We are only in September and already analysts are looking at market trends over this year compared to last year. These market researchers identified five keywords related to pet food attributes that appeared in more internet searches during the past year than in 2022.

Many of these pet food marketing claims had to do with health and wellness for pets and sustainability for the planet, according to Nielen IQ with data presented at SuperZoo 2023.

Top searches for dogs Beagle

“Pet food premium diets and ingredients, focused as a better for you or food as medicine, are a key lever of growth,” the analysts said. “Even in the face of inflation.” (See original article from Pet Food Industry)

The following pet food attribute keywords increased in the number of times consumers searched for them in relation to pet food.


Sustainable - 51.6% increase

Vegan/vegetarian - 23.4% increase - wow!

Plant-based - 70.2% increase - wow!

Holistic - 7.2% increase

Human-grade - 22.5% increase

“Wish I’d learnt a long time ago that domestic dogs are not the same as wolves! And can digest carbohydrates and thrive on a vegan diet. We tried almost every different diet with our elderly rescue Cash (even giving him whole rabbits to eat), and it was only when he transitioned to a plant-based diet that his energy improved significantly and even after a week, he suddenly went for longer walks than he had done before. Thank you for all that you have taught me that has so benefitted Cash.”

– Rebecca

We will continue to work tirelessly to bring you healthier dogs and a healthier kinder planet!



A second article in September, shows how now a staggering 78% of British households are open to choosing a pet food formulated with alternative proteins!!

When asked which alternative proteins they would feed to their dogs, most dog owners would choose egg (77%), algae (61%) or vegetables (68%). Interestingly, although many of them would be open to feeding their dogs insect based diets, these diets also generated the most negative responses!!



Or read further below from the article published in September 23

Pet feeding habits Sept 23
Pet feeding habits Sept 23
just be kind vegan dogs

“As a vet, I believe in a kinder, healthier way to feed our pets that does no damage to our environment, harms no animals and uses fresh, healthy plant-based ingredients for a balanced and delicious diet”

Arielle Vegan Vet

“If nobody changes then nothing changes but if somebody changes then everything changes!”

Arielle Vegan Vet

just be kind vegan dogs