The pet food industry is undergoing unprecedented transformation, moving beyond simply meeting basic nutritional needs toward more specialized, health-conscious and eco-friendly solutions. During the recent American Feed Industry Association (AFIA) Pet Food Conference, Lynn Dornblaser, Director of Mintel Innovation and Insight, analyzed three key trends driving this evolution: personalization, naturalization and sustainability.
Market Overview: Innovation and Brand Power
Compared to human food and beverage sectors, the pet food market—particularly dog and cat food segments—demonstrates stronger innovation momentum and brand influence. Dog treats currently dominate market share, followed by wet cat food, dry cat food, wet dog food and cat treats, with dry dog food holding relatively smaller market presence.
Remarkably, about one-third of new products launched between 2019-2023 came from pet industry startups or new brands—a significantly higher proportion than in human food markets. This indicates greater openness to new market entrants within pet nutrition. Product launches primarily featured completely new formulations rather than packaging updates, with wet food products outpacing dry varieties globally. Europe leads in new product introductions, while North America shows stronger preference for new wet dog food products.
Personalized Nutrition: Targeted Health Solutions
As pet owners deepen their understanding of animal wellness, demand grows for formulas addressing specific health concerns—particularly weight management. The Association for Pet Obesity Prevention (APOP) classifies over half of U.S. dogs and cats as overweight or obese, labeling this an "epidemic." Consequently, functional pet foods targeting weight loss, high protein/fiber content, low fat/calorie formulas and enhanced satiety are gaining traction.
Global interest in customized pet nutrition is rising: 45% of Chinese pet owners would repurchase tailored formulas; 31% of German owners seek individualized meal plans; while 54% of American owners view personalization as simplifying overwhelming product choices. Health considerations now surpass cost in driving U.S. pet food purchases, with 2022 data showing improved pet welfare as the primary reason for diet changes.
DNA testing presents future growth potential, with 31% of French owners willing to genetically test pets for optimal diets—rising to 45% among those aged 16-34. Though high testing costs may limit adoption, personalized nutrition remains a promising industry growth area.
Naturalization: Back-to-Basics Health
The naturalization trend emphasizes eliminating artificial ingredients, spurring growth in refrigerated/frozen products. Thirty-eight percent of U.S. owners seek all-natural pet foods, while 49% of Chinese owners would repurchase natural formulations. Preferences vary from simplified ingredient lists to specific exclusions, with "no additives/preservatives" being the most sought-after claim globally.
Fresh pet foods are increasingly popular due to perceived natural advantages, though market penetration remains limited by shorter shelf life, storage requirements and premium pricing. Improved cold-chain logistics and sustained demand may accelerate future growth.
Sustainability: Environmental Responsibility
Eco-conscious practices are reshaping pet food production, particularly regarding packaging. Sixty-one percent of U.S. owners expect brands to reduce environmental impact, while 62% of Colombian/Mexican consumers prioritize eco-friendly packaging for pet products. Seventy-nine percent of Italian owners want greater transparency about pet food carbon footprints.
Most sustainability efforts focus on packaging alternatives—recyclable, reusable or compostable materials—though ingredient sourcing also draws attention. Alternative proteins, non-GMO formulations, ethical farming and regenerative agriculture are gaining interest. Upcycled ingredients show particular promise, with 68% of French consumers recognizing their environmental benefits.
As the industry progresses beyond packaging and ingredients, water conservation is emerging as the next sustainability frontier. Through responsible production and supply chain management, pet food companies can strengthen environmental stewardship while appealing to conscientious consumers.
The pet food sector's transformation through personalization, naturalization and sustainability reflects evolving owner expectations while presenting new opportunities for innovation-focused businesses.