Pet Food and Trust: Why Transparency and Responsibility Are the New Competitive Advantage

 

Trust is not improvised — it’s built (and measured)

According to the FEDIAF Facts & Figures 2025 report, over 139 million European households share their lives with at least one dog or cat.
The growing focus on natural ingredients, controlled origin, and verified nutritional claims reflects a more conscious demand.

And yet, the industry still struggles with misinformation, regulatory complexity, and sometimes distorted public perception.

How can we build trust in a sector where 58% of European consumers admit they do not fully understand pet food labels?

Environmental responsibility: sustainability must be demonstrated, not just claimed

The new European standard PEFCR (Product Environmental Footprint Category Rules) for pet food marks a turning point: for the first time, the environmental impact of a pet food product can be measured and communicated using verifiable, comparable criteria.

This means:

• Greater transparency in ingredient choices (e.g., category 3 by-products as circular economy drivers)
• Reporting of carbon and water footprint
• Clarity in supply chains and logistics

Those who can anticipate regulatory requirements with clear and solid communication tools — including for B2B partners — will be rewarded in the long term.

Nutrition, science, and truth

The perceived value of a product is no longer just about flavour or packaging, but about claims backed by science, ingredient traceability, and accessible nutritional analysis.

Top-performing retailers are now asking brands for:

• Transparent technical data sheets
• Educational content for in-store use
• Proof points (studies, tests, validations) to share with pet owners

In this context, the brand–trade relationship is crucial: only those producers who train and support their distribution network will be able to build real loyalty.