In view of such a scenario, Global Market Insights, estimates that the choline chloride market size will surpass USD 725 million by 2027.

Choline chloride has long been used in the poultry industry as an essential additive and a performance promoter for accelerating chicken growth. It is proven to be beneficial in enhancing fertility, egg productivity as well as preventing conditions such as perosis and liver enlargement in chicks. Apart from this, choline chloride has also found key use in various pet food products.

With escalating rate of pet adoption, especially since the COVID-19 pandemic, there has been a significant surge in pet food sales. According to reports, sales of pet food products grew 20% in 2020 due to corona-induced lockdowns, with manufacturers like Mars Petcare (owner of popular brands Whiskas, Pedigree, IAMS, and Temptations), and Nestle-owned Purina having witnessed high double-digit growth.

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Mentioned below are some of the key factors that will influence the market for choline chloride in the coming years:

1. Incidence of liver diseases in pets

Liver diseases are becoming a common occurrence in pets these days, with loss of appetite, weight loss, chronic intermittent vomiting and diarrhoea being some of the common symptoms. Evidence suggests that a diet rich in choline can help prevent the symptoms of dementia and senility that occur in dogs. It helps support brain development and ensures optimal liver health by protecting pets from disorders like hepatic lipidosis. Furthermore, choline chloride helps maintain hydration by preventing the loss of water through the skin of pets.

“Neither more nor less” 

It is crucial to note that both excess and lack of choline chloride can be detrimental to the health of pets. Some signs of choline deficiency include:

• Sudden weight-loss
• Vomiting, liver dysfunction
• Hemorrhagic (bleeding) tissue

Meanwhile, ingestion of the pet products with an excess of choline chloride can cause:

• Constricted pupils and poor vision
• Diarrhoea
• Difficulty walking
• Irregular heartbeat
• Difficulty breathing
• Possible respiratory or cardiac failure and
• Death (in rare situations)

Instances of high choline chloride in pet foods have also led to product recalls of late. Recently, American food brand, J. M. Smucker had to recall one lot of canned cat food products due to potential health concerns associated with high levels of choline chloride.

1. New pet food products setting foot in the market

Pet owners these days are more concerned about the quality and ingredients used in pet food products. Ensuring the right amount of protein intake along with other key nutrients has compelled pet food manufacturers to come up with newer products and solutions that meet buyer expectations.

In 2021, NutriSource Pet Foods launched a new high-protein dog food line called Element Series that featured choline chloride, Omega 3 and 6 fatty acids, DL-methionine, taurine, and L-arginine, DHA, and fruits and vegetables.

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1. Choline chloride benefits in poultry

Off late, people are getting progressively health conscious. Protein-rich foods like chicken have found a key place in consumers’ daily diet. This trend has led to a surge in poultry meat consumption and demand, raising the need to adopt better poultry feed supplements.

Additional factors like lower meat prices, product consistency, and higher protein / lower fat content of poultry have made it a preferred meat alternative among other meat sources. The OECD-FAO Agricultural Outlook 2030 estimates that poultry meat is expected to represent 41% of all the protein from meat sources globally by the end of this decade.

However, conditions such as perosis and liver enlargement often lead to mortality in poultry, causing huge financial losses to farmers. To prevent this, choline is used as a common dietary supplement for livestock & poultry where it acts as a lipotropic agent and prevents the abnormal fatty infiltration in the liver.

In a nutshell, features of choline chloride to prevent symptoms of dementia, senility and liver diseases in dogs will complement its use in pet food products. Considerable increase in consumption of high protein poultry products as well as elevated cases of mortality in chicks will open new doors for use of choline chloride in poultry feed.

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