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Market for natural pet food purring as owners spend big

The market for natural pet food hit $13.2 billion in 2024, and could reach more than double that by the end of 2033, research suggests.

This market is “exhibiting a robust growth trajectory with a projected CAGR of 8.7% from 2025 to 2033”, according to Research Intelo, which is forecasting sales of $27.2 billion in 2033.

The growth will be fuelled by pet humanisation trends, increasing awareness about pet health and wellness, and a “surge in demand” for premium, high-quality, and natural pet food products across developed and emerging economies.

‘Humanisation’ of pet food continues

Last year, the Real Pet Food Company (RPF) launched RPF Fresh(labs), which will “pioneer research, education and inspiration for the accelerated consumption of fresh nutrition to improve pets’ quality of life across Asia-Pacific”.

“Pets may be living longer but research shows their healthspan – their years lived in good health – are declining,” explained RPF chief executive officer Germaine Chua.

“Evidence points to diet as a key driver, and when we add fresh nutrition to our pet’s diets, it’s shown to help protect and extend healthspans.”

Pet owners have already begun to seek out products that mirror human food trends, with clean labels, transparency, and natural ingredients all increasingly popular.

And, as consumers become ever-more health-conscious, they are extending their preferences to their pets, seeking out foods free from artificial additives, preservatives, and fillers.

This shift is further amplified by the rising prevalence of pet allergies and sensitivities, which has led to heightened demand for grain-free, limited-ingredient, and organic pet food options, according to Research Intelo.

It added: “Manufacturers are responding with innovative formulations that cater to these needs, incorporating superfoods, probiotics, and novel proteins to enhance both nutrition and palatability.”

Post-pandemic pet owners pay premiums

First-time pet owners – numbers of which have grown since Covid-19 – are also proving to be more willing to invest in premium products that prioritise their pets’ wellbeing.

Brands are in turn leveraging platforms to educate consumers on the benefits of natural pet foods and the range of products available – such as raw and freeze-dried foods, human-grade recipes, and functional treats targeting specific health concerns like digestion, joint health, and immunity.

Sustainable and ethically sourced ingredients have also come to the fore. Mars, for example, is leveraging pet owners' passion for nutrition to raise awareness of how regenerative approaches to farming can help restore soil health.

The owner of pet food brands including Pedigree, Whiskas, and Royal Canin has promised to deliver more than one million acres of regenerative agriculture practices by 2030 – a target that forms part of its 2050 net-zero commitments.

More than half (52%) of UK dog owners say they research the ingredients in the pet food they buy, according to a survey commissioned by Mars-owned company James Wellbeloved in 2025.

​​Chua said: “Put simply, pets aren't eating enough fresh food. Fresh food for pets is less processed, freeze-dried, air-dried, gently cooked, or raw, and has protective benefits for pets' vitality, resilience, and overall healthspan."

The Fresh(labs) programme will measure pet healthspans across Asia-Pacific, including benchmarks on fresh share-of-bowl and calorific coverage.

There will also be new investment in fresher kitchen technology to advance safe, minimally processed pet food at scale, plus funding for PhD research.