A new study from University of Veterinary Medicine Hannover, involving more than 8,800 dog and cat owners, provides one of the most comprehensive insights to date into how pet owners perceive and use alternative protein sources such as insects and plant‑based ingredients.
The findings confirm that meat‑based diets remain dominant, but also reveal clear shifts in attitudes among younger and vegan owners, who are more open to alternative proteins. Notably, insect protein is viewed by many respondents as more biologically appropriate than fully vegan diets for pets.
Key results include:
- Health remains the primary driver of food choice.
- Owner lifestyle strongly influences feeding decisions, especially among younger demographics.
- Veterinary advice plays a comparatively small role, despite its recognised importance.
- Acceptance of insect protein is rising, particularly when framed around digestibility and sustainability.
The study focuses on attitudes, acceptance and feeding habits, rather than long‑term health outcomes, an important distinction when interpreting the results.
As interest in sustainability and novel ingredients grows, the question for the industry is clear: Are we seeing the beginning of a broader shift in protein sourcing for pet nutrition?
Original publication: Frontiers | Pet food choices in transition: how owner demographics and diets influence pet food selection and the acceptance of alternative protein sources in pet feeding
