Pet owners increasingly view their pets as part of the family, prioritizing their health and wellness. This mindset drives demand for functional products and healthy indulgent treats that support their pets’ holistic well-being. From pet food to soft chews to innovative delivery formats, the future of pet care lies in developing products that combine scientific backing, palatability and tailored health benefits.
Marketing Manager, Pet Nutrition – EMEA
ADM
The global landscape of pet wellness is evolving, and pet owners worldwide have made their preferences clear: functional ingredients in pet products are not just a perk but an expectation. In fact, 85% of global consumers agreed that proper nutrition and supplements are as important for their pets as they are for themselves1. This shift points to a booming market focused on proactive pet care, encompassing everything from mobility aids to digestive support, and it underscores the growing demand for products that support holistic pet well-being, while also aligning with human health trends.
Despite general economic sensitivity, pet owners are showing a preference for pet products that incorporate functional ingredients, even at a higher price point. Over half of global pet owners see value in purchasing pet products that include functional ingredients at a higher cost than pet products that don’t have a supplementary ingredient1. This sentiment has driven the growth of the pet treat and supplement market, which is expected to see an estimated CAGR of 8% through 20282. Likewise, functional claims featured in 17% of UK pet food launches in January-July 2024, up from 14% over the same period in 2023, as owners increasingly seek foods tailored to their pets’ particular needs3. Such growth offers new opportunities for innovation where brands that adapt to these consumer preferences can thrive.
While pet food and healthy treats contribute nutrients to an animal’s diet, supplements are distinct in their use of active ingredients at specific dosages for targeted health benefits. Though pets might not differentiate between a tasty treat and a supplement, understanding this distinction is essential for product development, marketing and testing.
ELEMENTS DRIVING CONSUMER CHOICES
Pet parents’ top concerns are as varied as the furry friends they care for. Leading areas include joint health and mobility, dental and oral care, skin and coat health and digestive wellness1. Notably, 79% of global pet parents are willing to spend money on proactive care to mitigate the risk of larger expenses later on1.
The appeal of functional pet products also lies in their flavor, texture and efficacy. Products that are both enjoyable for pets and demonstrate clear health benefits are most likely to earn repeat purchases. In Brazil, for instance, 61% of pet parents report purchasing pet health products at least every two months, while only 8% have never bought such items. Similar figures are observed in Mexico (57% purchased vs. 7% never purchased), the US (56% vs. 18%), Poland (55% vs. 13%), and Germany (54% vs. 17%). Even in markets like the UK and France, more than half of pet owners have bought pet health supplements at least every six months1.
Future interest remains strong, with 84% of Brazilian pet owners expressing intent to buy pet health supplements. Consumers in other countries, such as Mexico (77%), the US (72%), Poland (69%), the UK (63%), France (60%) and Germany (58%), follow closely behind1.
Soft chews are outpacing other pet supplement formats in terms of growth1. Much like functional gummies for humans, soft chews are a tasty reward with the added advantage of convenience and wellness benefits. Crunchy and baked treats come in as the second preference. However, there is room for growth in other innovative formats, such as liquids, toppers, mix-ins and squeezable pastes. For instance, 32% of pet parents in Brazil and Poland, 27% in the UK and 25% in the U.S. express interest in powdered formats, while a quarter of both German and Mexican pet owners are willing to try pastes1.
SCIENCE-BACKED CLAIMS STOKE CONSUMER CONFIDENCE
To make informed decisions, pet owners turn to various sources for product research. Veterinarians, pet store employees and specialized pet websites are the most trusted authorities, though many consumers also seek information through social media platforms. For instance, in the Americas, YouTube plays a role in informing pet parents, while Facebook groups are notably popular in Mexico, with 31% of pet owners using these groups – well above the global average of 18%1. Despite this, professionals such as vets and pet store staff remain the most influential and reliable sources for pet care advice.
When selecting functional pet products, 97% of consumers say the primary health benefit advertised on packaging heavily influences their purchasing decisions4. Additionally, branded health ingredients are significant for 63% of dog owners and 61% of cat owners, as these are often associated with greater scientific backing5. Four in 10 dog parents specifically look for specialized health claims supported by scientific research5.
