Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sustainable
Pets
Pet food is now being used to reduce brands' environmental impact.
3.5
Trend score
Trend
What is the Sustainable Pets trend?
Sustainable Pets: Pet food brands are now offering environmentally friendly food options for cats and dogs. These sustainable options include everything from insect-based foods, to foods made from invasive carp species.
Insight
The consumer insight behind the Sustainable Pets trend
Now that climate change is making consumers look at their lifestyles and priorities to see where they could make a change, brands are having to adapt so that they're helping drive those changes at least on the micro level. Whether it's in small daily rituals like feeding pets, or in larger investments like homes and cars, more consumers are looking to adopt sustainability into their lives.
Trend themes
Themes within the Sustainable Pets trend
Three behaviours holding the trend together01
Sustainable Pet Food Options
Pet food brands now offering environmentally friendly food options for dogs and cats made from insect-based foods and invasive carp species.
02
Insect Protein for Pet Food
Insect protein is being used as a sustainable and nutrient-rich alternative to traditional meat farming for both dogs and cats.
03
Humanification of Pet Food Products
Pet owners' preferences for familiar ingredients and formats that support a happy, healthy lifestyle for their pets drives innovation in the pet food industry.
Industry implications
What the Sustainable Pets trend means for industry
Where the trend changes the playbookFor
Pet Food and Supplies Industry
The industry is adapting to the shift towards sustainable, eco-friendly, and nutritious options in response to consumer values.
For
Alternative Protein Industry
Insect-protein pet food represents a scalable and sustainable protein source that offers alternatives to traditional meat farming.
For
Packaging Industry
The packaging of pet food and treats is being humanized, using familiar formats and ingredients alongside sustainable materials.
Workshop question
How is your brand helping customers prioritize sustainability?
Trend signals
Trend signals for Sustainable Pets
Trend score 3.5 out of 10, from popularity 60%, activity 36%, freshness 11%.
Popularity60%
Activity36%
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 Sustainable Pets trend
4 featured examples from May 26 to Nov 3, 2021CategoryEco
Insect-Based Cat Foods
Yora Pet Foods' Complete and Balanced Formula Features Insect Protein
The traditional pet food industry will face disruption as more sustainable and alternative protein sources like insect-based and plant-powered pet foods emerge.
CategoryLifestyle
Cricket-Based Dog Foods
Jiminys Line of Dog Food is Eco-Friendly and Offers Healthy Protein
The pet food manufacturing industry can invest in creating more sustainable and eco-friendly product lines, using insect-based proteins instead of traditional meat-based sources.
CategoryLifestyle
Invasive Carp-Based Dog Foods
Chippin Creates Sustainable Dog Food Made from Invasive Carp
Pet food manufacturers can incorporate zero input protein into their products.
CategoryLifestyle
Insect Protein Dog Treats
Jiminy’s Nooch Puffs are Made with Nutritional Yeast & Crickets
The pet food industry can leverage insect protein and human-like marketing strategies to cater to the growing demand for sustainable and familiar pet food options.
