How health-first choices drive pet food market growth

ROCKVILLE, MD. — Pet health isn’t just a priority — it’s non-negotiable. As functional pet foods move from specialty shelves into the mainstream, owners are proving that nutrition-driven solutions are central to responsible pet care.

Pet parents have made their priorities clear: even in a stretched household budget, pet health stays at the top of the list. In Packaged Facts’ latest consumer tracking, more than 50% pet owners say they would cut back on their own spending before compromising a pet’s health care, and three-quarters actively look for products that improve a pet’s health and wellness. More specific to the pet food market, pet owners in Packaged Facts surveys have consistently placed pet food at the top of the list of products considered most important for pet health and wellness, even above medications and supplements.

While newer formulations, such as fresh and freeze-dried pet foods, certainly position around health and nutrition, functional pet foods allow pet owners to address specific health concerns more directly.  By offering functional formulations, pet food marketers and retailers add a clear value proposition, at a time when pet owners are looking for the best bang for the buck.

“What do you consider the most important products for the health and wellness of your pets?” (% share of pet owners)

 Source: Packaged Facts 2025 Survey of Pet Owners

Microbiome in the mainstream

If there’s a single thread running through this year’s pet food launches, it’s the microbiome. Digestive and gut-health claims in pet foods have been widespread at recent trade shows, gaining traction from the human food market trend connecting gut health with a wide range of whole-body benefits. Recent product launches illustrate how biotics (including pro-, pre-, and postbiotics) and are being baked into complete diets — not just dietary supplements.

Hill’s ActivBiome+ formulation, focusing on digestive health, has been part of its lineup for several years, but other marketers are including biotics as part of a “whole health” formulation. Natural Balance recently introduced its 6-in-1 Health Protection diets, which feature probiotics and prebiotics and notes Digestive Health as its first listed benefit, and Wellness Pet Company launched its Complete Health Sensitive Skin & Stomach Salmon formulation at Global Pet Expo 2025, promoting it as an “easily digestible recipe” that “supports microbiome balance.”

Condition-specific diets, especially for cats

Functional innovation isn’t limited to the gut. Cat owners, in particular, are shopping by condition. Among recent functional cat food purchasers, Packaged Facts surveys show that top targets include indoor lifestyle, urinary tract, hairball control, and skin and coat. That lines up with the surge of feline formulas designed to solve tangible problems. Cats have historically taken a back seat to dogs in the pet food market, but that is changing as marketers and retailers see the potential in this segment of the market. While the dog population has been in flux over the past several years, the cat population has experienced significant gains, with the number of cat-owning households increasing by 2 million between 2020 and 2025, according to MRI-Simmons data, putting cats in the spotlight for marketers and retailers alike.

Recent cat food introductions are giving cat owners equal footing with dog owners when it comes to access to functional products. Cat food specialist Tiki Cat took its cat-focused attention even further with the launch of its new Tiki Cat Solutions lineup, eight functional recipes targeting cat-specific issues, such as Mineral Balance for cats battling urinary tract issues. Hagen Group’s Catit Double Fusion shows another path: blending kibble with freeze-dried raw inclusions to boost palatability while signaling premium nutrition, then segmenting by life stage and need state — Kitten, Senior, Indoor, Weight Control, and Skin & Coat.

For marketers, calling out how foods can help cats with their health and wellness allows cat owners to see the inherent value of the product, while for retailers, this kind of “guided choice” architecture simplifies the aisle while keeping shoppers in a single brand family.

Feeding opportunities

Function also plays a part in “flexible” feeding opportunities. For pet owners wanting to add some oomph to their pet’s mealtime, or who can’t afford to feed functional products exclusively, one option is presenting functional products as a dietary add-on. Packaged Facts June 2025 survey shows that approximately two-thirds of pet owners who feed traditional dry kibble had added to their pet’s bowls, either in the form of wet foods, fresh foods, freeze-/air-dried kibble, or toppers/mix-ins. Among those doing so, one quarter used these additions for specific, functional health benefits, a strong indication that pet owners are interested in ways to bolster the health and wellness benefits of traditional pet foods, even when they don’t fully commit to a functional formulation.

Focusing on feeding opportunities is especially relevant for retailers looking to cross-promote, who can help shoppers build a “functional bowl,” pairing a digestive-health kibble with a probiotic topper or high-moisture wet format or cross-merchandising fresh with condition-specific dry.

Claims supported by science

“Proof of research results adds to the credibility of the claims, making functional products more appealing,” wrote Shannon Landry of Packaged Facts.

Functional foods’ appeal lies in their ability to add health and wellness benefits, and pet owners want to know that these benefits are real. Packaged Facts survey results show that 71% of pet owners like the idea of pet foods backed by scientific research, an indication that they are paying attention to the information in package claims. Where possible, pet food marketers should identify the specifics behind the claims: the type of ingredient (e.g., which pro- or postbiotics), the mechanism (e.g., fiber types for hairball control), and the outcome (e.g., stool quality, coat gloss, calorie density). Proof of research results adds to the credibility of the claims, making functional products more appealing.

The bottom line

Functional products have transitioned from a niche offering to a necessity within the pet food market. This change reflects evolving consumer perceptions, as pet owners increasingly equate responsible pet care with proactive, nutrition-based solutions. The trend is further reinforced by a steady pipeline of product launches designed to address specific needs and outcomes. Looking ahead to 2026, brands that effectively connect credible functional ingredients with tangible, everyday benefits — and that support retailers in merchandising these solutions — will be best positioned to gain share and drive basket growth.

Shannon Landry is the pet brand manager for Packaged Facts, a leading authority on the US pet industry and a division of the Freedonia Group. She has been researching the pet market for nearly two decades, covering a range of topics including pet food and treats, non-food supplies, veterinary services and non-medical services, with a focus on the US market.

Keep up with the latest pet food trends on our Trends page.