charge a premium for pet food that is targeted at specific problems.

    商家也會針對寵物特別的需求推出高價的食品。

  • Just as humans are living longer, and exercising less

    WALTHAM中心的全球營養顧問 Richard Butterwick 博士認為,

  • so too are their pets, says Dr. Richard Butterwick, global nutrition advisor, at Mars' WALTHAM center.

    正如同人類,動物越來越長壽,而運動量越來越少。

  • We're seeing very high levels of obesity and overweight pets in many countries in Europe, North America, and elsewhere.

    許多歐美國家,寵物都有過重的問題。

  • What that means is that we're now feeding today's pet probably 15% or less energy than the pet required 15, 20, 30 years ago.

    也就是說,我們現在餵食寵物的熱量,相較於15、20、30年前,至少少了15%。

  • And what we're seeing now is so many manufacturers are able to produce a bespoke diet

    而現今許多製造商已針對寵物特殊的營養需求,

  • that can really target all of the particular nutritional needs.

    推出客製化的食品。

  • Unlike their smaller competitors, Mars and Nestle have large budgets for nutritional research

    有別於小規模的新創公司,瑪氏和雀巢可以投入大量資金進行營養研究。

  • and they emphasize their science base rather than craft approach.

    他們強調科學實證而非客製化的服務。

  • Smaller companies stress the importance of natural ingredients, fresh meat, and leaving out preservatives.

    而小型公司則主打天然成分、新鮮肉品和無添加的產品。

  • But Mars' opinion differs.

    但瑪氏對此持不同的看法。

  • So I think it is really important that we continue to have those that added preservatives in there.

    我認為寵物食品有添加防腐劑的必要。

  • If you don't have them in there, then ultimately the shelf-life of the product will be very short, so for most manufactured foods.

    如果不加防腐劑,會縮短許多商品的保存期限。

  • And there is a move to move, to use more natural-based preservatives,

    而兩全其美的方式,就是使用較為天然的防腐劑,

  • but many of these are not really as active or effective as the existing ones.

    但這類的添加物都沒有現存的防腐劑來得有效。

  • But despite their size, Mars and Nestle are being increasingly challenged

    儘管公司規模龐大,瑪氏和雀巢也面臨來自新創公司的挑戰,

  • by nimbler, innovative companies that are making use of digital channels to sell their pet food.

    因為這些創新靈巧的公司能夠善用社群網站來銷售商品。

  • The key drive in civilization, and that still the fundamental drive behind the market,

    這是趨使文明的主要動力,也是刺激市場發展的基石。

  • just as we've seen human food, we see smaller or corporeal startup companies formulating products for their local market

    就像人類的餐飲業一樣,許多小型的企業或新創公司

  • that are perhaps more, gets towards their organic consumer, so that whole healthy lifestyle factor comes into play as well.

    針對注重有機的在地消費群推出商品,可見健康生活的因素對市場有所影響。

  • Now people are adopting gluten-free food for themselves,

    現在人們在吃無麩質的食物時,

  • then they're thinking, "Why not try gluten-free on their pet as well?" in some cases.

    就會想到「何不讓寵物也試試無麩質的食物呢?」

  • And so that's coming increasingly from smaller companies,

    這就是小型的公司所主打的。

  • and they're able to do that largely because of online sales, and because the proliferation of retail channels.

    而他們的成功可歸功於線上銷售和廣大的零售鏈。

  • With more and more pets becoming family members and owners willing to fork out more on them,

    隨著寵物在家庭的重要性逐漸提高,而飼主也願意花錢照料寵物,

  • demand for premium pet food, whether organic, bespoke, or mass-produced, is likely to keep rising.

    想必無論是對有機、客製化、或大量生產的寵物食品需求,將繼續上升。

  • Scheherazade Daneshkhu, FT, London.

    Scheherazade Daneshkhu,來自倫敦金融時報的報導。

Are you tempted by turkey with winter root vegetables

想要來道烤火雞搭配冬季時蔬嗎?

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寵物食品走向豪華 I FT Business (Pet food goes posh I FT Business)

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    Kristi Yang 發佈於 2021 年 01 月 14 日
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