ADM has released a new in-depth report exploring the pet nutrition market and how pet owners' choices are shaping the formulations and positioning of wellness products across markets.
The report, titled "Mapping Pet Longevity: Where Global Demand Meets Local Reality," shares proprietary consumer insights from China, France, Mexico, the UK and the US.
It details how, while most pet owners are interested in long-term wellness for their animals, their purchasing habits and preferences are frequently shaped by cultural norms.
The global pet wellness market
ADM's research revealed that more than half of pet owners globally already maintain routine preventative care (54%), with nearly half (48%) providing their pets with a specialised diet/nutrition at least several times per week and 38% giving a supplement.
Treats were also a staple for owners to enhance their pet's quality of life, with 53% giving their animal treats for enjoyment and reward.
However, exercise made up the backbone of pet wellness, with 74% of global pet owners ensuring their pet gets exercise or playtime several times a week or more.
The top health concerns for pet owners included the following:
- mobility/joint issues
- digestive/gut health
- and oral/dental health.
Consumer purchasing habits
The report also uncovered that owners were willing to pay more for pet products that they believed would support overall health and longevity.
However, pet enjoyment was a critical factor in repeat purchases, with price and brand reputation as secondary considerations for owners. Of those surveyed, most said that pet enjoyment (89%) and ingredient quality (88%) were essential factors in their purchasing decisions regarding pet health and wellness.
Actual purchase of longevity-focused products is most frequent among consumers in China and Mexico, with US consumers in the middle. In particular, owners in China were highly willing to try new ingredients and formats.
In contrast, French pet owners were less likely to purchase longevity-focused products and were sceptical of branded or functional-ingredient cues.
For UK consumers, ADM found a noticeable gap between stated interest and purchasing behaviour, with owners needing trials, reviews and trust signals to commit to a purchase.
As they become increasingly educated, pet owners are also actively seeking products that contain high-quality, scientifically validated ingredients, such as vitamins and minerals, as well as pre-, pro- and postbiotics.
The full report is available to read here.
