Fi Europe unveils the future of pet food

Fi Europe, a leading global trade fair for food ingredients, presents the three key trends that will transform the global pet food industry in 2026. From personalised nutrition to sustainable innovations, the new report highlights the forces reshaping the 29.3 bn euros European pet food market.

Precision nutrition for pets, sustainable innovations and transparency requirements offer significant opportunities for retailers, brand owners and pet food manufacturers, according to the report ‘The Future of Pet Food’. The report is based on Informa's comprehensive Fi Global Insights platform, which combines real-time market information, innovations from exhibitors and consultations with industry experts.

Yannick Verry, Brand Director at Fi Events Portfolio, explains: ‘Our data tells a compelling story: even though cost consciousness continues to prevail, pet owners in 2026 will still demand high-quality ingredients, targeted nutritional solutions and transparency that increasingly compete with standards for human food.’ This creates a unique market dynamic in which innovation is not only rewarded but becomes essential for survival. ‘Brand owners and ingredient suppliers who can offer both sustainability credentials and functional benefits will find a growing market that is both challenging and extremely rewarding.’

The first trend is precision nutrition: personalised products to improve the health and well-being of pets, Verry explained. As pet owners increasingly view their companions as family members, they demand the same level of individuality and personalisation that they seek for themselves. This shift represents a move away from simple, undifferentiated nutrition. It is driving unprecedented innovation in disease-specific formulations, with manufacturers going beyond basic nutrition at specific life stages to address individual health issues, including long-term or future problems. Advanced AI platforms now enable truly tailored feeding plans, while functional ingredients address everything from gut health and joint mobility to cognitive function and mental well-being.

Trend number two is revolution through sustainable innovation: the 52% of pet owners who actively seek out sustainable packaging is just one example of how sustainability is becoming increasingly important in the pet food industry. Suppliers are responding with innovative sourcing and packaging solutions for ingredients, but even more and better solutions are on the horizon as brands strengthen their sustainability offerings by exploring everything from sourcing from regenerative agriculture to biodegradable materials. Alternative proteins – from insects to cultured meat – are evolving from niche experiments to commercial reality.

Transparency and trust are ultimately trend three: consumers want to know the truth, and pet owners have become ingredient detectives. As the line between feeding their families and their four-legged friends becomes increasingly blurred, 88% of consumers value accuracy and transparency in pet food labelling – many asking themselves the fundamental question: ‘Can I confidently entrust the health of my beloved pet to this brand?’

This critical view is changing the entire industry, according to Verry. Processing methods are becoming important differentiators, with raw, clean label and minimally processed foods gaining market share as owners question traditional recipes and manufacturing processes. The claims ‘natural’ and ‘origin of ingredients’ now have the greatest purchasing power, while social media spreads both success stories and failures at an unprecedented rate.