Key trends in pet food

For decades, change in the pet food industry was steady and consistent. The pace accelerated more recently, especially since the COVID-19 pandemic. But 2026 is bringing more – and faster. Aggregating insights from market experts, leading global events and input from some of the industry’s most influential brands, today we exclusively reveal, ahead of Informa’s forthcoming publication, ʻStaying on Top of Pet Food Trends‘, the mindsets and movers that matter.

The growth in premiumisation and humanisation of pet food is taking on further momentum and is now the single biggest influence on the global pet food industry. The picture isn’t a black and white one, however. Premiumisation is here to stay, but cost of living concerns mean consumers cannot and will not simply accept a higher price point without science-backed data and tangible functionality. On the other hand, financial pressure impacts every household, meaning demand is also rising for value-driven private label brands too, according to Numerator.

Innova Market Insights reports that two in three pet owners take as much care of their pets as they do of themselves . A significant demonstration of this is ʻnatural‘ segment, which Research Intelo projects will more than double in value in the decade to 2033. More owners are seeking pet foods that align with their own values and dietary preferences, prioritising clean labels, minimally processed ingredients, and transparent sourcing. This shift also reflects the growing awareness of the link between diet and long-term health. Fresh and functional nutrition is gaining traction, giving new opportunities for brands to innovate with in-demand, proven ingredients like probiotics, superfoods, and novel proteins. Interestingly, first-time pet owners, whose numbers grew exponentially during the pandemic, have shown themselves particularly willing to spend more on perceived quality. These shoppers actively research ingredients and are open to premium formats such as freeze-dried, raw, and human-grade pet meals.

Sustainability is a hot topic in the pet food industry as much as anywhere else, but we now see a challenging paradox. While human-grade ingredients signal quality and transparency, they can conflict with sustainability goals by increasing reliance on energy-intensive supply chains and overlooking more environmentally efficient novel proteins such as insects and co-products like liver and heart. The Pet Sustainability Coalition suggests reframing these ingredients in terms of their functional, nutritional and environmental benefits to overcome consumer scepticism. Scalability and cost also make widespread adoption of sustainable ingredients difficult – for now at least. But hybrid formulations, combining conventional and alternative proteins, can enable a gradual transition without alienating consumers.

Sustainability in pet food is increasingly understood as a holistic challenge, encompassing not only ingredients, but production, logistics and, of course, packaging. Pet owners are turning their backs on plastics, especially multi-layer, single use packs, preferring instead recyclable or reduced-plastic solutions. We expect innovation here to accelerate as packaging providers improve and extend mono-material offerings and refill systems, and incentive-based recycling schemes, like Mars’s SWAP recycling programme in Thailand, expand.

During last year’s Fi Europe, Mintel gave an excellent insight into the rise of ingredients specifically targeting pet vitality and longevity, a segment showing significant growth potential. Since then, supplements have moved further into the mainstream. Just as with their own health, pet owners are thinking preventatively, using supplements to support joint health, digestion, immunity, and mental well-being before issues arise. Going forward, we predict demand will become even more sophisticated, beckoning more targeted, condition-specific and age-specific solutions, on even a breed level.

For European brands looking for practical inspiration, the Los Angeles-based ChefPaw’s app and machine – the ChefPaw Pet Food Maker – perfectly encompass the dual trends of personalisation and proactive healthcare. Inputting details about the pet gives owners guidance on nutrients and recipe creation, while the machine weighs and mixes fresh ingredients to exactly the right specification, which can then be cooked in the home. For manufacturers, this trend signals both a challenge and an opportunity: the need to offer flexibility and customisation while also maintaining scalability.

The pet food market in 2026 is characterised by diverse consumer priorities, rapid change, clear challenges and exciting opportunities. As such, we face a complex balancing act. Healthy, natural, and sustainable are criteria that do not always align. As always, microeconomic and macroeconomic factors hold huge sway – as, right now, do global politics.

Ultimately, success will depend on transparency, education, and innovation. Manufacturers that can clearly communicate the value of their ingredients, invest in sustainable practices, and adapt to the growing demand for personalised and preventative nutrition will be best positioned to lead. As pet ownership continues to rise globally, the stakes have never been higher.

For more details about what’s driving our industry in 2026, download Fi Global Insights’ pet food trends e-magazine, or visit the Pet Food and Nutrition Hub at Fi Europe in Frankfurt, 17 – 19 November