The future of pet nutrition: Focus on gut health, science and sustainability

As pet owners increasingly prioritize long-term wellness for their furry friends, the pet nutrition market is expanding into targeted solutions in gut health, cognition, and mobility. Evidence-backed ingredients and sustainability are also shaping the sector, while research and market gaps in species-specific innovations remain. 

Nutrition Insight meets with experts from AstaReal AB, dsm-firmenich, ADM, and Beneo to uncover the future of pet nutrition. 

“We believe the next decade will be shaped by functional, evidence-backed ingredients, particularly those supporting healthy aging, including antioxidants, joint-health actives, cognitive-support nutrients, and digestive health solutions,” says Dr. Behnaz Shakersain, scientific affairs manager at AstaReal AB.

“Interest in ingredients such as postbiotics, fermentation-derived actives, algae-based compounds, and sustainable proteins is rising rapidly, driven by pet owners seeking longevity and vitality for their animals.”

AstaReal AB also expects natural antioxidants to gain additional traction for a growing range of health indications, including oral and dental health and cosmetic-type benefits in pets, such as skin barrier protection or a glossy coat.

“Growing scientific rigor in the sector will further elevate ingredients with species-specific bioavailability, stability, and clinical data, as human evidence alone is insufficient to define safety and efficacy for dogs, cats, or horses,” details Shakersain. 

Rishabh Pande, global VP of Pet Food at dsm-firmenich, adds that the future of pet nutrition is not only about feeding pets but also about supporting their lifelong health while protecting the planet.

Beneo’s research shows that 87% of cat owners and 84% of dog owners believe their pets’ digestive health positively influences physical well-being.“Like human wellness, pet care is also moving toward prevention, routine, and emotional health, rather than crisis management. Functional ingredients that support digestive health, immunity, mobility, and cognitive function are expected to play a central role over the next decade as pet owners increasingly view nutrition as a long-term investment in their pets’ well-being.”

Humanization of pet nutrition

As dogs, cats, and other pets are becoming more integrated into family lives, consumers increasingly scrutinize product nutrient profiles. Pet owners may project their own diary priorities onto their pets, says Colton Clason, senior marketing manager of Pet Nutrition, B2B, ADM.

He notes that this heightened awareness has many pet owners seeking more natural and nutrient-dense ingredients. “As shown in ADM’s consumer research, 67% of global pet owners often pay more for higher-quality pet food, such as organic, raw/dehydrated, wild, or grass-fed diets.”

Citing Innova Market Insights’ 2025 Pet Owners Survey, Clason says 88% of global dog owners are influenced by natural or clean label product claims. “Incorporating simple, recognizable ingredients can be quite effective: 62% of global pet owners cite ingredient lists as the top reason for switching pet food brands.”

“Shoppers are also gravitating toward functional pet products and supplements supported by scientific research and substantiated health benefits,” he adds. “Pet parents are drawn to tailored solutions that cater to specific wellness concerns, like oral health, joint health, metabolic health, and gut and digestive health.”

Clason suggests brands can deliver on these consumer demands by increasing transparency around ingredient sourcing and highlighting clinically supported claims on product labels.

Meanwhile, Shakersain cautions that the growing humanization also risks blurring the boundaries between human and pet needs.

“Many owners incorrectly assume that ingredients beneficial for humans automatically benefit pets, despite substantial metabolic and physiological differences,” she details. “For example, species-specific variations in pathways such as glucuronidation show why human data cannot reliably predict safety or efficacy in animals.”

Pande from dsm-firmenich says more species-specific research is one of the most pressing needs in science behind pet nutrition.Shakersain urges brands to ensure that cross-over ingredients in human and pet nutrition undergo rigorous evidence development tailored to each species.

Plant-based gut health

Dr. Maygane Ronsmans, product manager Animal Nutrition at Beneo, explains that a growing consumer understanding of the positive effects of gut health also creates new opportunities in pet nutrition.

“Our research shows 87% of cat owners and 84% of dog parents agree that digestive health positively influences their pet’s physical well-being. As a result, many are already taking preventative measures, with 40% giving their pets food that features claims to support digestive health.”

She suggests pet food manufacturers can tap into this trend by incorporating chicory prebiotics with scientifically proven benefits in their formulations, highlighting Beneo’s Orafti Inulin and Oligofructose.

Pet owners’ growing concerns around sustainability issues and health are also driving a shift toward plant-based alternatives. Ronsmans notes that Beneo’s 2025 Consumer Research on Pet Care indicates that around two in three pet owners consider plant-based proteins healthy for their pet and better for the environment.

