The pet food industry is reaching 2025 undergoing a deep reformulation process, driven by geopolitical crises, climate change and transformations in consumer behavior. A study presented by Euromonitor International during the 2024 Pet Forum revealed five global trends that are set to reshape the sector: the increase in 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 André Faim, pet industry entrepreneur and co-founder of the networkLobbo Hotelsand fromWork for Dog, the changes require companies a new stance, based on information and transparency. "Today, it is not enough to claim that a product is sustainable. The tutors are attentive, they require real certifications and want to understand the impacts of each choice. "The era of empty marketing is over", affirms. Faim observed 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
Besides environmental concern, the new consumer also seeks solutions that directly contribute to the health of animals. The growth of functional diets and supplements — like probiotics, antioxidants and specific formulas for joint or digestive issues — points to a movement that is already occurring in parallel to human nutrition. Nutrition is no longer just a nutritional factor but is understood as a tool for prevention and quality of life
In André Faim's view, this is a one-way path. Pet owners are treating pets as family members, and this is reflected in the search for products that enhance well-being. Items such as supplements and functional foods, previously restricted to niches, start to hit the shelves of major chains, punctuate
The report also highlights that trust in labels will be strengthened by independent certifications, since the consumer tends to distrust generic terms like "natural" or "sustainable" when there is no external validation. This requirement is a direct reaction to the phenomenon of greenwashing, that has led tutors to seek more information before deciding on 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 that analyze behavioral data to tools that adjust the diet plan based on weight, race and routine, technology is consolidating itself as an ally of precision nutrition. The Euromonitor study indicates that pet owners expect more personalized experiences, and not generic products that ignore the particularities of your pets
For Faim, AI must become a strategic tool for both industry and consumers. With the latest advancements in this technology, we managed to map consumption patterns, better understand the needs of animals and offer increasingly accurate solutions. Artificial intelligence plays a direct role in building more efficient and relevant products and services, highlights
This advance, however, does not diminish the importance of human service. The challenge is to balance technology and empathy, offering efficient platforms without losing the caring touch that guardians expect when it comes to the well-being of their animals
With increasingly demanding consumers, the pet food sector is undergoing a transition that goes beyond packaging or flavor. In 2025, it will be necessary to prove, with data, actions and positioning, that every 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
