Head of pet care
Premiumization: the evolution of pet food’s most important growth driver – Jared Koerten, head of pet care at Euromonitor International, examines premiumization as a global megatrend, exploring the drivers, motivations and sociodemographic shifts behind it. Premiumization has been the growth engine for dollar sales in pet food. At the same time, underlying drivers of premiumization as a megatrend are shifting across industries. In the past, premiumization focused on the betterment of pet owners and their companions, emphasizing health and safety. The future, however, is being shaped by new frontiers in premiumization like curation, partnership and personalization. Sociodemographic trends are creating new frontiers for premium-led growth, as untapped markets and pet owners look for opportunities to trade up.
Koerten oversees research across 100 markets and provides strategic insight and analysis on developments shaping the global pet food landscape. His work helps companies around the world make informed business decisions about emerging trends and growth opportunities within the pet care market. Koerten has spent more than eight years researching the industry and pet food market trends. He is frequently cited in the press and regularly presents at industry conferences like Global Pet Expo. Koerten holds a master’s degree in international relations from The University of Chicago.