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Fi Europe has published its 2026 Pet Food Trends e-magazine, identifying natural pet food demand, protein sourcing and sustainability tensions, and preventative health supplements as the top three trends shaping pet nutrition. The report, which builds on last year’s Future of Pet Food analysis, also previews the Pet Food & Nutrition Hub at the upcoming Fi Europe trade show.
Fi Europe, the food ingredients event organiser, has published a new e-magazine identifying the top three trends it says are shaping pet nutrition in 2026: rising demand for natural pet food, shifting protein sourcing and its sustainability implications, and growing owner interest in preventative health supplements. The report, titled Staying on Top of Pet Food Trends, covers eight trends in total and previews the content programme for the upcoming Fi Europe trade show, which will include a dedicated Pet Food & Nutrition Hub.
The e-magazine builds on Fi Europe’s 2025 Future of Pet Food report and, according to the organisers, examines eight major trends reshaping product development, consumer behaviour and supply chain strategy. It frames the analysis against analyst projections that the global pet food market will reach $263.8 billion by 2036, a figure attributed to Future Market Insights’ 2026 Pet Food Market report.
The first trend concerns what Fi Europe calls the growing demand for “natural” pet food. Driven by the increasing humanisation of pets — owners treating pet health priorities as an extension of their own — the report says demand is rising for foods free from artificial additives, preservatives and fillers. In response, brands are reportedly expanding into raw and freeze-dried diets, human-grade recipes and functional treats aimed at specific needs such as digestion, joint health and immunity, while using digital and retail platforms to educate consumers.
The second trend addresses protein demand and its sustainability implications. According to the report, citing the Pet Sustainability Coalition, demand for premium muscle meats can challenge the environmental benefits of whole-animal utilisation and circular sourcing models. The report states that alternatives such as insect-based, fermentation-derived and hybrid formulations are gaining traction despite scaling hurdles, while traditional kibble continues to be associated with lower greenhouse gas intensity.
The third trend is preventative and proactive health support. The report says supplements are becoming a core component of pet care as owners shift toward condition-specific nutrition to support long-term health and manage veterinary costs. Guy Sandelowsky, co-founder and co-CEO of vet-founded pet food manufacturer Omni, states in the e-magazine that optimising a pet’s diet with targeted nutritional add-ons can, over time, deliver both health benefits and potential cost savings, reinforcing supplements’ role beyond discretionary use.
What the Trends Mean for Pet Food Makers
For manufacturers, brands and suppliers, the report signals where product development, sourcing strategy and marketing budgets are likely to concentrate over the coming year. The tension the report identifies between premium, human-grade protein demand and sustainability goals is a live commercial question: brands positioning on quality may face pressure to justify sourcing choices that, according to the Pet Sustainability Coalition as cited in the report, can be less efficient than co-product and novel protein models.
The emphasis on preventative nutrition also has commercial weight. If supplements shift from discretionary purchases to routine pet care, as the report suggests is happening, ingredient suppliers and formulators stand to benefit from a structurally larger category. For pet owners, the trends point to a wider range of products making health claims — a development where veterinary guidance remains important before changing an animal’s diet.
From Last Year’s Report to This Year’s Hub
Fi Europe describes itself as the world’s leading food ingredients event. The new e-magazine is the second instalment in its pet food trend analysis, following last year’s Future of Pet Food report; the organisers say the new edition “digs a layer deeper” into eight trends. The “humanisation” framing draws on Fi Global Insights’ 2025 analysis, Feeding pets like people: The humanisation of pet food.
The report also serves as a preview of the trade show’s pet food programming. Fi Europe will feature a Pet Food & Nutrition Hub for suppliers, innovators and thought leaders, alongside a new Pet Food & Nutrition Forum with expert-led sessions, exhibitor showcases, fireside chats, panel discussions and interactive experiences. Full agenda details are expected in the coming months.
“The pet food industry is undergoing a genuine transformation, and it’s happening faster than some people realise. What we’re seeing is a shift from simply ‘feeding’ pets to actively optimising their health and longevity.”
— Yannick Verry, Fi Events Brand Director at Informa Markets
Claims and Gaps in the Report
The trend assessments are Fi Europe’s own analysis, drawn from an e-magazine published by the event organiser, and are partly promotional in nature, previewing paid-for trade show content. The $263.8 billion market projection is a forward-looking analyst estimate from Future Market Insights, not a confirmed outcome. The report does not quantify how quickly insect-based, fermentation-derived or hybrid proteins are gaining traction, nor does it specify the scaling hurdles beyond noting that they exist. Claims about health benefits from supplements and targeted nutrition are presented from industry voices; specific dietary changes for individual animals remain a matter for veterinarians. The remaining five of the eight trends covered in the full e-magazine are not detailed in the summary material.
Agenda Release and the Trade Show
Fi Europe says full agenda details for the Pet Food & Nutrition Hub and Forum will be announced in the coming months, ahead of the trade show later this year. Readers in the industry can download the full Staying on Top of Pet Food Trends e-magazine from Fi Europe’s website. Watch for further detail on the five additional trends not covered in the summary, and for supplier announcements tied to the event’s pet food programming.
Key Questions
What are the top three pet nutrition trends Fi Europe identified for 2026?
The report highlights growing demand for natural pet food free from artificial additives, protein sourcing pressures and their sustainability implications, and preventative health support through supplements and condition-specific nutrition.
Who published the report, and where can it be read?
Fi Europe, the food ingredients event organised by Informa Markets, published the e-magazine Staying on Top of Pet Food Trends. It is available for download from Fi Europe’s website.
How large is the pet food market expected to become?
According to Future Market Insights’ 2026 Pet Food Market report, cited by Fi Europe, the global pet food market is projected to reach $263.8 billion by 2036. This is a forecast, not a confirmed figure.
The report, citing the Pet Sustainability Coalition, says demand for premium muscle meats can undermine the environmental benefits of whole-animal utilisation and circular sourcing, and that human-grade sourcing may be less efficient than using co-products and novel proteins.
Should owners add supplements to their pet’s diet based on these trends?
The report presents industry views that supplements can support long-term health, but dietary and supplement decisions for individual animals should be made with a veterinarian, since needs vary by species, age and health status.
Source: rss
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