Fi Europe identifies the top 3 trends shaping pet nutrition in 2026

With analysts suggesting the global pet food market will reach $263.8 billion by 2036,¹ clear opportunities are emerging across the sector. Against this backdrop, Fi Europe, the world’s leading food ingredients event, has published its 2026 Pet Food Trends e-magazine. The report offers manufacturers, brands and suppliers a comprehensive overview of the forces redefining the market. 

Building on last year’s Future of Pet Food report, the new Staying on Top of Pet Food Trends e-magazine digs a layer deeper into eight major trends that are actively reshaping product development, consumer behaviour and supply chain strategy across the sector. An essential read for businesses seeking to understand the trajectory of the fast-moving pet food market, the digital magazine also previews the themes, perspectives and opportunities attendees will discover at the upcoming Fi Europe trade show.

The top 3 trends identified: What’s next in pet food

Growing demand in “natural” pet food

Amid the growing “humanisation” of pets, owners are increasingly prioritising their pets’ health and well-being, mirroring their own rising health consciousness.² This shift is driving demand for natural pet foods free from artificial additives, preservatives and fillers. In response, brands are using digital and retail platforms to educate consumers on the benefits of these options, while expanding offerings to include raw and freeze-dried diets, human-grade recipes and functional treats designed to support specific health needs such as digestion, joint health and immunity.

Protein demand trends and sustainability implications

The humanisation of pet food is also driving demand for premium muscle meats, a trend that can challenge the environmental benefits of whole-animal utilisation and circular sourcing models, according to the Pet Sustainability Coalition. As manufacturers balance quality expectations with sustainability goals, human-grade sourcing may overlook the efficiency of co-products and novel proteins. Alternatives such as insect-based, fermentation-derived and hybrid formulations are gaining traction despite scaling hurdles, while traditional kibble continues to support lower greenhouse gas intensity.

Preventative and proactive health support

Supplements are increasingly becoming a core component of pet care, as owners shift toward preventative and condition-specific nutrition to support long-term health and help manage veterinary costs. Over time, optimising a pet’s diet, including targeted nutritional add-ons, can deliver both health benefits and potential cost savings, reinforcing supplements’ role beyond discretionary use, states Guy Sandelowsky, co-founder and co-CEO at Omni, a vet-founded pet food manufacturer, in the e-magazine.

Unlock more insights at Fi Europe

These insights offer a glimpse of the content program taking shape at Fi Europe. The event will feature a dedicated Pet Food & Nutrition Hub, where leading suppliers, innovators and thought leaders will further explore trends, opportunities and innovations across the category.

Alongside this, the new Pet Food & Nutrition Forum will feature expert-led content sessions, exhibitor showcases and interactive experiences. From fireside chats and panel discussions to hands-on innovation explorations, visitors can access the information they need to develop smarter and more sustainable solutions. Full agenda details will be announced in the coming months.

“The pet food industry is undergoing a genuine transformation, and it’s happening faster than some people realise,” says Yannick Verry, Fi Events Brand Director at Informa Markets. “What we’re seeing is a shift from simply ‘feeding’ pets to actively optimising their health and longevity. It’s a big change that touches everything from how products are formulated to how they’re packaged and communicated to consumers. Our new e-magazine is intended to give industry players a clear, actionable map of where things stand – and where they’re heading. We’re proud that Fi Europe can play a role in helping the industry navigate that journey, and look forward to bringing these conversations to life at the show later this year!”

To discover all the insights in Staying on Top of Pet Food Trends, download a copy here.

¹ Future Market Insights (FMI), Pet Food Market report (2026)
² Fi Global Insights, 2025. Feeding pets like people: The humanisation of pet food. Available here