New global surveys show growing consumer openness to sustainable pet diets

LONDON — Two new studies published in the journal Animals have explored how dog and cat owners perceive more sustainable pet food options globally. Led by researchers from the Sustainable Pet Food Foundation, Jenny Mace, Alexander Bauer, Andrew Knight and Billy Nicholles, the studies shed light on the current potential for alternative proteins and plant-based diets in the companion pet nutrition sector.

Dogs

In the first study, the team surveyed 2,639 dog owners worldwide. The survey found that about 84% of respondents were currently feeding their dogs either conventional or raw meat-based diets. However, a substantial 43% of this group also reported they would consider at least one type of more sustainable dog food, such as vegan, vegetarian or cultivated meat formulations.

Among the alternative options given to choose from, the most accepted was cultivated meat-based dog food, which was chosen by 24% of these respondents, compared to vegetarian (17%) and vegan (13%) dog diets. When asked what characteristics would be needed for these alternatives to be chosen, the top choices were nutritional soundness, which was chosen by 85% of respondents, followed by good pet health (83%). 

Cats

The second study collected responses from 1,380 cat owners worldwide, with 89% of these respondents feeding their cats conventional or raw meat-based diets. However, demonstrating an even higher potential acceptance rate than that of dog owners, just over half (51%) of this group considered at least one of the more sustainable options to be acceptable.

The most popular alternative diet among this group was cultivated meat-based diets, which was selected by 33% of the group, followed by vegan diets (18%). Similarly to the responses from dog owners, the most important characteristics alternative diets would need to offer be chosen were good pet health outcomes, which were chosen by 83% of respondents, and nutritional soundness (80%).

Breaking it down

Both studies found that pet owners who reduce or avoid meat in their own diets were significantly more open to alternative diets for their pets, as well as those with higher educational backgrounds. Age and regional differences were also apparent, with older consumers and those from the United Kingdom being less open to alternatives than those in other European nations, North America or Oceania, although differences were often not significant, according to the researchers. 

These studies come at a time when environmental and ethical footprints of conventional pet food production are growing in consumer awareness. 

“Recent studies have demonstrated that our dogs and cats collectively consume a substantial proportion of all farmed animals,” Knight said. “Pet diets such as those based on plant-based ingredients or cultivated meat could transform the pet food system, lowering adverse impacts for farmed animals and the environment.”

Nicholles added, “These findings are of value to the rapidly growing pet food alternatives industry, enabling pet food companies to accelerate their growth and acquire new customers through evidence-based, targeted outreach.”

For pet food manufacturers looking to or already creating more sustainable pet food products, these studies show that clear information about nutritional soundness and health outcomes are needed for consumers to be willing to make the big switch.

Keep up with the latest pet food trends on our Trends page.