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Sustainability a growing focus for global pet food brands

Pet food brands around the world are responding to consumer demands for sustainable pet food in many ways, from upcycled ingredients to carbon footprint claims and reduced-plastic packaging.

Increasingly aware of the environmental devastation caused by single-use plastic packaging, consumers are interested in products that are packaged in more sustainable and eco-friendly alternatives. This applies to both the food they buy for themselves and the petfood for their companions.

Ethical and environmental claims in the category have doubled in Europe in the past five years while 79% of Italian pet owners said they would like to know more about the eco footprint of different pet foods.

“Many consumers in Europe have become more knowledgeable of the ecological challenges that are facing the planet,” says Mintel. “[...] As a result, consumers are expecting brands to deliver meaningful ethical and environmental commitments and initiatives.

“Pet food brands in the region have stepped up efforts to address packaging waste by reducing material use and increasing recyclability. While carbon neutral claims remain niche in the category, brands are recognising growing consumer interest in the carbon footprint of the products they buy, and placing the information in a more prominent place on packaging.”

Such claims are more prevalent on wet and dry pet food products rather than snacks and treats, noted Mintel.

Carbon footprint labels and upcycled ingredients

One stand-out product launch is Edgard & Cooper’s complete adult cat food, which displays the carbon emissions on the front of the pack. Launched in the Netherlands, the product contains 50% fresh chicken meat sourced from free-range chickens and emits 2.2 kilos of CO2 per kilo of product.

Sustainable innovation in pet food is also happening at an ingredient level. In the US, the Portland Pet Food Company launched Bacon Brew biscuits dog treats that are made from upcycled brewer’s spent grain sourced from regional Northwest breweries.

“The intense competition in the pet food sector means that brands face an uphill battle to stand out and differentiate themselves. With the climate crisis increasingly on consumers' radars, brands can distinguish themselves from the competition by improving the climate footprint of their packaging,” wrote Mintel innovation analyst Mikolaj Kaczorowski.

Reduced-plastic and plastic-free packaging

Investing in sustainable pet food packaging could also resonate well in Latin America, according to the research firm. Sixty-two percent of adults in Colombia and Mexico say that environmentally friendly packaging is important to them when buying food and drink.

The number of pet food product launches in Latin America claiming to use environmentally friendly packaging rose modestly from 8% in 2018 to 14% in 2022, according to Mintel’s Global New Product Database.

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Brazilian brand Zee.dog, for example, launched a dog food product that is completely free from plastic packaging. Marketed as a complete meal for adult dogs, the chicken-based product is packaged in glass jars which are reusable and recyclable.

Panamanian brand Master Dog launched an indulgent snack for dogs – meat flavoured cookies – that come in a recyclable pack made with 25% less plastic.

Similar products are being launched in Asia. In Japan, Nestlé’s Purina repackaged Mon Petit Crispy Kiss chicken-based cat snack in a paper pack to reduce plastic waste, meaning the product now contains 66% less plastic than its previous iteration.

Don’t forget taste and nutrition

Just as with human food, however, consumers shopping for pet food prioritise taste and health over the efficacy of sustainable ingredients.

Companies must also therefore reassure pet owners of the taste and health benefits of any pet food products that are marketed as sustainable, rather than focusing solely on the planet-friendly credentials, noted Mintel food and drink director, Kate Vlietstra, in the recent Mintel report The Future of Pet Food: 2023.