by Marc Llovera, Strategic Marketing – Animal Nutrition, Bioiberica S.A.U., Spain
Pets today are more than companions – they’re cherished family members. This humanisation trend has sparked a global shift towards “human grade” pet nutrition, with owners expecting the same standards of quality, efficacy and scientific validation they seek for themselves. As a result, pet nutrition is no longer just about meeting basic dietary needs. It is increasingly viewed as a proactive tool for health and longevity. From maintaining joint flexibility in senior cats and dogs to nurturing the gut microbiome in puppies or supporting a glossy coat, pet parents are raising their expectations and looking to brands to deliver targeted, measurable health benefits.
One health area, in particular, is gaining attention: joint health. Freedom of movement underpins everything from general behaviour and play to long-term wellness, making healthy joints and mobility key pillars of overall pet wellbeing. This article examines how the humanisation of pets is reshaping the market and highlights why native (undenatured) type II collagen is uniquely positioned to help brands meet new demand by offering proven benefits for long-term joint health in a naturally-derived, low-dose and preservative-free format.
New Rules of Pet Nutrition
Globally, what defines “good” pet nutrition is changing. Today, pet parents are more conscious than ever of how food and supplements affect their pet’s health, prioritising quality, functionality and trust above all else. This has led to growing preferences for veterinarian-endorsed foods and supplements tailored to specific health priorities, like joint care, digestive health and skin and coat wellness. Even treats are being reimagined, evolving from simple indulgent rewards to purpose-driven, functional products designed to bring on wagging tails and purring satisfaction.
Evolving standards in pet care has fuelled investment in premium foods and supplements featuring scientifically validated ingredients with on-pack claims, like natural, preservative-free and vet-approved. This shift is raising the bar across the industry, creating opportunities for brands to differentiate with evidence-backed ingredients suitable for multiple petfood and supplement formats.
Why Mobility Matters More Than Ever
Mobility is a cornerstone of pet wellbeing. After all, every stretch, sprint and morning zoomie all depends on healthy joints. Yet one in five dogs experience joint pain or reduced movement, with certain breeds and undiagnosed cases likely pushing that number even higher. Cats are equally affected, though their symptoms often go unnoticed, with studies suggesting between 40-90 percent of cats show signs of degenerative joint disease, even if they appear clinically healthy.
Osteoarthritis is one of the most common joint conditions in dogs and cats. It gradually erodes cartilage, stiffens joints and causes pain, ultimately limiting mobility and quality of life. Too often, owners write off these changes to ageing, unaware that proactive joint care can make a meaningful difference, principally for active pets whose cartilage experiences daily wear and tear. But awareness is growing, especially since osteoarthritis prevalence is rising due to an increase in obesity rates and life expectancy among companion animals.
Pet owners increasingly recognise that managing joint conditions – like osteoarthritis – and proper joint care is key to helping pets stay mobile for longer and having more meaningful years together. And as awareness increases, so too does action: nearly 40 percent of pet parents look for foods and supplements that contribute to better mobility. This is driving interest in ingredients effective for joint health, like glucosamine, chondroitin and collagen. However, one ingredient stands apart for its distinctive mechanism of action and potential to elevate formulations – native (undenatured) type II collagen.
Native Type II Collagen: A Smarter Approach to Mobility
At the heart of good joints is healthy cartilage – the smooth, shock-absorbing tissue that allows bones to glide comfortably against one another. There are many types of collagen in the body, but type II collagen is the main structural protein in cartilage and other connective tissues, giving it its strength and resilience. In fact, collagen makes up about 60 percent of the dry weight of cartilage and type II collagen represents 90-95 percent of this.
Over time, daily wear and tear can take its toll. In conditions, such as osteoarthritis, cartilage begins to break down. This damage triggers inflammation within the joint, activating processes that accelerate the breakdown of type II collagen and other key components. Although the body attempts to repair the tissue, gradual degeneration can outpace repair. The result? Cartilage becomes thinner and less effective at cushioning the joint, contributing to stiffness, discomfort and reduced mobility.
Orally-supplemented native (undenatured) type II collagen offers an innovative approach here. Unlike hydrolysed collagen (or collagen peptides), native type II collagen retains its natural triple-helix structure, allowing it to work through a specific immune-mediated pathway, known as oral tolerance. By interacting with the immune system in the gut, it helps regulate the body’s response to its own type II collagen, reducing unnecessary degradation and supporting joint integrity from within. This means that supplementation with native type II collagen when there is an imbalance between collagen production and degradation – as occurs in joint conditions, like osteoarthritis – can help maintain healthy joints and promote lasting mobility. Ultimately, enabling pets to remain active and comfortable into their elder years.
The best part for formulators? Thanks to its targeted mechanism, native type II collagen is effective at a remarkably low dose – just 0.4 mg/kg body weight or 25 ppm in feed. Combined with its neutral taste and smell, it is easy to incorporate into a wide range of petfoods, treats and supplements – from tablets and chews to powders or liquids. It can also be paired with other functional ingredients for more holistic health support. For brands, this brings flexibility in formulation. For pets, it means convenient and palatable support that helps keep joints healthy for long walks, playful chases and cosy cuddle sessions.
Pets Move Freer with Collavant® n2
Bioiberica’s Collavant® n2 – a trusted source of high-quality native (undenatured) type II collagen – is a new breed of pet mobility support. Naturally-derived (from chicken sternum), powerfully effective and preservative-free, it delivers the targeted benefits brands need to fetch a premium positioning in the market. Plus, its effectiveness at a low dose makes it the ideal fit for modern pet nutrition formulations across a wide range of formats. Importantly, Collavant® n2 has been shown to withstand common petfood processing conditions, including extrusion, pasteurisation and UHT, supporting formulation flexibility without compromising ingredient integrity.
It is also produced using Bioiberica’s circular economy approach, designed to maximise raw material value and minimise waste. The result is an up-cycled, science-backed ingredient that supports healthier joints while reducing environmental footprint – helping pets stay active, comfortable and curious, while contributing to a more sustainable future for pet nutrition. Responsibly developed and naturally-derived, it meets clean-label expectations without compromising on performance.
Furthermore, the ingredient has earned independent recognition for its quality and innovation. In 2025, it was awarded Frost & Sullivan’s European New Product Innovation Recognition in the innovative collagen solutions category, reflecting its clinical validation and evidence-based development. Additionally, it was the first collagen ingredient globally to achieve NutraStrong™ Collagen Verification, an independent third-party certification dedicated to collagen ingredients. Together, these accolades provide brands with credible differentiation in a market where collagen quality and substantiation can vary widely.
