Fueling our furry friends: Industry experts look at the future of pet nutrition

The pet nutrition industry is growing and companies are innovating to meet consumer demands for supplements and ingredients that can increase their pets’ longevity, overall health, and quality of life. At the same time, consumers increasingly seek natural, sustainable, and plant-based offerings that drive innovation.

In our inaugural Special Report on the Pet Nutrition category, Nutrition Insight sits down with experts from ADM, Beneo, and Vitalus to better understand this growing market and the trends shaping it.

“At ADM, we’re monitoring two major trends shaping the pet nutrition industry,” says Jorge Martínez, the President of Pet Nutrition at ADM. “The first is the rise of healthier, tastier treats with functional benefits.” 

“Pet owners, especially new ones, are increasingly incorporating treats into their pets’ daily routines, not just as rewards but also for overall well-being.”

At the same time, Moe Emami, the senior director of marketing at Vitalus, says gut health is a growing priority for pet owners.

“According to many consumer survey studies, 44% of pet owners are familiar with prebiotics, and usage continues to rise as more consumers recognize the link between microbiome health and overall pet well-being,” he reveals. “Pet owners are also prioritizing functional ingredients that deliver proven health.” 

“Additionally, there is a growing shift toward preventive health solutions, with pet parents seeking nutrition that supports digestion and immunity.”

Meanwhile, Beneo spotlights that pet food producers are embracing plant-based proteins to meet rising demand, as over half of pet owners see them as environmentally friendly.Vitalus highlights its Vitagos GOS solution provides science-backed health benefits with seamless integration capabilities (Image Credit: Vitalus).

“Beneo’s vegetal proteins from faba beans, rice, and wheat are increasingly being used to develop fully plant-based and hybrid pet food formulations,” explains Dr. Maygane Ronsmans, Beneo’s product manager for Animal Nutrition. “They offer concentrated and non-GMO sources of high-quality protein, with excellent amino acid profiles and high to very high digestibility.”

“Faba bean ingredients also have strong sustainability credentials related to their cultivation and Beneo’s production process.”

Focus on gut health

Innova Market Insights’ data suggests a 21% annual growth in global pet food launches (2020–2024), with Europe leading at 50%. Digestive health topped product claims, followed by immune support, while prebiotic ingredient use continues to increase.

In response to these demands, Vitalus says it introduced Vitagos, a galactooligosaccharide (GOS) prebiotic designed to support pet gut health. Produced with patented technology, the company says it integrates seamlessly into pet foods, treats, and supplements. The company claims the ingredient is science-backed, highly stable, and meets the demand for advanced pet nutrition solutions.

Emami points out that many pet owners are seeking gut health supplements with prebiotics, as studies show prebiotics support digestion, promote beneficial bacteria, lower intestinal pH, and improve stool consistency.

“Studies have shown that GOS supplementation in cats significantly increases Bifidobacterium populations while lowering fecal pH and reducing ammonia levels, contributing to overall gut health,” he reveals. “In dogs, research indicates that prebiotic fiber blends containing GOS enhance gut health, improving fecal consistency and lowering gut imbalance markers.” 

“Additionally, studies have found that GOS supports immune function by increasing key immune cells and enhancing oxidative responses, reinforcing its role in promoting long-term pet health.”

Plant-based trends

According to Beneo, faba bean protein concentrate is gaining attention in pet food for its nutritional benefits and ability to support “no grain” claims. Recognized in the EU Catalogue of Feed Materials as “horse bean protein,” it serves as a concentrated, high-quality protein alternative to animal or other plant-based proteins like soy or pea.Jorge Martínez, the President of Pet Nutrition at ADM.

The company’s internal analysis shows that faba bean protein concentrate achieves an ileal digestibility score close to 90%, while its amino acid profile is rich in lysine and complements cereal proteins, making it a strong pairing with Beneo’s rice protein or vital wheat gluten.

Beyond its protein content, Beneo underscores that its faba bean concentrate provides functional benefits for pet health. It contains high levels of glutamine, which enhances palatability and supports intestinal cell growth. It also contains arginine, a key nutrient for cognitive health. 

Ronsmans highlights the rising demand for plant-based protein in cat food, emphasizing rice protein as a clean-label, hypoallergenic option with excellent digestibility and a strong amino acid profile. She also underscores the importance of prebiotic ingredients in supporting pet health and functional nutrition.

