Rising demand for functional pet treats drives innovation in European market

It’s not every day that an entirely new category emerges with almost limitless development potential. The demand for functional pet treats is increasing like never before due to the growing trend of pet humanization. As more pet owners identify as pet parents, the desire for pet products that offer benefits that support wellbeing opens a plethora of new opportunities for the European market.

What makes a functional pet treat?

Crafted with a purpose beyond mere indulgence, functional pet treats are expertly formulated with selected, science-backed ingredients to deliver targeted functional benefits that support dental and oral care, joint health, digestion wellness, immune system support, and even help to promote balanced behavior. Positioned at the forefront of innovation, this distinctive category provides an all-in-one seamless solution that ties together specialized supplements and traditional pet treats, giving pet parents an elevated way to treat their cherished companions.

The trend of functional treats is here to stay. It represents a significant and lasting shift in the pet care marketplace. A prime example is the UK, where pet health product sales are projected to grow by 8.6% annually from 2024 to 2026.¹

Maximize market insights with ADM

ADM is leading innovation within the pet nutrition space, offering a broad portfolio of science-backed ingredients and comprehensive expertise in formulation, technology, consumer insights, and end-to-end development support that will help give your brand an edge in this expanding competitive market. ADM offers two ready-to-go turnkey solutions with approved claims:

• Functional Soft Chews: Produced with a cold extruded process to preserve the texture, flavour, and benefits of all ingredients.
• Sachet Pet Supplements: Presented in innovative packaging that keeps the active ingredients fresh ensuring they retain effectiveness over the proposed shelf life.

Not only do these solutions meet regulatory requirements, but they also deliver exceptional taste and benefits that cater to the wants and needs of both pets and their human companions. Gain an edge by delivering high-quality and remarkably functional pet treats and supplements. Get started by partnering with ADM today.

¹Euromonitor Consulting for ADM: “ADM Where to Play UK Report”

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