The pet food market is undergoing rapid transformation, driven by evolving pet owner preferences and a heightened focus on pet nutrition and well-being. This article explores the key pet food marketing trends shaping the industry in 2025 and beyond, providing insights for pet food manufacturers and marketers aiming to thrive in 2025.
Overview of the Pet Food Market

Current Market Size and Growth Projections
The global pet food market is currently experiencing strong growth, with market research indicating a substantial pet food market size. The increasing pet humanisation trends and a growing number of pet parents prioritising the health and well-being of their beloved pets are fuelling this expansion. Projections for 2025 and beyond point towards a continued upward trajectory, indicating that the trends in pet food are here to stay. This growth rate presents significant opportunities for pet food manufacturers and retailers to expand their reach.
Key Players in the Pet Food Market
The pet food industry is populated by a mix of established pet food brands and emerging pet food manufacturers. These key players are constantly innovating to meet the changing demands of pet owners, whether it’s through new formulations, sustainable practices, or novel pet products. Competition is fierce, with brands vying for market share through marketing efforts emphasising high-quality ingredients, pet nutrition, and cost-effective solutions. The landscape is further complicated by the increasing prominence of e-commerce, which allows smaller players to reach a global audience.
Market Segmentation by Pet Type
The pet food market is carefully segmented by pet type, with dog food and cat food representing the largest segments. Within each segment, further specialisation exists based on life stage, breed size, and specific dietary needs. For example, there’s a high demand for premium pet food tailored for senior pets or specialised formulas for breeds prone to allergies. Understanding this market segmentation is crucial for pet food producers to effectively target their products and messaging to the right pet owners.
Pet Food Marketing Trends for 2025
Emerging Pet Food Marketing Trends
The pet food market is experiencing a surge of emerging trends. Pet humanisation drives the demand for human-grade ingredients and novel protein sources such as insect proteins. Pet owners are increasingly seeking out products that align with their personal values, including sustainability and ethical sourcing. The trends in pet food show a move toward functional ingredients that promote pet health, supported by the strong growth of the pet insurance market. Pet food manufacturers are responding with innovative pet food products designed to meet these diverse needs. At Favoured, we have tested humanising dog food brands with great success. See an example of our email below and check out the full case study here.


Shifts towards Wet and Raw Food Options
Another significant trend in pet food is the rising popularity of wet food and raw food options for dogs and cats. Pet parents are seeking alternatives to conventional pet food, believing that wet food offers better hydration, while raw food provides a more natural diet for their pets. This shift is creating opportunities for pet food manufacturers to develop premium pet food products catering to these specific preferences. These offerings often emphasise high-quality protein sources and minimal processing, which is appealing to pet owners.
Innovations in Dry Food Products
Despite the shift towards wet and raw food, dry food remains a major segment of the dog and cat food market. The pet food industry sees ongoing innovations in dry pet food, focusing on improved formulations, better digestibility, and enhanced palatability. Grain-free options continue to be popular, and products are often enriched with added vitamins, minerals, and probiotics to support pet nutrition. These advancements are vital for maintaining the appeal of dry food among pet owners, given its convenience and cost-effective nature.
Pet Nutrition and Wellness

Influence of Health Trends on Pet Nutrition
Health trends significantly influence pet nutrition, mirroring human food trends. Pet owners are increasingly aware of the importance of a balanced diet for their pets, seeking out food brands that prioritise pet health and wellness. Conditions such as allergies and obesity in pets are driving demand for specialised pet food products, including limited-ingredient diets and weight management formulas. This influence prompts pet food manufacturers to formulate products with specific health benefits in mind. The growth rate of this segment is expected to continue to rise through 2025.
Inspired Pet Nutrition: What It Means for Consumers
Inspired pet nutrition goes beyond simply providing sustenance; it focuses on optimising pet health and well-being through tailored diets. This concept aligns with pet humanisation trends. Pet parents increasingly view their pets as family members and seek out premium pet food products that cater to their individual needs. For pet owners, this means carefully reading labels, understanding ingredient lists, and making informed choices about what they feed their pets. Pet food brands are leveraging this trend by emphasising transparency and offering customised pet food solutions.
Future Pet Food: Cultivated Meat and Beyond
Looking ahead, the future of pet food will likely involve even more groundbreaking innovations. Cultivated meat, also known as lab-grown meat, holds promise as a sustainable and ethical protein source for dog and cat food. Insect proteins are also gaining traction as an environmentally friendly alternative. As sustainability becomes an increasing concern, pet food manufacturers are exploring these novel ingredients to reduce their environmental footprint and appeal to eco-conscious pet owners. These emerging trends could reshape the pet food market in the coming years.
Market Insights and Future Trends

