Consumer Influence Steers Pet Nutrition Industry Toward Greater Transparency
The 2026 issue of ADM's Pet Insights Report, an annual resource for pet brands and retailers, is now available, featuring strategic analyses of market and consumer trends with an insider's look at potential opportunities for growth.
As the pet category persists on a steady growth trajectory, the expectations of modern pet parents continue to evolve. Euromonitor projects a 5.9% Compound Annual Growth Rate (CAGR) through 2030 in pet nutrition retail sales. This sustained momentum reflects rising pet ownership, increased spending on health-focused nutrition, and the ongoing premiumization of categories across developed and emerging markets.
Within this landscape, three prominent consumer trends stand out.
1. Focus on Clean Labels and Recognizable Ingredients
Pet owners increasingly apply their own dietary values to pet food, and they’re scrutinizing pet products more closely than ever before. Simple, natural, recognizable ingredients appeal to consumers who are label conscious, signaling quality. A 2025 Innova Pet Owners Survey found 62% of pet owners stating that ingredient lists are the top reason for switching pet foods, and 64% want to avoid artificial colorants/flavors. Pet brands that simplify recipes and clearly communicate ingredient choices, such as plant-based proteins or natural antioxidants, will be better positioned to meet changing consumer expectations.
2. Trust in Science-Backed Ingredients
A 2025 ADM OutsideVoice℠ survey showed that 77% of global pet parents would pay more for products featuring functional ingredients, and 84% of global pet owners are interested in products that may help increase the lifespan of their pet. This desire for wellness-focused ingredients is not without caveats, however, as consumers are looking for increased ingredient transparency from pet brands. Shoppers are gravitating toward functional pet products supported by credible research and validated for safety and efficacy. Pet brands should consider incorporating recognizable, branded ingredients to leverage consumer awareness and focus on clinically studied ingredients that come with scientifically substantiated health claims.
3. Shift to Premium-ized Value
Today’s pet parents are at a crossroads with quality and price. Their compassion for their pets has them hunting for the highest quality products, yet the unpredictable economic environment leaves them searching for the best value. This trend is best represented in the premiumization and market share growth of private label products. Store brands are branching out, expanding their pet product portfolios and launching premium food products that rival national brands. All pet brands, both national and private label, should focus on meeting consumer needs through affordable products that offer premium nutrition, ingredients and packaging.
For a deeper look at these trends, get a copy of ADM's 2026 Pet Insights Report here.