In recent years, pet owners have increasingly recognized nutrition as a cornerstone of preventive health for their animals. This shift is one of the reasons the probiotics market continues to expand, with projections reaching US$3.09 billion by 2033. However, expectations are rising, and the benefits that once opened the door for biotics in pet food — such as improved digestive health — have now become the baseline.
Read this article in Portuguese: Saúde intestinal virou básico, e tutores buscam por alimentos multifuncionais
“Pet owners already assume that most products should offer some level of digestive health support. It’s a must-have,” said Isabella Alvarenga, technical services manager for animal health at IFF, in an interview with Petfood Forum Brasil. “This perception is supported by internal research with more than 1,000 pet owners in the U.S., showing a clear demand for ‘more in less’, multiple benefits within a single product.”
Owners demand multifunctionality and flexible formats
Multifunctionality has become the true differentiator. According to Alvarenga, pet owners are looking for products that go beyond digestion, delivering benefits for kidney health, joint support and immune function. There is also growing interest in formulations that support anxiety management, healthy aging and skin health.
In Brazil, both research and industry are evolving to meet this demand. According to Danilo Souza, R&D manager at MBRF Pet, recent efforts in developing functional ingredients — including biotics — are moving toward a more systemic approach to nutrition, as the understanding of pet health increasingly mirrors that of human health.
“One of the main drivers of consumption in Brazil is how pets are being integrated as family members, which naturally raises expectations for longevity and quality of life,” Souza said.
This shift reflects a transfer of concepts from human nutrition — such as microbiota, immunity and overall well-being — into the pet space, shaping consumer expectations. “Pet owners are increasingly interested in nutritional strategies that support lifelong health maintenance, rather than simply addressing isolated clinical issues,” he added.
Beyond health benefits, convenience and palatability also play a critical role in purchasing decisions. “There is a clear preference for formats such as powders, toppers and treats that fit easily into daily routines and are appealing to pets. This is closely tied to humanization and the desire to improve pet health while strengthening the human-animal bond,” Alvarenga said.
Challenges
Despite strong demand for functional ingredients, the market still faces barriers, including limited consumer understanding of the role of biotics in pet health and regulatory uncertainty around labeling and functional claims.
A key challenge lies in the level of familiarity among both pet owners and some professionals with concepts such as the differences between pro-, pre- and postbiotics, as well as microbiota and metabolites. Communicating the science behind these ingredients in a clear and accessible way remains difficult.
“Especially because the benefits often develop over time. It’s not a single supplement or functional treat that will immediately improve health — and that needs to be clearly communicated to pet owners,” Alvarenga said.
Another constraint is that companies with strong scientific capabilities often develop high-quality products but face limitations in marketing them due to regulatory restrictions on claims. Souza noted that many biotics are still in the process of regulatory classification and validation for use in pet food, which creates challenges in communicating physiological benefits without crossing into therapeutic claims.
According to Souza, the best approach is to “use simple language tied to practical benefits, such as ‘balanced gut health’ or ‘immune support,’ translating science into accessible messaging while maintaining technical credibility and relevance in the daily lives of pets and their owners.”
Price drives purchase decisions, but communication increases value perception
The cost of developing multifunctional foods and supplements is another barrier. According to Alvarenga, incorporating biotics into formulations involves high upfront costs, with minimum order volumes reaching tens of thousands of dollars.
However, Souza emphasized that the investment can be justified when paired with strong positioning that builds trust and perceived value among pet owners.
“Premium and super premium pet owners are willing to invest when they clearly understand the benefits for their pet’s well-being and quality of life,” he said.
For companies, this means combining scientific rigor in product development with transparent communication that clearly explains the nutritional role of these ingredients, reinforcing both credibility and consumer confidence.
