Explore the latest innovation globally across a year of innovation in pet food in 2022.

The Pet Food Market in Europe

The climate crisis is playing an increasingly influential role in consumers’ purchasing decisions, and the pet food category is no exception. While younger pet owners are more engaged with environmental concerns in pet food, interest in ecological credentials among older demographics, is not far behind.

Pet Food Innovation in Asia

The outbreak of the COVID-19 pandemic intensified consumer interest in products that promise to support immunity and enlightened many people about the link between gut flora and overall health. This heightened level of understanding about immunity and gut health influenced the way pet owners feel about the products they chose for their pets.

In the Americas

While pet owners in the US may primarily focus their purchase decision on nutrition and quality, environmental factors are nonetheless significant. This is especially true among pet owners in the 25-44 years old bracket, where nearly two in three say they are concerned about the environmental impact of pet food.

Gut health and sustainability issues are the main influencers of innovation in the global pet food and products market. The mental health of pets is also inspiring innovation.

Mikolaj Kaczorowski, Innovation Analyst

Table of Contents


    • Europe: pet food launches react to the sustainability concerns of pet owners
    • Graph 1: pet food and pet product launches, by share of select ethical and environmental claims, 2017-21
    • Europe: pet owners pay more attention to the provenance of pet food
    • Graph 2: interest in pet food made with ingredients from the pet owners respective country, 2021
    • Middle East & Africa

    • Asia: the immune and digestive systems of pets are inspiring innovation
    • Graph 3: pet food and pet products launches, by share of select immunity and digestion claims, 2017-21
    • Asia: social media is an increasingly important source of information for pet owners
    • Australia & New Zealand (ANZ)
    • Graph 4: pet food and pet products launches, by share of top four pack types, 2017-21

    • North America: pet food launches aim to ease the sustainability concerns of pet owners
    • Graph 5: pet food and pet products launches, by share of select ethical and environmental claims, 2017-21
    • North America: dietary trends in pet food continue to mirror developments in human food
    • Graph 6: pet food and pet products launches, by share of select digestive claims, 2017-21
    • Latin America: pet owners are saying no to nasties
    • Graph 7: pet food launches, by share of additive/preservative claims, 2017-21
    • Latin America: mental health is a growing concern

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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