During an overall enlightening presentation on the state of the Brazilian pet food market during Petfood Forum Brasil on August 13, one statement from Iván Franco, founder of Triplethree International Market Research, stood out to me: “Consumers buy outcomes, not ingredients.”
This got me wondering whether that consumer behavior was unique to Brazilian pet owners. After all, in the U.S., the largest pet food market globally, nutritionists have long lamented that pet owners tend to focus on ingredients rather than the nutrients their pets need to thrive. Is that attention changing, from ingredients to outcomes? Some industry experts believe so.
“The ingredient landscape has become much more sophisticated in recent years,” said Shiguang Yu, Ph.D., global director of pet nutrition at dsm-firmenich, as quoted by Editor Lindsay Beaton in an article coming out in the September 2026 issue of Petfood Industry. “We are moving beyond the idea that pet food simply needs to provide essential nutrition, toward formulations designed with specific health outcomes in mind. Omega-3s, prebiotics, probiotics, postbiotics, specialized amino acids and other functional ingredients are increasingly being used to support areas such as digestive health, immunity, mobility and cognition.”
Data: Pet owners seeking health outcomes
Yu’s comments are backed by data. For example, a 2025 survey of 1,054 U.S. pet owners conducted by Lonnie Hobbs Jr., Ph.D., assistant professor of agricultural economics at Kansas State University, showed 32% of respondents indicated they bought pet food promoting digestive health, followed closely by skin and coat health at 31%.
Other health-related claims that likely translate to outcomes in pet owners’ minds included immune support (17%), weight management (15%), high energy (nearly 15%), hip joint support (14%) and muscle care, dental/breath care and sensitive digestion, all around 11%. (And, at lower levels, sensitive skin, heart care, brain health, allergy relief, appetite stimulation and itch/redness remedy.)
These numbers jibe with data on cat food “need states” presented by Nicole Hill, VP of strategy and innovation for Nextin Research by MarketPlace, during a Petfood Forum 2026 presentation. Derived from a survey of more than 1,200 U.S. cat owners, the data showed “indoor cat” as the prevailing need at about 40%, more of a lifestyle than an outcome. But that was followed by true health outcomes like hairball control (about 25%), daily wellness (20%), digestion/sensitive stomach (16%), dental/breath care (15%), weight management (13%) and, at lower levels, urinary care, senior wellness, gut health, immunity and skin care/sensitive skin.
Translating industry ingredient speak to consumer language
In terms of Brazilian pet owners, Franco drilled down in his presentation to the language they use related to pet food. “Consumers do not describe formulas; they describe what changed in their pets,” he explained. So, “my dog likes it” translates to palatability/acceptance, while “better coat” indicates visible proof of quality. “Better digestion” signals comfort and health; “more energy” means the pet seems healthier. In addition, “firmer stools” provides daily evidence of a good outcome for owners as “less smell” represents a household benefit.
The overall interpretation: “Brazilian pet owners use the animal’s daily condition as the main quality test,” Franco said.
He also offered tips for translating pet food industry language around ingredients to the consumer language of outcomes owners are seeking:
- Protein = more energy
- Grain-free = better digestion
- Prebiotics = better stools
- Omega 3s/6s and DHA = beautiful coat
- Functional nutrition = fewer problems
- Mono-protein = better tolerance
Another article by Beaton, this one from January 2025 on the top pet food trends for the year, quoted Innova Market Insights giving similar advice: “Connect ingredients to outcomes to help train consumers how to think about long-term results and wellbeing for their pets.”
