As the pet food industry faces increasing demand for high-protein products amid a constrained supply of traditional animal proteins, insect-based proteins have emerged as a promising alternative. However, despite their potential, little research has been available to guide pet food companies in effectively marketing these products to consumers.
At Petfood Forum 2025, Lonnie Hobbs, Ph.D., and Aleksan Shanoyan, Ph.D., from Kansas State University’s Department of Agricultural Economics, will present key findings from a survey assessing U.S. pet owners’ perceptions, knowledge, and willingness to pay for insect protein in pet food.
Their research sheds light on the factors that influence consumer adoption, from sustainability concerns to product positioning, offering insight that could help companies gain a competitive advantage in this emerging market.
Insect-based protein study findings
One of the most critical takeaways from the study is that insect-based proteins provide a sustainable and nutrient-dense solution to the protein supply challenges in the pet food industry. To drive consumer adoption, consumer education is crucial in increasing awareness and willingness to pay for insect-based pet food products.
The survey also revealed that there is a significant knowledge gap among pet owners regarding insect proteins. Many respondents were unaware of both the benefits and potential drawbacks of using insect proteins in pet food. Pet food companies have an opportunity to educate consumers and positively influence their perceptions.
A few key factors influencing consumers’ willingness to purchase insect-based pet food include environmental sustainability concerns, animal welfare values, price sensitivity, product positioning, and existing knowledge of insect protein.
Interestingly, the study found that pet owners who already purchase insect-based pet food are more likely to prefer insect proteins over plant-based alternatives.
Addressing consumer misconceptions
Despite the benefits, the research also highlighted several challenges that could hinder consumer adoption of insect protein in pet food.
A few of those challenges include concerns about insect protein as a cheap meat substitute, higher cost concerns, and lack of awareness of health benefits.
Overcoming these misconceptions through educational marketing campaigns may be key for pet food companies to increase consumer acceptance and demand.
Strategic marketing insights for pet food companies
To leverage these findings, pet food brands should focus on a few key points to create consumer acceptance and education for insect-based pet products.
A few of these include positioning insect-based pet food as a premium product with high-quality, sustainable ingredients, highlighting environmental benefits to attract eco-conscious consumers, educating pet owners on the nutritional benefits, and targeting informed customer segments who already prioritize high-protein and sustainable pet food options.
Lonnie Hobbs, Ph.D., assistant professor, and Aleksan Shanoyan, professor, Kansas State University Department of Agricultura Economics, present results of a survey of U.S. pet owners asking about their perception of insect proteins in pet food and the attributes likely to increase their purchasing of pet foods with insect protein. While this protein source has been identified as a viable alternative to help meet the rising demand for high protein levels in pet food amid a limited supply of animal-based proteins derived from human food production, there is an absence of published research to help pet food decision makers develop effective marketing strategies for insect-based proteins in pet food. Their session, Insect protein in pet food: Assessing consumer perceptions, knowledge and willingness to pay, will take place on Tuesday, April 29, during Petfood Forum in Kansas City.
Petfood Forum and Petfood Essentials show dates are April 28-30, 2025, in Kansas City, Missouri, U.S. To stay informed on the latest event developments, go to PetfoodForumEvents.com.