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The pet-food industry has reached great heights in recent years, amassing an estimated worth of over US$91.1 billion.[1]Pet Industry Trends, (2022). Common Thread Co. Available at: https://commonthreadco.com/blogs/coachs-corner/pet-industry-trends-growth-ecommerce-marketing. Accessed 2023-01-06. This is expected to boom to even greater amounts in the years ahead, with a large part of this growth due to innovation coming from the rising demand for plant-based pet-foods – especially those for dogs.
Though still a niche industry, with vegan and plant-based claims seen on just 2.1% of dog-food products worldwide, it’s finding more shelf space compared to five years ago, when only 0.7% of dog food had a plant-based claim, according to Innova Market Insights. And these plant-based claims are growing rapidly in dog-food (+40%) compared to the growth of all new dog-food launches (+5%) (Global, compound annual growth rate, 2018–2022).[2]Research sent to ProVeg International by Innova Market Insights, (2023).
In order to be successful in the plant-based dog-food space, it’s important to understand the most prominent trends in dog food that are fuelling the plant-based segment of the industry.
The inevitability of human food trends encroaching into the pet-food space is well documented, and flexitarianism or hybrid diets seem to be no exception.
As we see more people sharing their lives with canine friends and more people adopting flexitarian eating habits (30% of European consumers identify as flexitarian[3]ProVeg International (2020): European consumer survey on plant-based foods. Available at: https://proveg.com/what-we-do/corporate-engagement/proveg-consumer-survey-report-download. Accessed … Continue reading), we will start to see more pet parents extending the hybrid-eating trend to the diets of their dogs.[4]Plant based pet food trend is picing up speed, (2021). Pet Food Industry. Available at: https://www.petfoodindustry.com/articles/10097-plant-based-pet-food-is-a-trend-picking-up-speed?v=preview. … Continue reading
Excitingly, a 2021 study found that 72% of US pet parents were open to having plant-based protein sources in their animals’ diets.[5] Plant based pet food trend is picing up speed, (2021). Pet Food Industry. Available at: … Continue reading The study participants also indicated a high interest in hybrid diets, balancing animal and plant-based protein sources; lending further credence to the notion that flexitarianism will be a leading trend in dog-food.
We’re already seeing evidence of this in action, with multiple plant-based pet-food brands reporting that the majority of their customers feed their plant-based pet foods to their dogs as a component of their diets.
“Many of our customers are making small changes [to their pets’ diets], such as one veggie day, or changing to vegan snacks – the flexitarian approach.” Valerie Henssen, CEO and Co-Founder of VEGDOG
“Many of our customers are making small changes [to their pets’ diets], such as one veggie day, or changing to vegan snacks – the flexitarian approach.”
Innova’s Nutrition & Health Survey 2020 shows that the top reasons driving consumers to switch to flexitarian eating habits include health, sustainability, and taste – all things dog parents are increasingly demanding for their pets, too.
“I predict that, as long as the [flexitarian] trend is growing in the human world, we’ll likely see similar growth in the pet-food industry.”[6] Plant based pet food trend is picking up speed, (2021). Pet Food Industry. Available at: … Continue reading Dr Sarah Dodd, animal nutrition expert
“I predict that, as long as the [flexitarian] trend is growing in the human world, we’ll likely see similar growth in the pet-food industry.”[6] Plant based pet food trend is picking up speed, (2021). Pet Food Industry. Available at: … Continue reading
Pet health and wellness have long been important to dog parents, and more so now than ever, with these being the leading trends in the entire pet-food space – plant-based and animal-based.
“As more consumers make the connection between a good diet and improved health for themselves, they are now taking extra care to choose the right foods for their beloved pets to increase their overall well-being and health.”[7] Plant based pet food trend is picking up speed, (2021). Pet Food Industry. Available at: … Continue reading Karel Thurman, Commercial Director for Beneo Animal Nutrition
“As more consumers make the connection between a good diet and improved health for themselves, they are now taking extra care to choose the right foods for their beloved pets to increase their overall well-being and health.”[7] Plant based pet food trend is picking up speed, (2021). Pet Food Industry. Available at: … Continue reading
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. These customers will be even more focused on health, and will require the reassurance of nutrition.
“The most important thing for consumers is their dog’s health; even more than meat-based brands, vegan companies need to prove the quality of their product.” Valerie Henssen, CEO and Co-Founder of VEGDOG
“The most important thing for consumers is their dog’s health; even more than meat-based brands, vegan companies need to prove the quality of their product.”
Innova’s Pet Owners Survey 2023 found that, when it comes to pet foods, more than half of pet owners are interested in innovations that will result in functional health benefits (51%), with 36% of pet owners interested in natural and organic innovations in pet foods.
Micro-trends within the health-and-wellness trend: additional supplements minimal processing natural ‘feel’ (‘natural’ was the second-most frequent claim in online pet-food claims in a Euromonitor study[8]5 trends shaping the global pet food industry in 2022, (2022(. Pet Food Industry. Available at: https://www.petfoodindustry.com/articles/11368-5-trends-shape-the-global-pet-food-industry-in-2022. … Continue reading) organic ingredients (in 2020 alone, organic pet food reached US$22.8 billion in sales[9]2022 pet food industry trends, (2022). Clarkston Consulting. Available at: https://clarkstonconsulting.com/insights/2022-pet-food-industry-trends. Accessed 2022-02-20.) immune-system health added antioxidants focus on freshness
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.
