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Feed My Fur Baby founder Ben Rennell says as people get more information and concerned about what they put in their bodies, they are doing the same for their pets.

Disrupter of the global consumer market, Amazon, is throwing its hat into the multi-billion dollar pet food industry, creating its own line of kibble for its Prime members.

Last week Amazon started selling two sizes of dog food, 2 kilogram for US$12.99 (NZ$18) and 13kg bags for $64. Flavours include chicken, beef and lentil, and salmon.

But the founder of a Kiwi pet food subscription company Feed My Fur Baby, Ben Rennell, said New Zealand consumers were different from American retailers and while the internet giant posed a threat to the market, local consumers still valued home grown products and quality.

Gary Mills

Rennell said dog obesity was an increasing problem and it was important for dogs to get the right nutrition and portion for their size and lifestyle.

"Realistically it will take [Amazon] a few years after they come to New Zealand to really settle into the market. And New Zealanders appreciate local products and enjoy knowing about the products they consumer and the people behind the company. Amazon is a faceless giant," Rennell said.

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The pet food industry is worth an estimated $65 billion in North America alone and close to $400 million in New Zealand.

Feed My Fur Baby is a pet food subscription service that provides customised meals for pets based on their age, weight and activity level. 

A bigger dog might get a $48, 5kg bag of pet food every two weeks and a smaller one less frequently. 

Rennell said dog obesity was an increasing problem and it was important for dogs to get the right nutrition and portion for their size and lifestyle.

"We're seeing a humanisation of pet food. As people get more information and concerned about what they put in their bodies, they are doing the same for their pets. Of course a dog has a different biology but people want the best for their dogs."

China is one of the world's fastest-growing markets for pet food and pet care products. In 2015 China had nearly 40 million pets.

With household income and pet care knowledge increasing, Chinese consumers are willing to spend more on their pets, which has led to strong value growth across the pet care market and especially in the pet food category.

Rennell said while he did not have any immediate plans to take the company overseas it was something the business was looking to do in the future.

"New Zealand goods are valued locally and overseas because of our reputation. Traceability is key especially after the US melamine dog food scandal where many dogs died from food imported from China," he said.

Another focus for the company was to avoid plastic as much as possible. The same box is used to pack, transport, bulk store and ship to the end customer in the same packaging with no additional tapes or wraps. 

The team are now working on ways to improve the design and sustainability of the packaging including multi-use of the box to further reduce material and eventually become plastic free.

They are also working towards product traceability to provide ethical transparency within the supply chain. 

 - Stuff