PetFood PRO 3/2025

INGREDIENTS
Photo: Adobe Stock #495492024
truly customized feeding plans, while
functional ingredients target everything
from gut health and joint mobility to
cognitive function and mental well-being.
2. Sustainable innovation revolution –
Circular economy drives transformation
The 52% of pet owners actively seeking
sustainable packaging is just one example
of sustainability continuing to rise up the
pet food sector agenda. Suppliers are
responding with innovative ingredient
sourcing and packaging but more and
better solutions are on the horizon, as,
brands strengthen their sustainability
offering by exploring everything from
regenerative agriculture sourcing to
biodegradable materials. 1
Manufacturers are also adding value
to underutilized raw materials through
upcycling to prevent waste and /or add
nutritional value. Alternative proteins –
from insects to cultured meat – move from
niche experiments to commercial reality.
Environmental credentials increasingly
influence purchasing decisions, making
sustainability both an ethical imperative
and competitive advantage.
3. Transparency & trust – Consumers
want the truth, and now
pet food labelling – with many asking a
fundamental question: "Can I happily put
the health and well-being of my beloved
pet in the hands of this brand? 2
This scrutiny is reshaping the entire
industry. Processing methods are
becoming key differentiators, with raw,
clean label and minimally processed
foods gaining market share as owners
question traditional recipes and
manufacturing methods. "Natural" and
"ingredient source" claims now carry
the most purchasing power, while social
media amplify both success stories and
failures at unprecedented speed. At a time
of rising costs, brands must earn trust
through verifiable claims and transparent
practices. Those that succeed are seeing
premium pricing acceptance; those that
don't face swift consumer abandonment
in favor of more trustworthy alternatives.
Actionable insights
These insights form part of Fi Europe's
comprehensive research into the future
of pet food, analysing market data from
across the € 29.3 billion European pet
food market, which serves 108.3 million
cats and 89.6 million dogs. 3 The full report
expands on areas such as alternative
proteins that are achieving commercial
breakthrough, how AI is reshaping formulation
strategies and more.
As well as downloading the report, industry
professionals can explore these trends,
related presentations and corresponding
innovations and inspiration firsthand in
the dedicated Pet Food Suppliers Hub at Fi
Europe 2025, taking place 2-4 December
at the Paris Expo Porte de Versailles.
References:
1
FEDIAF (European Pet Food Industry Federation) proprietary data
2025.
2
Fi Global Insights, "The Future of Pet Food: Innovation, Sustainability,
and Consumer Trust" (2025), 14.
3
Fi Global Insights, "The Future of Pet Food: Innovation, Sustainability,
and Consumer Trust" (2025), 3.
Technology & Marketing
For more information
www.figlobal.com
Photo: Adobe Stock #650889096
Pet owners have become ingredient
detectives. As the boundary continues to
blur between feeding their families and
their furry friends, 88% of consumers now
prioritize accuracy and transparency in
Issue 3 2025
15