March 13, 2025 – Pet food goes beyond nutrition, it boosts pet’s overall health and wellbeing. As pets become integral family members, their owners focus on providing diets catering to their unique needs. Innova’s 360 research into pet food trends analyzes gut health insights brands and products, highlighting innovation opportunities and what may come in future.
This article is based on Innova’s Trending in Gut Health for Pet Food – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Pet Food Trends
Globally, most pet owners consider their pet as family, making their health a priority. 38% of them are interested in pet food or treats with functional health benefits. Pet food trends reveal that gut health emerges as a key focus, with pet food claiming digestive and gut health accounts for 24% launches over the past year. Pet food with these claims’ buzzes online, creating positive sentiment and larger reach among pet owners. News articles around pet nutrition and wellness achieve an average reach of 1 million per mention. Gender involvement in pet food conversation on social media platform X is 49% male and 51% female. Although Gen Z engages highly on social media platforms, young Millennials cater to gut health in pet food. This indicates fewer Gen Z owners or them living with their parents and not being responsible for their pets’ health.
Pet Supplements and Health Claims Trends
Pet supplements are on the rise over the past year in the pet food market. 31% of cat and 30% of dog owners provide gut health supplements to their pets. Other notable subcategories with gut health launches include cat wet food and snacks or treats. Pets’ gut health supplements gain attention on online platforms. For instance, Spirted Paw’s prebiotic and gut health supplement gains 46 million reaches while Zesty Paws’ aller-immune bites gain 5 million reaches on online platforms.
Microbiome is the fastest growing gut health claim in the global pet food market. This indicates pet owners’ increasing awareness of its role in pet health and digestion. Interestingly, most pet food launches highlight immune health and protein claims.
Brand Spotlight
Brands partner with experts to produce microbiome-based pet food in the pet food market. This includes brands such as Hill’s Pet Nutrition and ActivBiome+. Pet food focusing on holistic health and endorsed by veterinarians gains attention. For instance, Natural Balances partners with vet experts in launching products that support digestion, skin and coat, heart, bones and teeth, immune, and hip and joints health. Fi launches vet-formulated powders that leaps traditional supplements and elevates pets’ health including digestion. Brands incorporate synergic formulations to promote gut health products. Ask Ariel’s K9 Yeast Defense formulates blend of antifungal herbal ingredients with caprylic acid, pau d’arco, and oregano oil to promote a balanced gut microbiome and overall gut health.
Pet Food Patent Trends
Pet food trends show that gut health advancements reflect a rise in pet food gut health patents. The number of patent publications on pet food for gut health is 63 in the past year. This is higher in the past four years and indicates the pet owners demand for pet food with gut health claims.
DSM Firmenich AG is the leading patent holder in the global pet food market for gut health. Their patents focus on additives designed to modulate gastrointestinal microbial growth. Other notable patent holders include Mars Inc, Blue Buffalo Enterprise Inc, Shanghai Fubei Pet Products Co Ltd, and China Agricultural Univ.
What’s Next in Global Pet Food Market Trends?
The growing focus on gut health in pet food displays innovation opportunities in the global pet food market. Advances in probiotic and prebiotic formulations provide opportunities for better-targeted solutions that align with pets’ unique needs. Nutritional strategies supporting the gut microbiome, combined with emerging technologies, can help pet owners provide optimal care.
At-home testing kits can encourage pet owners to create tailored diets that address their pets’ specific gut microbiome requirements in the pet food market. Heat-stable postbiotics in dry and shelf-stable pet food providing consistent digestive health benefits without compromising product stability can suit broader application. Integration of fermented superfoods like kombucha extracts and prebiotic-rich fibers, such as chicory root or pumpkin, can help diversify gut flora and improve nutrient absorption. AI-powered systems can be used to analyze pets’ health data to recommend or develop customized probiotic and prebiotic blends for enhanced digestion.
Pet owners make their pet health a priority with gut health being the key focusing area in the pet food trends. Brands are likely to partner with veterinarians to produce products that support immunity and microbiome nutrition improving pet’s gut health and overall wellbeing.
This article is based on Innova’s Trending in Gut Health for Pet Food – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
