ADM forecasts personalized and wellness trends rising in pet nutrition

ADM reveals how pet owners increasingly view their pets as family, emphasizing high-quality nutrition, preventative care and mental stimulation. Its pet nutrition report highlights the humanization trend and wellness opportunities as Nutrition Insight speaks with the food company’s marketing manager for EMEA Pet Nutrition, Guillaume Maio, to learn more. 

“Today’s pet owners have a stronger bond with their pets: cats and dogs are among our dearest family members. These ‘pet parents’ are more likely to focus on proactive care by purchasing wellness products with functional ingredients to help their pets have long, happy lives.”

“In a recent ADM Outside Voice global survey, 85% of consumers agreed that proper nutrition and supplements are as important for their pets as they are for themselves. This demand is driving a booming market of pet care products targeting areas like digestive support, joint health, healthy aging, skin and coat care, and dental and oral health,” he adds.

Consumer preference on values and ingredients 

According to Maio, pet owners are looking for products that are more specifically suited to their pet’s needs and are inclined to believe the claims made on product packaging. 

“Pet supplements are different from regular treats because they include active ingredients at specific dosages that provide targeted health benefits. It all comes down to the label,” he believes. 

“Claims such as clinically tested, scientifically studied and vet-recommended help indicate a product’s effectiveness. Our research also shows that veterinarians, pet store employees and specialized pet websites are the most trusted authorities for consumers researching pet products.”

Maio cites FMCG Gurus’ 2023 The Humanization of Pets report, which reveals that over 60% of pet owners prefer branded health ingredients because they believe they have greater scientific backing.

He continues that for “specific ingredients, consumers’ growing awareness of prebiotics, probiotics and postbiotics and their benefits for humans are now being reflected in pet products. According to our survey, most pet owners have purchased biotics for their pet at least once: Mexico: 90%, Brazil: 85%, Poland: 81%, the US 71%, Germany: 63%, the UK: 58%, France: 56%.”

Tailored nutrition for specific species

Even though dogs and cats need the same kinds of vital nutrients, it is important to realize that a cat is not “a small dog,” stresses Maio. 

ADM finds 85% of consumers believe proper nutrition and supplements are as important for their pets as they are for themselves.“Their quantitative and qualitative needs differ significantly due to their specific metabolisms. For instance, as obligate carnivores, cats require a higher intake of animal proteins and specific nutrients such as taurine and preformed vitamin A, which their bodies cannot synthesize.”

“Although cats and dogs share certain common issues, such as digestive problems or dental care needs, each species also requires specific attention. Even within the same species, there are notable differences based on size, age or genetic predispositions.”

Maio uses the example of large dogs being more likely to have joint issues because of their weight, while small dogs, who tend to live longer, are more likely to have dental problems because of crowded teeth or tartar buildup. “Cats, on the other hand, often face urinary problems, particularly in sterilized or sedentary individuals.”

“These differences highlight the importance of personalized solutions, whether in terms of nutrition, care or environment. Tailoring practices to meet the specific needs of each animal helps to optimize their health, well-being and longevity,” he adds. 

Opportunities in emotional well-being

Maio shares anxiety-focused pet supplements to rise, therefore, emotional well-being is an “exciting” area of development.

“An expanding body of research is investigating the gut-brain axis, as the digestive system not only supports nutrient absorption but also has a direct connection to the nervous system. Pet brands are beginning to leverage microbiome-supporting solutions like prebiotics, probiotics and postbiotics in their offerings for emotional wellness.”

“For the US and EU markets, ADM provides turnkey calming formulas in either powder supplements or soft chews that support balanced behavior in pets. These retail-ready solutions help pet brands quickly respond to growing consumer demand for calming support for their dogs and cats.”

Cold extrusion is used to create ADM's soft chew, which contains a unique postbiotic blend of L-tryptophan (a precursor of serotonin), magnesium, vitamin B, and calming chamomile. This ensures that functional ingredients stay active throughout processing. “Our powder sachets feature the same postbiotic blend, a prebiotic fiber, L-tryptophan and magnesium,” adds Maio.

According to ADM, 65% of Millennials plan to acquire a pet this year.“Notably, soft chews are the most popular pet supplement format. Much like functional gummies for humans, soft chews provide a tasty reward with the added advantage of convenience and wellness benefits. And our calming blend soft chew is pet-approved. In an acceptance trial with qualified panels of more than 35 dogs, 87% of dogs took the chew and 94% of them completely consumed it.” 

Overcoming misconceptions

According to ADM research, 79% of pet owners worldwide are willing to pay more for preventative care in order to lower the likelihood of future, more expensive bills. 

“But even so, consumers are cost sensitive and some people are trading down to smaller packages or more economic brands to stretch their dollar (or Euro). As not only an ingredient supplier but also a partner for store brands, at ADM we see this as an opportunity to help manufacturers improve their formulations and prioritize the well-being of our beloved pets,” says Maio.

“There are also misconceptions about certain ingredients for pet food. For example, people may be wary about plant-based and alternative proteins for dogs (omnivores by nature) and cats (well-known carnivores). Yet researchers at the University of Illinois have found that several alternative protein sources can be well-utilized by cats to meet their essential amino acid requirements, such as soy, pea and dried yeast.”

According to Maio, dogs can also benefit from these same ingredients, and when it comes to formulation, palatability is crucial. “Sometimes, a sweetener helps mask or modulate the unpleasant taste of a functional ingredient to make a food or supplement more acceptable to pets.”

“Additionally, our scientific understanding of the gut microbiome continues to expand. Fiber was once thought to be a ‘filler’ in pet foods, but now prebiotic dietary fibers are recognized as an important ingredient that can support the digestive process and intestinal health,” adds Maio.

“As more knowledge accumulates regarding the use of biotics and their effects on canine and feline health, ADM will continue to lead the evolving microbiome sector with our science-backed nutrition solutions.”

HMaio shares anxiety-focused pet supplements to rise.umanizing pet nutrition 

ADM’s pet nutrition report notes consumer excitement for new flavors and multisensory experiences when purchasing pet products.

It finds 65% of Millennials plan to acquire a pet this year. Additionally, buyers are still searching for the best deal on pet supplies, but high-end brands are still selling, in part because of trends toward humanization.

The report details that 72% of pet owners would not reduce the cost of pet food regardless of financial constraints and 85% of pet owners believe that a healthy diet and supplements are as vital for their animals as they are for themselves.

“The global pet treat and supplement market is forecasted to grow at an 8% CAGR through 2028,” reads the report.

“Consumers across the globe are continuing to show strong interest in treats and supplements, with 79% stating that they would spend money on preventative care in an attempt to avoid larger vet bills.”

ADM says opportunities lie in developments that improve pet health via treats and nutrition, especially if they are scientifically backed, while sustainability concerns are also rising.