Allergen-reducing pet food formulas offer a game changer for pet owners

First, the good news: An increasing number of people are opening their homes to cats and dogs and enjoying the joys of living with pets.

The bad news: As the number of pet owners increases, so does the number of people with sensitivities to pet-related allergens.

It is estimated that as many as one in five adults experience these sensitivities, a ratio that may be a contributing factor to the 3.4 million cats that enter animal shelters each year. And for the many that opt to have a cat in the home in spite of allergen sensitivities of their own or loved ones, daily routines are dictated by more stringent cleaning needs to constantly address the cat hair and dander in an effort to minimize symptoms. Even with these rigorous measures, owners find themselves having to avoid close contact with their companion animals.

Here, Nestle Purina’s Joe Toscano, vice president of Trade and Industry Development, takes a moment to chat with SmartBrief about how Purina is leading the shift toward more specialized products that support pet health and make pet ownership a reality for those who haven’t been able to consider it an option in the past.

What major trends are you seeing in the pet care industry in 2025, and how do they reflect broader consumer preferences?

First of all, the humanization of pets. At Purina, we follow the science—not the shiny object. That means any trend of humanization must demonstrate its efficacy at the bowl, including nutritional testing, palpability, and ability to produce products in a way that maintains quality and safety standards and, of course, makes business sense. When you apply that criteria, very few of the trends make it to the final product.

Also, we are seeing younger pet owners. Millennials now make up the largest pet-owning demographic, followed by Gen Z. And Gen Z, in particular, expects authenticity and transparency. As manufacturers, we must ensure we provide transparency in ingredient sourcing and background on how each product arrives to shelf. We also want to show up as humans, so they can see the faces behind the product and understand our ‘why’ and our love for pets. We are making a concerted effort to elevate and give our scientists and experts—veterinarians, animal behaviorists, nutritionists and more—platforms to share more about the extensive thought, research and even love, that goes into our product development.

What do you think will drive innovation in pet food over the next few years?

The consumer points us in the right direction, but the science leads the way. Consumers can help us identify new areas to test, but it is only with testing for nutritional benefits and pet enjoyment that we can seriously pursue these new product innovations.

How has the increase in cat ownership shaped innovation like Nestle Purina’s LiveClear, and why do you think it’s resonating with consumers?

For the many who opt to have a cat in the home in spite of their own or loved ones’ allergen sensitivities, daily routines are dictated by more stringent cleaning needs to constantly address cat hair and dander in an effort to minimize symptoms. Even with these rigorous measures, owners find themselves having to avoid close contact with their companion animals.

Purina ONE LiveClear is backed by more than 10 years of research, is shown to simply and safely reduce the major allergen in cat hair and dander by an average of 47%, starting with the third week of daily feeding. It is a revolutionary food with the ability to change the way millions of both current and potential cat owners connect with cats.

How does LiveClear work?

Let’s chat science. While many people believe that cat hair is the allergen, it’s actually what’s on it, that causes most reactions. The major cat allergen, called Fel d 1, is a protein cats produce naturally in their saliva—all cats, regardless of breed, age, hair length, sex or body weight. When cats groom, the protein/allergen gets on the hair and skin through the saliva. Purina scientists found a specific protein sourced from eggs that, when eaten by cats, binds to Fel d 1 and safely neutralizes it in the saliva, effectively minimizing the allergen transferred to the cat’s hair and dander when they groom.

This discovery is truly remarkable, not only for its efficacy but also its safety. Purina ONE LiveClear does not interfere with the production of Fel d 1 or the cat’s overall physiology. A cat on the diet will continue to produce allergens and shed as normal. In addition, the egg product ingredient is safe for the cat and is digested like any other protein.

What should retailers know about LiveClear and why should they bring it to their brick-and-mortar and virtual marketplaces?

Retailers can feel proud and confident putting this pet food innovation on their shelves. Since being made available via pet specialty retail in 2020, it has had five years of success stories. Purina ONE LiveClear starts with a foundation of Purina ONE’s proven natural nutrition, with added vitamins, minerals and nutrients. It also offers a taste cats love, featuring real chicken as the number one ingredient. It is available in both kitten and adult formulas.

How do products like LiveClear represent the intersection of innovation, consumer needs and pet health?

The innovation behind Purina ONE LiveClear is a particular point of pride for our global Purina team of nearly 500 scientists, nutritionists, behaviorists, veterinarians and other specialists, who relentlessly pursue breakthrough innovations and nutrition that advance the lives of pets every day. For us, it is about creating real nutritional solutions that make a profound difference in the lives of pets and people, and Purina ONE LiveClear does just that.

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