Humanizing pet nutrition: How demands for natural and functional solutions drive innovation

As consumer demand for targeted pet nutrition solutions continues to grow, ingredient producers and suppliers are innovating ingredients that offer sustainable, plant-based, and functional offerings. At the same time, the “humanization” of pet nutrition is creating opportunities for science-backed supplements.

Nutrition Insight continues its conversation on the evolving world of pet nutrition with ADM, Beneo, and Vitalus.

“We are focusing on the rising demand for digestive health support,” says Dr. Maygane Ronsmans, Beneo’s product manager for Animal Nutrition. “With the link between their pet’s digestive health and overall health now more widely recognized by pet owners, there’s a huge potential for prebiotic ingredients.”

Jorge Martínez, the president of Pet Nutrition at ADM, agrees and highlights that pet owners often mirror their own dietary choices in their pets’ diets and treat them as beloved family members who should receive the same high-quality nutrition.

Moe Emami, senior director of marketing at Vitalus, states that this shift is having a noticeable effect on the pet nutrition industry.

“The humanization of pet nutrition continues to shape industry trends, and pet parents increasingly apply their own health and wellness standards to their pets,” Emami explains. “Ninety-two percent of pet parents who take supplements also give supplements to their pets, highlighting a direct correlation between human and pet supplement purchasing behavior.”

Moe Emami at Vitalus states that “humanization” is driving innovation in pet nutrition.“Also, there is a strong statistical link between familiarity with human supplements and pet supplement usage, reinforcing the idea that pet owners seek science-backed ingredients for their pets.”

Plant-based pets

Martínez reveals that ADM has observed significant overlap between human and pet food trends, especially in the use of functional ingredients, clean-label formulations, and alternative protein sources.

He adds that rising awareness of gut health has driven increased demand for probiotics and postbiotics in pet food and states that, according to ADM’s Outside Voice research, pet owners’ top concerns include healthy aging and overall wellness, with 85% believing that proper nutrition and supplements are just as vital for their pets as for themselves.

“Similarly, as plant-forward diets gain popularity among humans, pet owners have a greater interest in alternative protein ingredients for their pets,” Martínez underscores. “Environmental responsibility is another key area of convergence, with consumers looking for pet food options that align with their values.”

“We anticipate significant growth in plant-based and insect-based proteins. While adoption is still in its early stages, interest is strong among younger pet owners who prioritize sustainability and are incorporating alternative proteins into their diets. This comes at a time when 42% of global pet owners say they want to purchase pet food with sustainably sourced ingredients.”

Ronsmans at Beneo reveals that more than half of European consumers show interest in plant-based nutrition and states that this trend is influencing the pet food industry. She notes that manufacturers are increasingly developing plant-based and hybrid pet food options, while research shows a rising acceptance of alternative proteins in the European dog food market.

“Even for cats, who cannot thrive on a fully plant-based diet without specific supplements, several studies suggest that vegetal proteins are quite digestible, meaning that ingredients such as Beneo’s vegetal proteins have a role to play in cat food innovation,” she explains. 

Nosing around for natural ingredients

According to Emami at Vitalus, more than 25% of pet owners prioritize “all-natural ingredients” when selecting products.Beneo’s Dr. Maygane Ronsmans points to industry opportunities in the rising consumer demand for targeted pet nutrition solutions.

For formulators, he says the challenge is finding the right balance between palatability and the inclusion of beneficial functional ingredients like prebiotics, ensuring the food remains both nutritious and appealing. He also spotlights Vitalus’ VitaGOS galactooligosaccharide (GOS) ingredient as a multifunctional solution.

“VitaGOS is another tool in the formulators’ toolbox that overcomes these challenges by offering a clean-label, natural prebiotic solution derived from dairy that addresses consumer expectations,” he emphasizes. “VitaGOS has a neutral taste, making it easy to integrate into various pet food formulations and contributes to the enhancement of the final product’s palatability.”

“Moreover, VitaGOS is patented to be stable across different pH levels and other processing conditions, such as temperature.”

At the same time, Martínez at ADM stresses that catering to consumer demand for natural ingredients poses a challenge, as interpretations of the term differ across various regions and markets.

“Additionally, regulatory frameworks differ from country to country, meaning that what qualifies as ‘natural’ in one region may not be recognized as such in another,” he illustrates. “It’s essential to tailor formulations and claims to align with both consumer expectations and local regulations.”

Targeted pet health approaches

Beneo’s Ronsmans points to global data she says shows that digestive and gut health products made up 24% of all new cat and dog food launches in 2024, underpinning their importance and popularity.

She adds that manufacturers looking to capitalize on this trend can utilize Beneo’s natural chicory prebiotics — Orafti Inulin, and Oligofructose.Jorge Martínez says ADM sees substantial growth and a growing demand for functional pet nutrition ingredients.

“The use of inulin and fructo-oligosaccharides in pet food has been growing with a CAGR of 7% in Europe between 2019 and 2024,” Ronsmans emphasizes. “From digestive health to blood sugar and weight management, more pet food producers are realizing the potential for prebiotic ingredients to offer wider health benefits.”

“Beneo offers a customizable range of chicory prebiotics that support a broad range of life stages and health conditions and are suitable for use in any type of application, including dry and wet pet foods or snacks. Inulin and Oligofructose from chicory root are acknowledged as feed materials in the EU, and Beneo’s Orafti Inulin and Oligofructose can also be qualified as natural ingredients according to the European Pet Food Industry Federation.”

Future possibilities

ADM’s Martínez states that the pet nutrition industry is on track for substantial expansion, with numerous emerging opportunities.

“This expansion is driven by evolving consumer expectations, increased spending on pet health and wellness, and the rising demand for premium and functional products,” he says. “To accelerate innovation, ADM has established strategic partnerships to develop and scale new alternative protein sources for pets.”

“These collaborations enable our customers to have early access to breakthrough solutions that align with the next generation of pet food,” Martínez concludes. “As the market grows, ADM remains committed to innovation, sustainability, and providing unparalleled support to our partners in the pet nutrition space to meet the needs of modern pets and their owners.”