The Future of Pet Wellness is Personal, Purposeful and Evolving
For pet parents around the world, doing what's best for their pets is non-negotiable. In 2025, the pet nutrition space is being shaped by this deep bond between people and their pets, along with evolving expectations around health, personalization and value. From species-specific nutrition to digestive health supplements and affordable functionality, ADM's 2025 Global Pet Nutrition Insights Report takes a closer look at what’s shaping the future of pet products.
Growth Looks Different Globally
As the global market becomes more balanced after the pandemic pets boom, pet nutrition continues to show steady growth. What's changing is where that growth is happening and how consumers are choosing to engage. Some regions are seeing stronger momentum, driven by growing awareness of pet wellness and an influx of new brands, and while shoppers are becoming more price-conscious, their dedication to their pets' health hasn't wavered. That loyalty creates space for smart innovation and fresh approaches across categories and geographies. Pet brands that consider consumer concerns about pet longevity and craft solutions geared toward overall pet wellness will gain a competitive edge.
Wellness Is a Lifelong Journey
Pet owners are thinking about how to keep their pets healthy and active throughout all life stages and they're turning to nutrition as a key part of the wellness journey. Notably, 78% of global pet owners say they are interested in products that may help increase the lifespan of their pet 1. That includes a growing interest in products made with recognizable, wholesome ingredients. Clean-label and "natural" products feel more trustworthy and in tune with how many people feed themselves, not just their pets. This shift is inspiring brands to develop science-backed offerings that target proactive care and functional ingredients that support pet vitality from puppy- and kitten-hood through senior years.
For example, gut health plays a key role in pets' overall well-being and is opening new doors for creating innovative pet food solutions that enhance digestive health. A recent clinical study demonstrated that supplementing ADM's heat-treated postbiotic Bifidobacterium longum CECT 7347 (PRIOME® Gut Health) with Fibersol®-2 (Pet Fibersol) support digestive health of adult cats before and after a diet change.
One Size No Longer Fits All
Personalized products aren't just a human health trend. Today's pet parents want quality products tailored to their animals' specific needs. In fact, in 95% of functional animal health supplement purchases, the product's attribute and primary health benefit claim is the most influential factor 2. From digestive support to oral health, the demand for personalized functionality is rising, and preferences can vary by region, life stage or pet species.
78% of global pet owners are interested in products that may help increase the lifespan of their pet.
ADM Outside Voice℠ 2023 (22 countries)
Value Matters More Than Ever
While quality is still a top priority, many pet parents are now seeking smarter ways to shop. They want options that deliver health and nutrition benefits without breaking the bank. This shift has led to a rising interest in private-label products and new retail formats that offer value without sacrificing trust. Offering accessible, functional products that meet both budget and wellness goals will be key to building and maintaining consumer loyalty.
Read more about how pet owners' expectations for 2025 will outline the path forward for pet product innovation here.
1ADM Outside Voice℠ 2023 (22 countries)
2Euromonitor Consulting