Pet Food Ingredients Need a Good Story

There are pet food ingredients such as meat meals, flours, and plant proteins that have been used in pet food formulations for decades. But with the increasing premiumization of pet food over the past several years, also comes the use of new or uncommon ingredients in many pet foods. Human-grade, organic, and non-GMO versions of ingredients are other options that some pet food brands leverage to help differentiate their products’ formulas and support claims.  

In the past few years, we have seen many new ingredients and even new categories of ingredients in pet food. For example, marine microalgae oil has been increasingly adopted as an alternative to fish oil and source of Omega-3 fatty acids. Ingredients such as postbiotics (non-living bacteria or byproducts of such) that help promote a healthy gut are more commonly used now as alternatives to probiotics. Insect proteins have gained regulatory approval for use in pet food as alternatives to traditional animal or plant-based protein sources. In addition, novel protein sources made from cultured bacteria and brewed yeast have been used in other parts of the world and are undergoing regulatory ingredient approval processes for their use in pet food in the United States. There has even been work done to seek ingredients made from unused human food sources, such as wasted grocery and restaurant food. 

For the average pet owner, many of these examples may be unfamiliar when they read the ingredient on a pet food package. For many, ingredient names such as “cultured protein,” “marine microalgae oil,” or “black soldier fly larvae” can be confusing. Why would they want such ingredients in their pets’ diets?   

Science- and nutrition-based companies can be very good at developing and testing such novel ingredients. The process to study, isolate, develop, and test ingredients for nutritional value and safety has an established regulatory pathway for new pet food ingredients. However, sometimes what’s needed for pet owners is a “real” reason, or more simply put, a really good story, to accept a novel ingredient. 

Writing the Story 

Most ingredients compete with other ingredients in a given category. For example, a novel protein ingredient such as insect protein competes with traditional meat proteins and plant proteins that have existed for decades. The novel pet food ingredient must have compelling reasons as to why it should be used in place of a more traditional ingredient.

One of the most important reasons might be that a new ingredient offers more or unique health benefits. In the case of a dried yeast, postbiotics can offer gastrointestinal benefits without the concern for degradation during manufacturing. Another reason for novel pet food ingredients to replace traditional competing ones is cost. In a retail world where profit margins can be very tight, a new ingredient that is proven to be safe, effective, and even more affordable can be a huge selling point. Additionally, the inclusion of alternative ingredients that don’t compete with traditional ingredients for use in the human food chain can be a good enough reason. Examples of these could be cultured bacteria and yeast proteins used in place of meat-based proteins. 

All of these reasons help to shape a good story as to why pet food companies—and ultimately pet parents—would accept a new ingredient, but what matters most is the research and development and how it is communicated to these end users.  

Ingredient companies should not simply focus on getting ingredients approved, but also prioritize research that is meaningful to build that story, to make companies and pet parents want to use them. Firms may be well-suited to develop new ingredients, but they also need experts in nutrition, physiology, and food science to help facilitate meaningful research, and experts in media and marketing to communicate that research to consumers in a relatable way. Scaling production in an efficient, cost-effective way while also understanding the actual demand is key to business success for any new ingredient, and working with experts in these areas will be beneficial for long term success. 

The motto for gaining acceptance for new pet food ingredients isn’t just: “Build it, and they will come.” The real key to acceptance is: “Build it, build a great story around it… and then they will come.” The experts at BSM Partners can help do both: build the product itself and help identify and assemble the right story to tell. 

Follow us on LinkedIn for the latest updates on all things happening here at BSM Partners.

About the Author

Dr. Bradley Quest, DVM, is the Principal Veterinarian at BSM Partners. He has practiced clinical veterinary medicine, developed and tested hundreds of pet food and health products, performs extensive animal health research, and helps navigate pet food ingredient approval for clients.