Plant-Based Pet Food: Trend or Marketing

# Plant-Based Pet Food: Trend or Marketing

Virtuous Vittles launched Bountiful Land at SUPERZOO, the first 100% plant-based morsels-in-gravy wet food for dogs. Plant-based pet food keeps growing amid controversy.

Market size

• Global plant-based pet food market: $1.5-2B
• Growing 10-15% annually
• Main markets: US, Europe, UK
• China is early stage

Why people buy it

1. Environmental concerns

2. Animal welfare (vegan owners)

3. Animal protein allergies

4. Veterinary prescription diets

5. Brand differentiation

Is it nutritious?

Dogs

• Dogs are omnivores
• Plant-based can be nutritionally complete
• Needs taurine, L-carnitine, B12 supplementation
• Pea, lentil, chickpea as protein

Cats

• Cats are obligate carnivores
• Plant-based cat food is controversial
• Limited regulatory and research support

Key players

| Brand | Product | Notes |

|-------|---------|-------|

| Virtuous Vittles | Plant-based gravy wet | First 100% plant-based morsels in gravy |

| Ami | Dry/wet | European veteran |

| Wild Earth | Yeast protein kibble | US VC-backed |

| Yora | Insect protein | UK |

Process

• Pea protein, lentil protein
• Yeast protein
• Quinoa, oats, flaxseed
• Taurine, L-carnitine, B12, zinc, iron

OEM opportunities

1. Differentiated brands

2. Eco/vegan channel brands

3. Export to Europe/US

4. Hypoallergenic direction

Cost

• Plant-based ingredients: medium
• Fortification adds cost
• 20-40% more expensive than standard kibble

Controversy

1. Cats should not be plant-based

2. Dogs can be, but needs proper formulation

3. Check for AAFCO certification

4. Some dogs are sensitive to legumes

China market

• Still very early
• Consumer education needed
• Hypoallergenic and eco concepts have room
• Export direction is more realistic

If you are looking at plant-based, start with dog hypoallergenic kibble or treats, not cat. Mixiaoqi pet food OEM/ODM has plant-based formulation R&D and starts at 500kg sampling.

FAQ

Is plant-based nutritious?

Dogs yes, cats no.

What happens if dogs eat it?

With proper formulation, it is fine long-term.

Is it a trend?

Growing in EU/US, early in China, export more realistic.