Growing Demand for Clinical Proof in Pet Nutrition as Humanization Trends Accelerate

Rishabh Pande, global VP of Pet Food at dsm-firmenich, highlighted that treating pets as family members has raised expectations for high-quality nutrition, transparency, and robust scientific evidence. He noted that pet food formulations increasingly include functional ingredients well-known in human health, such as pre-, pro-, and postbiotics, along with omega-3 fatty acids. Pande emphasized that postbiotics can enhance stability during processing and storage while delivering health benefits, with emerging research suggesting they may improve gut health and immune function in pets.

Dr. Maygane Ronsmans, product manager for Animal Nutrition at Beneo, pointed out that over 80% of pet owners desire the same quality standards for pet food as for their own meals. Pande observed that this trend drives the incorporation of postbiotics and omega-3s in pet nutrition. Colton Clason, senior marketing manager of Pet Nutrition at ADM, predicted that scientifically validated product functionalities will increasingly influence purchasing decisions as pet owners focus on wellness. According to ADM’s Outside Voice Global Lifestyle Survey 2025, 77% of pet parents are willing to spend more on products featuring functional ingredients, and 84% are interested in products that may extend their pets' lifespans.

Pande noted that gut health is becoming a key focus for innovation in pet food, driving demand for biotics to enhance microbiome balance and immune health. Omega-3s like eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA) are gaining traction due to their benefits for brain development, skin health, and managing inflammation. He stated that tailored micronutrient premixes are essential for ensuring precise nutrient profiles and consistent performance in increasingly complex formulations.

Dr. Behnaz Shakersain from AstaReal remarked that pet owners are more inclined toward functional benefits such as mobility and immune support and are seeking clean label, traceable, and responsibly sourced ingredients. Ronsmans highlighted that over half of pet owners prefer sustainable products, with transparent sourcing correlating to trust. Beneo's research indicates that 71% of owners consider ingredient quality vital, while 72% prioritize nutritional value. Moreover, over a third of pet owners purchase natural products for specific needs, underscoring the importance of recipe composition.

Pande identified emerging markets as an area ripe for growth in premium pet nutrition as pet ownership rises and disposable incomes increase. He emphasized the need for condition-specific nutrition targeting cognitive aging and metabolic health for varied life stages and breeds. Additionally, he pointed out that the shift towards sustainability is leading to the exploration of alternatives to traditional animal protein.

Ronsmans believes personalized nutrition with specific health benefits is an invaluable opportunity within the pet food space. Ingredients like Beneo’s Orafti Inulin and Oligofructose can support broader wellness needs while managing obesity in pets. Shakersain noted that while interest in functional ingredients is growing, robust clinical evidence in companion animals remains scarce, hindering the establishment of well-supported health claims.

Recent regulatory changes, such as updates from the Association of American Feed Control Officials, are prompting brands to improve labeling and substantiation of health claims. Clason mentioned that private label premiumization is influencing how pet parents evaluate value, calling for improvements in standards for evidence, label claims, and safety. He urged collaboration among suppliers, clinics, and academic institutions to facilitate this innovation.

Looking ahead, Ronsmans indicated that the pet food industry is at a crucial juncture, facing sustainability challenges and resource limitations. As traditional raw materials may be redirected to human consumption, pet food manufacturers will need to innovate using unconventional ingredient sources. Clason noted that both national and retailer-owned brands that combine premium features with affordability will be well-positioned to appeal to cost-conscious pet owners now and in the future.