July 30, 2025 – Owners love their pets dearly and this transpires from the comfort of their pups and kittens right down to the first food and snacks they feed to their faithful furry companions. Consumers want to purchase pet food that meets the standards they expect and add healthy nutrients to stave off any illness or improve recovery should their beloved pet become momentarily ill. Naturalness is a key factor in choosing any food or format that delivers these targeted nutritional goals also. To analyze and break this down further, Innova Market Insights has compiled data and research to examine the category and understand what is really driving pet food ingredients globally.
Emotional Bonds Elevate Good Pet Nutrition
Based on recent data, the majority of consumers seem to have a preference for taking equal care of their pet’s diet as they would for their own. The reason for this is that many consider their pet an extended member of the family. Given the trend for increased demand in functional nutrition in human based food categories, it is no wonder that demand has risen for food with the same balance and attributes for pets. This explains why pet food has claims that pinpoint good gut health and joint health. Many of which are particularly popular to a significant amount of pet owners, given they possess functional benefits.
Animal Protein is the Most Desired Ingredient
In recent pet food launches, animal-based protein accounted for almost seventy percent. This has been accompanied by a surge in demand for products with fish protein hydrolysate, which is one of the newest and most interesting ingredients currently being marketed. Its presence has become tenfold in products, and it has become one of the fastest growing animal-based proteins in new pet food launches. In fact, speaking of functional benefits of certain food launches, more than half of pet food reviewed by Innova Market Insights found they had a high source of protein claim.
To exemplify these protein claims in action, one brand of adult dog food uses insects and salmon protein, contains a grain free formula and is created with a canine’s coat and skin in mind.
Plant-Based Food on the Rise
The average growth rate of new plant-based pet food launches is on the up, with more than half of consumers globally looking for soy protein in meat-free pet food, to be precise. Various brands have their version of plant-based pet food on the market, with one example being a “natural, 100% plant-based dog food”, which claims to be a soy protein filled meal that contains everything for a complete, balanced diet.
There has been a fast-growing movement in global pet food for products that contain schizochytrium and microalgae in recent years also. Gut health claims have also proven popular, appearing in launches of pet food due to increased interest from pet owners. This piggybacks on the wider trend of nearly a third of all functional pet foods on the market claiming to have benefits for digestion and gut health, just behind claims of high protein. Other pet food trends claims include healthy fiber, vitamin D, and probiotics. While data reveals that Inulin chicory is the fastest growing ingredient specific to gut health within pet food launches now.
Why is There a Focus on Gut Microbiome for Overall Wellness?
Online content highlights the digestive benefits of probiotics and prebiotics, emphasizing dietary choices that support overall pet wellbeing. This gives way to gut feelings for owners who want to nurture their pet. Gut microbiome in pets’ overall health comes down to aiding digestion, nutrient absorption, and managing their immune system levels. There are various recommendations out there to suggest that it is imperative to provide a high-quality, balanced diet appropriate for each species and life stage of a pet. Additionally, incorporating probiotics and prebiotics can further promote a healthy gut. The rise of easy-to-use powder format is also observed in recent years, which can be mixed into dry or wet food, helping to stabilize the gut microbiome and address issues caused by stress, dietary changes, antibiotics, and food sensitivities. Promoting general vitality, ensuring pets lead a healthy and happy life.
Skin and Hair Health Driving Pet Food Innovation
More than thirty percent of new pet food launches contain hair and skin health claims in recent years. These functional benefits are driving pet food innovation and have seen development of products such as collagen protein-dense pet bone broth concentrate, with organic turmeric and ginger, for dogs and cats to enhance skin and fur health. Other products seen on the market include premium, six-inch, super collagen sticks treat for adult dogs, which are said to offer a collagen boost for joint, skin, and coat health.
What’s Next in Pet Food Ingredient Trends?
The bottom line is animal protein will continue to be a highly desired ingredient in pet food. Alongside this will be products made with functional ingredients, that are rich in protein, vitamins, and minerals, all of which will be promoting a healthy lifestyle for pets. Naturalness will continue to do battle with health benefits for consumer preferences, although both are very important and will continue to be. Pet food trends show that more than half of consumers globally prioritize naturalness over health claims with pet food at the moment, so the margins will be back and forth. Completely natural snacks will be a key innovation. The use of artificial colors will be a strict deterrent for shoppers as they prefer organic flavors and preservatives. As mentioned previously, the value of high-quality protein will continue to rise as will new product development in kidney defending technology, which benefits the gut microbiome to support kidney health in pets.
This article is based on Innova’s Trending in Pet Food Ingredients – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
