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What are the latest global pet food trends?

Pet owners want functional food that prioritises their pets’ health and wellbeing, according to research from market insights provider Innova.

“Today, consumers are not only focused on their own health but are increasingly prioritising the wellbeing of their pets as well,” Lu Ann Williams, Global Insights Director, Innova Market Insights, told Ingredients Network, describing the current pet food landscape.

Innova Market Insights’ findings show that approximately one-third of pet food buyers purchase products every two to three weeks. Over the past five years, global new pet food launches have grown by more than a quarter (26%).

Innovations in dog snacks and treats, as well as wet cat food, led the way in 2024. Additionally, pet supplements have gained popularity as more pet owners emphasise and want to cater to their pets’ overall health and wellness.

Several key factors are driving the evolving pet food market. “Globally, most pet owners consider their pets as family, and consumers are doing more research into what goes into their pets’ food,” said Williams.

Gut health leads consumer needs

Pet owners increasingly focus on providing diets tailored to their pets’ specific needs. Gut health is a crucial area within pet food that consumers are interested in, which reflects brands’ formulations and innovations.

Over the past year, manufacturers have launched 63 pet food patents for gut health. Overall, pet food that claims digestive and gut health accounts for almost a quarter (24%) of launches over the past year.

According to Innova, more than one in three consumers is interested in pet food or treats that offer functional health benefits. Furthermore, nearly one in four pet food launches over the past year highlighted digestive and gut health claims.

Digital platforms are a popular space for consumers to explore and share gut health pet food trends. By creating positive sentiment and a more extensive reach among pet owners, brands can grow their presence and audience, with captive consumers paying attention to their claims. News articles focusing on pet nutrition and wellness receive, on average, one million reach per mention.

Brands tailor launches with specific claims

With consumers focusing more on the foods they buy for their pets, manufacturers respond with bespoke and focused offerings. “In 2025, we’re seeing pet food products that are more specialised, with a stronger focus on tailoring offerings to meet the unique needs of individual pets,” said Williams.

Health claims, especially on treat packaging, are becoming increasingly important. Innova also states there is a growing emphasis on weight-related claims.

Additionally, Innova’s global consumer trend research for 2025 indicates pet owners are seeking greater transparency around health-related ingredients, driving the need for enhanced marketing that highlights these ingredients’ benefits. The emphasis on clear and comprehensive claims extends to what consumers look for in pet food purchases.

Focus on function

“To keep up with these trends, pet food manufacturers should focus on offering products that align with pet owners’ preferences for vegetables, fibre, and animal protein while avoiding preservatives, artificial ingredients, and sugar,” Williams said.

Innova anticipates more innovation around functional ingredients, with brands increasingly highlighting the specific benefits of minerals, “something that’s often overlooked in current product marketing”, Williams added.

Gut health, the emerging key focus area and leading claim in the pet food industry is set to continue. The trend is driven by health-conscious consumers seeking to optimise their pets’ wellbeing. “This shift will open up new opportunities for ingredient innovation,” Williams said.

Specifically, microbiome health is the fastest-growing gut health claim in pet food. Innova expects pet food brands to partner with industry nutrition experts to develop microbiome-based products. With consumers seeking solutions that support pet health and digestion, today’s pet food launches often specify immune health and protein claims.