Being a consumer of anything these days is tough, due to economic volatility and affordability issues. Pet food is not immune to this challenge. “Economic uncertainties are a growing headwind for the pet care industry,” said Sahiba Puri, global insight manager for pet care at Euromonitor International. “Despite the industry’s relative resilience exhibited in the past, consumer patience is wearing thin as continuing pricing pressures are stretching consumer wallets.”
She presented data during Petfood Forum Asia 2025 showing how sales growth in the premium pet food category is slowing, even in fast-developing markets like Asia-Pacific. Worldwide, more pet owners than non-owners are likely to say they would prefer to buy fewer but higher quality things. “Premiumization comes at the cost of the amount of volume that can be moved at a higher price,” Puri explained.
Considering that this reality extends to many consumer goods categories, it’s no surprise that other research firms have identified themes like resilience and value in unveiling their top human food and beverage trends for 2026. “Brands can help consumers feel like they can persevere,” said experts from Mintel during a webinar.
They shared data showing percentages of North American consumers saying they’re very concerned about issues including rising prices (from inflation and tariffs), the economy overall, changes to government spending or policies, world affairs or climate change; the percentages ranged from 40% to 66%, amounting to a “polycrisis.”
Innova Market Insights characterized its list of top 10 trends as “designing for how people feel”; the number seven trend was “worth every bite,” addressing the need for products to “offer value and affordability during these times when economic pressures are palpable.”
Yet it’s important for brands to not lose sight of the benefits and attributes consumers are seeking in the products they buy to feed both themselves and their furry family members. For example, health remains a common connection between human food and pet food. Euromonitor consumer surveys show more pet owners than non-owners worldwide saying they look for health and nutritional properties when buying human food.
Innova’s top 10 list includes three health-related trends that link closely to what’s happening in pet food: powerhouse protein (it remains a “wellness powerhouse” for people and pets), gut health hub (the gut is a “gateway to holistic wellness”) and authentic plant based (transitioning from “imitating animal proteins to providing its own nutrition benefits,” especially if it’s natural).
