By: Lindsay Angelo, Futurist, Strategist, MBA, TEDx Speaker
Table of contents
INTRODUCTION
The Raw Food Revolution
The Rise of Cellular Agriculture in Pet Food
Functional Foods for Holistic Wellness
Hyper-Personalized Nutrition
Sustainable Pet Food Options
CONCLUSION
INTRODUCTION
The pet food industry is undergoing a transformation, fueled by shifting consumer priorities, advancements in technology, and our ever-evolving bond with pets. As a Futurist and devoted pet parent, my work focuses on the future of consumerism, innovation, and purpose-driven strategy. The way we feed our pets reflects more than just current trends; it’s a glimpse into a future where health, sustainability, and connection take center stage.
Over the next five years, we’ll see innovations that go beyond the bowl, redefining how we nourish and care for our pets. Here are the top five pet food trends to watch, along with real-world examples and insights into what’s driving them.
1. The Raw Food Revolution
Raw diets are no longer a niche choice for pet owners; they’re becoming a mainstream option. This trend reflects the broader movement toward rewilding pets and mimicking their ancestral diets. Pet owners are turning to minimally processed, high-protein foods that deliver visible health benefits, like shinier coats, healthier teeth, and improved digestion.
Drivers:
The growing interest in rewilding pets and embracing species-appropriate diets.
Increased awareness of the health benefits associated with raw food.
A cultural shift toward unprocessed, whole foods for both humans and pets.
Examples in Action:
Primal Pet Foods and Stella & Chewy’s are leading the way with frozen and freeze-dried raw food options that make raw diets more accessible and convenient.
We Feed Raw offers personalized raw meal plans tailored to pets’ individual needs, combining the benefits of raw diets with the trend of personalization.
Futurist Insight: Over the next five years, advancements in food safety and packaging technology could make raw diets as convenient and cost-effective as traditional kibble.
2. The Rise of Cellular Agriculture in Pet Food
Imagine feeding your dog a bowl of meat that didn’t come from a farm. Cellular agriculture is making this a reality by producing lab-grown meat specifically for pets. This innovation addresses ethical concerns around traditional meat production while significantly reducing the environmental impact.
Drivers:
Ethical concerns about factory farming and animal welfare.
Consumer demand for sustainable and environmentally friendly food sources.
Advancements in biotech and the cost reduction of lab-grown meat production.
Examples in Action:
Because Animals is already testing cultured mouse meat for cats, aiming to provide cruelty-free, species-appropriate food.
Wild Earth is leveraging yeast protein to create high-protein, sustainable pet food options.
Futurist Insight: Lab-grown meat could dominate the premium pet food market by the end of this decade, becoming a gold standard for ethical and sustainable feeding.
3. Functional Foods for Holistic Wellness
Pet food is evolving into a tool for proactive health management. Functional foods are designed to address specific health concerns, from joint pain to anxiety. These diets reflect the growing belief that nutrition is medicine—not just for humans but for our pets, too.
Drivers:
The humanization of pets, with owners seeking wellness solutions akin to those they pursue for themselves.
Increasing focus on preventative healthcare for pets.
Growing demand for natural and holistic remedies as alternatives to medication.
Examples in Action:
The Honest Kitchen offers human-grade food enriched with superfoods like turmeric and coconut oil, which support joint health and digestion.
Austin and Kat provides CBD-infused treats and supplements to help manage anxiety and inflammation in pets.
Futurist Insight: The next step in functional foods will involve smart feeding solutions—imagine AI-powered bowls that dispense meals tailored to your pet’s daily health needs.
4. Hyper-Personalized Nutrition
Today’s pet owners aren’t satisfied with one-size-fits-all solutions. Instead, they’re demanding personalized diets based on their pets’ unique needs, from DNA to microbiome analysis.
Drivers:
The rise of pet tech, making diagnostics like genetic testing more accessible.
Consumer desire for customized, high-quality products.
Awareness of how tailored nutrition can improve health and longevity.
Examples in Action:
Nom Nom creates custom meal plans for pets based on their weight, breed, and health goals, delivered fresh to your doorstep.
DNA My Dog offers genetic testing to help owners tailor diets and care plans to their pets’ specific health predispositions.
Futurist Insight: Over the next five years, we could see subscription services that integrate diagnostics into meal plans, allowing for continuous optimization of pet nutrition.
