At the 2026 AFIA Pet Food Conference, one theme consistently emerged — the increasing humanisation of pets. This perspective is prompting owners to think more carefully about what they feed their animals.
Throughout the AFIA sessions, speakers highlighted that today’s pet owners increasingly regard their dogs and cats as full members of the family. This shift is shaping purchasing decisions, ingredient expectations and even the language brands use when communicating with consumers, reports Marisa Halbstein.
Younger generations, in particular, are seeking personalised nutrition solutions for their pets, reflecting trends already well established in human food and wellness markets. This was clearly illustrated during What’s Trending in Pet Food Markets, presented by Madelyn Mitchell of Innova Market Insights. Mitchell explained how the humanisation of pets is encouraging owners to choose foods that more closely resemble their own diets.
Future Market Insights forecasts that the sector will grow from US$243.5 billion in 2025 to US$483.5 billion by 2035, representing a compound annual growth rate (CAGR) of 7.1 percent. Disposable income is increasingly being directed towards premium nutrition, preventative health services and lifestyle products.
Looking ahead to 2025–2035, Future Market Insights indicates a shift towards a technology-enabled, sustenance-focused ecosystem. AI-driven health wearables, DNA-based nutrition, and plant- or lab-grown protein products are expected to become mainstream. The emphasis will move firmly towards longevity and personalised wellness experiences designed to generate recurring revenue streams.
