# Clean Kibble Brands in the pet space are launching free-from pet foods. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Nov 14, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/clean-kibble ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 20, 2019 to Apr 9, 2022 - Published: Nov 14, 2021 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Clean Kibble trend ### 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. ### 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. ### 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. ## What the Clean Kibble trend means for industry ### For 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 for Clean Kibble Trend score 3.6 out of 10, from popularity 50%, activity 45%, freshness 11%. - Popularity: 50% - Activity: 45% - Freshness: 11% ## Examples of the Clean Kibble trend 6 featured examples from Nov 20, 2019 to Apr 9, 2022. - [Plant-Based Dog Foods](https://www.trendhunter.com/trends/kind-earth): Open Farm's Newest 'Kind Earth' Food Line is Made with Alternative Proteins (Category: Eco) Implication: Opportunities for pet food companies to create new plant-based lineups that are both sustainable and diverse in their ingredients list. - [Clean Label Cat Foods](https://www.trendhunter.com/trends/guardian-8-cat-food): OORIJEN's New GUARDIAN 8 Cat Food Addresses Eight Key Cat Health Areas (Category: Lifestyle) Implication: 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… - [Alternative Protein Dog Treats](https://www.trendhunter.com/trends/sustainable-dog-treats): Laika Makes Sustainable Dog Treats with Black Soldier Fly Larvae (Category: Eco) Implication: 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… - [Fresh D2C Dog Foods](https://www.trendhunter.com/trends/fresh-dog-food): Kabo Makes Personalized, Fresh Dog Food Meals (Category: Lifestyle) Implication: Companies can develop customized, fresh pet food recipes like Kabo's to appeal to pet owners who want healthier food options for their pets. - [Plant-Powered Dog Jerky Treats](https://www.trendhunter.com/trends/dog-jerky): Petaluma's Sweet Potato Jerky is a Single-Ingredient Treat (Category: Lifestyle) Implication: 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… - [Nutritious Free-From Pet Foods](https://www.trendhunter.com/trends/free-from-pet-food): Inception Pet Food Contains at Least 70% Animal & Fish Protein (Category: Lifestyle) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)