Value of fortified pet food market was USD 10.1 billion in 2024. Since the pet owners are continuously giving more and growing significance to pets' health and well-being, value will increase to USD 10.6 billion by 2025. Demand for fortified pet food will grow with a 5.8% CAGR during 2025 to 2035 and will become USD 18.7 billion by 2035.
Pet food fortification market is being driven by pet humanization as pet owners are ready to pay additional amounts for high-quality nutritional products that guarantee overall pet well-being.
Food items containing vitamins, minerals, amino acids, and antioxidants are in demand leaps and bounds because customers associate these additives with increased immunity, stronger bones, healthier coats, and enhanced energy in pets. Manufacturers such as Hill's Science Diet and Royal Canin invented specialty nutrient diets that heal breed-specific and age-specific conditions.
The extension of contact and visit by healthcare professionals to animals has affected consumer behavior profoundly. The consumer is now better informed and requests solutions offering functional benefits-either to joint, gut, or skin health. The producers strike back with category-specific launches: puppy food supplemented with calcium, and mature food supplemented with chondroitin and glucosamine.
Apart from that, new media have also been central in making product availability and product information and consumer rating available to consumers. Through enhanced product lines being made accessible via internet channels and specialty outlets, distribution has increased to meet demand. Better products' clean-label and organic improvement is also on the rise among urban consumers who are also green-conscious, taking the category even further.
| Attributes | Description |
|---|---|
| Estimated Global Fortified Pet Food Industry Size (2025E) | USD 10.6 billion |
| Projected Global Fortified Pet Food Industry Value (2035F) | USD 18.7 billion |
| Value-based CAGR (2025 to 2035) | 5.8% |
Over the coming several years, the sector will be maintained by increasing diversification of products, functional individualization, and science-based substantiation of ingredient-fact claims=drivers able to alter competitive courses virtually within the next two years.
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The six-month comparative difference of the CAGR comparison between the base year (2024) and the current year (2025) of the global fortified pet food market is as illustrated below.
The differences in performance mentioned here are in terms of notable differences in performance and current trends of revenue realization, thereby informing stakeholders of a better understanding of the direction of growth for the year. H1 is January to June, and the second half, H2, is July to December.
| Particular | Value CAGR |
|---|---|
| H1(2024 to 2034) | 5.3% |
| H2(2024 to 2034) | 5.6% |
| H1(2025 to 2035) | 5.7% |
| H2(2025 to 2035) | 5.9% |
In the first half (H1) of the period 2024 to 2034, the market is expected to grow at a CAGR of 5.3 %, while in the second half (H2), the market is anticipated to grow at a higher CAGR of 5.6 %. In the next phase, from H1 2025 to settling to H2 2035, CAGR will be stable at round 5.7 %. Whereas the industry growth was 30 BPS in the first half (H1) and 20 BPS in the second half (H2).
Tier 1 is ruled by established world-leading companies with deep brand wealth, huge distribution networks, and big R&D expenditure. They have developed over decades of trust, research, and strategic buying.One such company is Nestlé Purina PetCare, which sells nutrient-dense pet foods - such as Purina Pro Plan, which is infused with vitamins, minerals and probiotics. With the latest science in nutrition and international supply bases at their command, Purina boasts various segments of price points.
Mars Petcare also commands Tier 1 and backs superior fortified segments like Royal Canin and Eukanuba with proprietary health requirements such as weight management, joint support, and gastrointestinal health. They also make strong investments in veterinarian partnerships, becoming environmentally friendly, and customized nutritional solutions, backed by leadership no one else enjoys in the marketplace.
Tier 2 are brands that have strong presence in the marketplace but are usually smaller in scale than the Tier 1 flagships. They include Hill's Pet Nutrition, primarily Science Diet and Prescription Diet brands, selling clinically formulated enriched pet foods for managing disease states such as kidney disease or gastrointestinal disease.
Blue Buffalo is another leading Tier 2 player that blends natural ingredients with add-on vitamins, minerals, and antioxidants in its Life Protection Formula offerings. They co-leadership by selling to pet owners who require special, health-oriented formulas. Though they don't have the Tier 1 level of global volume, they have penetration balanced in North America and niche globally. These are category-leading challengers in the fortified space.
Tier 3 consists of niche and emerging players that are making inroads with the launch of organic, holistic, or allergen-free fortified pet food products. The Honest Kitchen, Wellness Pet Food, and Open Farm are making inroads in clean-label nutrition through fortification using probiotics, taurine, and omega fatty acids.
These companies are bogged down by more efficient distribution, relying on direct-to-consumer, subscription clubs, and specialty pet stores. Their innovation edge in keeping up with trends such as grain-free, human-grade, or plant-based recipe baits them in among health-conscious consumers looking for transparency and sustainably sourced ingredients. Despite as big as they keep getting, their overnight success and loyal consumer base position them in Tier 3 player potential.
