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- THE PET FOOD INSIDER - How Fiber, Treats, and Mycoprotein Are Redefining Pet Nutrition
THE PET FOOD INSIDER - How Fiber, Treats, and Mycoprotein Are Redefining Pet Nutrition
New ingredients, smarter formats, and science-backed benefits are reshaping what premium means in pet nutrition.
🔍 INSIGHTS & ANALYSIS
🌾 Fiber’s Big Rebrand: From Filler to Functional
Dietary fiber is being recast as a premium, functional ingredient in pet food, not just for gut health, but also for immunity, digestion, and nutrient absorption. 75% of U.S. pet parents now view fiber positively, with 17% having actively researched prebiotics in the past year.
🧠 Takeaway: Brands that lean into fiber blends — like inulin, chicory, or tapioca — can win with transparency and digestive performance.
🐾 Functional Treats Go Mainstream
Pet parents aren’t just treating for fun — they’re treating with purpose. Immune, digestive, mobility, and skin health benefits are now expected in treat formulations, with Nulo and W.F. Young leading the way in functional jerky, dental chews, and plant-based snacks.
🧠 Takeaway: The treat aisle is now a health aisle. Use upcycled ingredients, prebiotics, and probiotics to deliver low-cal, guilt-free functionality.
🌱 Mycoprotein Shows Major Climate Edge
Finnish biotech Enifer’s PEKILO®Pet mycoprotein generates 86% lower carbon emissions than soy and five times fewer than lamb. Its carbon footprint is 0.93 kg CO2e per kg, making it one of the lowest-emission pet food proteins on record.
🧠 Takeaway: Mycoprotein is emerging as a serious player in sustainable formulation — with functional AND environmental upside.
🌿 Plant-Based Demand Hinges on Natural, Not Novel
Despite 52% of U.S. pet foods featuring plant-based proteins, growth has slowed due to concerns over overprocessing, artificiality, and flavor. Owners want "natural" — which includes clean labels, recognizable ingredients, and low-processing methods.
🧠 Takeaway: If your plant-based line isn’t affordable, clean, and tasty — it won’t scale. Highlight simplicity, not just sustainability.
Nulo saw 2.1% YoY sales growth, outperforming competitors in a tough market, thanks to a high-impact “Fuel Incredible” campaign featuring eight Olympic athletes. Growth came from Cold Pressed meals, functional treats, and gently cooked formats.
🧠 Takeaway: Strategic storytelling and product innovation — especially in functional categories — still drive measurable gains.
✅ ACTIONABLE INSIGHTS
1. Make Fiber Front-and-Center
Formulate for gut health, but market it for whole-pet wellness. Use clean visuals, simple language, and clearly labeled sources (e.g., chicory, inulin).
2. Treats Are the New Supplements
Build out functional snacking SKUs — with specific callouts for skin, heart, joints, and gut. Keep portion size small and benefit big.
3. Push Plant-Based with Purpose
Don’t just go meatless — go clean. Avoid overprocessing, and lean into “whole food,” “natural,” and “low carbon” benefits to appeal to skeptical buyers.
4. Bet on Mycoprotein Innovation
Consider blending next-gen proteins like PEKILO®Pet into sustainable formulas. They’re high protein, shelf-stable, and check ESG boxes.
5. Elevate Brand Through Performance Narratives
Like Nulo, link your brand with aspirational wellness — athletic dogs, active lifestyles, and “performance nutrition” for pets.
Like what you’re reading? Pet Food Insider Weekly delivers actionable insights and curated trends for brand leaders, product developers, and growth teams across the pet food industry.