The now-entrenched humanization of pets is seen as the calling card of most current pet food trends, not the least of which is the growth of functional demands by pet owners. It used to be enough to tend to the nutrition of animals; now, pet owners expect any number of health and wellness attributes of the food and treats they give their furry companions, as well as tangential benefits such as sustainability.
“The humanization of [pets and] pet foods have driven greater demand for functional ingredients that pet owners perceive as healthy for themselves and their pets,” said Elisa Louis, vice president of marketing for organic and non-GMO ingredient supplier Smirk’s. “This includes a growing interest in organic ingredients, sustainably sourced components and sustainable packaging solutions. Pet food buyers are increasingly seeking ready-to-eat bulk ingredients that have undergone pathogen-killing processes like roasting, heat-treating or steam sterilization to minimize the risk of foodborne illnesses. Additionally, there is rising interest in regenerative organic ingredients and plant-based proteins for pets, reflecting broader trends in sustainability and alternative protein sources.”
Pet owners want long, healthy lives for their pets
There’s no doubt that the functional ingredient trend has the love between pet owners and their pets as its bedrock.
“Millennials and Gen Z see their pets as part of the family and want to treat them as such,” said Jessica Kalisch, product manager for probiotics supplier Hollison LLC. “It means this generation of pet owners has taken a much bigger role in the health of their pets, ensuring they live the best lives possible. Pet owners have started scrutinizing the quality of pet food ingredients, willing to spend what it takes to have their pets live a longer, higher quality of life, and demand the pet food industry follow through. Food companies have had to respond to this by looking into and revamping the quality of their pet food, providing high-quality products with functional ingredients to improve pet health and doing research to see how and what pet owners need to optimize their pets’ health.”
A large part of that scrutiny involved pet owners taking a look beyond larger trends and focusing more granularly on health concerns similar to their own.
“As the ‘humanization of pets’ trend has moved into hyperdrive, pet owner concerns and demands have evolved into more personalized nutrition and precise wellness,” said Kate Wadman, customer marketing manager for supply chain solutions provider Scoular. “They seek products that address specific health issues or life stages. This functionality trend reflects the growing awareness of preventive care and home in on personalized nutrition for pets, whose needs may depend on their age, breed, size, activity level and specific health states.”
Science-backed = pet-owner trusted?
Information (and misinformation) is more accessible than ever, with answers both true and false only a Google search away. As a result, pet owners are able to scrutinize ingredients like never before, giving “science-backed” functional claims an opportunity to get ahead of the game.
“The functional pet food space continues to evolve as pet parents look for recipes that support overall wellness as well as the unique needs of their pets,” said Theresa Lantz, M.Sc., companion animal nutritionist at premium pet food producer Petcurean. “This has led to increased demand for pet food companies to provide scientific data or proof points to support nutritional claims. Not only do pet parents want recipes that feature functional ingredients but they also want transparency and to trust that they are choosing the best recipe for their pet. In addition, emerging ingredients in pet food recipes that mirror human health trends continue to impact the functional pet food space. However, it’s important to be science-minded and to ensure there is supporting data behind the inclusions, and that the ingredients are safe for long-term health in pets and that they comply with ingredient standards, such as those defined by the Association of American Feed Control Officials (AAFCO).”
The world of probiotics is a particularly good example of this phenomenon, as new strains of probiotics are presented to both formulators and the end consumer and the science becomes more refined on their various attributes.
“I think people are looking to include ingredients that have science-backed research with data showing benefits to an animal’s health,” said Kalisch. “For example, rather than just adding generic probiotics to pet food so that it can be put on the label, formulators want specific strains that have been shown to have benefits and can be shown to survive the process of being added to the food and are still alive when the pet consumes them.”
Top functional asks in 2025
It’s obvious that pet owners want a lot of different things for their pets, and pet food producers must decide which direction(s) they’d like to go in order to fulfill those wants in 2025.
Some of the top functional attributes formulators are looking for right now, according to Smirk’s, include the ability to improve digestion/gut health and skin/coat health; proteins that provide energy from plant-based sources; naturally sweet options that reduce the risk of diabetes; joint support; and weight management.
“Demand for functional pet food recipes for dogs and cats will continue in 2025,” said Lantz. “In particular, the cat food market is expected to grow and expand with innovative functional cat food recipes. In addition, functional pet treats will continue to be in demand in 2025.”
Be it in food or treats, consumers are just going to want more.
“As we look into the future, we can expect to see consumers looking for ingredients to hold more than one benefit,” said Wadman. “With more and more products on the market, manufacturers and consumers will be more health-focused and demand food and treat products that reflect claims to target these specific needs and that can fill multiple needs instead of singular.”
4 reasons pet owners are willing to pay more for functional supplements
