Pet food innovation is addressing pet owners’ concerns about natural and nutritional ingredients as well as sustainability.

Mikolaj Kaczorowski, Innovation Analyst

Table of Contents


    • Europe: pet owners expect products to demonstrate sustainable qualities
    • Graph 1: pet food and pet product launches, by share of ethical and environmental claims, Feb 2016-Jan 2017 vs Feb 2020-Jan 2021
    • Europe: pet owners want assurances about the naturalness of pet food
    • Graph 2: pet food and pet products with select natural claims as a % of NPD, Feb 2016-Jan 2017 vs Feb 2020-Jan 2021
    • Middle East & Africa

    • Asia: innovation helps owners to manage their pet’s health
    • Graph 3: pet food & product launches, by share of select functional pet claims, Feb 2016-Jan 2017 vs Feb 2020-Jan 2021
    • Asia: concerns about the safety of pet food and pet products inspire innovation
    • Australia & New Zealand (ANZ)

    • North America: natural pet foods are in demand
    • Graph 4: pet food and pet product launches, by select natural claims, Feb 2016-Jan 2017 vs Feb 2020-Jan 2021
    • North America: innovation focuses around preventative health
    • Graph 5: pet food and products with top five functional claims as a percentage of NPD, Feb 2020-Jan 2021
    • Latin America

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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