Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cultured
Pet
Brands launch pet food made from lab-grown meat to be more sustainable and ethical.
2.2
Trend score
Trend
What is the Cultured Pet trend?
Cultured Pet: Brands are developing lab-grown meats and probiotic ingredients to create pet food and treats. The new products are a more sustainable option that improves animal welfare while still providing high-quality food for pets.
Insight
The consumer insight behind the Cultured Pet trend
Global climate change has already had observable effects on the environment, impacting both humans and wildlife alike. With increased awareness of its impending dangers, many consumers are re-evaluating their behaviors to be more sustainable. As a result, consumers are more conscious of the products they purchase, desiring more than just eco-friendly branding. These individuals seek ethical and sustainable items that negate ecological effects and will flock to brands that share these values.
Trend themes
Themes within the Cultured Pet trend
Three behaviours holding the trend together01
Lab-Grown Pet Food
Brands are developing lab-grown meats and probiotic ingredients to create pet food and treats, offering more sustainable options for ethical consumers.
02
Animal-Free Proteins
Lab-cultured meat products for pets offer same primary nutrients of conventional meat, and are a more sustainable and humane alternative to traditional protein sources.
03
Human-Grade Pet Food
The use of human-grade ingredients in pet food reflects a pet parent's own preferences when it comes to healthy eating, and brands can cater to these preferences to meet market demand.
Industry implications
What the Cultured Pet trend means for industry
Where the trend changes the playbookFor
Sustainable Food Production
Brands can develop and market sustainable food production solutions, such as lab-grown meats and animal-free proteins, to meet the need for more eco-friendly and humane practices in the food industry.
For
Pet Food and Supplies
Innovations in pet food, such as the use of human-grade ingredients, can disrupt the pet food and supplies industry by catering to pet parents' growing interest in healthy, ethical options for their pets.
For
Climate Change
The increasing awareness of the impact of climate change is leading consumers to seek more sustainable and eco-friendly products across all industries, including pet food and supplies.
Workshop question
How can your brand tap into sustainable alternatives to reach to reach a wider audience?
Trend signals
Trend signals for Cultured Pet
Trend score 2.2 out of 10, from popularity 34%, activity 20%, freshness 11%.
Popularity34%
Activity20%
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 Cultured Pet trend
5 featured examples from May 7, 2020 to Nov 15, 2021CategoryEco
Baked Dog Treat Bars
The Protein-Packed Dog Treat Bar is Made with Animal-Free Yeast Protein
Innovations in animal-free protein sources and sustainable pet treats can disrupt the traditional pet food industry.
CategoryLifestyle
Human-Grade Cat Foods
The Honest Kitchen's Cat Food Has No Feed-Grade Ingredients or By-Products
By investing in research and development of natural and nutrient-specific pet food, manufacturers can gain market share and increase revenues.
CategoryEco
Fermented Pet Foods
'Hill's Pet Nutrition' Pursues Fermented Protein Formulas with 'Bond Inc.'
The use of lab-cultured ingredients and fermentation to create sustainable and ethical pet foods could disrupt the traditional pet food industry and lead to new entrants and produ…
CategoryLifestyle
Cultured Meat Cat Treats
The Harmless Hunt Mouse Cookies for Cats are Cruelty-Free
Pet food manufacturers can explore using cultured meat and sustainable ingredients to meet the growing demand for cruelty-free and environmentally conscious pet food products.
CategoryLifestyle
Animal-Free Pet Proteins
Bond Pet Foods Created Cultured Chicken Protein for Cats and Dogs
The introduction of animal-free protein options for pet food is disrupting the traditional pet food industry and presenting opportunities for innovative new products.