Understanding Consumer Preferences
To succeed in the pet food market, especially heading into 2025, pet food manufacturers need a deep understanding of consumer preferences. Pet humanisation trends heavily influence what pet owners buy. Pet parents increasingly want premium pet food that mirrors human food in terms of high-quality ingredients and nutritional benefits. Factors like age, breed, and health conditions of their pets play a crucial role in influencing the pet food choice of pet owners, highlighting the need for customised pet food products. Moreover, a growing interest in pet nutrition means dog and cat food must be transparent about ingredients and sourcing.
Impact of E-commerce on Pet Food Sales
E-commerce is revolutionising the pet food market, impacting how pet owners discover and purchase pet food. The accessibility and convenience of online shopping have led to strong growth in online pet food sales. Small and medium-sized pet food manufacturers can now compete with established pet food brands by leveraging e-commerce platforms to reach a wider audience. Pet owners find e-commerce appealing because it allows them to easily compare pet food products, read reviews, and access niche or specialised dog and cat food that may not be available in traditional retail stores. This shift necessitates that pet food manufacturers invest in their online presence and digital marketing strategies for 2025.
Future Trends in Pet Care and Feeding
Looking toward the future, several key trends are poised to shape the pet food market and pet care. Personalised pet nutrition is one key future trend, with pet food tailored to each individual pet’s unique needs and genetics. Preventive pet health is another area of focus, with pet food products designed to support specific health outcomes. The future of pet food is also likely to see greater integration of technology, such as smart feeders and apps that track pets’ dietary intake. Furthermore, pet owners are increasingly considering sustainability when making pet food purchases, favouring brands that prioritise ethical sourcing and eco-friendly packaging.
Industry Trends Shaping Pet Food Marketing

Sustainability and Ethical Sourcing
Sustainability and ethical sourcing have become critical industry trends in the pet food market. Pet owners are increasingly concerned about the environmental and social impact of the pet food they purchase. This concern drives demand for pet food brands committed to sustainable practices, such as using responsibly sourced ingredients, reducing waste, and minimising their carbon footprint. Ethical sourcing also involves ensuring fair labour practices throughout the supply chain. For pet food manufacturers, adopting sustainable and ethical practices is becoming a business imperative to attract and retain environmentally conscious consumers. It is one of the key trends.
Technological Advances in Pet Food Manufacturing
Technological advances are revolutionising pet food manufacturing, improving efficiency, quality, and safety. Automation and robotics are being used to streamline production processes, reducing labour costs and minimising the risk of errors. Advanced analytical techniques are enabling pet food manufacturers to better understand the nutritional composition of ingredients and optimise pet food formulations for optimal pet health. Furthermore, innovative packaging technologies are extending the shelf life of pet food products and reducing waste. These technological advancements are allowing pet food brands to produce safer, more nutritious, and more sustainable pet food.
Regulatory Changes and Their Impact on the Market
Regulatory changes significantly impact the pet food market, influencing how pet food is produced, labelled, and marketed. Government agencies establish and enforce regulations to ensure pet food safety and protect pet health. These regulations cover various aspects of pet food, including ingredient standards, nutritional adequacy claims, and labelling requirements. Compliance with these regulations is essential for pet food manufacturers to legally sell their products. Changes in regulations can require manufacturers to reformulate pet food products, update labels, or implement new quality control measures. Monitoring and adapting to these regulatory changes is critical for pet food businesses to thrive in the market. The Europe pet food market growth depends on these factors.
Conclusion: Embracing Pet Food Marketing Trends for Sustainable Growth

As we look toward the rest of 2025, understanding and adapting to the evolving pet food marketing trends will be critical for success in the competitive landscape. From the rise of personalised pet nutrition to the increasing demand for sustainable and ethically sourced products, these trends are shaping the future of the industry. Embracing e-commerce and leveraging technology will further empower pet food brands to connect with their audience, enhance visibility, and drive sales.
However, it’s essential to remember that while chasing pet food marketing trends can be exciting, businesses should focus on strategies that align with their brand values and long-term objectives. Instead of treating pet food marketing trends as mere buzzwords, brands should integrate them into a cohesive marketing strategy that prioritises customer engagement and satisfaction.
At Favoured, we’re here to help you navigate these trends and implement effective digital marketing strategies that drive results. Whether it’s optimising your online presence, developing compelling content, or executing targeted campaigns, we have the expertise to support your growth in the ever-evolving pet food market. Let’s work together to turn these insights into actionable strategies that ensure your brand not only keeps up with trends but thrives in the pet food industry.