2025 Pet Food Trends You Better Pay Attention To 

I was on vacation in San Francisco, poking around a high end shopping district with my wife when I saw them for the first time: smoked bison marrow bones … for dogs.

We’d wandered into a very fancy pet boutique and there - displayed with the same panache as a nicely marbled filet mignon - were smoked bison marrow bones, freeze dried pheasant feet, and dehydrated hairy goat ear. They were accompanied by descriptions you’d usually find in a fine-dining restaurant:

“Our pheasant comes from a pheasant farm in Wisconsin that primarily raises pheasant in large aviaries for the restaurant industry; we utilize the by-products such as heads and feet so that nothing goes to waste. Our pheasant feet are smaller than chicken or duck feet and are the perfect crunchy snack for dogs or a longer-lasting chew for adventurous cats.”

I’d never seen anything like it, but you know what? That pet boutique was ahead of the curve because products like this - organic, grain free, eco-conscious, bespoke, or featuring alternative proteins - are exactly what’s trending for 2025. 

Health-focused formulations: catering to wellness-conscious pet owners

Consumers are increasingly treating their pets as family members, and this mindset extends to their diets. A surge in demand for health-focused pet food formulations— grain-free, organic, and high-protein options—is expected to continue in 2025. According to the Pet Food Industry magazine, over 70% of pet owners prioritize the nutritional value of pet food when making purchasing decisions. 

How to leverage this trend for your product

• Audit your product line: Make sure your offerings include health-centric options that resonate with wellness-focused consumers. This could look like offering a lower-calorie version of a product or finding organic sources for some of your ingredients.
• Highlight transparency: Clearly communicate ingredient sourcing and nutritional benefits on packaging. If you’re already using organic ingredients, make sure that’s part of your marketing!

Sustainability: meeting the eco-conscious shopper’s expectations

Sustainability is no longer optional; it’s something that many pet parents consider. More and more often, they’re looking for brands that prioritize environmentally friendly practices - using sustainable ingredients, recyclable packaging, and reducing carbon footprints.

How to leverage this trend for your product

• Incorporate sustainable ingredients: Explore options like insect protein or upcycled food materials. Our clients Grubbly are great at this! Their Grubblies chicken treats are made from 100% natural, sustainably harvested, traceable black soldier fly grubs.

• Optimize packaging: Use biodegradable or recyclable materials to reduce environmental impact.
• Certify your efforts: Obtain sustainability certifications to build consumer trust. If that falls under the heading of “seems like a good idea, I don’t know where to start” we can help! Pet Food Compliance can help you navigate these certifications while ensuring your labels meet legal standards. 

Personalization: tapping into the bespoke pet food market

Customization is the future of pet food. From breed-specific formulations to subscription services offering tailored meals, pet parents want food and treats that are as special as their pets. Our clients Savage Cat Food are great at this - cats LOVE their raw food and unique treats. 

How to leverage this trend for your product

• Invest in data: Use customer insights to develop targeted formulations. Not sure where to start? We can help with that!
• Offer subscription models: Provide convenience and ongoing value to customers. Subscription models are great for your bottom line and many pet parents would prefer to avoid hauling 50-pound bags of dog food through Target every few months. 

Alternative proteins: appealing to health- and sustainability-focused buyers

Plant-based and alternative proteins are becoming more popular due to their perceived health benefits and lower environmental impact. According to NielsenIQ, plant-based pet food sales increased by 30% in 2024.

How to leverage this trend for your product

• Experiment with formulations: Incorporate novel proteins like lentils, chickpeas, or lab-grown meat.
• Educate your audience: Use marketing campaigns to highlight the benefits of alternative proteins. (If you need help nailing your marketing, we offer one-on-one consulting on branding, analytics, strategic planning and more!) 

Functional foods: addressing specific pet health needs

Functional pet foods—food formulated to address issues like joint health, digestive support, or anxiety relief—are gaining traction. As pets age or face health issues, lots of owners look for solutions through pet food and snacks rather than medications. 

How to leverage this trend for your product

• Focus on R&D: Develop formulations that address key health concerns for your target market - whether that’s hunting dogs, competitive show cats, or aging exotic birds.
• Communicate benefits clearly: Ensure that your packaging highlights the functional claims in a way that’s both compelling and compliant.
• Partner with experts: When you’re making health claims about your product, it’s particularly important that you have someone help you verify those health claims and navigate complex labeling regulations. We can help!

The digital shift: leveraging e-commerce and DTC sales

E-commerce and direct-to-consumer (DTC) channels are reshaping the pet food market. In 2025, brands that master online sales channels will have a significant advantage, as more and more of us prioritize convenience and having products shipped directly to our doors. 

How to leverage this trend for your product

• Optimize your online presence: Invest in user-friendly websites and targeted digital marketing.
• Expand online partnerships: You might want to consider partnering with veterinarians or animal trainers who have large online followings or with “animal influencers” - cats, dogs, or other animals who do brand collaborations.

The pet food industry is evolving fast, and it’s not just about keeping up with trends like health-focused formulations, sustainability, and personalization—it’s about embracing them to connect with pet owners in meaningful ways. 

When you tap into what matters most to today’s consumers, you’re not just selling a product—you’re building trust and loyalty. By staying ahead of the curve, you can stand out in a busy market and make a lasting impact with your brand.