The humanisation trend is adding value to the pet food industry with brands encouraging owners to indulge their pets as they would their children – or even themselves. In addition to plant-based and vegan claims on pet food, Innova Market Insights has tracked free from claims, ingredient origin statements, limited-edition launches, and human-grade ingredients. “Pet food trends reflect parental care,” it says.
The phenomenon is more pronounced in developed countries where consumers have more disposable income. According to Javier Muñoz, senior research analyst at Euromonitor International identified the US, Canada, Germany, the Nordics, and the UK as the countries with most potential, but the phenomenon has an increasingly global reach.
In addition to simply replicating the macronutrients traditionally provided by meat and fish, many vegan pet food brands are providing extra health benefits. Again, inspiration comes from human health trends, such as the gut microbiome, active nutrition, healthy ageing, and cognitive health. Belgian brand Imby uses several plant-based botanical ingredients to boost cat health, including stinging nettle as a source of glucosamine and chondroitin to prevent joint problems; antioxidant-rich cranberries to protect the urinary tract; and prebiotic chicory fibre for gut health.
Is a plant-based diet suitable for cats and dogs?
The question that vegan pet food brands often face, however, is this: can cats and dogs thrive on a plant-based diet? Dogs are omnivores and have evolved to survive and thrive on a balanced diet made up of both meat and plant-based ingredients, such as grains and vegetables. Cats have traditionally been considered obligate carnivores that must eat meat and cannot thrive on a 100% plant-based diet. However, several recent studies claim to have proven otherwise.
One 2023 study conducted by scientists from the University of Winchester studied the health outcomes of cats fed vegan diets compared to those fed meats diets by surveying 1,418 cat owners for at least one year. After controlling for age, sex, neutering status, and other factors, they found that vegan diets were associated with reductions in all health outcomes except one. Vegan cats had, for example, a 7.3% reduction in visits to the vet; a 14.9% reduction in medication use; and the number of health disorders per unwell cat fell by 15.5%.
The scientists also examined the prevalence of 22 specific health disorders. Forty two percent of cats fed meat and 37% of those fed vegan diets suffered from at least one disorder and, of the 22 disorders, 15 were most common in cats fed meat compared to seven in cats fed vegan diets.
“Biologically, what cats need is not meat, but a specific set of nutrients,” Professor Andrew Knight and lead researcher, told The Guardian. “There’s no scientific reason why you can’t supply all the necessary nutrients through plant additives.”
It is important to note, however, that not everyone is in agreement regarding plant-based nutrition for cats. In 2020, the British Veterinary Association (BVA) issued a position statement, saying: “Cats are obligate carnivores and should not be fed a vegetarian or vegan diet.”
According to Knight, the BVA’s assertion is “outdated” and is refuted by his research and other recent studies. “There is no evidence to suggest that cats suffer in any way from a nutritionally-sound vegan diet,” he said in a press statement.
Synthetic fortification is common in meat products
Taurine, vitamin A, and arachadonic acid are three nutrients that cats cannot synthesise on their own or obtain from plant sources. Vegan cat food companies, such as the UK’s Vegeco, which owns the brand Beneco, maintain that synthetic versions of nutrients such as taurine are sufficient to provide cats complete nutrition. Nestlé-owned Purina says on its website, however, that “synthetic supplements […] can vary in their effectiveness”.
Some pet food brands therefore take a cautious approach. US brand Noochies makes both vegan meals and vegan snacks for dogs but only vegan snacks for cats. This is despite the fact that even meat-based cat food brands are fortified with synthetic taurine, said its founder, Joshua Errett.
“Pet food today is over-processed and over-supplemented, to the point where meat doesn't play as large of a role in food as you might think,” he told Ingredients Network. “Take, for instance, the inclusion of synthetically produced taurine in cat food. Taurine is an essential amino acid, meaning cats cannot produce on their own, and is naturally found in animal flesh. So why do we have to add it to almost all meat-based foods?
“And if indispensable nutrients like taurine that are supposed to be in meat instead have to be added, why include meat at all? This is what started me on a path to find more sustainable ingredients than factory farmed meats.”
The importance of consumer education
Since its 2020 statement and in light of ongoing research, the BVA has convened a working group to study the appropriateness of plant-based nutrition for cats and dogs and plans to issue updated recommendations in the future.
As scientific understanding continues to evolve, plant-based pet food brands must clearly communicate their formulation choices to the public.
“There is an important role for brands to play in education and communication,” said Euromonitor’s Muñoz, adding that transparency resonates well with a consumer base that is increasingly engaged and informed.
UK brand Omni, for instance, has a FAQ section on its website where it responds to consumer doubts regarding plant-based diets for animals. It backs up all its claims with references to scientific studies and industry guidelines such as those established by FEDIAF, the European pet food trade association, listing 72 sources in total.
Another company, Ami, which makes vegan cat kibble, has adopted more emotive approach. On its website, it says: “To those emphasising that a plant-based diet is not natural for cats and dogs, please be reminded that in the wild cats do not hunt for tuna, just like dogs do not hunt for cows. […] Science, just like conscience, is continuously evolving and provides us with more awareness and new options for choice.”
