寵物鮮食新浪潮：看美國寵物食品從乾糧到冷藏鮮食的演進與台灣機會
- Jessie Chen
- 7月22日
- 讀畢需時 8 分鐘
已更新：8月15日
▌【產業趨勢觀察】Blue Buffalo 宣布「Love Made Fresh」，揭開全球鮮食戰爭序幕
2025年6月23日，美國通用磨坊（General Mills）旗下寵物食品品牌 Blue Buffalo 發布重要戰略動作：預計正式推出旗下第一條冷藏鮮食系列「Love Made Fresh」，以高蛋白、新鮮原型食材為核心，進軍高端冷鏈市場。
這個舉動標誌著一個明確趨勢：從乾糧起家的品牌，正集體投入冷藏／冷凍鮮食戰場。為何？因為鮮食已經不只是潮流，而是下一波全球寵物產業的主戰場。
▌美國寵物飲食的演進軌跡
讓我們回頭看看美國寵物食品市場過去20年的演變：
The Farmer’s Dog、Freshpet 等品牌不僅改寫了鮮食定義，也重塑了飼主的餵養觀念。而現在連老字號的 Blue Buffalo 都親自下場，意味著這個趨勢不再只是小眾，而是進入主流戰場。
▌為什麼美國開始全面擁抱「鮮食」？
1.飼主觀念升級：「毛孩即家人」
* 超過 78% 美國飼主自認是「Pet Parents」，不再容忍給毛孩吃不明來源的加工物。
2.人用飲食觀影響寵物選擇
* 從 Keto、Whole30、Organic 到 Raw Food，這些飲食哲學外溢至寵物餐桌。
3.加工食物疑慮日增
* 心肌病、腎衰竭與食品召回事件頻傳，推動飼主尋找更天然、安全的餵食選擇。
4.科技與冷鏈配送成熟
* 訂閱制與 AI 客製推薦興起（如 The Farmer’s Dog），冷凍直配變得簡單可靠。
▌對台灣的啟示與機會
台灣與美國在寵物產業的時間差約落在 3～5 年之間，但我們也正迎來相同轉型期：
1. 台灣已形成初步鮮食市場土壤
* 越來越多家庭嘗試自製鮮食或購買鮮食品牌（如無添加鮮食、犬貓漢堡排等）
* 飼主重視「吃得對」勝於「吃得飽」
2. 冷鏈、電商、居家服務成熟化
* 7-11、全家、momo、PChome等已有冷凍宅配基礎
* 開始出現「鮮食訂閱」、「到府營養服務」等概念實踐者
3. 亞洲獨特優勢：結合中醫體質與個人化食療
* 相較美系鮮食偏重蛋白質與熱量控制，台灣可導入「五行體質」、「虛實寒熱」等系統性評估，打造在地差異化。
▌未來趨勢預測（對台灣的五大機會）
▌市場長期存在問題與瓶頸
一、過去鮮食容易遭受乾糧、少數保守派獸醫師、人士的攻擊與詬病，認為鮮食無法像乾糧可以精準化調配充分的營養，提供犬貓必需的生理需求，再加上許多飼主過於簡單看待鮮食，用錯誤的方式烹調料理及餵食，導致不少毛孩出現營養不均衡、腸阻塞、胰臟炎等，因此只要發生急症疾病，都認為是寵物鮮食和提倡者問題，以偏概全，甚至用各種方式惡言及串連霸凌。
二、現行動物營養學，其實是除了犬貓以外的經濟動物：牛羊雞豬鴨等的系統研究較為完整，針對犬貓在新鮮食物上的相關幫助及研究少之又少，因此也成為獸醫師無法在充分數據及論述的前提下，具備專業意見或是有效能力，可以解決飼主在這方面的需求與問題，也是鮮食發展上長期以來的困擾和阻力。
三、基於這樣的前提之下，目前雖有不少年輕、動物中醫師，願意主張提倡鮮食食療效果，甚至提供客製化服務，但畢竟對食材特性與烹調實作經驗不足，因此在設計調配時，仍停留在用「乾糧」的角度思維，追求過去商業制定的最低營養比例、乾物質比，而無法兼顧適口性，也缺乏長期以來毛孩食用鮮食的表現及反饋經驗，難免讓顧客成為實驗情況。這與飼主增加或選擇鮮食目的，多是希望給予毛孩健康照顧，或是久病希望調養恢復，需要更完整詳細的顧客服務說明及實證經歷，可能是較無法兼顧滿足的部分。
四、由於台灣現行法規在寵物食品的生產要求及約束較少，加上投入自創品牌和小規模自製門檻低，因此現行寵物鮮食產品，其實存在許多令人擔心的隱憂，包括生產者本身專業素養不足、過度商業化造成品質參差不齊、為了延長上架保存添加不必要成分、未按實際標示清楚及包裝等，都需要靠飼主本身自己明辦判斷。
▌這不只是一場飲食革命，更是關於人寵關係的重塑
Blue Buffalo 推出「Love Made Fresh」，讓我們看見一個已在美國醞釀多年、即將席捲全球的趨勢——寵物吃得更像人，也活得更像家人。
這不僅是餵食方式的改變，而是一種照顧態度的進化。而台灣，正好走在一個可以領先亞洲、結合「飲食 × 教育 × 體質 × 科技」的交會點上。若能把握這波鮮食新浪潮，台灣品牌將有機會在國際舞台發出自己的聲音。
▌對於飼主而言，自主照顧個別化毛孩膳食能力必需具備。
這也是為什麼在過去的14年裡，我堅守對逝去毛孩的承諾，致力於透過【新鮮食物、個性化調養、養寵家庭到府安居護理服務、體質行為分析檢測】，堅持為寵物健康開發全方位的解決方案。
未來也將透過資源整合，從人寵共生、共食、共學的基礎上，推動各項生活照顧與福利，打造和諧快樂的幸福願景。
✍️ 撰文／寵膳媽媽 陳蓁 Jessie Chen
