Sustainability Drives Pet Food Consumers to Switch Brands and Pay Premiums

Pet food consumers are increasingly prioritizing sustainability in their purchasing decisions, according to a recent consumer survey conducted by L.E.K. Consulting. The survey reveals that these consumers are more likely to switch brands or products due to sustainability concerns and are also more willing to pay a premium for sustainable pet food options compared to other consumer-packaged goods (CPG) categories.

Sustainability Becomes a Key Consideration for Pet Food Shoppers

Sustainability Tops the Agenda for Global Consumers

The L.E.K. Global Consumer Sustainability Survey 2024, which polled 5,000 consumers across 10 countries, found that the majority of consumers (93%) consider sustainability to be at least "somewhat important" when making purchasing decisions. This represents a significant increase from the 86% reported in the firm's 2022 survey, which only included consumers from Australia, the United Kingdom, and the United States.

Environmental Factors Take Precedence Over Social and Governance Concerns

When defining sustainability, consumers tend to focus more on environmental aspects, such as clean energy, climate action, and biodiversity, rather than social impacts and governance. Younger generations, particularly Millennials and Gen Zers, are more likely to associate social themes with sustainability compared to older consumers.

Pet Food Consumers More Likely to Switch Brands for Sustainability Reasons

The survey results indicate that sustainability is playing a significant role in pet food purchasing decisions. Compared to other CPG categories, consumers are much more likely to switch pet food products if they are deemed more sustainable. In fact, 9% of consumers reported they "always" switch pet food brands or products due to sustainability concerns, while 49% said they "sometimes" switch.

Consumers Willing to Pay Premiums for Sustainable Pet Food

Consumers are also more open to paying a premium for sustainable pet food products. While 50% of consumers across all product categories claimed they would pay a premium for more sustainable versions of their usual purchases, this figure jumps to 54% for the pet food sector. Additionally, 20% of pet food consumers said they "definitely would" pay a premium for sustainable pet food, and 34% said they "probably would."

Sustainable Attributes Valued by Consumers

Consumers value a wide range of sustainable attributes when evaluating pet food products. The top attributes include avoiding harmful ingredients or materials, ensuring product durability and quality, using sustainable packaging, incorporating recycled materials, and promoting sustainable resource and water usage. Consumers rely heavily on product packaging and labeling, as well as trusted third-party credentials, to determine a product's sustainability.

Sustainability Becoming a Stronger Purchasing Driver

The survey also found that 36% of pet food consumers are "more likely" to pay a premium for sustainable pet food today compared to three years ago, while only 14% are "less likely." This indicates that sustainability is becoming an increasingly important factor in pet food purchasing decisions, with consumers willing to invest more in sustainable options.

Sustainability Presents Opportunities for Pet Food Brands

The findings from the L.E.K. Global Consumer Sustainability Survey 2024 suggest that pet food brands have a significant opportunity to capitalize on the growing consumer demand for sustainable products. By focusing on the key sustainable attributes that matter most to their target audience and effectively communicating their sustainability efforts, pet food companies can differentiate their offerings, build brand loyalty, and potentially command higher prices for their sustainable products.