# Insect Protein Cat Meals Lovebug is a Dry Cat Food Made Exclusively from Insects By Laura McQuarrie | Published 2021-04-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dry-cat-food References: [thegrocer](https://www.thegrocer.co.uk/new-product-development/mars-petcare-launches-lovebug-dry-catfood-made-from-insects/654695.article) & [lovebugpetfood](https://www.lovebugpetfood.com/) [Lovebug](https://www.trendhunter.com/trends/hard-cream-soda) is a new dry cat food brand from [Mars Petcare](https://www.trendhunter.com/trends/mars-petcare) that's made from insects, specifically black soldier fly larvae insect meal. The cat food is also said to contain “essential nutrients such as amino acids” and a vegan coating. The brand sets itself apart as the first of its kind to be launched by a major supplier in the UK and it taps into a more sustainable source of protein. The insects used to create the product are fed surplus veggies and they have a significantly smaller environmental footprint as compared to sources of animal protein. Over the last few years, consumers have been introduced to [insect-based treats for human consumption](https://www.trendhunter.com/trends/cricket-jerky), especially in the search for more sustainable sources of protein. Now, pets can enjoy meals that are more sustainable too. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 52% | Activity: 59% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### What's Driving This Trend - **Insect-based Pet Food:** The trend of insect-based pet food is on the rise, introducing an opportunity for businesses to explore alternative and sustainable sources of protein for animal consumption. - **Sustainable Pet Food:** The growing demand for sustainable pet food indicates an opportunity for businesses to introduce environmentally friendly products within the category. - **Innovation in Animal Nutrition:** The use of insect protein in cat food highlights an opportunity for businesses to innovate and explore alternative sources of nutrition for pets. ### Who This Affects Most - **Pet Food Industry:** The pet food industry can tap into the growing demand for sustainable pet food and introduce new products made from alternative sources of protein. - **Insect Farming Industry:** The rise of insect-based pet food offers an opportunity for the insect farming industry to expand further and provide a sustainable source of protein for both human and animal consumption. - **Animal Nutrition Industry:** The use of insects as a source of protein for cat food illustrates an opportunity for the animal nutrition industry to venture into alternative sources of nutrition for pets. ## Related on Trend Hunter - [Future-Ready Pet Foods](https://www.trendhunter.com/trends/cosmopet.md) - [Insect Protein Dog Treats](https://www.trendhunter.com/trends/insect-protein-dog-treats.md) - [Insect-Based Wet Dog Foods](https://www.trendhunter.com/trends/wet-dog-food.md) - [Alternative Protein Dog Treats](https://www.trendhunter.com/trends/sustainable-dog-treats.md) - [Alternative Protein Pet Treats](https://www.trendhunter.com/trends/freezedried-treats.md) - [Superfood Mealworm Supplements](https://www.trendhunter.com/trends/superfood-shaker.md) - [Insect-Based Dog Food Toppers](https://www.trendhunter.com/trends/neo-bites.md) - [Bug-Based Dog Dental Chews](https://www.trendhunter.com/trends/dental-chews-for-dogs.md) - [Insect-Infused Dog Food Toppers](https://www.trendhunter.com/trends/functional-meal-toppers.md)