“In parallel, the availability of certain conventional ingredients such as animal (by)products has become less reliable, with price volatility being an additional challenge,” she adds. “Manufacturers are broadening their ingredient portfolios, creating increased interest in alternative plant-based sources of protein, starch, and fiber that offer both nutritional value and supply chain resilience.”

Market opportunities

Innova Market Insights data indicates a 26% annual growth in global pet food launches between 2021 and 2025. Meanwhile, Shakersain from AstaReal AB notes significant untapped market opportunities, such as species diversification, especially beyond dogs and cats. She says scientific evidence and commercial offerings are limited in these areas.

“Life-stage specialization — particularly for cognitive aging, mobility maintenance, and early-life digestive development — also presents major opportunities.”

Pet parents are drawn to tailored solutions for specific wellness concerns, like oral health, joint health, metabolic health, and gut health, says Clason.“Emerging markets in Asia show rapid uptake but often favor multi-active formulations perceived as high value, whereas other regions demand simpler, well-substantiated single-ingredient products,” she details.

Shakersain says that across all markets, targeted health benefits, including oxidative stress, immune resilience, and inflammation management, represent growing areas where robust, species-specific science is still scarce.

ADM’s Clason also highlights metabolic health as an emerging area of concern, including aspects such as weight management and blood glucose control. He notes that as pets live longer, their risk of developing chronic conditions rises as well.

A recent clinical study on ADM’s Priome Metabolic Health (Bifidobacterium animalis subsp. lactis CECT 8145) indicates that the heat-treated postbiotic has the potential to support blood sugar management and overall metabolic health in dogs.

“These findings are particularly interesting because, although biotic ingredients are well known for supporting gut health, their role in metabolic health — particularly in dogs — has been relatively underexplored,” says Clason.

“There is a growing need for research to better understand how these functional ingredients can help proactively support canine metabolic health, including blood sugar management, through safe, evidence-based nutritional interventions, before health concerns develop.”

Ongoing research gaps

Pande from dsm-firmenich says more species-specific research is one of the most pressing needs in science behind pet nutrition. Specifically, he calls for more long-term studies that evaluate the impact of functional ingredients on health outcomes across different life stages.

“There is also a growing need for a deeper understanding of the pet microbiome, including how diet influences gut health, immunity, and metabolic function. As microbiome science advances, it could unlock new nutritional strategies for supporting overall well-being.”

Additionally, Pande says an improved understanding of the sensory receptors in cats and dogs could unlock new advances in palatability solutions and in how these are tested and evaluated, which could bring significant benefits for the industry.

Meanwhile, from a regulatory perspective, he notes that demonstrating the efficacy of new functional ingredients can also be challenging.

“Generating robust scientific evidence requires well-designed studies, significant investment, and clear alignment with regulatory frameworks that vary between regions. Balancing scientific rigor with the speed of innovation will therefore be critical for companies seeking to bring new, evidence-based nutritional solutions to the pet market.”

AstaReal AB anticipates growth in integrated nutrition-plus-supplement platforms, personalized feeding systems, and digital health tools.Beneo’s Ronsmans adds that there is a need for more research on the effects of prebiotics, especially in cats.

“While awareness is growing, there is certainly more to be done to educate the one in four pet owners who have heard of prebiotics but are unaware of the benefits, especially given that less than half of pet owners are aware of the wider support they offer beyond gut health, such as bone health, weight, and blood glucose management.”

“We’d also like to see more research on the plant-based proteins in pet food, especially regarding their digestibility, which remains a common concern among pet parents.”

What’s next?

AstaReal AB’s Shakersain predicts that the pet nutrition sector will be defined by scientific rigor, measurable outcomes, and transparency over the next decade.

“Owners will expect supplements and nutrition formats that deliver demonstrable improvements in multiple health and cosmetic areas, and quality of life. We anticipate growth in integrated nutrition-plus-supplement platforms, personalized feeding systems, and digital health tools enabling real-world data collection.”

She also expects human health brands to increasingly adapt trusted actives for pets, but only those backed by species-appropriate evidence will endure.

“Sustainability will evolve from a marketing claim into a true formulation driver, influencing ingredient choice, supply chain design, and product differentiation.”

Pande at dsm-firmenich adds that the rapid growth of fresh and minimally processed pet food will be a defining trend, as pet owners seek more natural, human-grade options that align with their own dietary preferences.

“This shift presents a significant opportunity for innovation, particularly in ensuring these products remain nutritionally complete and balanced.”