A groundbreaking survey of 1,380 cat guardians has revealed that over half would consider switching to more sustainable cat food options, with cultivated meat emerging as the most popular alternative choice. The research, published in the journal Animals, provides crucial insights into consumer attitudes at a time when the global cat food industry is valued at $31 billion and projected to grow 4.4% annually through 2030.

The study, conducted by researchers from the University of St Andrews, Murdoch University, and the Sustainable Pet Food Foundation, found that 51% of cat owners currently feeding conventional or raw meat-based diets would realistically consider at least one sustainable alternative. Among the options presented, cultivated (lab-grown) meat-based cat food garnered the most interest at 33%, followed by nutritionally sound vegan cat food at 18%.

“The findings indicate there is a substantial market for sustainable cat food alternatives,” says lead author Jenny Mace from the University of St Andrews. “However, acceptance hinges on these products meeting specific criteria that cat guardians consider essential.”

The research comes at a critical time for the pet food industry, which faces mounting pressure to address its environmental impact. With approximately 476 million pet cats worldwide, the ecological footprint of conventional cat food production—which relies heavily on industrial animal agriculture—has become increasingly difficult to ignore. Previous research has shown that U.S. companion cats and dogs alone account for at least a quarter of all environmental impacts stemming from industrialized animal farming.

Health Remains Paramount

The study revealed that while environmental concerns are growing, cat health remains the top priority for guardians when selecting food. Among those open to alternatives, 83% cited “confidence about pet health” as essential, followed closely by nutritional soundness at 81%. Palatability (76%) and quality (69%) rounded out the top concerns, with environmental sustainability notably ranking fifth at 56%.

“Cat guardians are clearly interested in more sustainable options, but they won’t compromise their pets’ health,” explains co-author Dr. Andrew Knight from Murdoch University. “This presents both a challenge and an opportunity for manufacturers to develop products that are both environmentally friendly and nutritionally complete.”

The research also uncovered strong correlations between human and feline diets. Nearly 97% of cats fed vegan diets had vegan guardians, highlighting how personal values influence pet food choices. Interestingly, male cat owners were 112% more likely than females to feed their cats vegan diets, potentially reflecting greater willingness to challenge societal norms around pet nutrition.

Information Sources and Trust

The study identified product labels and packaging as the most influential information source for cat food decisions (44%), followed closely by veterinarians (40%). However, the research revealed a potential trust gap between veterinary professionals and guardians choosing unconventional diets. Those feeding vegan or raw meat diets relied significantly more on media, literature, and social media groups than on veterinary advice.

“This trust gap is concerning,” notes Mace. “Veterinary professionals need to stay current with emerging research on alternative diets and work collaboratively with clients rather than dismissively, even when those choices challenge conventional wisdom.”

The timing of this research is particularly significant given recent industry developments. While nutritionally sound vegan cat foods are already commercially available from companies like Ami, Benevo, and Wild Earth, cultivated meat products for cats are expected to launch imminently. UK-based Meatly created the first cultivated meat cat food in 2023, signaling the beginning of what could be a major shift in the industry.

Barriers to Adoption

Despite the promising interest levels, nearly half (49%) of respondents found none of the sustainable alternatives acceptable, indicating substantial educational outreach is needed. Age emerged as a significant factor, with younger guardians showing greater openness to alternatives. Education level also correlated positively with acceptance of sustainable options.

Geographic differences were notable, with North American respondents showing 405% higher likelihood of feeding vegan diets compared to UK residents, possibly reflecting the larger vegan pet food market in the United States. The vegan cat food market alone was valued at over $9 billion in 2023, with projections reaching $17 billion by 2033.

The study’s authors emphasize that the pet food industry must prioritize obtaining institutional endorsements and conducting rigorous nutritional research to build consumer confidence. They also recommend exploring optimal terminology, suggesting that “plant-based” might resonate better with non-vegan consumers than “vegan” cat food.

As the pet food industry evolves to meet both environmental challenges and consumer demands, this research provides a crucial roadmap for manufacturers, veterinarians, and policymakers navigating this transitional period in companion animal nutrition.

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Sources:

1. Mace, J.L., Bauer, A., Knight, A., & Nicholles, B. (2025). Consumer Acceptance of Sustainable Cat Diets: A Survey of 1380 Cat Guardians. Animals, 15, 2984.
2. University of St Andrews Press Release. “Study reveals potential for sustainable cat food alternatives.” EurekAlert!, 2025.