The role of sustainability in pet food

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The societal shift towards environmentally friendly, forward-thinking lifestyles changed how consumers interact with brands, evaluate products, and support companies. Eco-consciousness is particularly prominent in the food industry as more and more people gravitate towards sustainable options. The same is true regarding pet food; however, there is less information on how major pet food brands communicate sustainability practices to the public.¹

Sustainability is a multifaceted concept with 3 key dimensions—environmental, social, and economic. Various factors impact a product or company’s sustainability. Examples of ways to measure each dimension include the following¹:

• Environmental sustainability—land use, greenhouse gas emissions, energy efficiency, waste management
• Social sustainability—employment, worker welfare, animal welfare, community support, respect for human rights
• Economic sustainability—economic support for producers, consumer prices

Pet food production has several ecological implications. Initiatives to improve ingredients in diet formulations, optimize resource use, better waste management, and reduce overfeeding and excess nutrition have minimized adverse effects. Despite this, marketing strategies to communicate sustainability efforts to pet owners are not fully understood.¹

A recent study published in Environmental Challenges explored how the largest pet food companies in the United States (US) and European Union (EU) communicate their sustainability practices. The study aimed to achieve the following¹:

1. analyze information presented on company websites, focusing on the environmental, social, and economic dimensions of sustainability
2. explore and compare the sustainability-related topics communicated in two different geographical locations to identify differences in the approaches adopted

Both global regions effectively highlight environmental sustainability approaches like water conservation, soil preservation, and reducing emissions. Aspects of social sustainability, including animal welfare and respect for working conditions, are also addressed but to a lesser extent. Little to no communication regarding economic sustainability is mentioned on company websites, according to the authors. Emphasizing the social and economic dimensions in marketing campaigns to enhance brand reputation and increase consumer trust has potential competitive advantages.¹

Investigators found the US and EU differ in consistency across companies. The EU has stricter regulations in sustainability communication policies, showcased by homogenous and structured communications among websites. In contrast, US brands are more generic and have greater diversity from website to website. Additionally, US companies have more partnerships and collaborations, especially surrounding energy and emission management.¹

Using sustainability to advertise products influences consumer behaviors and brand perception. Understanding pet food company communication strategies is crucial to making educated purchasing decisions. Increasing transparency in the pet food industry regarding sustainability can reduce greenwashing and ensure high-quality products for beloved pets.

Miranda Morman, BS is a 2025 PharmD candidate at the University of Connecticut School of Pharmacy in Storrs.

Reference

1. Sparacino A, Mastromonaco G, Merlino VM, Borra D, Blanc S. How do pet food companies communicate sustainability practices on their websites? Environmental Challenges. 2025;19. doi:10.1016/j.envc.2025.101154