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  • Are you tempted by turkey with winter root vegetables, or organic superfood spinach and kale wafer crisps?

    想要來道烤火雞搭配冬季根莖蔬菜嗎?還是有機超級食物菠菜配上甘藍威化脆餅?

  • Well, too bad. These are for pets, not their owners.

    真是可惜,因為這些食物專為寵物打造,不是為了他們的飼主。

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

    越來越多飼主願意花大錢替寵物量身訂做餐點,因為他們似乎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.

    客製化及其他高價寵物食品的銷售正刺激著寵物食品市場的成長。

  • 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, including iced treats like sorbets.

    Billy + Margot 就是間專為狗狗打造客製食品的公司,他們的商品包括像是雪糕的冰品。

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

    自從 2012 年上市後,他們的銷售每年皆呈雙倍成長。

  • 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為公司命名,她說寵物零食有它存在的價值。

  • I wouldn't say dogs need treats.

    我不會說零食是狗狗的必需品,

  • But as we evolved, people have used treats for training, for rewarding, and for an... their own personal satisfaction and I think it's a real connection with your dog when you can give them a treat.

    但隨著人類的演進,我們把零食當作訓練、獎賞、或個人滿足的誘因。當我們能給狗狗零食,便可以和牠們產生真正的連結。

  • 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。

  • And 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,要小心不要給狗狗太多。

  • The treats put together with aloe vera, flaxseed oil, which um, offer some nutritional benefits, are a great cooling, and um, a nutritious iced treat.

    冰品另外添加蘆薈、亞麻籽油等營養成分,既消暑,又營養。

  • Despite the popularity of startups like Billy + Margot, the pet food industry is still dominated by Switzerland's Nestle, and Mars of the U.S.

    除了Billy + Margot 等新創公司的成功案例外,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, through pet food and treats, which are not necessarily organic or craft, are targeted at the premium end of the market.

    他們也搭上這股潮流,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和零食。

  • 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.

    很多動物所遭遇到的問題也和人類所會有的問題的一樣。

  • And pets are also living longer, which means that they need more individualized care and nutrition.

    隨著寵物的壽命延長,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, so too are their pets, says Dr. Richard Butterwick, global nutrition advisor, at Mars' WALTHAM center.

    瑪氏 WALTHAM 中心的全球營養顧問 Richard Butterwick 博士認為,正如同人類,寵物越來越長壽,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.

    在許多歐美國家和其他地方,寵物都有肥胖和過重的問題。

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

    而現今許多製造商能夠針對寵物特殊的營養需求,推出客製化的食品。

  • Unlike their smaller competitors, Mars and Nestle have large budgets for nutritional research and they emphasize their science base rather than craft approach.

    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,他們強調科學實證而非客製化的方法。

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

    而小型公司則強調天然成分、新鮮肉品和不含防腐劑的重要性。

  • 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,所以大部分的食品都會添加。

  • And there is a move to move, to use more natural-based preservatives, but many of these are not really as active or effective as the existing ones.

    而兩全其美的方式,就是使用較為天然的防腐劑,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 by nimbler, innovative companies that are making use of digital channels to sell their pet food.

    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,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,

    這是驅動文明的主要動力,也仍是刺激市場發展的基石,

  • just as we've seen human food, we see small entrepreneurial startup companies formulating products for their local market that are perhaps more, gets towards their organic consumer, so that whole healthy lifestyle factor comes into play as well.

    就像人類的食物一樣,許多小型的新創公司針對注重有機的消費者群推出在地商品,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, then they're thinking, "Why not try gluten-free on their pet as well?" in some cases.

    現在人們在吃無麩質的食物時,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, and they're able to do that largely because of online sales, and because the proliferation of retail channels.

    這就是小型的公司所主打的,而他們之所以能夠做到這一點,主要是因為線上銷售和零售通路的激增。

  • With more and more pets becoming family members and owners willing to fork out more on them, demand for premium pet food, whether organic, bespoke, or mass-produced, is likely to keep rising.

    隨著越來越多寵物成為家庭成員,而飼主也願意花錢照料寵物,對於無論是有機、客製化、或大量生產等高端寵物食品的需求,將持續上升。

  • 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, or organic superfood spinach and kale wafer crisps?

想要來道烤火雞搭配冬季根莖蔬菜嗎?還是有機超級食物菠菜配上甘藍威化脆餅?

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B1 中級 中文 FinancialTimes 寵物 食品 公司 營養 新創

比人吃得還澎湃?寵物食品越來越豪華 I FT Business (Pet food goes posh I FT Business)

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    Kristi Yang 發佈於 2021 年 09 月 22 日
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