Pet owners and industry professionals may have differing views on the most crucial aspects of sustainability, but surveys indicate that both groups care deeply about it. However, there is often less tolerance for the higher prices that accompany sustainable practices like good animal welfare and regenerative agriculture.
At the Petfood Forum 2024 in Kansas City, Missouri, sustainability took center stage during an “Ask the Pet Food Pro” panel discussion titled Making Sustainable Pet Food. Industry experts explored how pet food companies can adapt to the evolving demands of consumers who prioritize sustainability.
“Sustainability is one of those significant areas where we have seen a substantial shift,” said Shannon Landry, pet brand manager with Packaged Facts, during the panel. She highlighted that younger pet owners are particularly concerned with using sustainable products. “They are much more open to sustainable sources, insect protein, and plant-based pet foods.”
However, Landry pointed out that recent economic uncertainties have hit younger pet owners particularly hard. Even those committed to sustainability may find these products out of their budget.
Adam Craig, director of product development at Hill’s Pet Nutrition, echoed the growing consumer interest in sustainability, noting that it has become almost a demand. However, he emphasized that health should not be compromised for sustainability. “We need to ensure that everything we do reinforces that the nutrition, benefit, and efficacy of the product are still there. At the end of the day, we must be careful not to undermine health and well-being for the sake of sustainability.”
Stephie Volo, chief impact officer at Earth Animal, noted that pet owners who prioritize sustainability are clear about their values. “They care about the climate, their animals, and quality nutrition. They are more vocal than ever and stay informed about regulations, which helps us in the industry to collaborate and meet those regulations.”
Volo added that consumers want high-quality, nutritious products with minimal social or environmental impact. Through initiatives like the Pet Sustainability Coalition (PSC), the industry is working closely with suppliers to adopt holistic practices. “This ensures meaningful storytelling about these efforts resonates with their audience and meets expectations,” she concluded.
The discussion underscores the challenge for pet food brands: balancing the growing demand for sustainability with the need to keep products affordable while maintaining their nutritional integrity.
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