Beyond the label: the data-driven future of pet gut health

Mirroring human health, demand is shifting in pet care towards prevention, personalization and data-driven approaches. A new generation of solutions shows that nutrition is no longer just about the label, but about what is actually happening inside the body.

From ingredients to insight

For a long time, digestive care focused primarily on feed composition. Prebiotic fiber and probiotic cultures became standard features on product labels and in brand communication. In recent years, however, this approach has begun to change.

While many products still differ only cosmetically, dog owners are increasingly asking a more fundamental question: what actually works?

Data-driven strategy

VAFO Group is addressing this need by integrating a new analytical dimension. The recent acquisition of BIOME9 introduces a microbiome-led perspective across the group’s nutritional strategy.

This data-driven approach is shaping services and solutions that respond to the individual needs of each animal. The first result of this approach is the Pooch & Mutt Gut Health Test, which allows pet owners to base decisions around nutrition and supplementation on concrete data rather than general recommendations.

The strategy is supported by expanded research infrastructure, including a new laboratory in Wales and a partner laboratory in Berlin, strengthening the scientific foundation behind these microbiome-led solutions.

The biological reality

One of the key limitations of traditional approaches to digestive health is the assumption that applying a universal solution to biologically diverse animals will be effective. Dogs differ not only by breed, but also by age, size, weight, environment and daily routine. These differences have a significant impact on their gut microbiome. It is a complex and dynamic system of trillions of bacteria that influences not only digestion, but also metabolism, immunity and behavior.

“The microbiome is not just about digestion, as people often assume. It is involved in almost every major system in a dog’s body,” explains Dr. Bushra Schuitemaker, Head of Microbiology at Pooch & Mutt.

Shifting from reaction to prevention

Another major shift is the time factor. Digestive care has traditionally been addressed only once visible issues appear, such as irregular stools, bloating, skin problems or behavioral changes. At that stage, however, the gut microbiome has often already been disrupted, frequently for longer than owners realize.

As Dr. Schuitemaker points out, changes in the gut microbiome often occur well before any visible symptoms emerge. At-home testing allows owners and professionals alike to identify imbalances at an early stage, prioritizing long-term maintenance over the reactive treatment of acute issues.

At-home gut health tool

This is where at-home tools such as the Pooch & Mutt Gut Health Test come into play.

The test analyzes a stool sample to map a dog’s gut microbiome, revealing the diversity and balance of beneficial bacteria. These insights are then translated into clear, personalized guidance on diet, supplements and lifestyle, supporting better long-term wellbeing.

Data driving decisions

In a crowded market where health claims are commonplace, ingredient lists alone are no longer the main decision-making factor. The presence of fiber or prebiotics does not indicate whether a solution truly meets the needs of a specific animal.

Microbiome data actually provides insight into the real state of digestion and enables genuinely tailored care.

“Through microbiome testing, we can precisely identify what an individual dog may be lacking, such as low levels of beneficial bacteria that support digestion and help reduce inflammation,” explains Dr. Schuitemaker. “Based on these findings, targeted changes to diet and supplementation can then be recommended.”

This principle underpins the importance of at-home kits that combine laboratory analysis with practical recommendations for everyday care.

What it means for brands

Working with gut microbiome data offers manufacturers distinct advantages:

• Credibility: It substantiates product efficacy in a market where consumers are increasingly skeptical of generic claims.
• Retention: It fosters long-term relationships by monitoring progress and evolving recommendations over time.
• Innovation: Microbiome data helps uncover unmet needs across different life stages, ensuring products are solutions to biological realities rather than just responses to trends.

Proven outcomes

Microbiome research is reshaping how gut health is communicated. While broad benefit claims once dominated, the emphasis is now shifting towards results and clear, understandable explanations.

Transparency no longer lies solely in clearly listed ingredients, but in the confidence that a brand truly understands animal needs and can explain why its solutions work and what value they deliver.

Microbiome testing does not replace functional ingredients. Instead, it gives these ingredients concrete relevance and enables more targeted use.

Solutions such as the Pooch & Mutt Gut Health Test bring scientific insights into everyday pet care and help owners make more informed decisions that support their pets’ long-term health.

Future standards

As the gut health niche continues to evolve, targeted care and prevention are expected to play an increasingly important role. Advances in microbiome research and data analysis are enabling a shift from one-off solutions towards care that naturally adapts over time to each animal, its life stage and changing needs.

Regular monitoring and continuous adjustment of recommendations are becoming the new standard of premium pet care that evolves alongside the animal. The future of gut health innovation therefore lies not only in scientific progress itself, but in its ability to translate into practical and easy-to- understand decisions in everyday care.

At-home microbiome testing tools help brands and pet owners move beyond generic promises toward approaches that deliver lasting value for animal health and for the trust of pet owners.