Pet food protein paradox: Is ‘human-grade’ sourcing sustainable?

The growing 'humanisation' of pet food is driving demand for premium muscle meats. However, this trend can conflict with the environmental benefits of whole-animal utilisation and circular sourcing models, according to a report published by the Pet Sustainability Coalition.

Jim Lamancusa, CEO and executive director of the Pet Sustainability Coalition, told Fi Global Insights that the industry faces a communications challenge around co-products, such as liver and heart. 

For brands to scale co-products and novel proteins, they should lead with 'functional benefits like nutrition, digestibility, or allergy support, and then layer in sustainability benefits with clear proof', he said. 

Reframing circularity in pet food and addressing misconceptions around byproducts 

The trend towards humanisation has triggered a surge in both human-grade and frozen pet food formats. 

While these formats may resonate with consumer demand for ingredient transparency and clean labels, they can carry a higher environmental burden – particularly due to the energy requirements of cold-chain distribution and refrigeration, according to State of Sustainability in the Pet Industry – 2025 Edition.

By contrast, traditional kibble and dry pet food formats can utilise a wide range of animal-derived co-products that are not typically consumed by humans. This approach supports whole-animal utilisation and can lower the greenhouse gas intensity of finished formulations, the report found. 

Lamancusa described the main barrier to wider adoption of circular ingredients as a perception issue, rather than a nutritional limitation.

'The challenge is that the term 'byproduct' has been poorly explained to consumers, not that the ingredients themselves are low quality,' he said.

He added that brands could improve consumer acceptance by naming specific ingredients, 'such as liver and heart', and communicating their nutritional value and benefits, before introducing the sustainability narrative. 

Novel fats show promise, but scaling, cost, and validation remain barriers

Global meat and fish sourcing is now considered 'extremely exposed' to climate-related risks, the report found. At the same time, government mandates prioritising renewable fuel sources have created direction competition for animal fats and oils. 

This has resulted in ingredient costs for animal fats and oils doubling, and even tripling in some cases, creating extreme price volatility. 

Lamancusa explained that the industry is struggling to find an easy exit from this economic squeeze, noting that 'much of the pet food industry is still absorbing those pressures, rather than pivoting away'. 

This slow transition is due to the technical complexity of pet food, as 'fats are critical for palatability, processing, and nutritional performance, which makes rapid substitution difficult', he said. 

'Novel fats such as insect oils show promise, but scaling, cost, and validation remain barriers,' he added. 'Overall, the pressure is accelerating innovation, but most companies are still navigating trade-offs rather than finding easy substitutes.' 

Does acceptance of novel proteins lie in hybrid protein models? 

The report identified the emergence of novel proteins, including insects, invasive fish species, and fermentation-derived ingredients, as essential tools for diversifying the future protein portfolio and protecting biodiversity. 

However, the success of these ingredients in the market is dependent on how they are framed to a consumer base that often assumes sustainability means health and quality. 

The report referenced a survey of 2,400 cat and dog parents by Nextin Research that found that just 5% of cat parents and 11% of dog parents list 'sustainability' as a top-of-mind consideration. 

Lamancusa suggested that instead of asking consumers to make a radical leap to unfamiliar ingredients, brands should utilise 'hybrid products that blend conventional and novel proteins'.

This allows pet parents to participate in sustainability progress without the disruption of a total dietary change.

Delivering lower footprint proteins while maintaining nutritional adequacy 

Protein sourcing has become a strategic priority for the pet industry, and the report authors noted that lifecycle data clearly  shows that shifting from whole meat to co-products or from higher footprint proteins such as beef to lower footprint proteins like chicken can significantly reduce environmental impact.

However, along with this comes the burden for ingredient suppliers to ensure their products maintain nutritional adequacy.

Lamancusa said: 'Different proteins have different amino acid profiles, digestibility, and functional properties, all of which must still meet nutritional adequacy standards.'

To manage this variability, he explained that suppliers are increasingly relying on tighter specifications and frequent testing to ensure performance remains consistent during protein transitions. 

As regulatory frameworks such as the European Union's Green Claims Directive move towards mandatory third-party verification of environmental statements, this level of testing is increasingly becoming a regulatory requirement rather than a voluntary measure.

Source: Fi Global Insights