5. Sustainable Pet Food Options
The pet food industry is under pressure to address its environmental impact. Sustainability-focused products are making waves, from insect-based protein to upcycled ingredients.
Drivers:
Heightened consumer awareness of climate change and resource scarcity.
Growth in demand for ethical and environmentally friendly food options.
Technological advancements in creating alternative protein sources like insects.
Examples in Action:
Yora Pet Foods uses black soldier fly larvae as a sustainable protein source for its pet food.
The Farmer’s Dog not only emphasizes fresh, human-grade food but also prioritizes environmentally friendly packaging.
Futurist Insight: Circular food systems—where waste becomes a resource—will redefine sustainability in pet food, with brands setting global standards for eco-conscious practices.
Conclusion
The next five years will bring incredible innovation to the pet food industry, from ethical lab-grown options to hyper-personalized nutrition. These trends highlight how we care for our pets while addressing broader challenges like sustainability and health.
As a futurist and pet parent, I find these shifts fascinating because they reflect deeper changes in how we live and what we value. What do you think the future of pet food holds? Let me know your thoughts!
Read more on pet trends, the future of pets, the future of wellness, future of therapy, top wellness trends, the future of spirituality, calm technology, futurology, how to cultivate a futurist mindset, and what a futurist is.
FAQ
Q: What are the trends for the pet food market?
The pet food market is shifting toward raw diets, lab-grown meats, functional wellness foods, personalized nutrition, and sustainable options. These trends reflect broader societal movements toward health, sustainability, and ethical practices.
Q: What are current pet spending trends?
Pet owners are spending more on premium, health-focused food and personalized solutions, mirroring trends in human wellness. Investments in raw diets, functional supplements, and eco-friendly products are leading the charge.
Q: What is the trend in pet food in 2024?
2024 will see growth in lab-grown pet food and raw diets, driven by consumer demand for ethical and health-conscious options. Functional foods and personalized nutrition will also continue to expand.
Q: What is the 25% rule in pet food?
The 25% rule refers to labeling regulations in the pet food industry. If an ingredient, such as “Chicken,” is part of the product’s name, it must make up at least 25% of the product (excluding water for processing). This rule ensures transparency in ingredient composition.
Q: How does dry food fit into the current trends?
Dry food remains a staple in the pet care market due to its convenience and long shelf life. However, many pet food brands are innovating within this category by incorporating plant-based proteins and alternative proteins to align with consumer preferences for sustainability and health-conscious options.
Q: What role do pet food brands play in shaping key trends?
Pet food brands are at the forefront of innovation, responding to evolving consumer behaviors by introducing new pet food products that prioritize complete nutrition, sustainability, and pet health. Leading manufacturers are exploring plant-based proteins, alternative proteins, and functional food solutions to cater to modern pet owners’ demands.
Q: How does human food influence pet food trends?
Pet food trends often mirror human food trends, such as the shift toward natural, minimally processed ingredients and plant-based options. Consumer preferences for health-conscious and eco-friendly human foods are driving similar innovations in pet food products.
Q: Are there specific trends in cat food for cat owners?
Cat food is also evolving with trends like raw diets and wet food enriched with functional ingredients. Cat owners are increasingly seeking products that address pet health concerns, such as digestion or urinary issues, while prioritizing complete nutrition and sustainability.
Q: What consumer behaviors are driving growth in the pet care market?
The pet care market is seeing strong growth due to consumer behaviors that emphasize pet health, wellness, and sustainability. Pet owners are treating their pets like family, seeking premium products that align with their values, such as ethically sourced ingredients and innovative feeding solutions.
About the Author
Lindsay Angelo is a celebrated Futurist and Strategist, supporting impact-driven professionals, teams and organizations in learning to think and lead into the future. She holds an MBA, is a TEDx speaker, and has been recognized as an award-winning futurist and strategy consultant. Lindsay's advised Fortune 500 companies, entrepreneurs, think tanks, and the broader wellness industry - all the while creating a nomadic lifestyle rooted in travel, family and community. Named a Woman to Watch and Global Innovation Leader, Lindsay's delivered over 100+ keynotes and has worked with organizations including lululemon, Unilever, the LEGO Group, Snapchat and the Human Potential Institute. She stems from deep wellness roots having spent six years growing lululemon to the biggest yoga brand in the world. Having created the signature "well-thy blueprint" for driving brand growth, Lindsay believes business is the greatest healing agent that exists, if we choose to use it as such.
