How do you convince your faithful four-legged friend to switch to a non-meat diet? More and more dog owners who have adopted a vegetarian or vegan diet are asking themselves this question. .

"Supermarket pet foods are often composed of ground-up parts of animals that US Department of Agriculture inspectors have deemed unfit for human consumption....The flesh of animals who fall into one of the categories of the four D's —dead, dying, diseased, or disabled— is what often goes into pet food," outlines the website of animal rights association PETA. 

But health and respect for animal welfare are not the only elements that are taken into account by people who are concerned about making their pet's diet more "green." As a recent survey conducted by the American platform  First Insight shows, the desire to give one's pet a more sustainable diet is gaining momentum, especially among Generation Z (73 per cent) and millennials (68 per cent).

And it's a trend that has not escaped the attention of the pet food market. Indeed, the number of vegetarian and plant-based initiatives especially designed for our furry friends have been increasing exponentially in recent years. 

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