The pet food industry reaches 2025 through a process of deep reformulation, driven by geopolitical crises, climate change and changes in consumer behavior. A study presented by Euromonitor International during the 2024 Mascotas Forum revealed five global trends that should redesign the sector: the increased demand for proven sustainability, the growth of functional diets and supplements, the enhancement of convenience, the strengthening of local brands and the advancement of personalization through artificial intelligence.
According to André Faim, entrepreneur in the pet sector and co-founder of the network Lobbo Hotels and of work for dog, changes demand a new attitude from companies, based on information and transparency. “Today, it is not enough to claim that a product is sustainable. Tutors are attentive, demanding real certifications and want to understand the impacts of each choice. The era of empty marketing is over,” he says. Faim notes that Brazilian tutors, especially in large cities, have shown a growing interest in clear labels, traceable ingredients and measurable environmental impact actions.
Well-being and functionality
In addition to environmental concern, the new consumer also seeks solutions that directly contribute to the health of animals. The growth of functional diets and supplements — such as probiotics, antioxidants and specific formulas for joint or digestive problems — points to a movement that already occurs in parallel with human nutrition. Food is no longer just a nutritious factor and is now understood as an instrument for prevention and quality of life.
In André Faim’s view, this is a path of no return. “Tutors are treating pets as family members, and this is reflected in the search for products that improve well-being.
The report also highlights that confidence in labels will be strengthened by independent certifications, as the consumer tends to distrust generic terms such as “natural” or “sustainable” when there is no external validation. This requirement is a direct reaction to the greenwashing phenomenon, which has led tutors to seek more information before deciding on a brand.
AI and customization mark the new era of pet consumption
Another trend that gains strength in 2025 is the use of artificial intelligence to customize products and recommend tailored solutions for each animal. From platforms that analyze behavior data to tools that adjust the food plan based on weight, race and routine, technology is consolidating itself as an ally of precision nutrition. The Euromonitor study points out that the tutors expect more individualized experiences, and not generic products that ignore the particularities of their pets.
For Faim, AI should become a strategic tool for both industry and consumers. “With the latest advances in this technology, we have been able to map consumption patterns, better understand the needs of animals and offer increasingly assertive solutions. Artificial intelligence plays a direct role in the construction of more efficient and relevant products and services”, he emphasizes.
This advance, however, does not eliminate the importance of human care. The challenge is to balance technology and empathy, offering efficient platforms without losing the careful touch that tutors expect when it comes to the well-being of their animals.
With increasingly demanding consumers, the pet food sector is experiencing a transition that goes beyond packaging or flavor. In 2025, it will be necessary to prove, with data, actions and positioning, that each choice made by the brands is aligned with the new values of the consumer. “The tutor is more informed, more engaged and more critical. Whoever understands this will first have a guaranteed space in the future of the sector”, concludes Faim.
