Gone are the days when pet food was just a bag of kibble! In 2024, the pet food world was buzzing with innovations, from fresh and functional recipes to eco-friendly packaging. European pet owners, now more invested than ever, are reshaping the market with their demand for sustainable, high-quality and wellness-focused options.
Brands like Lily’s Kitchen in the United Kingdom and Germany’s Josera have led exciting launches, blending premium nutrition with affordability. The rise of vegan pet foods, alternative proteins and customized dietary solutions has turned feeding pets into a lifestyle choice.
With a focus on health-conscious products, fresh-food popularity, digital buying boom, ingredient transparency, sustainability and affordability, brands are aligning with shifting consumer demands.
Premiumization continues to be a key trend as pet owners prioritize quality, mirroring human dietary preferences. Launches like Zooplus’s functional toppers reflect the growing demand for health-focused, natural ingredients. Meanwhile, inflation has amplified interest in affordable options like Tesco’s private-label pet food.
Another megatrend in the evolving nature of the pet food industry is sustainability. Sustainability remains a top priority, with certifications combating greenwashing and ensuring consumer trust. These trends indicate that 2025 is likely to focus on balancing innovation, value and environmental responsibility.
Let’s have a broader view of other trends defining pet care evolution.
Mainstreaming of luxury pet products
Luxury pet products, once thought of as an “affluent only” category, steadily entered mainstream in 2024. Innovations like “The Bear & The Rat” frozen yogurt for dogs and Pretty Litter’s subscription-based, health-monitoring kitty litter highlight how brands catered to pet owners who value premium solutions.
Freeze-dried dog food brands like Bixbi and raw food trends gained popularity in 2024, with sales of non-traditional formats growing faster than conventional products. According to Petfood Industry, niche offerings will continue to gain traction as pet owners seek customized, health-focused solutions for their furry companions.
Humanization fuels innovation in wellness-focused pet food products
In Europe, pet foods rich in functional ingredients, such as antioxidants and vitamins, had another stellar year. “High protein” and “natural” claims dominated product labels, resonating with eco-conscious consumers.
For instance, dietary supplements targeting joint health have been gaining attention post-pandemic, and demand was steady in 2024 as well. The demand for these functional solutions highlights rising health concerns among European pet owners. For instance, in May 2024, Dr. Clauder’s launched the world’s first dog treats featuring Calysta’s FeedKind pet protein at the Interzoo trade fair. This groundbreaking air-dried treat utilized a non-GMO, nutritionally rich protein produced through natural fermentation. The company is meeting market demands for quality and health in pet nutrition. It will soon be available in Europe. The company emphasized natural claims and nutritional quality, aligning with consumer demand for healthful pet food.
Companies capitalizing on this trend with consumer education campaigns are likely to see substantial gains in 2025 as well. The broader pet food ingredients market, currently worth US$44 billion, is likely to grow at 4.9% CAGR, as per analysis by Future Market Insights. (Source: Pet Food Ingredients Market Report, FMI)
Digital transformation and buying habits solidify pet food purchases
Pandemic-induced shopping habits continued to persevere in 2024 as well. However, it was in-store shopping that accounted for bulk of sales in 2024. European retailers like Zooplus successfully integrated omnichannel strategies, ensuring seamless experiences.
Direct-to-consumer (DTC) platforms like Chewy.com and Amazon are leading the way in offering convenience and selection, driving the online pet food market. Brands like Chewy are experiencing double-digit growth through effective online subscription programs and customer retention strategies. Chewy’s 2023 revenue reached US$11.15 billion, reflecting growing demand for easy-to-access and premium options.
In the European Union, Zooplus similarly capitalized on digital marketing tactics to enhance customer loyalty and engagement. Brick-and-mortar stores focus on superior customer experiences for pet owners. This hybrid approach addresses evolving customer preferences while maximizing brand reach.
Pet insurance is also booming, with companies like Lemonade tapping into the US$9.4 billion global market, expected to grow at a CAGR of 17% through 2030. As health-conscious consumers increasingly opt for brands like Open Farm and Because Animals, the focus on natural and sustainable ingredients is shaping the industry for 2025 and beyond.