According to Nature’s Best, dog-food nutrition will start to take on a more holistic role too, especially in dealing with the changes associated with ageing. Manufacturers will introduce dog-food variants to manage different aspects of pet health, catering to anti-inflammatory, cognitive, digestive, and skin-nutrition requirements.[10]The future of pet food: trends to watch, (2022). Nature’s Best. Available at: https://www.naturesbest.co.uk/our-blog/the-future-of-pet-food-trends-to-watch/. Accessed 2022-02-20.
Linked to the health-and-wellness trend, is the ‘added protein’ or ‘high-protein’ trend.
“One clear consumer trend that crosses over to the pet food category is the increasing demand for added protein. ‘Added protein’ is a claim that makes pet food seem healthier to four in five pet owners (according to company consumer research).”[11] Plant based pet food trend is picking up speed, (2021). Pet Food Industry. Available at: … Continue reading Karel Thurman, Commercial Director for Beneo Animal Nutrition
“One clear consumer trend that crosses over to the pet food category is the increasing demand for added protein. ‘Added protein’ is a claim that makes pet food seem healthier to four in five pet owners (according to company consumer research).”[11] Plant based pet food trend is picking up speed, (2021). Pet Food Industry. Available at: … Continue reading
In a recent survey by Euromonitor, which reviewed the top health-related claims by pet-food brands, ‘high protein’ was the most common, appearing in nearly 12% of claims available online. [12] 5 trends shaping the global pet food industry in 2022, (2022(. Pet Food Industry. Available at: … Continue reading
These two trends go hand in hand, since premiumisation in the dog-food industry has undoubtedly come as a result of changing societal attitudes towards animals, leading to their humanisation.
Certainly, the increasing humanisation of pets is leading people to consider the health and happiness of their dogs in line with their own well-being. This is causing more dog owners to search for premium pet-foods with high-quality proteins and ingredients akin to those in human food.
“Studies have shown that younger generations consider dogs to be more like family members than pets. We believe this will continue to drive demand for higher-quality products with clean ingredient labels. Over the last decade or so, this trend has translated to increased demand for fresh and frozen meat-based dog food that uses ‘human-grade’ animal protein.” Caroline Buck, Co-Founder of Petaluma
“Studies have shown that younger generations consider dogs to be more like family members than pets. We believe this will continue to drive demand for higher-quality products with clean ingredient labels. Over the last decade or so, this trend has translated to increased demand for fresh and frozen meat-based dog food that uses ‘human-grade’ animal protein.”
Imitations of premium human foods are also being seen in the industry, with manufacturers working to emulate the appearance, ingredients, aroma, and product names of human-food products.
In 2021, Lily’s Kitchen launched its first-ever range of plant-based dog foods. These included dog-food products with human-food names, as well as high-quality ingredients that are frequently found in premium human foods.
The range included: Mighty Burrito Bowl (wet food containing jackfruit, red pepper, and kidney beans), Vibrant Rainbow Stew (wet food containing courgettes, carrots, and lentils), and Tropical Mango Jerky (dog treats based on fruit).
In every segment of consumer goods, the sustainability trend is altering consumer purchasing preferences and habits – dog food is no exception.
In a recent Euromonitor study, pet owners reported higher rates of environmentally conscious behaviours, such as reduced plastic use, meat consumption, and food waste, and increased purchases of sustainably produced items and packaging.[13]5 trends shaping the global pet food industry in 2022, (2022(. Pet Food Industry. Available at: https://www.petfoodindustry.com/articles/11368-5-trends-shape-the-global-pet-food-industry-in-2022. … Continue reading
“Increased awareness of America’s problematic food system will drive demand for products that can demonstrate they are better. You don’t need to be a scientist to understand the link between climate change and food production.” Caroline Buck, Co-Founder of Petaluma
“Increased awareness of America’s problematic food system will drive demand for products that can demonstrate they are better. You don’t need to be a scientist to understand the link between climate change and food production.”
It’s already common practice for traditional pet-food manufacturers to use by-products from the human food chain, with meat by-products being a prime example of preventing loss or waste from the human food chain.[14]How to add value to the pet food industry, (2022). Appetizer Blog. Available at: https://www.appetizerblog.com/en/how-to-add-value-to-pet-food-upcycling/. Accessed 2022-09-06. We will start to see more of this with plant-based ingredients, with more dog foods ‘upcycling’ spent or leftover ingredients, and using ingredients that are deemed ‘not good enough’ for human consumption, i.e. ‘wonky’ fruit and vegetables.
A recent trial by Purina explored the possibility of using surplus and unwanted plant-based ingredients in its dog foods. In March 2021, the Nestlé-owned brand ran a six-week trial of ‘upcycled dog treats’ in the Netherlands. The treats were made using surplus grains from breweries in Purina’s LiveLab innovation unit. According to a spokesperson from Nestlé, the trial was a ‘success’.
Taking into account the various trends affecting the pet-food industry, ProVeg International recommends that plant-based dog-food businesses:
For more help with producing plant-based dog-food, read our whitepaper on the topic. You can also get in touch with ProVeg at [email protected] for advice on product development and strategy.
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