Understanding Shift in Fortified Pet Food Demand Trends and How Key Brands Are Addressing to This
Increasing Demand for Immune-Boosting Recipes
Shift:Pet owners would like to have products that stimulate the immunity of their animals, particularly senior cats and dogs and breed-sensitive animals. Probiotics, vitamin C, beta-glucans, and antioxidants are ruling the market today in freeze-dried, dry, and wet formats. Immunity support is most sought after today in Japan, Germany, and the USA.
Strategic Response: Hill's Pet Nutrition introduced its "Science Diet" brand with immune-enhancing recipes with clinically proven antioxidants. Royal Canin pioneered breed-formulated dry dog food with added vitamin E and EPA/DHA, and Purina Pro Plan pioneered the inclusion of probiotic-fortified treats for immune and digestive health.
Functional Ingredients for Joint and Mobility Health
Shift:With increasing numbers of aging animals, mobility supplements for hips and joints are growing. Active ingredients like glucosamine, chondroitin, MSM, and omega-3 fatty acids are the most important additions, especially for big breed dogs and aging animals. Western Europe and North America are the biggest drivers of demand.
Strategic Response: Blue Buffalo launched its "Life Protection Formula" containing glucosamine and chondroitin to support the joints. Nutram launched a mobility-focused kibble with green-lipped mussel extract, and Eukanuba redesigned its senior dog brand with omega-3s and turmeric to counteract naturally occurring inflammation.
Fortification of Digestive Health Focus
Shift: Prebiotic, probiotic, and enzyme-supplemented pet food is expanding at a phenomenal rate as they have been linked with digestive as well as immune health. Balance foods for the microbiome are becoming more popular, especially among city canine owners who serve their pets carbohydrate-based or processed diets.
Strategic Response: Purina released FortiFlora formulas with live probiotics and fiber for digestive health support. Chicory root and digestive enzymes were added to Wellness Core Digestive Health, and rice-based highly digestible formulas were released with beet pulp supplementation for digestive support.
Fortification with Cognitive and Mood Enhancers
Shift:Pet owners are now using mind-enhancing age benefits in their pets that are derived from supplements like DHA, L-carnitine, and plant extracts like ginseng and ashwagandha. Stress and mental acuity products are number one sellers with dogs and cats, especially anxious breeds.
Strategic Response: Royal Canin launched "Mature Consult" veterinarian diets fortified with B vitamins and DHA to enhance mental clarity. Honest Kitchen launched stress-reducing chews with chamomile and L-theanine. Nutro's "Ultra Senior" products included coconut oil and antioxidants specifically designed to support brain function in older dogs.
Increased Demand for Ingredients for Skin and Coat Health
Shift:Pet owners of cats and dogs are setting their sights on dermatological and cosmetic health by eating foods that have been supplemented with biotin, zinc, and omega-6 fatty acids. Shedding, dry line coat, and lackluster coat are becoming more prevalent in pet stores and on the Internet.
Strategic Response: Petcurean's "GO! Solutions" line includes omega-enriched foods with flaxseed and salmon oil to promote coat shine and skin hydration. Royal Canin's "Dermacomfort" line includes lower allergen protein sources and linoleic acid. Hill's added sensitive skin formulas with biotin and vitamin A.
Highlight Fortification in Size- and Breed-Nutrition
Shift:It is seeing pet owners selecting enriched food by breed-specific health risk, i.e., calcium balance in large breeds or taurine for heart-sensitive breeds. Enriched size- and breed-specific recipes are gaining acceptance in mature markets and establishing itself in Latin America and Asia.
Strategic Response:Royal Canin introduced its breed-specific fortified portfolio (e.g., Bulldog, Dachshund, Siamese) with a distinct nutrient profile. Size-specific Eukanuba formulas, L-carnitine-supplemented, were introduced to cater to weight stabilization. ProBalance launched taurine-supplemented short, at-cardiac-risk-small breeds (e.g., Chihuahua and Shih Tzus).
Clean-Label Fortification with Natural and Organic Ingredients
Shift:Synthetic additives in nutrient-enriched pet food are growing in resistance. Pet owners, however, are choosing natural or organic bases for vitamins, minerals, and botanics—i.e., ginger, turmeric, and pumpkin. The clean-label trend is strongest in the United States, Canada, and Nordic countries.
Strategic Response: Castor & Pollux brought in USDA-certified organic richer pet food with natural ingredients from sources like cranberries and kelp. Open Farm introduced pumpkin and blueberry supplement wild-caught salmon foods. Stella & Chewy's freeze-dried line now uses naturally derived vitamins in minimally processed raw combinations.