However, consumers can be skeptical of product claims. Consumers perceive claims, such as “clinically tested,” “scientifically studied,” and “vet recommended” as evidence of a products’ effectiveness6. This highlights the importance of transparent, evidence-based marketing in building trust with consumers.
MICROBIOME MANAGEMENT
Understanding the gut microbiome’s role in overall health is no longer limited to human wellness. Pet owners are becoming increasingly aware of the importance of probiotics, prebiotics and postbiotics for their pets. Approximately half of global pet owners report some level of knowledge about probiotics, but awareness of prebiotics and postbiotics is less widespread1. This presents a significant opportunity for pet food manufacturers to help educate consumers and introduce innovative products that cater to this growing interest.
In Mexico, 90% of pet parents have purchased biotics for their pets, with Brazil (85%) and Poland (81%) not far behind1. However, many consumers who haven’t bought biotics indicate that it’s due to a lack of awareness, such as 40% of Brazilian pet parents and 38% of Mexican pet parents who have yet to encounter these products1.
The primary motivators for purchasing biotics are to address specific health issues, particularly related to digestion, and to enhance overall wellness based on professional recommendations1. Pet brands that emphasize the scientifically supported benefits of these ingredients and provide clear usage information will better capture this segment of the market.
For example, while the field of microbiome solutions is still in its early days, some research has been conducted to explore the use of pro- and postbiotics and their effects on canine health. Sophie Nixon, Ph.D., the Head of Clinical Research for Pet & Animal Well-being at ADM, oversaw an exploratory, first-in-species study with adult dogs to evaluate the effects of daily supplementation of Bifidobacterium animalis subsp. lactis CECT8145 (BPL1™)*, in both live probiotic and heat-treated postbiotic forms7. Data indicates that both the probiotic and postbiotic versions of BPL1™ can safely be supplemented in healthy adult dogs, with changes observed in fecal short-chain fatty acids, bacterial composition and fecal metagenome, when compared to control7. A further clinical study is ongoing to assess additional physiological outcomes.
UNLEASH INNOVATION
Pet owners increasingly view their pets as part of the family, prioritizing their health and wellness. This mindset drives demand for functional products and healthy indulgent treats that support their pets’ holistic well-being. From pet food to soft chews to innovative delivery formats, the future of pet care lies in developing products that combine scientific backing, palatability and tailored health benefits.
Brands that emphasize quality ingredients, robust research and a deep understanding of consumer trends are well-positioned to capture this growing market. It also helps to have a partner with the ability to draw on their expertise in high-quality, science-backed ingredients and end-to-end product development support, standing ready to meet the needs of today’s discerning pet parents and ensuring pets worldwide get the nutrition and care they deserve.
*BPL1® is a trademark registered for Biopolis, S.L. in the EU and other countries.
References
1ADM Outside Voice℠
2Euromonitor, World Market for Pet Care, 2023
3Mintel GNPD, January 2020-July 2024
4Euromonitor consulting
5FMCG Gurus, The Humanization of Pets, 2023
6Mintel, U.S. Pet Owners Survey, 2021
7Kayser E, He F, Nixon S, et al. J Anim Sci. 2024 Jan 3;102:skae291.
Disclaimer: Not all products are available in all regions. ADM makes no representation or warranty, whether expressed or implied, as to the reliability, or completeness of the information. The uses and claims should be adapted to comply with the current local/regional regulatory environment. This information does not imply any express recommendations for the cure, mitigation, treatment or prevention of disease.
About Guillaume Maio,
Guillaume Maio, currently serving as ADM’s Marketing Manager for the Pet Nutrition division for Europe, the Middle East and Africa, holds a bachelor’s degree in biochemistry and a master’s degree in organizational management. With 14 years of experience in the global industry of ingredients, animal nutrition and pet care, he has held key marketing roles in both B2B and B2C contexts. His career has taken him to work in France, South Africa and Italy, providing him with a diversified perspective and an in-depth understanding of international markets.
