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- THE PET FOOD INSIDER - Future-Proofing Pet Food: From Lab-Grown Meat to TikTok Commerce
THE PET FOOD INSIDER - Future-Proofing Pet Food: From Lab-Grown Meat to TikTok Commerce
Alt proteins, gut health, and digital channels are reshaping how pet brands grow and compete.
🔍 INSIGHTS & ANALYSIS
🧬 Cultivated Meat: Who Will Be the Next Meatly?
The race is on in cultivated pet nutrition. UK-based Meatly launched the first lab-grown pet treats earlier this year, but BioCraft Pet Nutrition and Prefera Pet Food are pushing boundaries with a 99% cell-cultured cat food mousse. Meanwhile, North American startups like Noochies! are betting on faster regulatory approval to bring cultivated meat treats to market.
🧠 Takeaway: Cultivated proteins are moving from concept to commercialization. Brands should monitor regulatory landscapes and early adoption behaviors closely.
🦠 Biotic Ingredients Are Driving Premium Purchases
A Nextin Research survey found that 60% of dog owners are more likely to buy products with probiotics, and 27% are willing to pay more for them. Prebiotics and postbiotics are also gaining ground, with 26% and 20% of consumers willing to pay a premium, respectively.
🧠 Takeaway: Gut health isn’t a trend—it’s a purchase driver. Consider biotic blends and education campaigns to capture premium spend.
🐛 From Bug to Bowl: Insect Protein Overcomes the “Ick” Factor
Insect proteins like black soldier fly larvae (BSFL) and mealworms are now proven to be nutrient-dense, hypoallergenic, and sustainable. Brands like Hill’s and Jiminy’s are successfully integrating insect proteins into premium SKUs, overcoming consumer hesitancy with strong health positioning.
🧠 Takeaway: Insect protein’s environmental and nutritional benefits are undeniable. Use functional health benefits and palatability research to overcome buyer objections.
Source: From bug to bowl
📦 Online Shopping and TikTok Accelerate Pet Industry Growth
E-commerce now accounts for 40% of all pet industry sales and is growing at nearly 9% YoY, according to NIQ. TikTok is a fast-emerging influence channel, with pet product sales hitting $158 million on the platform in the last year. Subscription services and human-grade product trends continue to drive online growth.
🧠 Takeaway: Your digital shelf is as critical as your physical one. Brands should optimize for social commerce, especially on TikTok, and explore DTC subscription models.
🏗️ $13.2 Billion Ingredient Economy Fuels the Pet Food Supply Chain
The US pet food industry consumed $13.2 billion worth of ingredients in 2024, led by marine products, chicken, and grains. Marine ingredients saw the highest value growth, while upcycled ingredients now make up 44% of total ingredient volume—a clear signal of industry commitment to sustainability.
🧠 Takeaway: Ingredient sourcing is becoming a key marketing story. Focus on sustainability, upcycling, and premium nutrition value.
🐕🦺 Pet Insurance Growth Stabilizes, Creating New Partnership Opportunities
After years of double-digit growth, US pet insurance grew by 10.9% in 2024, stabilizing at a market value of $2.8 billion. As veterinary costs continue to rise, this presents an opportunity for brands to explore bundled offerings with insurers or integrate health-related products tied to wellness plans.
🧠 Takeaway: Wellness and prevention products have a clear business case within pet insurance ecosystems. Seek out partnership opportunities.
✅ ACTIONABLE INSIGHTS
1. Get Ahead of the Cultivated Meat Curve
Begin assessing potential supply partnerships or R&D investments in cultivated proteins, especially for premium and sustainability-focused lines.
2. Build a Gut Health Product Ladder
Offer a tiered portfolio—from biotic-enhanced treats to full digestive health meal solutions—to maximize consumer entry points.
3. Address Insect Protein Objections Head-On
Lead with science and clinical results. Use gut health, hypoallergenic properties, and environmental sustainability as core messaging pillars.
4. Treat TikTok Like a Sales Channel, Not Just Marketing
Invest in TikTok content strategies and influencer collaborations. Highlight functional claims, behind-the-scenes ingredient stories, and humor.
5. Explore Cross-Industry Collaborations with Insurers
Leverage stabilized pet insurance growth to position functional nutrition products within wellness plans and preventive care bundles.
Pet Food Insider Weekly delivers critical data, industry-shaping trends, and actionable strategies for the leaders defining the future of pet nutrition.
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This week’s key takeaway: Alternative proteins, functional health, and digital-first strategies are converging—future-proof your portfolio before the competition does.