Category
Lifestyle
Assisted Choices
Trend cluster
Category
Clean
Kibble
Brands in the pet space are launching free-from pet foods.
3.6
Trend score
Trend
What is the Clean Kibble trend?
Clean Kibble: Brands in the pet space are launching free from pet food made with minimal ingredients. This comes as the industry is driven by younger demographics who are better informed about the ingredients in foods and their impact on health.
Insight
The consumer insight behind the Clean Kibble trend
Millennial and Gen Z pet owners, who were brought up in an increasingly health-conscious society, take the health and well-being of their companion very seriously and are looking for ways to improve their pet's longevity and quality of life. For many individuals in this demographic, high-quality is synonymous with organic; therefore, they are more likely to consider pet foods whose recipes use naturally-made ingredients over “normal,” mass-produced foods. This comes as more information becomes available regarding the link between diet and health—for both humans and animals alike.
Trend themes
Themes within the Clean Kibble trend
Three behaviours holding the trend together01
Free-From Pet Foods
The pet food industry is shifting towards free-from pet food made with minimal ingredients in response to the demand from health-conscious younger pet owners.
02
Alternative Proteins
The use of alternative proteins such as insect protein, sweet potato, fava beans, and yeast, is becoming more popular in the pet food industry as it offers nutritional and sustainability benefits.
03
Personalized Pet Foods
Fresh, personalized pet food delivery services like Kabo are rising in popularity as pet owners seek convenient and healthy options for their furry companions.
Industry implications
What the Clean Kibble trend means for industry
Where the trend changes the playbookFor
Pet Food Manufacturing
Pet food manufacturers can capitalize on the trend of free-from pet foods and alternative proteins by developing and marketing products that cater to younger, health-conscious pet owners.
For
Direct-to-Consumer Delivery
Direct-to-consumer delivery services like Kabo are disrupting the traditional pet food industry by offering personalized and convenient options for pet owners.
For
Sustainable Agriculture
The use of alternative proteins, such as insect protein, is creating opportunities for sustainable agriculture businesses to supply the pet food industry with high-protein, environmentally-friendly options.
Workshop question
How can your brand appeal to health-conscious consumers?
Trend signals
Trend signals for Clean Kibble
Trend score 3.6 out of 10, from popularity 50%, activity 45%, freshness 11%.
Popularity50%
Activity45%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Clean Kibble trend
6 featured examples from Nov 20, 2019 to Apr 9, 2022CategoryEco
Plant-Based Dog Foods
Open Farm's Newest 'Kind Earth' Food Line is Made with Alternative Proteins
Opportunities for pet food companies to create new plant-based lineups that are both sustainable and diverse in their ingredients list.
CategoryLifestyle
Clean Label Cat Foods
OORIJEN's New GUARDIAN 8 Cat Food Addresses Eight Key Cat Health Areas
The pet food industry can capitalize on the trends of functional and clean label pet foods by expanding research and development efforts and marketing products that target specifi…
CategoryEco
Alternative Protein Dog Treats
Laika Makes Sustainable Dog Treats with Black Soldier Fly Larvae
The pet food industry has the opportunity to tap into a growing market for eco-friendly and sustainable pet treats with alternative protein sources, such as black soldier fly larv…
CategoryLifestyle
Fresh D2C Dog Foods
Kabo Makes Personalized, Fresh Dog Food Meals
Companies can develop customized, fresh pet food recipes like Kabo's to appeal to pet owners who want healthier food options for their pets.
CategoryLifestyle
Plant-Powered Dog Jerky Treats
Petaluma's Sweet Potato Jerky is a Single-Ingredient Treat
The rise in demand for sustainable, plant-based and natural pet foods presents opportunities for businesses to invest in research and development for alternative protein sources…
CategoryLifestyle
Nutritious Free-From Pet Foods
Inception Pet Food Contains at Least 70% Animal & Fish Protein
The pet food manufacturing industry can capitalize on the trend towards free-from and high-protein pet foods by developing and producing innovative, nutritious pet food formulas.
