Interest in alternative proteins in canine and feline nutrition has ceased to be a marginal phenomenon and has become an axis of innovation that reshapes categories, narratives, and expectations. The contemporary pet owner, more informed, more demanding, and more exposed to discourses on sustainability, health, and wellbeing, evaluates proteins not only by their origin, but by what they represent: functionality, environmental impact, novelty, safety, and alignment with their values. This cultural shift opens a space where novel proteins stop being an experiment and become part of the real repertoire of options.
Recent research shows that the willingness to try foods containing alternative proteins is high, especially among younger, urban segments with greater exposure to digital content on animal health. But acceptance is not homogeneous: it depends on the type of protein, the narrative that accompanies it, and the degree of perceived familiarity. In this context, understanding how these preferences are constructed is key to anticipating market movements and designing meaningful proposals.
The logic of trial: which proteins generate greater openness
Willingness to try novel proteins is structured around three axes: expanded familiarity, perception of naturalness, and functional narrative. Proteins such as rabbit or quail benefit from a perception of “alternative meat” rather than “exotic protein”, which facilitates acceptance. In contrast, insects and cultivated meat require a more elaborate narrative framework for the owner to decide to try them.
Table 1. Factors that facilitate trying alternative proteins
| Type of protein | Perceived barrier | Main facilitator | Expected level of acceptance |
| Alternative meats (i.e., rabbit, quail) | Low | Expanded familiarity | High |
| Insects | Medium | Sustainability and digestibility | Medium |
| Cultivated meat | High | Innovation and sanitary control | Medium‑high among younger segments |
| Hydrolysed proteins | Low | Clinical functionality | High in veterinary contexts |
The purchase: which attributes tip the balance
Purchase intention does not depend solely on the protein, but on the ecosystem of attributes surrounding it. The owner evaluates the product as a whole: origin, environmental impact, perceived benefits, price, format, and alignment with their lifestyle.
Recent data show that certain attributes amplify acceptance of alternative proteins:
- tangible sustainability
• purpose‑driven innovation
• nutritional functionality
• social‑impact narratives
Price sensitivity remains a determining factor, especially in segments that value sustainability but are not willing to pay a significant premium.
Table 2. Attributes that most influence purchase according to owner profile
| Owner profile | Most influential attributes | Price sensitivity | Purchase likelihood |
| Young urban owner | Innovation, sustainability | Medium | High |
| Owner of multiple pet species | Functionality, convenience | Medium‑high | Medium‑high |
| Traditional owner | Naturalness, familiarity | High | Medium |
| Digitally informed owner | Evidence, microbiome | Low‑medium | High |
| Owner of a pet with special needs | Hydrolysed proteins, digestibility | Low | High |
The narrative: the true driver of adoption
Acceptance of alternative proteins depends less on the ingredient itself and more on the story that contextualises it. Three narratives are proving particularly effective:
Environmental narrative
Works especially well with insects . The owner perceives that their choice has a positive impact beyond the bowl.
Responsible innovation narrative
Key for cultivated meat. It is not about futurism, but about control, safety, and reducing animal suffering.
Functional narrative
Particularly effective in cats and in dogs with digestive sensitivities. Here, the protein is presented as a solution, not as a novelty.
The context: formats, channels, and emerging behaviours
Adoption of novel proteins accelerates in formats that reduce perceptual friction: snacks, toppers, functional treats, and wet foods. Owners are more willing to try complementary formats before switching to a complete diet.
Channels also matter:
- e‑commerce facilitates experimentation
• speciality retail legitimises innovation
• subscription models reduce the entry barrier
Digital influence is decisive: YouTube, TikTok, and Instagram are consolidating as information sources for younger segments, while the veterinarian remains the reference for complex decisions.
Where the market is heading
The convergence of sustainability, innovation, and functionality is creating a space where novel proteins cease to be a niche. The key will not be the availability of the ingredient, but the ability to integrate it into coherent, transparent proposals aligned with the expectations of the contemporary pet owner.
The immediate future points:
- greater presence of insects in snacks and hypoallergenic diets,
- first commercial proposals of cultivated meat,
- synergies between novel proteins and microbiome modulators,
- finer segmentation by owner lifestyle.
References
- Alexander, P. et al. (2020). The environmental impact of pet food: global implications and future directions. Global Environmental Change.
- Bosch, G., Zhang, S., Oonincx, D. (2014). Protein quality of insects as potential ingredients for dog and cat foods. Journal of Nutrition Science.
- Hill, N. (2025). Novel Proteins & Today’s Pet Parent. What’s Next?