📌 引用本篇文章，請註明出處：《p'adore Today 寵愛今天》線上雜誌與作者：陳蓁 JC.。
如需授權合作或進一步報導素材請與我們聯繫。
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The New Wave of Fresh Pet Food: The Evolution of US Pet Food from Dry Food to Refrigerated Fresh Food and the Opportunities in Taiwan
▌【Industry Trend Observation】Blue Buffalo announces "Love Made Fresh", kicking off the global fresh food war
On June 23, 2025, Blue Buffalo, a pet food brand under General Mills, announced an important strategic move: it is expected to officially launch its first refrigerated fresh food series "Love Made Fresh", focusing on high-protein, fresh prototype ingredients, and entering the high-end cold chain market.
This move signals a clear trend: Brands that began as dry food are collectively entering the refrigerated/frozen fresh food market. Why? Because fresh food is no longer just a trend; it's the next big thing in the global pet industry.
The Evolution of American Pet Diet
Let’s look back at how the U.S. pet food market has evolved over the past 20 years:
Brands like The Farmer’s Dog and Freshpet are not only redefining fresh food but also reshaping pet owners’ feeding habits. Now, even established brands like Blue Buffalo are getting involved, signaling that this trend is no longer niche but has entered the mainstream.
Why is the US beginning to fully embrace "fresh food"?
1. Owners’ concept has evolved: “Furry kids are family members”
* More than 78% of American pet owners consider themselves "Pet Parents" and no longer tolerate feeding their pets processed foods of unknown origin.
2. Human dietary perspectives influence pet choices
* From Keto, Whole30, Organic to Raw Food, these dietary philosophies are spilling over to the pet table.
3. Growing concerns about processed foods
* Frequent reports of cardiomyopathy, renal failure, and food recalls are driving pet owners to seek more natural and safer feeding options.
4. Technology and cold chain distribution are mature、
* The rise of subscription-based and AI-customized recommendations (such as The Farmer’s Dog) has made frozen food delivery simple and reliable.
