Biotics have played a key role in the pet food ingredient scene for some time now, especially pre- and probiotics, which seemed to have gained traction for pets almost at the same time they did for humans. Then, in the past five years, postbiotics entered the picture and began to establish their own presence.
Given their current level of usage — in pet food and pet supplements — the interest and demand by pet owners and an exciting surge of research, I think it’s even safe to say that biotics may be embarking on a golden age in pet care, not to mention human health and nutrition.
Consider: The microbiome, which often benefits from the use of biotics, has a U.S. household penetration rate as a “health and need state” in human food products of about 30%, according to NielsenIQ data, while also ranking among the top claims in pet care. Through the first quarter of 2025, the claim had increased 8.1% over the previous year, making it also one of the fastest-growing in pet food.
Data from Marketplace/Nextin, also from 2025, showed pre- and probiotics among the ingredients in pet treats and supplements most sought by both cat and dog owners. The previous year, the market research firm found that 32% of U.S. pet owners surveyed identified probiotics as an ingredient associated with pet health benefits, with 19% identifying prebiotics and 6%, postbiotics.
Likewise, 32% of the respondents said they had researched probiotics in the previous 12 months, while 17% had researched prebiotics and 8%, postbiotics. The three ingredient categories also earned very positive attitudes at levels ranging from 21% to 40%, with similar percentages for somewhat positive attitudes.
Perhaps even more compelling than this consumer acceptance is the volume and variety of research directed toward biotics; in fact, they go hand in hand. Studies are proving the potential of biotics to not only support and improve the microbiome in pets but also provide calming benefits, address E. coli inflammation and manage oral care. Those are just a few examples of biotics studies conducted in the last few years; relatedly, 6% of all abstract submissions for Petfood Forum 2026 represented biotics research.
As such studies continue to make the case for using biotics in pet food and supplements to improve and maintain pet health, consumer demand and inclusion in products will only continue to grow. Our pets will be the better for it.
