Ep 4:How Fiber, Treats, and Mycoprotein are Redefining Pet Nutrition

🔍 INSIGHTS & ANALYSIS

🌾 Fiber’s Big Rebrand: From Filler to Functional
Fiber is shedding its “filler” label and gaining traction as a premium, functional ingredient. It now supports immunity, digestion, and nutrient absorption. 75% of U.S. pet parents view fiber positively, with 17% actively researching prebiotics in the past year.
🧠 Takeaway: Blends with inulin, chicory, or tapioca present a clear win — promoting transparency and real digestive benefits.

🐾 Functional Treats Go Mainstream
Treats are no longer just for fun — they’re delivering health benefits. Immune, mobility, gut, and skin health are now expected. Brands like Nulo and W.F. Young are leading with functional jerky, dental chews, and plant-based options.
🧠 Takeaway: The treat aisle is now a wellness aisle. Use upcycled ingredients, pre- and probiotics, and keep it guilt-free and benefit-driven.

🌱 Mycoprotein Shows Major Climate Edge
Enifer’s PEKILO®Pet mycoprotein cuts carbon emissions by 86% vs. soy and 5x vs. lamb — with a footprint of just 0.93 kg CO₂e per kg.
🧠 Takeaway: Mycoprotein is a strong contender in sustainable pet food — combining environmental and functional advantages.

🌿 Plant-Based Demand Hinges on Natural, Not Novel
Though 52% of U.S. pet food SKUs contain plant-based proteins, growth is slowing due to perceptions of overprocessing and artificiality. Today’s consumer seeks clean labels, familiar ingredients, and minimally processed options.
🧠 Takeaway: It’s not enough to be plant-based. Be natural, recognizable, and tasty — or your line won’t scale.

🏋️‍♂️ Nulo Gains Market Share with Olympian Strategy
Nulo outpaced competitors with 2.1% YoY growth, driven by its “Fuel Incredible” campaign featuring Olympic athletes. Product wins included Cold Pressed meals, functional treats, and gently cooked SKUs.
🧠 Takeaway: Even in a tight market, performance storytelling and smart innovation move the needle.

✅ ACTIONABLE INSIGHTS

1. Make Fiber Front-and-Center
   Market fiber as a hero ingredient for full-body health — not just digestion. Use simple visuals and name recognizable sources like chicory and inulin.
2. Treats Are the New Supplements
   Expand into skin, joint, gut, and heart-support treats. Focus on clear function, small portions, and clean ingredients.
3. Push Plant-Based with Purpose
   Success comes from being clean, not just meat-free. Avoid heavy processing, and highlight natural, whole-food, and low-carbon qualities.
4. Bet on Mycoprotein Innovation
   Integrate low-impact, high-protein options like PEKILO®Pet. They’re shelf-stable, ESG-aligned, and ready for scale.
5. Elevate Through Performance Branding
   Link your products to active pet lifestyles. Use real-world stories, athletes, and “fuel” messaging to make pet wellness aspirational.

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