Distinguishing greenwashing from authentic sustainability efforts
When discussing greenwashing versus genuine commitment in the pet food industry, specific examples highlight the importance of transparency. For instance, Royal Canin’s sustainable initiatives focus on recyclable mono-material packaging, ensuring measuring progress in reducing waste. Conversely, some brands have faced criticism for labeling products as “eco-friendly” without credible certifications or substantiated lifecycle analysis, which undermines trust among European consumers. Companies like Loopworm, using insect-derived proteins, exemplify true innovations by aligning sustainability with functionality while maintaining clear regulatory compliance.
Sustainability emerged as a core value for European pet food consumers in 2024. Latin American pet owners lead the eco-conscious movement, with 27% prioritizing sustainable products. Europe follows closely, with certifications becoming essential for brand credibility. The FAO highlights growing scrutiny of greenwashing, urging sincerity in sustainability claims. Companies like Edgard & Cooper have gained trust through transparent sourcing and biodegradable packaging. This genuine commitment has spurred interest from environmentally mindful buyers.
For European markets, it’s vital for brands to provide evidence-backed claims and align with local sustainability guidelines, such as the UK’s Green Claim Code, to avoid accusations of greenwashing.
Affordability and value in a challenging economy
Inflation shaped consumer behavior with value continuing to be a priority for European pet owners in 2024. Value-driven promotions and loyalty programs have proven effective in retaining cost-sensitive customers. Such strategies are pivotal for navigating economic uncertainties in 2025. Brands like Vobra Special Pet Foods led the way in reducing prices while maintaining quality, a strategy gaining traction as cost-conscious pet owners shift towards private-label options. These changes signal a significant pivot in purchasing habits, especially in Europe, where private-label adoption is higher compared to North America.
Looking ahead to 2025, this focus on value will continue to influence product innovations and market dynamics. With pet food inflation slowing, brands are expected to balance quality with cost-efficiency by investing in functional yet economical ingredients. For instance, the surge in functional supplements, such as ADM’s range of pet health products, demonstrates how affordability can align with wellness trends. Companies that prioritize transparency and effective loyalty programs are likely to capture a more significant share of the budget-conscious yet quality-driven European pet food market.
Impact on 2025 and beyond
Consumer preferences in 2024 have set the stage for exciting market developments in 2025. With fresh dog food sales surging 86.5% since 2021, health-focused pet meals are becoming mainstream. Functional treats and toppers, desired by over two-thirds of buyers, are shaping product innovation. These trends are anticipated to push the pet food extrusion market beyond US$143 billion by 2033 at a CAGR of 6.2%.
Additionally, the pet food microalgae market is valued at US$24 million. It offers sustainable options that align with the rising demand for plant-based products like vegan dog food, which grew by an estimated 12% in 2024. These shifts signify a growing focus on personalization, sustainability and health, likely to dominate 2025.
The evolving landscape shows consumers are prioritizing tailored nutrition, with over 75% willing to pay more for customized solutions. This has paved the way for alternative proteins, with two-thirds of dog owners open to trying such options. Meanwhile, slower growth in grain-free products (4.8% in 2023) suggests a potential market reevaluation.
Overall, the pet food market is likely to reach US$230 billion by 2034, growing at a steady 6.5% CAGR, with chews/treats being one of the fastest-growing segments. Jerky and rawhide are other key segments to watch out for in 2025 and beyond. (Source: FMI analysis)
Looking forward, 2025 is likely to build on the trends observed in 2024. The integration of artificial intelligence (AI) promises notable advancements in data-driven decision-making. Companies leveraging AI for consumer insights and personalized product development will dominate.
Another change encountered is the adoption of alternatives with affordable values offering high nutritional content. Functional and alternative proteins, including vegan options, are set to redefine product portfolios. The European pet food industry can also address sustainability holistically, balancing affordability with eco-friendliness.