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Pet food purchasers tap into plant-based potential

Vegan diets provide dogs with similar levels of nutritional benefits to meat-based consumption, highlighting opportunities for diverse pet food development, research suggests.

As environmental consciousness grows, a greater understanding of the dietary pros of vegan pet food could help brands tap into plant-based consumer appeal and replicate this in their product offerings.

“Adopting a plant-based dietary pattern for your companion canine can provide nutritional adequacy with respect to the majority of macro- and micronutrients, with the exception of iodine and B vitamins, which could easily be supplemented,” the researchers, from the UK’s University of Nottingham, wrote in the journal PLOS One.

Growing calls for vegan pet food

Demand for high-quality pet food products is increasing, as pet owners seek diverse options that benefit their animal companions’ health and the environment. By 2033, the vegan dog food market in Europe alone is expected to grow by 7%, reaching a value of $26 billion (€22.1 billion).

In pet food ingredients research carried out earlier this year, Innova Market Insights found that plant-based launches in the pet food market are rising. Soy protein is proving especially popular in meat-free product development, with more than half of consumers looking for the crop in finished products.

The vegan pet protein sector is also seeing a fast-growing movement towards marine-based ingredients, such as schizochytrium and microalgae.

Big-name brands are contributing to this growth, emerging in the cultivated meat space. In February, cultivated meat company Meatly teamed up with plant-based dog food brand THE PACK and retail store Pets at Home to launch its limited-edition “chick-bites”.

UK manufacturer Pets Choice acquired vegan dog food brand HOWND in 2024 to develop its presence in the premium sector.

Meeting nutritional guidance targets

The researchers compared the nutritional properties of vegan and meat-based diets for dogs.

Food compliance varied between 55%, 100%, 16%, 100%, and 24% when compared to nutritional guidelines for amino acids, fatty acids, major and trace minerals, vitamin D and B vitamins, respectively.

Earlier research has made similar findings. In 2023, researchers investigating the impact of vegan diets on health indicators found evidence supporting the benefits of a plant-based diet for pets, particularly in terms of their owners’ perceptions. However, due to a lack of extensive population-based studies, the researchers recommended a cautious approach.

A 2024 study identified a “clear and consistent trend,” finding that dogs fed vegan pet food had the best outcomes, and this diet was also linked with lower risks of certain health disorders.

Vegan is not the culprit

“No foods met all guidelines,” lead author Rebecca Brociek, a researcher at the University of Nottingham’s School of Veterinary Medicine and Science, told Ingredients Network.

However, vegan foodstuffs displayed some additional challenges.

“Plant-based foods were often low in iodine and many of the B vitamins, which could be corrected by incorporation of mineral-rich ingredients and/or supplementation,” she said.

Veterinary diets with lower protein content, designed for dogs with kidney disease, often have levels of essential amino acids below the recommended range.

The researchers suggested supplementation with keto-analogues of essential amino acids could solve this challenge. Many of the other meat-based foods were compliant but marginal in terms of nutrient composition and may also benefit from supplementation.

Vegan pet food potential

“Our study suggests that the vegan pet food sector is not just niche moral or lifestyle branding – there is credible scientific evidence that supports it,” Brociek said.

The growing body of evidence over the past five years also points towards the developing sector.

“That legitimacy can help drive larger market growth, pushing manufacturers to invest more, further improve formulations, and scale up production,” she added.

However, the study’s researchers noted that few long-term studies have been conducted on dogs consuming these foods, and the authors cannot comment on digestibility or bioavailability based solely on their results.

Producers formulating in this space need to consider various considerations to maximise their consumer appeal.

“Brands formulating vegan pet food need to continue to prioritise nutritional adequacy to maintain consumer trust,” said Brociek.

Voluntary testing in the post-manufacturing environment could offer a useful mechanism. However, this would need to apply to all manufacturers.

“I’m not an economist, but as evidence grows in their favour, maintaining competitive pricing to current foods can only serve to increase their customer base,” she added.