New trends in pet food: natural, functional, transparent

Evolution of the pet food market: towards functionality and transparency

Data from the European market show that the functional and veterinary diet segment is recording steady growth. According to the Europe Pet Food Market report prepared by Future Market Insights, the value of the European pet food market will reach USD 39.8 billion in 2025 and USD 69.4 billion by 2035, representing an average annual growth rate (CAGR) of 5.8%. The fastest growing category remains functional petfood tailored to specific health needs of animals.

Increasing health awareness among dog and cat owners, access to information and the expansion of the premium and super-premium segments mean that food choices are increasingly based on added values derived from the formulation and its impact on animal wellbeing. Solutions claiming positive effects on animal health – in digestion, immunity, skin and coat condition, weight control and overall metabolic performance – take centre stage. In addition, more products dedicated to specific conditions, such as allergies or chronic kidney disease, are emerging. Producers now highlight not only the levels of nutrients such as protein or fat, but also the origin of raw materials and the list of functional components included to achieve specific effects for specific health issues.

At the same time, there is a strong and continuing demand for customised diets – adjusted to age, activity, breed or food sensitivities.

Consumer trends of recent years: humanisation, naturalness and transparency

From the perspective of marketing communication and purchasing decisions, three interconnected phenomena play a key role: humanisation, naturalness and transparency.

Humanisation refers to treating the animal as a full member of the family. This phenomenon drives higher expectations for pet food – both in terms of ingredient quality and presentation (texture, aroma, appearance). Food should not only nourish but also “look like food” and be associated with care for wellbeing. As a result, producers are looking for components familiar to owners and clearly associated with health – such as flaxseed, salmon oil, pumpkin or probiotics.

The second important element is the need for naturalness – understood as avoiding artificial additives, preservatives, colourings and low-quality raw materials. Pet owners declare growing interest in diets free from GMOs, heavy metals, antibiotics or meals of unknown origin. Products must be compositionally clean and fully understandable to the consumer. This also applies to processing methods – with preference for gentle, low-temperature processing that preserves nutritional value.

The third key trend is transparency – both in terms of formulation and ingredient origin. Customers expect clear information on raw material sources, production methods and quality processes. Packaging claims must be backed by real certifications, audits and traceable supply chains. In this context, locally produced ingredients, in closed cycles with full quality control, are attracting strong interest.

Nutritional trends of the near future: functionality, digestibility and microbiome support

Substantively, the most important direction is the development of functional nutritional components – those which, in addition to protein and energy, have a positive effect on animal health and performance. Particular importance is given to ingredients that support a healthy gut microbiota, boost immunity and improve fat metabolism.

Gut microbiota is recognised as one of the key regulators of health – influencing nutrient absorption, immune development, vitamin production and the gut–brain axis. As a result, probiotic and prebiotic, immunomodulatory or antibacterial components are beginning to play a role in formulations similar to veterinary additives.

A second key aspect is digestibility – understood not only as the coefficient of nutrient digestion, but also as food tolerance, absence of allergic reactions and the appearance and volume of stool. Ingredients that are highly digestible, microbiologically safe, free from contaminants and rich in bioactive compounds are attracting growing interest among producers of veterinary and specialist diets.

The lipid profile of pet food is also gaining importance – particularly in supporting skin health, reducing inflammation and improving metabolic outcomes in overweight animals. In this area, interest is increasing in medium-chain fatty acids (MCTs), such as lauric acid, and fibre components such as chitin.

HiProMine as a response to market needs

Components offered by HiProMine, such as HiProMeal, HiProOil, HiProLarvae and HiProMeat, align with the trends described above, both in terms of composition and production technology. These products are based on Hermetia illucens larvae and are the only group of products to contain three key functional substances simultaneously:

• lauric acid, supporting immunity, metabolism and skin health;
• chitin, which acts prebiotically and supports the microbiota;
• antimicrobial peptides (AMPs), supporting immunity and gut health.

Thanks to low-temperature processing and full raw material control, the components retain their biological value and are free from contaminants. Production is based on in-house resources, and the entire process complies with GMP+ and ISO 22000 standards. Importantly, the components are hypoallergenic, highly digestible and can be used in both veterinary and premium formulations.

Summary

Modern pet nutrition is moving towards functional, natural and safe ingredients. Pet owners expect diets that not only meet the energy needs of dogs and cats, but also support health, improve wellbeing and reduce the risk of chronic diseases.

In this context, the solutions offered by HiProMine – thanks to their composition, technology and quality approach – provide a genuine response to market needs. But their value does not lie in being fashionable or “alternative”. Their strength lies in meeting what the dog’s or cat’s body truly needs.

Because regardless of trends, an animal remains an animal – and health begins with nutrition.