June 23, 2025
It’s no secret that pet owners are increasingly focused on the health and happiness of their beloved companions. This rising tide of pet wellness has led to a significant increase in demand for functional pet food, treats, and supplements. In fact, according to the 2024 Innova Pet Ownership Survey, 45% of dog owners and 46% of cat owners named functional health benefits as the top influencer of purchasing decisions.
At Scoular, we’re dedicated to fueling pet wellness by providing ingredient-driven solutions for a healthier life for pets. We look at new product launches, functional claims and consumer sentiments to identify the industry’s biggest areas of interest and map a portfolio of offerings built to deliver on demand.
Each year we discuss the top health trends impacting the market in our Pet Health Trends Report. Today, three of these trends in discussion are stress & anxiety, immune health, and the gut microbiome.
While pets can be a source of comfort and support for humans, easing loneliness and reducing stress hormones, the trend shows that pets themselves are increasingly experiencing significant anxiety. This has led to a greater awareness among pet owners and a growing demand for natural and holistic ways to help their furry friends cope.
With the acknowledgement of the gut-brain axis, a market surge for products enriched with calming botanicals, amino acids, and digestion-supporting ingredients that address both physical and mental well-being has emerged. The use of products that aid in the product of serotonin, suppress the production of adrenaline, and those that protect the gut are in high demand.
From calming offerings like blueberries and turkey, to functional fibers that promote a healthy brain to belly connection, Scoular provides the building blocks for pet food manufacturers to create innovative and nutritious formulas that help pets find their inner peace.
Pet owners are proactively seeking ways to fortify their pets’ natural defenses, driving an emphasis on immune health in functional pet products. Veterinarians are getting more involved, increasingly recommending preventative measures to mitigate adverse effects of things like allergens. There is also a trend towards preventative treatment for specialized, life-stage or breed specific products to also hedge off future wellness issues.
An increase in probiotic and prebiotic supplements have been the response as well as diets inclusive of ingredients that can help increase white blood cell response, contain antimicrobial and antiviral properties, and overall regulate the immune system.
Scoular provides a diverse portfolio of high-quality ingredients that can nourish health and help support a strong immune system in pets, from functional fibers that nourish the gut microbiome to antioxidant-rich oils and more.
As stated, a balanced gut microbiome is foundational to a pet’s overall vitality, influencing everything from immune function to mental well-being. Pet owners and manufacturers are increasingly aware of this, leading to a surge in formulations tailored for sensitivities based on age, pet type, allergens and more.
Whether slowing digestion, ensuring proper absorption of nutrients, or promoting and modulating beneficial microorganisms in the gut, functional solutions are in demand among pet parents, with a strong focus on prevention once again.
Our portfolio includes a variety of plant-based flours, fibers, and prebiotic ingredients that can increase nutrient absorption, help support beneficial bacteria species in the digestive tract and otherwise benefit pets with sensitive stomachs.
For more insights into these functional trends, more like them, and our ingredient solutions to suite them all, download our 2025 Pet Health Trends Report.
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