Fi Europe has published its 2026 pet food trends e-magazine, outlining trends the organization says are reshaping the global pet food industry, from preventative nutrition and personalization to sustainability and novel proteins.
The global pet food market is expected to reach a value of $263.8 billion by 2036, according to analysts cited by Fi Europe, the food ingredients event's organizers said in announcing the publication.
Building on last year's "Future of Pet Food" report, the new "Staying on Top of Pet Food Trends" e-magazine examines eight trends the organization said are reshaping product development, consumer behavior and supply chain strategy across the sector. The publication also previews themes attendees can expect at this year's Fi Europe trade show.
The e-magazine identifies three top trends:
- Growing demand for natural pet food. Amid the growing humanization of pets, owners are increasingly prioritizing their pets' health and well-being, mirroring their own rising health consciousness, according to the publication. The shift is driving demand for natural pet foods free of artificial additives, preservatives and fillers. Brands are using digital and retail platforms to educate consumers on the benefits of these options while expanding offerings to include raw and freeze-dried diets, human-grade recipes and functional treats designed to support specific health needs such as digestion, joint health and immunity.
- Protein demand trends and sustainability implications. The humanization of pet food is also driving demand for premium muscle meats, a trend that can challenge the environmental benefits of whole-animal utilization and circular sourcing models, according to the Pet Sustainability Coalition. As manufacturers balance quality expectations with sustainability goals, human-grade sourcing may overlook the efficiency of co-products and novel proteins. Alternatives such as insect-based, fermentation-derived and hybrid formulations are gaining traction despite scaling hurdles, while traditional kibble continues to support lower greenhouse gas intensity.
- Preventative and proactive health support. Supplements are increasingly becoming a core component of pet care as owners shift toward preventative and condition-specific nutrition to support long-term health and help manage veterinary costs, the publication states. "Over time, optimizing a pet's diet, including targeted nutritional add-ons, can deliver both health benefits and potential cost savings," Guy Sandelowsky, co-founder and co-CEO at Omni, a vet-founded pet food manufacturer, said in the e-magazine.
The e-magazine also previews programming planned for this year's Fi Europe, which will include a Pet Food & Nutrition Hub where suppliers, innovators and thought leaders will further explore the trends. A new Pet Food & Nutrition Forum will feature expert-led content sessions, exhibitor showcases and interactive experiences, including fireside chats and panel discussions. Full agenda details will be announced in the coming months.
"The pet food industry is undergoing a genuine transformation, and it's happening faster than some people realize," said Yannick Verry, Fi Events brand director at Informa Markets. "What we're seeing is a shift from simply feeding pets to actively optimizing their health and longevity. It's a big change that touches everything from how products are formulated to how they're packaged and communicated to consumers.
"Our new e-magazine is intended to give industry players a clear, actionable map of where things stand and where they're heading," continued Verry. "We're proud that Fi Europe can play a role in helping the industry navigate that journey, and look forward to bringing these conversations to life at the show later this year."
