The animal feed market is challenged with a huge change as consumers increasingly seek transparency, sustainability, and high-quality nutrition. Among the next-generation superfood ingredients, krill meal, a protein- and omega-3-rich feed ingredient derived from Antarctic krill (Euphausia superba), has gained popularity because of its outstanding nutritional profile, sustainable attributes, and health benefits for pets.
But krill meal is not just prized for what it can do-it's prized for its cost, as well. That raises a crucial question for pet food manufacturers: How does the price of krill meal affect its application in high-end pet foods and their positioning in the marketplace?
This article will address:
- Why krill meal is a beneficial ingredient to include in pet diets
- Why its cost is so high
- The concessions and benefits of inclusion in high-end pet food
- How to strike the balance of cost, marketing, and nutritional performance in creating high-end pet products
What Is Krill Meal?
Krill meal is a treated product from Antarctic krill, a very tiny shrimp-like crustacean that lives in the cold southern ocean waters. It is harvested and dried into a protein-rich powder in a concentrated form and used in aquaculture, poultry, and lately, pet food.
Nutritional advantages of krill meal are:
- Excellent protein with all the essential amino acids
- Phospholipid-bound EPA and DHA omega-3 fatty acids
- Natural astaxanthin, a powerful antioxidant
- Choline, vitamins, and trace minerals
Krill meal is regarded as a high-quality marine animal protein for animals because its nutrients are extremely bioavailable and in a natural, uncompromised form.
Why Is Krill Meal Added to High-Quality Pet Food?
Pet owners are better educated than ever, seeking clean-label, functional pet food ingredients that offer more than mere nutrition. Krill meal fulfills this requirement by offering:
Sustainability
Krill harvesting is the most regulated across the world, which is governed by CCAMLR (Commission for the Conservation of Antarctic Marine Living Resources). Eco-friendly certifications like MSC (Marine Stewardship Council) make krill meal a choice favorite among sustainable-focused brands.
Palatability
Krill has a strong natural flavor and smell that appeal to both dogs and cats, improving feed acceptability without the need for artificial flavor enhancers.
Bioactive Nutrition
Phospholipid-bound omega-3s are more bioavailable than those found in fish oil or flaxseed oil.
Astaxanthin boosts immune health, vision health, and anti-inflammatory activity naturally.
These benefits make krill meal a wonderful addition to functional and therapeutic foods-especially for skin and coat care, joint care, mental acuity, and cardiovascular care.
What Determines the Price of Krill Meal?
Krill meal is far pricier than commodity proteins like poultry meal or soybean meal. Several key reasons are responsible for its high cost:
1. Constrained Supply
Krill is harvested from a confined geographical region-the Southern Ocean. Strict quotas and short harvesting periods limit supply, and competition intensifies with increasing demand from aquafeeds, animal feed, and pet food industries.
2. Production Cost
Specialized high-end technology is required to:
- Harvest krill without spoilage (onboard processing vessels)
- Preserve sensitive omega-3s and antioxidants by drying
- Produce high-quality, low-fluoride meal that is pet-safe
This is more processing and quality assurance cost compared to other marine materials.
3. Regulation compliance
Sustainable krill sourcing and maintaining certifications like MSC, Friend of the Sea, and GMP+ takes extra costs. Compliance with import/export regulations (specifically for the EU and US) requires additional testing and documentation.
4. Quality and Nutrient Density
Unlike most of the lower-priced protein foods, krill meal is extremely dense with functional nutrients and therefore doubles as a dual-use ingredient (nutrient + bioactive support). Its nutrient density justifies a premium price per ton, especially when market-differentiating to high-end and therapeutic pet food consumers.
Cost vs. Value: Why Premium Brands Still Go with Krill
Even at this cost, many premium and therapeutic pet foods decide to include krill meal in their recipes. Let's find out why:
1. Little Inclusions, Big Impact
Krill meal does not need to be 20% of a formula to be effective. In most cases, inclusion levels as low as 1–5% deliver significant benefits, owing to its dense nutrient content. This balances cost without compromising on regard for krill as an ingredient of interest.
