The pet food industry enters 2025 undergoing a profound reformulation process, driven by geopolitical crises, climate change, and shifts in consumer behavior. A study presented by Euromonitor International during Foro Mascotas 2024 revealed five global trends that will reshape the sector: increased demand for proven sustainability, growth in functional diets and supplements, appreciation for convenience, strengthening of local brands, and advances in personalization through artificial intelligence.
According to André Faim, a pet industry entrepreneur and co-founder of the Lobbo Hotels and Trabalhe pra Cachorro, these changes require companies to adopt a new stance based on information and transparency. ‘Today, it’s not enough to claim a product is sustainable. Pet owners are vigilant, demanding real certifications and wanting to understand the impacts of each choice. The era of empty marketing is over,’ he states. Faim notes that Brazilian pet owners, especially in major cities, have shown growing interest in clear labels, traceable ingredients, and measurable environmental impact actions.
Well-being and functionality
Beyond environmental concerns, the new consumer also seeks solutions that directly contribute to animal health. The rise of functional diets and supplements—such as probiotics, antioxidants, and specific formulas for joint or digestive issues—points to a trend already paralleling human nutrition. Food is no longer just a nutritional factor but has come to be understood as a tool for prevention and quality of life.
In André Faim’s view, this is a one-way shift. ‘Pet owners are treating their pets as family members, and this reflects in the search for products that enhance well-being. Items like supplements and functional foods, once restricted to niche markets, are now appearing on the shelves of major retailers,’ he notes.
The report also highlights that trust in labels will be strengthened by independent certifications, as consumers tend to distrust generic terms like ‘natural’ or ‘sustainable’ without external validation. This demand is a direct reaction to greenwashing, which has led pet owners to seek more information before choosing a brand.
AI and customization mark the new era of pet consumption
Another trend gaining momentum in 2025 is the use of artificial intelligence to personalize products and recommend tailored solutions for each animal. From platforms analyzing behavioral data to tools adjusting meal plans based on weight, breed, and routine, technology is becoming a key ally in precision nutrition. The Euromonitor study indicates that pet owners expect more individualized experiences, not generic products that ignore their pets’ unique needs.
For Faim, AI is poised to become a strategic tool for both the industry and consumers. ‘With recent advancements in this technology, we can map consumption patterns, better understand animals’ needs, and offer increasingly precise solutions. Artificial intelligence plays a direct role in building more efficient and relevant products and services,’ he emphasizes.
This progress, however, doesn’t eliminate the importance of human interaction. The challenge lies in balancing technology and empathy, offering efficient platforms without losing the attentive touch pet owners expect when it comes to their animals’ well-being.
With increasingly demanding consumers, the pet food sector is undergoing a transition that goes beyond packaging or flavor. In 2025, brands will need to prove—with data, actions, and positioning—that every choice aligns with consumers’ new values. ‘Pet owners are more informed, engaged, and critical. Those who understand this first will have a guaranteed place in the sector’s future,’ Faim concludes.