▌Inspiration and Opportunities for Taiwan
The time gap between Taiwan and the United States in the pet industry is about 3 to 5 years, but we are also entering the same transition period:
1. Taiwan has already established a nascent fresh food market.
* More and more families are trying to make their own fresh food or buy fresh food brands (such as additive-free fresh food, hamburger patties for dogs and cats, etc.)
* Owners prioritize "eating right" over "eating enough"
2. Cold chain, e-commerce, and home services mature
* 7-11, FamilyMart, Momo, PChome and other companies already have a frozen food delivery base
* Concepts such as "fresh food subscription" and "home nutrition services" began to emerge
3. Unique Asian Advantages: Combining Traditional Chinese Medicine Constitution and Personalized Diet Therapy
* Compared to American fresh food that focuses on protein and calorie control, Taiwan can introduce systematic assessments such as "Five Elements Constitution" and "Deficiency and Excess, Cold and Heat" to create local differentiation.
▌Future Trend Forecast (Five Major Opportunities for Taiwan)
▌Long-standing problems and bottlenecks in the market
1. In the past, fresh food was easily attacked and criticized by dry food, a few conservative veterinarians, and individuals. They believed that fresh food could not be accurately formulated with sufficient nutrition like dry food to provide the necessary physiological needs of dogs and cats. In addition, many pet owners took fresh food too lightly and used incorrect methods to cook and feed it, resulting in many pets suffering from nutritional imbalances, intestinal obstructions, pancreatitis, etc. Therefore, whenever an acute illness occurred, it was considered a problem with pet fresh food and its advocates. They generalized the problem and even used various methods of verbal abuse and collusion in bullying.
Second, current animal nutrition science focuses on relatively complete systematic research on economic animals other than dogs and cats, such as cattle, sheep, chickens, pigs, and ducks. However, there is very little help and research on fresh food for dogs and cats. As a result, veterinarians are unable to provide professional advice or effective capabilities based on sufficient data and discussion to address the needs and problems of owners in this regard. This has also been a long-standing problem and obstacle to the development of fresh food.
Third, based on this premise, while many young veterinarians and traditional Chinese medicine practitioners are willing to advocate for the therapeutic benefits of fresh food and even offer customized services, they lack sufficient understanding of the characteristics of ingredients and practical cooking practices. Therefore, when designing and formulating food, they still use a "dry food" perspective, pursuing the minimum nutrient ratios and dry matter ratios set by traditional commercial practices without considering palatability. They also lack long-term experience and feedback from pets consuming fresh food, inevitably leaving customers as experimental subjects. This is because owners often increase or choose fresh food to provide their pets with health care or to recover from a long-term illness. This requires more complete and detailed customer service information and practical experience, which may be difficult to meet.
Fourth, because Taiwan's current regulations have relatively few requirements and restrictions on pet food production, and the threshold for investing in self-created brands and small-scale self-production is low, there are actually many worrying concerns about current fresh pet food products. These include insufficient professionalism of the producers themselves, excessive commercialization resulting in uneven quality, the addition of unnecessary ingredients to prolong shelf life, and inadequate labeling and packaging. These issues require the owner to make their own judgment.
▌This is not just a dietary revolution, but also a reshaping of the human-pet relationship
Blue Buffalo's launch of "Love Made Fresh" shows us a trend that has been brewing in the United States for years and is about to sweep the world - pets eat more like humans and live more like family.
This isn't just a change in feeding methods; it's an evolution in attitudes toward care. Taiwan stands at a crucial juncture where it can lead Asia, integrating "diet x education x fitness x technology." If Taiwanese brands can capitalize on this new wave of fresh food, they'll have the opportunity to make their mark on the international stage.
▌For pet owners, the ability to independently take care of their pets' individualized diet is a must.
That’s why, for the past 14 years, I have remained true to my commitment to our deceased pets and have been committed to developing comprehensive solutions for pet health through fresh food, personalized care, home-based care services, and physical and behavioral analysis and testing.
In the future, we will also promote various life care and welfare programs through resource integration based on the symbiosis, sharing of food and learning between humans and pets, and create a harmonious and happy vision of happiness.
✍️ Written by Jessie Chen, the pampered mom
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