Five trends shaping pet food in 2025

The pet food industry reaches 2025 through a process of profound reformulation, driven by geopolitical crises, climate change and transformations in consumer behavior. A study presented by Euromonitor International during the Foro Mascotas 2024 revealed five global trends that should redesign the sector: the increased demand for proven sustainability, the growth of functional diets and supplements, the appreciation of convenience, the strengthening of local brands and the advancement of personalization through artificial intelligence. 

According to Andre Faim, entrepreneur of the pet sector and co-founder of the network Lobbo Hotels and the Work for the Dog, changes require companies to take a new stance, based on information and transparency. “Today, it is not enough to claim that a product is sustainable. Tutors are attentive, require real certifications and want to understand the impacts of each choice. The era of empty marketing has ended”, says. Faim notes that Brazilian tutors, especially in large cities, have shown a growing interest in clear labels, traceable ingredients and actions of measurable environmental impact.

Well-being and functionality

In addition to environmental concerns, the new consumer also seeks solutions that contribute directly to the health of animals. The growth of functional diets and supplements such as probiotics, antioxidants and specific formulas for joint or digestive problems DO points to a movement that already occurs in parallel to human nutrition. Food is no longer just a nutritional factor and has come to be understood as an instrument of prevention and quality of life.

In the view of Andre Faim, this is a path without return. “Tutors are treating pets as family members, and this is reflected in the search for products that improve well-being. Items such as supplements and functional foods, previously restricted to niches, begin to enter the shelves of large” networks, he points out.

The report also highlights that trust in labels will be strengthened by independent certifications, as consumers tend to be suspicious of generic terms such as “natural” or “sustainable” when there is no external validation. This requirement is a direct reaction to the phenomenon of greenwashing, 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 is gaining momentum in 2025 is the use of artificial intelligence to customize products and recommend tailor-made 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 as an ally of precision nutrition.The Euromonitor study points out that tutors expect more individualized experiences, not generic products that ignore the particularities of their pets.

For Faim, AI must 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 animal needs and offer increasingly assertive solutions. Artificial intelligence has a direct role in building more efficient and relevant products and services”, he points out.

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 welfare of their animals.

With increasingly demanding consumers, the pet food sector is experiencing a transition that goes beyond packaging or taste. In 2025, it will be necessary to prove, with data, actions and positioning, that each choice made by brands is aligned with the new values of the consumer. “The tutor is more informed, more engaged and more critical. Whoever understands this first will have guaranteed space in the future of the” sector, concludes Faim.