Pet owners are more likely than the general population to purchase products with environmental and social responsibility claims, Andrea Binder, NielsenIQ, said at Global Pet Expo’s Pet Summit in Orlando, Florida on March 24. According to NielsenIQ data shared during the session, households with one dog or cat are about 6% more likely than the average consumer to purchase environmentally sustainable products. That likelihood increases significantly in multi-pet households, with homes containing three or more pets up to 28% more likely to buy environmentally sustainable products and 15% more likely to purchase socially responsible products.
“Sustainability is alive and well, and those numbers are continuing to grow,” she said. “We see things like upcycled with 60% growth year over year. We see things like B Corp Certified or Humane or Dolphin Safe. All of these types of claims have double-digit growth, far exceeding that of the total category.”
This trend aligns with broader consumer behavior. Binder noted that 19 out of 20 consumers report taking some form of action to live more sustainably, whether through recycling, reducing waste or choosing products with environmentally friendly attributes.
However, demand is growing faster than supply, she said. Only 3% to 4% of products within the pet care department have a certifiable sustainability claim on them.
What sustainability attributes matter most to pet owners
NielsenIQ data highlights several key sustainability factors influencing purchasing decisions among pet owners. Packaging-related attributes rank highest, with recyclability serving as the most commonly cited definition of a “green” product. Pet owners also prioritize products made from recycled materials and those with recyclable packaging.
Beyond packaging, the most influential sustainability considerations include:
- Reduction of single-use plastics and overall packaging waste
- Ethical sourcing of ingredients and sustainable farming practices
- Animal welfare, including cruelty-free and humane production methods
- Transparent business practices and supply chain accountability
Animal welfare stands out as a particularly strong driver, consistently outperforming broader market benchmarks in sales growth for products carrying related claims.
Manufacturing sustainability practices take priority
When evaluating sustainability across a product’s lifecycle, pet owners place the greatest importance on how products are made. Manufacturing practices, such as the use of renewable energy, responsible sourcing and reduced environmental impact, rank above both product use and disposal stages.
“They're really putting the focus on the manufacturer, the brand that's creating that product and the way that they're creating that product when thinking about how sustainable or environmentally friendly an item is,” she said.
However, end-of-life considerations still influence behavior. Pet owners show increased likelihood to purchase biodegradable or compostable packaging, refillable formats and products made with recycled plastics.
Demand for specificity over general claims
The data also indicates pet owners may be skeptical of vague sustainability messaging. Broad claims such as “eco-friendly” or “green” are declining in effectiveness, while specific, verifiable claims, especially certifications, are resonating. This reflects growing consumer skepticism around greenwashing and a preference for transparency. NielsenIQ tracks more than 160 different environmental claims on pet food packaging alone, underscoring the complexity brands face in communicating sustainability effectively.
Just as pet food companies must be specific and transparent in their sustainability messages, they must also be sincere. Binder emphasized that sustainability should be viewed not only as a compliance requirement, but also as an innovation opportunity. Companies that clearly communicate measurable sustainability efforts and align them with consumer priorities are positioned to capture incremental growth in an increasingly competitive market.
As consumer expectations continue to evolve, the data suggests that sustainability, especially in areas like packaging, sourcing and animal welfare, will remain a key differentiator in pet product development and marketing.