2. High Consumer Appeal
Ingredients like krill possess high storytelling potential:
- Sustainably harvested from the Antarctic Ocean
- Naturally rich in phospholipid omega-3s
- Supports healthy skin, joints, and brain
These characteristics justify premium grocery prices and appeal to pet parents willing to spend on the long-term health of their pets.
3. Brand Differentiation in a Competitive Environment
As there are dozens of pet foods lining the shelves, companies that use new, science-backed ingredients like krill meal stand a chance to differentiate themselves from competitors.
How Krill Meal Prices Influence Formulation Strategies
Formulators must walk a thin line: nutrition, cost, and customer want. This is what krill price affects:
Addition Optimization
Instead of depending on krill meal as a carrier protein source, it may be:
- Added in limited amounts for its functional lipids and antioxidants
- Blended with other marine proteins like fish meal or salmon oil
- Used rotation formulas or seasonal "premium edition" SKUs
Marketing Focus
When used strategically, krill is a hero ingredient. Branding focuses on:
- With Antarctic Krill for Omega-3 Support
- Enriched with Natural Astaxanthin
- Sustainably Sourced Marine Superfood
This creates perceived value and facilitates premium pricing.
Blending with Value-Price Bases
Krill meal usually combines with:
- Chicken or turkey meal
- Pea protein or egg powder
- Lentils, sweet potato, and other functional carbs
This blending strategy maintains cost while maintaining nutritional value.
Market Examples of Krill in Pet Foods
Hill's Prescription Diet utilizes krill in many of its joint and mental health recipes
Farmina uses ocean-sourced omega-3s like krill for premium skin & coat nutrition
Solid Gold, Wellness, and Zignature brands all utilize krill for nutritional value as well as marketing
These brands are marketed to health-food consumers who are willing to pay more for premium science-formulated ingredients.
Is Krill Meal Worth the Price?
The solution depends on your brand goals.
Krill Meal Is Best Suited For:
- High-end and therapeutic pet food
- Sustainability-driven brands targeting conscious consumers
- Formulations for joint, cognitive, skin, or immune benefits
- Differentiating in the functional pet nutrition space
It Can Be Price-Prohibitive For:
- Economy-grade brands or high-volume SKUs
- Private-label, low-margin products
Used as a functional additive, not a commodity protein substitute, krill can confer premium benefits without controlling the cost proposition.
Guidance on Sourcing Krill Meal
To add value and quality:
- Work with certified suppliers (MSC, ISO, HACCP)
- Get full reports on nutrients and contaminants
- Check fluoride levels meet pet food safety standards
- Have contracts in place ahead of time due to seasonal availability
- Get low-inclusion application guidelines for pets
Conclusion
Krill meal is a nutritional heavy-hitter that offers compelling benefits in premium pet food formulations-anything from omega-3 bioavailability and antioxidant protection to sustainability and palatability. While its expense is significantly higher than most standard ingredients, innovative formulation strategies and strong branding can turn this premium oceanic protein into a lucrative and efficient value-add.
To pet food makers that desire to stand out in a sea of competition-and to pet owners that desire the best for their pets-krill meal is more than just a trend. It's a functional feed of high value that delivers quantifiable outcomes.
References
Turchini, G. M., et al. (2013). "Fish oil replacement with krill meal in pet food: omega-3 bioavailability and health benefits." Journal of Animal Physiology and Animal Nutrition.
Berge, R. K., et al. (2014). "Health benefits of phospholipid-rich krill meal in dogs." Lipids in Health and Disease, 13(1), 1–10.
CCAMLR (2022). Krill Fishery Regulations and Sustainability Standards.
Aker BioMarine. (2023). Krill Meal Applications in Pet Food.
Petfood Industry. (2021). "Trends in Premium Pet Nutrition: The Rise of Functional Marine Ingredients."
