What consumers think about novel pet food proteins

While sustainability concerns help spur interest in non-animal-based proteins, surveys of pet owners still show low awareness and willingness to buy them.

Debbie Phillips-Donaldson

March 11, 2025

For pet owners to accept alternative proteins like insect-based, education and time are in order.

For pet owners to accept alternative proteins like insect-based, education and time are in order.

Artur Golbert | iStock

For many pet owners, protein is still king: In a 2024 survey of 1,000 U.S. owners, 52.6% chose “high protein” as the top pet food ingredient attribute. And while novel proteins rise as consumers and businesses alike recognize the need for more sustainable sources, animal protein still matters, at least to 20.8% of these pet owners, who say it should be the first ingredient.

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Designed to support women's career development in the pet food industry, the Women in Petfood Leadership program aims to connect and empower women and their allies, fostering business and career growth.

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Goldrush and Jonathan apples ripen in the author's front yard as it is transitioned to regenerative agriculture. Note the squares of dead grass, which were later replaced with flower beds.

Replace lawns with gardens in pet food sustainability plans

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Pet food sustainability progress via robust ingredient data

Databases under development are starting to provide valuable data on pet food ingredients’ carbon footprints, offering companies a way to reach sustainability goals.

Databases comprising various sustainability metrics can help pet food companies track carbon footprints for their ingredients and formulations.

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5 human food trends that could impact pet food in 2025

As human food and pet food continue their symbiotic relationship in the marketplace, ingredients, digestive health and other trends will play out in both.

Ingredients as a trend in human food continue to evolve; for 2025, consumers are focused on quality.

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The role of health and wellness in pet food today

Pet owners increasingly deem health and wellness attributes among pet food’s most important benefits, and brands are responding with more related claims.

A majority of U.S. pet owners consider pet food an important health product for their furry family members.

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US pet food inflation at 2021 rate — are we out of the woods?

Pet food prices are now rising only slightly or even declining year over year but are still much higher than three years ago, as are producer prices.

Pet Food Inflation Woods

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Cat ownership on the rise around the world

Even in regions like Europe where cats have always been most popular, their numbers are growing, as they are in traditionally dog-oriented countries.

Cats are becoming more popular globally due to rising urbanization and more challenging economic times.

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Where do pet owners stand on plant-based pet foods?

Plant-based, vegan, vegetarian and other pet diets with alternatives to animal-based proteins get a lot of buzz, but are pet owners really willing to buy them?

Yeast is among the plant-based proteins being used in pet diets.

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Will high pet treat sales growth soon come down to earth?

Pet treats are popular but also a discretionary expense, and in inflationary times, some pet owners may reduce their spending in the category.

Higher pet treat prices may be driving some pet owners to cut back on their spending, leading to falling sales growth.

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What do pet owners seek in pet food packaging?

Communication, freshness, convenience and sustainability rank among packaging priorities for pet food, along with broader trends resonating with all consumers.

Communication, freshness, convenience and sustainability rank among packaging priorities for pet food.

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FDA’s evolving role in pet food regulations and safety

Proposed new U.S. pet food legislation, plus the return of an FDA-generated controversy, highlight the agency’s significant role, for better or worse.

New pet food labels may not be the only regulatory change coming to the U.S. pet food market.

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Raw pet food adoption: What does the future hold?

Pet owners in North America and Europe are increasingly feeding raw and other ‘alternative’ pet foods, especially younger owners, but do barriers remain?

Pet owners are increasingly feeding raw and other alternative pet food formats.

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Caution ahead: Pet food pricing pressures continue in 2024

Pet food producers are still facing higher costs, leading to higher retail prices, while pet owners want premium products but are spending more thoughtfully.

Higher prices for pet food materials mean higher retail prices, creating a still uncertain situation for the pet food market in 2024.

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Joining pet owners on the path to pet food sustainability

Consumers embrace sustainability at varying levels, so you have to understand where your target consumer is, then navigate the complex sustainability journey.

Pet food and treat companies can help pet owners seek and embrace sustainability, but producing “green” products can be quite complex.

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