Plant-based could be the way forward in pet food

Growing numbers of pet owners are choosing plant-based food for their pets for health and sustainability reasons, according to ProVeg, with many products containing healthy wholefood ingredients like kale, chia, beetroot, and broccoli.

As more people commit to treating their pets like members of the family, the pet food industry has grown red-hot—not only in demand for higher quality pet food, but consumers are also adopting plant-based diets for their furry friends.

Just as they do with their own food, consumers have started paying more attention to the ingredients in the pet food they buy, wanting only the best for their pets. As a result, the pet food industry is projected to be worth about $147 billion in 2023, according to data from Statista.

And an interest in plant-based pet foods has grown significantly, particularly for dogs. This has inspired pet care brands to innovate and offer products that follow human food trends like vegetarianism, veganism, and flexitarian diets.

Humanising pets and their diets

More so-called pet parents are open to having plant-based protein sources in their pets’ diets, usually starting out by introducing a hybrid or flexitarian diet. They make these choices for their pets’ health, for sustainability and for taste.

This directly parallels how consumers are reconsidering their own food choices. Flexible, hybrid diets are increasingly popular with people looking to test out more plant-based foods before fully committing, and they are now extending this same approach to their pets.

“Many people with dogs are actively switching to more plant-based foods to improve the health of their pets. However, some pet parents are wary of plant-based foods, with misconceptions that assume that plant-based diets ‘lack’ vital nutrients,” said food awareness organisation ProVeg International.

‘Feed your pets the way you feed yourself’

The humanisation of pets has pet owners seeking out products with functional health benefits, natural and organic ingredients, minimal processing, protein, antioxidants and freshness, according to ProVeg.

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“In light of this, we are increasingly seeing more manufacturers adding nutrient-dense superfoods to plant-based dog-foods – you will start to see more wholefood ingredients like kale, chia, beetroot, apples, broccoli, and pumpkin added to ingredient lists,” ProVeg said.

Other human food trends that have started carrying over to pet food include “free from” claims, ingredient origin statements, seasonal and limited edition items, and human-grade ingredients.

Plant-based pet food brand Bramble is leaning into this humanising approach, even using the tagline “feed your pets the way you feed yourself.” Wild Earth similarly offers vegan pet food that is high in protein and contains superfood ingredients, and they claim their products help dogs “overcome their allergies.”

Key factors for emerging pet brands

Pet care brands need to dig deep and understand the trends shaping the industry so they can determine how they fit into its future. Plant-based ingredients are just one thing affecting purchasing habits.

According to data from NielsenIQ, pet food prices increased by an average of $0.30 in 2022, putting a squeeze on pet owners’ budgets for trying new products or going the extra mile.

“This is the largest jump seen in the past five years and one that is concerning for both brands and consumers alike. As the cost per item increases, consumers are likely to cut back on their total basket, limiting pet brands’ ability to sell multiple SKUs per transaction,” NielsenIQ said.

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With consumers spending less and not branching out as much because of higher prices, brands are optimising and reducing their assortment. They are drilling down on exactly what their customers want with data and analytics, and working to make their most popular products as high quality as possible.

Next on the horizon: Personalised nutrition for pets

“Today’s consumers are looking for products that are personalised to their unique diets and health needs. Just as with human food, pet owners are increasingly seeking out customised or personalised diets for their pets,” NielsenIQ said.

This means brands are offering more tailored diets and supplements for specific pet needs. And big retailers especially are investing and innovating to align with these needs.

Amazon’s dog and cat food brand Wag contains meat but claims its products are full of “key ingredients” important for pets, without added colors, grains or artificial additives. Target’s private label pet care brand Kindfull is positioned as a healthier option for pets at a lower price with “plant-derived ingredients.”