The insect pet food market – room for growth?

Founded only 5 years ago, UK-based Yora Pet Foods could be considered to be a start-up. However, market interest in insect protein based pet food products has been growing so exponentially in recent years – and so many new companies are entering the market – that nowadays Yora is considered one of the most experienced players in the segment.

Yora’s managing partner, Glenn Rankin says that when the company attended pet industry trade shows a few years ago, there would usually only be them and some other small insect brands. “In the space of 1 or 2 years, there are now considerably more manufacturers of insect pet food trying to get pet parents to buy their products,” he adds. According to Rankin, the company sold 700 tons of insect meal in 2021.

More demand, more choice

The demand for dog and cat food products containing insect protein is increasing. This demand is driven by concerns over the environment and sustainability, such as the amount of land and water resources required to produce meat.

The Pet Food Institute (PFI) believes that consumers have become more willing to buy products made with insect protein. Companies are catering to increased demand: expanding their product range by offering new innovative products, including dog and cat food and treats. “Consumer acceptance has reached a tipping point, where more than 50% of pet parents would consider trying insect-containing pet food. There is a 10 to 15% growth in demand every year,” PFI president Dana Brooks points out.

“We are seeing new companies formed around insects in pet food, as well as well-established pet food companies launching new products,” adds Brooks, who believes the growth in demand will continue.

Fair competition?

“Large pet food companies are investing heavily in product development using insects. So, we expect the number of insect-based pet food products launched to grow substantially in the coming months,” says Brooks.

Already, big companies like Mars and Purina have launched insect pet food products, but this does not seem to off-put smaller players. For Bjarne Gravesen Jensen, whose company Globe Buddy launched its Insect Crunch dog snack this summer, it goes without saying that everybody is eager to get a foothold in the insect segment.

Jensen remarks: “They have probably seen what we have been convinced about for some years already. If you don’t hop on this trend’s bandwagon now, you could well be too late.” According to Jensen, sales figures for their treats are on the rise and they are in the process of developing a new insect protein-based dry dog food.

Sofia Bonilla, founder of Canadian-based Hope Pet Food, feels “really happy” that there is more competition. Bonilla: “It really validates that what we’re doing not only makes sense to us, but to other companies, larger companies.”

Educational path

In fact, industry insiders like Bonilla believe that big market players can take on a vital role in educating consumers about the benefits of insect protein. “For most people, it’s intuitive knowledge that insects are nutritious and as such an environmentally friendly pet food option. But they don’t really know why. Having other companies also promote and educate pet parents about the benefits of insect-based protein will help grow the market,” Bonilla explains.

“For some consumers, the ‘yech’ factor may make them reluctant to consider insect protein-based products.

Yet they see their dog eating bugs at home. Once they learn about the nutritional benefits, as well as the environmental benefits, then they are on board.”

More segmentation

Start-up Yora’s products are already available in 168 pet stores across the UK. The company expects most big brands to introduce products containing insect protein in the near future. According to Rankin, black soldier fly larvae will be the go-to source, rather than mealworms or crickets.

The key to success, he says, will be for brands to clearly position themselves, as the marketplace becomes more segmented. At the same time, pet parents need to be informed on insect protein and its nutritional benefits. “What we’re trying to do is to elevate this lowly and unusual ingredient to a superfood status,” Rankin concludes.