This episode was recorded at the 2025 PetFood Forum event in Kansas City, Missouri. Notably, one of the key topics discussed was Insect Protein in Pet Food.
Episode 6: Insect Protein in Pet Food: Assessing Consumer Perceptions, Knowledge and Willingness to Pay
Timestamps:
Guests introduce themselves and their backgrounds (00:51)
Dr. Hobbs gives an overview of his presentation about pet owners’ perceptions, knowledge and willingness to pay for insect proteins. Insect proteins are currently a specialty product with some scalability and supply chain issues, resulting in higher prices than other proteins in the market. The panel discusses protein and lipid properties of insects, sustainability, and regulatory concerns. (8:17) Additionally, the rising interest in Insect Protein in Pet Food reflects broader industry shifts.
The panel talks about pet owner perceptions of insects as an ingredient in pet food. Dr. Hobbs notes that many consumers associate insects with the word “icky” and are uninformed of the form that insects would appear in pet foods. Consumers are aware that insects are a high-protein ingredient and have lower greenhouse gas emissions than some other protein sources. However, they were unaware of the health and wellness benefits of insect proteins, such as being hypoallergenic and having immune support characteristics. (17:43) For example, Insect Protein in Pet Food can offer an innovative solution for both health-conscious owners and sustainability advocates.
Dr. Gross details some of the fatty acid characteristics of insects and notes that there is a lot of research yet to be done to understand all the nutritional properties. Dr. Hobbs remarks that this is a key challenge for marketers right now – how should insect proteins be positioned and what terms are customers familiar with? He suggests educating consumers about the benefits of insects as an ingredient but educating them in a way that’s attractive to them. (22:49)
Dr. Hobbs’ survey found that 80% of pet owners were open to purchase, currently purchasing, or willing to purchase insect-based proteins. While respondents as a whole were more willing to pay for animal- or plant-based proteins than insect-based, millennials and GenX respondents were willing to pay more for insect-based proteins than plant-based. (31:11) Interestingly, Insect Protein in Pet Food may appeal to younger and environmentally conscious demographics.
Panelists share their take-home thoughts. (40:15)
Conclusion
Please subscribe and share with your industry friends to invite more people. Join us at the Real Science Exchange – Companion Animal virtual pub table. Please be sure to register for our upcoming Real Science Lecture Series webinars. As you’ve learned, novel proteins are gaining traction with today’s pet parents. In summary, Insect Protein in Pet Food will likely continue to gain both attention and acceptance as these trends progress.
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