Like owner, like pet? The trend in plant-based pet food

New study insights

Pet owners increasingly embrace plant-based diets, but which pet owners, where? To gain insights into the market and trends, a study was conducted as part of the Smart Protein Project to gauge consumer sentiment towards plant-based foods.

Diet types

The study surveyed pet owners on their own and their pets’ diets, to see if their own diet preferences correlate with what they choose to feed their pets. Altogether, 63% of respondents indicated that they follow a conventional, meat-based diet. Raw meat diets and plant-based diets are equally popular at 12% of respondents each.

Not just vegans

Do these human diet preferences translate into pet diet choices? It turns out that, although vegans are indeed the most likely to be feeding their pets a plant-based diet (34%), they are not alone.

Of the respondents who identify as flexitarian, pescatarian, or vegetarian, almost one in five feed their pets a plant-based diet. Even 9% of omnivores choose plant-based pet food – showing that the adoption of plant-based diets is becoming common in all consumer segments.

Variations by country

However, not every country is as enthusiastic about going plant-based for their pet. While Spanish and Dutch pet owners are the most likely to feed their pets a plantbased diet (18% and 16% respectively), British and French consumers are least likely (6% and 7% respectively).

These numbers provide an exciting glimpse into the sizeable future of plant-based pet food. As more and more new brands launch into the space each year, increasing the availability of plant-based pet foods, and as consumers become more aware of the nutritional benefits for their pet, we expect to see this sector’s growth explode.

Survey background

The survey was conducted by Innova Market Insights in partnership with food awareness organisation ProVeg, the University of Copenhagen, and Ghent University as part of the Smart Protein Project. Ten European countries were surveyed in June 2021, with a total of 7,578 participants over the age of 18 participating, around 750 respondents per country.