As the plant-based movement gathers momentum globally, we’re seeing more people becoming interested in flexitarian diets, not only for themselves but for their dogs, too.
Excitingly, a 2021 study found that 72% of US pet parents were open to having plant-based protein sources in their animals’ diets. The study participants also indicated a high interest in hybrid diets – balancing animal and plant-based protein sources – lending further credence to the notion that flexitarianism is leading pet carers to try a similar approach to feeding their pets.
Innova Market Insight’s Nutrition & Health Survey 2020 shows that the top reasons driving consumers to switch to flexitarian diets include health, sustainability, and taste – all things dog parents are increasingly demanding for their pets, as well.
Satisfying these drivers must remain a top priority in the production of dog food products in order to attract the value-driven pet parent.
So, how do we do this? In its recent case study, ProVeg International profiled plant-based dog food brand Petaluma to learn and demonstrate how to successfully attract flexitarian shoppers.
Better for dogs and the planet
Petaluma is a US-based dog food brand that creates nutritious food for dogs that is made entirely from plant-based ingredients. The brand’s mission is to provide pooches with tasty food that is better for both the health of dogs and the planet.
“We started Petaluma because there has been a gap in the market for eco-conscious consumers who don’t want to sacrifice quality for their dogs. We are delighted to report that a wide range of customers is compelled by Petaluma’s mission – almost half of our customers report being omnivorous or ‘flexitarians’,” said Caroline Buck, co-founder of Petaluma.
Read on to discover how Petaluma attracts flexitarian pet parents and how you can, too.
Focus on healthy ingredients
One of ProVeg’s main insights from the case study springs from how Petaluma uses healthy ingredients in its plant-based pet food.
Next to taste, health is the second most important factor that leads flexitarian consumers to choose plant-based foods for themselves. As more consumers make the connection between a good diet and improved health for themselves, they are now taking extra care to choose the right foods for their beloved pets too, leading them to consider plant-based dog foods.
Brands that can prove that their plant-based dog foods are packed full of healthy, nutrient-rich ingredients will, therefore, win flexitarian favor.
“We focused on highlighting ingredients, like peanut butter and sweet potato, that are known for being tasty and healthy.” – Caroline Buck, co-founder, Petaluma
By drawing attention to recognizable and nutritious ingredients with demonstrable health benefits, Petaluma conveys the health benefits of their dog food products and reduces health concerns that pet parents may have.
Key insights
- Use healthy, natural, and functional plant-based ingredients to attract health-motivated flexitarians with dogs.
- Highlight recognizable and nutritious plant-based ingredients on product packaging and in marketing materials.
To learn more about attracting flexitarian dog parents, read the full case study. If you want more advice on your plant-based pet-food strategy, get in touch with ProVeg at [email protected]
