by Mudita Yadav, International Petfood
Pet nutrition is entering a new phase. While price and brand recognition continue to influence purchasing decisions, pet owners are increasingly prioritising products that support long-term health and wellbeing. The conversation has moved beyond basic nutrition towards healthy ageing, mobility, digestive health and overall quality of life, highlights, a new ADM report.
According to the ‘Mapping Pet Longevity: Where Global Demand Meets Local Reality’ report, pet parents are becoming more proactive in managing their companion’s health by demanding products with transparency, ingredient integrity and nutrition solutions. Further, a combination of specialised nutrition, preventative care and regular exercise is redefining consumer preferences concerning pets. Altogether, the factors are playing a pivotal role in reshaping how wellness products will be formulated, positioned and produced across the global petfood industry.
Another report, the ‘Wet dog food’ consumer report, shows a slightly different result from nutritional and ingredient rising demands; it focuses on the form of food that pet parents opt for their dog, but is eventually linked with ingredients and health benefits. It reveals that wet dog food is used by around half of dog owners and is most often part of a mixed-feeding routine.
A non-negotiable part of wellness routine
The report shows that nutrition is only one element of a broader approach to pet wellness. Globally, 74 percent of pet owners ensure their pets receive exercise or playtime several times a week. More than half also maintain routine preventative care (54 percent) and regularly provide exercise (56 percent) as part of their pets’ wellbeing. Meanwhile, 48 percent feed specialised diets several times a week, while 38 percent include supplements in their pets’ routine.
These findings suggest that pet owners increasingly view nutrition as one component of an integrated health strategy for their companions rather than one solution.
When considering ageing pets, the leading concerns identified globally include mobility and joint health, digestive health and oral health. These priorities continue to shape demand for products offering targeted nutritional support and healing capacity. Consumers are also becoming more familiar with functional ingredients that support specific aspects of pet health.
According to the ADM report, vitamins and minerals remain the most widely sought-after ingredients, with 77 percent of respondents expressing interest. Probiotics, prebiotics and postbiotics follow at 65 percent, closely matched by omega-3 fatty acids at 64 percent.
Interest also extends to enzymes, botanical extracts, glucosamine, turmeric or curcumin, krill oil, hyaluronic acid, medium-chain triglycerides (MCTs), green tea, yeast and L-tryptophan. Overall, 71 percent of respondents said they actively seek products that support their pets’ longevity. The findings suggest that consumers are moving beyond general health claims towards products containing recognised functional ingredients with specific nutritional properties.
The concept of pet longevity is becoming a broader wellness goal that influences feeding decisions throughout a pet’s life. ADM notes that consumers across all regions are increasingly informed about pet health and taking a more proactive approach towards nutritionally rich diets. This shift reflects changing attitudes towards companion animals. The owners are now prioritising products that help maintain health before problems arise, not just simply preventing illness.
The ‘wet dog food’ consumer report conducted in May 2026 among 2800 dog owners across 7 countries finds that 87 percent of wet food users also give dry kibble. It delivers a combination of emotional, functional and experiential benefits for dogs. The pet owners place stronger importance on high-quality ingredients, health benefits, nutrition, balance and food diversity and are more likely to complement their dogs’ meals with treats, leftovers, homemade food or dietary supplements.
Preference for ingredient quality and wet dog food
The report’s one of the strongest findings is that ingredient quality has become a major purchasing driver. Among global respondents, 89 percent identified pet enjoyment as an important factor when choosing health and wellness products, while 88 percent considered ingredient quality important. More than three-quarters also regarded both factors as key purchasing considerations, placing them ahead of traditional factors such as price and brand reputation.
This indicates that consumers increasingly expect products to deliver both palatability and nutritional value. Quality ingredients are no longer viewed as premium extras but as central to product choice. For manufacturers, this pattern emphasizes the importance of ingredient integrity alongside product performance.
The other study finds that wet dog food delivers a combination of emotional, functional and experiential benefits. Dog owners mainly purchase it to treat their dogs, provide a variety of flavors, textures, support hydration and increase palatability. Many dog owners associate a dog’s fast bowl-emptying behavior with a successful wet food meal. The newer formats are gaining traction, especially gently cooked wet food, refrigerated ready-to-eat meals and kibble toppers, while the traditional format remains dominant.
Different regional nuances on a cultural basis
The interest in pet longevity is widespread, but consumer choices and purchasing behaviour vary considerably between markets.
ADM’s research shows that consumers interpret the concept of longevity differently depending on their cultural expectations. In China, longevity is closely associated with extending life through science. In Mexico, the emphasis is on enjoying more healthy years together. Consumers in the United States associate longevity with adding healthy years through proven solutions, while those in the United Kingdom focus on maintaining health responsibly. France places greater emphasis on respecting natural life cycles.
The report identifies distinct market characteristics that influence purchasing decisions. China stands out as a market where longevity-focused products are already widely accepted, with consumers showing a strong willingness to try innovative ingredients and product formats. Mexico also demonstrates high purchasing activity, suggesting consumers readily convert interest into action.
In the United States, consumers are willing to pay premium prices, but they expect scientific evidence and credible ingredient claims. The report notes that ingredient branding, science and veterinary credibility are particularly important, and claims should clearly explain what a product does and how it works.
Meanwhile, consumers in the United Kingdom show interest in longevity but are more cautious when evaluating unfamiliar claims, with reassurance and trust. France demonstrates the greatest scepticism towards longevity-focused messaging, with greater emphasis placed on credibility, regulation and veterinary validation.
The wet dog food study also shows significant differences in feeding patterns across countries. UK finds the highest wet food usage, Latin American markets strongly favor mixed feeding, France stands out for serving wet and dry food in separate bowls, while the USA and Mexico are especially attentive to their dogs’ enjoyment during meals. Brazil is more influenced by recommendations, while Canada appears less enthusiastic overall.
Implications for the petfood industry
The findings suggest that the future of pet nutrition will depend not only on product innovation but also on how effectively companies communicate nutritional value. The rapidly growing consumer awareness means manufacturers are expected to provide greater transparency regarding ingredient selection, product formulation and scientific backing. At the same time, regional variations indicate that successful products will need specific communication strategies tailored to local consumer expectations rather than relying on a common message.
ADM concludes that the global pet care market is increasingly defined by longevity, quality of life and science-backed wellness. As consumer demand for effective and high-quality nutrition continues to grow, companies will need to balance scientific validation with trust and clear communication to meet evolving expectations.
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