Animal welfare may be an even more powerful ethical driver in pet food purchasing decisions than sustainability, as both researchers and animal advocates have pointed out.
“While people value both factors when choosing pet food, animal welfare was significantly more important in driving pet owners’ choices relative to the environment,” Colorado State University researchers wrote in the journal Frontiers in Veterinary Science.
This finding aligns closely with perspectives shared during a Pet Summit 2026 session featuring Maral Cavner of the American Society for the Prevention of Cruelty to Animals and Dr. Ashley Eisenback, senior director of veterinary services at the organization.
Animal welfare resonates most with pet owners
The study found that 81.1% of respondents consider animal welfare very or extremely important when choosing pet food, compared to 70.1% for environmental sustainability. Animal welfare was significantly more influential in actual purchasing decisions.
As pet owners love their dogs, cats, geckos and parrots, they are primed to extend empathy to other animals, both wild and domesticated. During the Pet Summit session, Eisenback highlighted this connection, stating, “there really isn’t much difference when you look at each of these animals in the eye,” referring to companion animals and farm animals used in pet food production.
That emotional alignment helps explain why welfare-focused messaging can be more effective than sustainability messaging alone. The research indicates that animal welfare resonates broadly across demographics, while sustainability priorities vary by age, education and geography.
Sustainability concerns remain secondary but linked
While environmental sustainability is important to most consumers, it may fall below other priorities at the point of purchase. Cost, pet preference and medical needs were more frequently cited as obstacles for environmentally focused products than for animal welfare-focused options.
Nevertheless, the Pet Summit discussion emphasized that sustainability and welfare are closely intertwined. Cavner pointed to the scale of pet food’s impact, noting that “dogs and cats consume a significant share of our food system.”
Consumer behavior shows willingness to shift
Both the study and the Pet Summit session point to strong consumer intent to support higher welfare products.
The research found widespread interest in ethical factors, while Cavner shared survey data indicating that “90% said they would be likely to switch brands if they knew another brand sourced from farms that treat animals better.”
This convergence of data suggests that animal welfare is not only a stated value but also a potential trigger for brand switching.
“We at the Behavior Rehab Center and at the ASPCA feed higher welfare food to our dogs,” Eisenback said.
At the same time, awareness remains a barrier. The study found that more than 60% of respondents were unaware of third-party certifications related to animal welfare or sustainability. However, those familiar with them reported that certifications influence purchasing decisions.
Making pet owners aware of a pet food company’s dedication to animal welfare may be valuable beyond ethical concerns. Both academic research and industry discussion have pointed out that animal welfare may be one of strongest marketing tools to influence consumer behavior.