“Beneo’s natural chicory root fibers, Orafti Inulin and Oligofructose, belong to the very few scientifically proven prebiotics that support a pet’s intestinal health and are linked with various nutritional benefits,” Ronsmans underscores. “For instance, as part of their prebiotic effect and effect on digestive health, chicory inulin, and oligofructose support calcium and mineral absorption in dogs.”

“Studies also show that including Orafti Inulin and Oligofructose in a pet’s diet can curb their appetite, improve satiety, and hence decrease voluntary food intake, supporting weight management. Additionally, they are non-digestible carbohydrates and dietary fibers; they do not trigger a rise in postprandial blood glucose or insulin concentrations and support blood sugar management in dogs.”

Proliferating probiotics

Martínez at ADM states that, with pet owners seeking scientifically validated health benefits for their pets, the company is focusing on biotic strains that support digestive health and overall wellness, that are backed by extensive research and clinical studies, and that can deliver evidence-based solutions to meet the growing demand for functional pet nutrition.

He spotlights that ADM’s pet health portfolio is designed to address key concerns of pet owners, with a strong emphasis on scientific validation, and says the company strives to ensure its products deliver consistent, species-specific benefits. Studies confirm that both probiotic and postbiotic forms of Bifidobacterium animalis subsp. lactis CECT 8145 (BPL1) are safe for adult dogs, influencing fecal short-chain fatty acids, bacterial composition, and the fecal metagenome.

Additionally, the spore-forming probiotic Bacillus subtilis (DE-CA9) has demonstrated potential positive effects on oxidative stress markers in healthy adult dogs.

Beneo states that plant-based solutions like its faba bean concentrates are gaining popularity for their health and sustainability benefits.Martínez further points out that clinical and pre-clinical trials show that heat-treated Lactiplantibacillus plantarum CECT 9161 can inhibit canine oral biofilms and reduce dental plaque. Meanwhile, heat-treated Bifidobacterium longum CECT 7347 (Priome Gut Health) combined with Fibersol-2 (Pet Fibersol) significantly improves gastrointestinal health in adult cats following dietary changes.

“ADM helps private label, white label, and CPG brands explore a variety of popular functional claims, including digestive, immune, and joint health, in an appealing soft chew format to meet this growing demand,” Martínez explains.

“Our portfolio is curated to address the most pressing concerns of pet owners. We continuously invest in scientific validation to ensure that our products deliver consistent and species-specific results.”

The future of pet nutrition

Martínez adds that a growing trend in the pet food industry is the rising demand for sourcing transparency and alternative proteins. Pet owners are increasingly mindful of ingredients, prioritizing sustainability as a key factor in their purchasing decisions, driving brands to adopt more transparent and eco-friendly formulations.

“To address this, our ingredient solutions include a range of plant-based proteins, yeast protein, and black soldier fly larvae protein,” he reveals. “These innovations provide high-quality, nutrient-dense alternatives to traditional proteins and ensure our partners have access to cutting-edge solutions that meet both pet health needs and consumer expectations.”

Ronsmans at Beneo says the company remains committed to helping pet food producers meet evolving market demands, particularly the growing trends in plant-based nutrition and digestive health.

“The company’s new pulse-processing site in Offstein, Germany, which will be operational from this spring, will produce faba bean protein concentrate, starch-rich flour, and hulls for both pet food and feed,” she reveals. “Beneo’s nutrition experts also continue to monitor scientific developments in the chicory prebiotic landscape and explore the wider effects of gut microbiota, such as mental well-being via the gut-brain axis, in human nutrition but also in the pet food arena.”

Meanwhile, Emami at Vitalus points out that as interest in prebiotics and functional pet nutrition continues to surge, science-backed, high-quality, and all-natural ingredients and options are shaping the future of pet supplements. He also notes that future innovations will focus on prebiotic blends and synbiotics for enhanced gut and immune health.

“Looking ahead, we see a strong focus on gut health in pet nutrition, with 24% of new product launches in 2024 targeting this area, according to Innova Market Insights. Prebiotics have experienced 31% annual growth from 2020 to 2024, reflecting their increasing importance.”

Combining product launches with consumer surveys provides a clear view of this emerging trend within the pet food industry,” Emami concludes. “We strongly believe that formulators should explore the full range of prebiotics and their combinations in their toolbox to unlock their synergistic benefits and optimize nutritional impact in pet food applications.”