Dog Food Market in Europe

Dog Food Market Trends in Europe

How pet owners prioritize their furry friends' diets 

October 17, 2025 – People adore their pets, as these companions bring much joy to their daily lives. One pet that is attentive, loyal, and often considered the center of the world for pet owners is a dog. These furry four-legged animals typically carry the reputation as man’s best friend, which can be reflected in the way they are treated and cared for. Part of this revolves around the food and snacks they consume, from treats to bones, sticks to nuggets; a varying degree of food formats constitutes part of a dog’s diet. To comprehend the sophisticated market that is dog food, Innova Market Insights delves into the category’s nuances and trends.

What’s Happening in the Dog Food Category Right Now?

Subcategories within the dog food space are built around the depth and format of what is available. Prioritizing the quality and sensitivity of the breed in question. Through varied formats, each dog has a specificity to meet, and that can be in format or convenience also. Owners are conscious of the methods by which their pet food is created, which is why processing methods like freeze-drying and gentle cooking add value through freshness and nutrition. There is also an appetite for allergen-free options to meet growing demand for sensitivity-friendly formulations which provide tolerance and trust.

Dog owners want to make sure their beloved pup has the best, especially when it comes to supporting the wellness of their canine friend. Personalized and plant-based nutrition are increasingly sought after. Brands have been developing more offerings that fit personalized nutrition based on size, breed, or life stage.

There are continued health-led claims in dog food that continue to diversify, with natural positioning reinforcing perceptions of quality, gut health solutions supporting digestive function, and skin or coat benefits addressing visible wellbeing. Packaging is also having a significant bearing on decisions, with resealable and easy-to-use packs making feeding times easier and aiding owners in their efforts to manage portions with less mess. As for value, multipacks support consistent routines and encourage repeat usage, especially for meal enhancers and single-serve formats.

Pet owners continue to seek familiar, nutrient-rich ingredients like poultry, vegetables, and fish that they know their dogs will love. While indulgent flavors and inspiration from desserts and gourmet meals add emotional value.

Dog Food Market Trends in Europe

Can Format Variety Reflect Evolving Pet Parent Priorities?

For consumers in Europe, treats, dry food and wet food are the top types of dog food. Expansion of other formats such as a complete meal coupled with dog food to offer functional benefits has appeared on the market. There are numerous flavors and formulated dishes for pups that merge these styles. Products made through diverse preparation styles include but are not limited to freeze-dried beef heart treats, seafood snacks, food with lamb for senior dogs, and peanut butter flavored training treats for puppies from 8 weeks old.

Brands can meet varied dog profiles with targeted nutritional solutions. In the past year, those researched by Innova Market Insights have purchased dog foods that are tailored to their dog in terms of age, size of pet, and their breed. Showing that there is a substantial demand for dog food that supports daily wellness with nutritional benefits. When feeding their dog treats, 41% of owners in Europe said they are interested in additional health benefits and fortified nutrition from the food they purchase. If the purchased food had essential nutrients like vitamins, minerals, and protein to support vital functions, then this could and would reinforce the role of dog food in delivering complete daily nutrition.

Vegan alternatives that reflect sustainability priorities are also penetrating the category. As 20% of consumers in Europe said that they were familiar with plant-based (vegan) pet food innovations. The recognized shift to vegan pet food could slash livestock greenhouse gas emissions and feed millions of pets. If brands believe in and allow natural claims to drive trust in product quality, this can highlight naturalness and strengthen quality perception, especially as consumers increasingly expect added value. Therefore, going beyond ingredients to deliver authenticity, transparency, and product integrity in every offering is envisaged for the future.

Should Brands Tap into Microbiome Demand with Probiotic and Fiber-Driven Solutions?

The dynamics of pet food and particularly dog food are changing. With more than a 20% growth in dog food with a digestive or gut health claim in the past three years. The demand for digestive health solutions is evident. There is an opening here for brands to spotlight prebiotics or probiotics as the next must-have microbiome-supporting ingredient. Pet food producers can also reach a target market for pet owners who want to improve the appearance of their pet with nutrition that cares for skin and coat. This continues to become more apparent and is encouraging the development of food that possesses targeted nutrients that support external appearance alongside overall wellbeing.

Can Pack Formats Meet Function and Storage Needs?

Pack formats are impacting how consumers make choices, and that is no different for their pets. Easily resealable standing pouches with a zip lock styled closure or resealable spouted pouches with a kind of screw cap closure are increasingly familiar and popular. To meet a degree of functionality that is convenient for them, research by Innova Market Insights observed that shoppers of pet food want packaging that is easy to open, like a can or glass bottle with a twisty cap. All these formats must provide value and ease through portion-friendly multipacks to succeed. When asked, many owners said they preferred large and medium-sized bags or multi-serve cans to offer their pets the best mix of convenience, portion control, and value across dog food types.

There are a number of other factors that strengthen sustainability. Smarter packaging choices are favored by consumers, with more than a quarter of those researched in Europe saying it influences their purchases of pet food. Prioritizing familiar ingredients that reflect both nutrition and flavor is preferred. In the past year, 66% of owners reported feeding their dogs with a mix of poultry, 60% reported feeding vegetables, and 54% reported providing their pets with red meat in meals. Adding indulgence to mealtimes can give a moment of joy to dogs too, with indulgent flavor profiles reflecting emotion. Interestingly enough, the bond between owner and pet is growing and more specifically in the food category as treats and flavors familiar to the owner provide a sense of novelty.

What’s Next for Dog Food in Europe?

There are a number of areas that brands should look at when considering new product development for dog food. The exploration of microbial proteins can create an alternative to traditional animal sources. Often nutrient rich too, this protein can align with future innovation and be more environmentally conscious. Other areas that pose opportunities to explore include the use of moisture-rich formats to support hydration and overall wellbeing. This is particularly important if hydration is a focal point of a pet food product.

The introduction of botanicals can calm pets, while the floral notes can offer functional benefits. Brands should look to develop more specialty nutrition for dogs, catering to performance and appearance-driven lifestyles. Especially for show dogs who require targeted nutrition is required for coat shine, muscle tone, and composure. Performance-specific diets reflect the rising interest in high-functioned dog food.

Finally, one area worth evolving further is the Incorporation of insect protein to support sustainability without compromising nutrition. These offer a low-impact, protein-rich alternative to meat and appeal to eco-conscious consumers.

 

This article is based on Innova’s Overview of Dog Food in Europe. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.

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