A survey of more than 8,800 pet owners in German-speaking countries suggests that while conventional meat-based diets continue to dominate pet food sales, largely because of nutrition perceptions. Nevertheless, younger consumers and vegan pet owners are more open to plant- and insect-based alternatives.
“The main driver for diet selection was pet health, while sustainability played a secondary role,” researchers from the University of Veterinary Medicine Hannover, Germany wrote in Frontiers in Veterinary Science.
The research analyzed responses from dog and cat owners about feeding habits, ingredient preferences and attitudes toward alternative proteins. According to the results, 53.03% of dog owners fed meat-based dry food daily, while 80.72% of cat owners fed meat-based wet food daily. Plant-based and insect-based products represented a much smaller share of regular feeding routines.
The study found that pet owners still strongly associate meat with quality. More than half of dog owners and over 70% of cat owners said meat content was among the most important indicators of pet food quality. Many respondents also preferred lean meat and products without animal by-products. Grain-free positioning remained influential, particularly among dog owners.
Alternative proteins need more than sustainability claims
Alternative proteins cannot rely on sustainability messaging alone to resonate with pet owners. Pet health was the leading reason consumers selected a food, cited by roughly 78% of both dog and cat owners. Sustainability ranked significantly lower.
The survey also revealed a significant gap between consumer interest in nutrition and reliance on veterinary guidance. Only 14.11% of respondents said veterinary advice influenced their feeding decisions, while online sources and recommendations from other pet owners carried greater weight. Brands investing in digital education, influencer partnerships and science-backed online content may have more influence on purchasing decisions than traditional veterinary endorsement alone.
Consumer openness to alternative proteins varied sharply by demographic group. Younger pet owners, particularly those between 21 and 30 years old, were more likely to feed plant- or insect-based diets. Unsurprisingly, vegan pet owners were also much more likely to choose vegan foods for their dogs. According to the study, 53.9% of vegan dog owners fed their dogs a vegan diet, compared to just 2.53% of omnivorous owners of dogs.
Cats, as obligate carnivores, remain a more difficult category for alternative proteins. Only 10% of vegan cat owners fed their cats a vegan diet. Researchers noted that respondents frequently viewed vegan diets as potentially harmful, especially for cats. While insect proteins were generally perceived as more biologically appropriate, perhaps since most cat owners have witnessed their pet hunting the wild housefly.
Opportunities for alternative proteins in pet food
That distinction could create a strategic opportunity for insect protein suppliers and pet food formulators. While actual usage rates for insect ingredients remain low, consumer resistance was notably lower than for vegan diets. The authors suggested that insect proteins may benefit from stronger alignment with consumer perceptions of species-appropriate nutrition.
The researchers concluded that pet food purchasing behavior is increasingly shaped by a combination of nutritional beliefs, ethical values and demographic factors. However, the study also emphasized that “higher quality” and “more meat” remain dominant consumer preferences, despite growing discussions around sustainability and resource use.