Below table contains the projected growth rate of the leading five countries. These are set to exhibit firm consumption until 2035.
| Country | CAGR (2025 to 2035) |
|---|---|
| United States | 6.2% |
| Germany | 5.8% |
| China | 6.5% |
| United Kingdom | 5.9% |
| Australia | 5.7% |
United States is one of the strongest markets for premium pet food due to high pet ownership rates and increasing demand from pet owners for pet nutrition. Pet owners now seek pet products that will deliver additional health benefits such as healthy digestion, joint care, and immune system. Healthy pet food premium and functional product demand has been driven by pet humanization trend.
Besides, the presence of large pet food firms and well-established distribution, both physical and virtual, enhances convenient access to these foods. Regulatory standards like the Food and Drug Administration (FDA) and Association of American Feed Control Officials (AAFCO) control the safety and quality of pet foods and hence enhance consumers' trust.
With science being developed further in the sermon of merit of enriched companion food and increasing popularity towards active pet care, the market of the United States will still keep on accelerating for the rest of the decades.
Germany remains the highest stimulus in Europe for enriched animal food with support of deep animal possessions along with respect of animals' health. Natural and functional pet food matters most to German pet owners because of their desire to promote health in pets as well as seek food consumption that will support digestion ability, joint lubrication, and overall health.
The nation's extremely strict national system of regulation guarantees high levels achieved in pet foods with customer trust being exceptional. There are many pet clinics, veterinary clinics, and animal convenience ease retail stores.
Supplementing this is the consumption by German consumers of organic and sustainably sourced ingredients. This induces manufacturers to churn out eco-friendly fortified pet food products. Being that the number of pets still continues to expand and pet owners continue to pay attention to concern for health against the pet, the German fortified pet food market can be forecasted to grow considerably.
Demand for fortified pet food is growing in the United Kingdom as pet owners are more and more attempting to provide pets with quality nutrition and prevention. Pet humanization has put pressure on spending on quality pet food with high nutritional value that provides health benefits such as improved digestive health, joint health, and energy.
The UK regulation system led by the Pet Food Manufacturers' Association (PFMA) and the Food Standards Agency (FSA) produces effective and safe pet foods, which gives confidence to the customers. Distribution channel like veterinary clinics, pet shops involved in pets, and the internet is well established and easily accessible to fortified pet food.
Additionally, heightened sensitivity towards the nutrition's contribution to pet health and rising cases of age-related conditions in pets are propelling demand. Due to still being on the growth path and owners also becoming increasingly responsible towards their pet's health, UK fortified pet foods market also has the potential to witness steady growth.
| Segment | Value Share (2025) |
|---|---|
| Online Retailing (By Sales Channel) | 28.6% |
The e-commerce marketplace is witnessing a game-altering surge in the defended pet food sector due to changed consumer purchasing habits, convenience at hand on the internet, and the newest fad of pet health care subscription services. Pet parents, with increasing human lifestyles featuring pet ownership, are demanding ease and personalized health answers-placing digital media center stage as the fast-growing point of sales channel.
Top internet pet retailers such as Amazon, Chewy, Zooplus, and Flipkart have extended fortified pet foods, providing breed-specific, age-specific, and health-condition-specific guidance, value packs, and multi-facet product descriptions to pet owners for nutritionally-enhanced products which are developed by breed, age, and health condition.
Additionally, pet-specialty DTC businesses like The Farmer's Dog, Ollie, and Sundays for Dogs rode this wave with customized diets along with vitamins, prebiotics, and minerals shipped directly to the consumers.
Internet purchasing also increases access to greater variety of quality and specialty fortified cat and dog food, such as grain-free, high-protein, omega-3-enriched, and gut-supportive varieties. These are particularly picked by millennials and Gen Z pet owners of cats and dogs, who care for high-quality ingredients and science-based nutrition while choosing cat or dog food.
| Segment | Value Share (2025) |
|---|---|
| Dogs (By Pet Type) | 61.2% |
Dogs remain the basis of the market for fortified pet food, with life stage-specific formulation of food for puppies, adults, and seniors representing more than half of global industry sales. Underpinning this market leadership is that dogs are the world's most widespread pet animal as well as higher awareness of canine life stage-specific nutritional requirements.
Puppy sub-segment is showing healthy demand in supplemented forms for the definite purpose of immunological growth stimulation, bone growth stimulation, and brain growth stimulation. The supplement is offered in the form of DHA, calcium, colostrum, probiotics, and essential amino acids. Since today's pet owners are looking towards early nutrition as a way to prevent diseases in the future, this sub-segment is showing healthy growth, especially in urban areas.
Adult dog products dominate volume share and customarily are supplemented with nutrients like glucosamine for joint, omega-3 fatty acids for the skin and heart, L-carnitine for weight management, and antioxidants for general health. Competitors now are launching size-specific and breed-specific supplemented varieties to offer more targeted solutions in consideration of size differences among large, medium, and small breed dogs.
The Fortified Pet Food Market has seen a rapid growth due to increasing interest among pet owners towards nutritionally complete diet for their pets. Leading companies in the industry, including Nestlé Purina PetCare, Mars Inc., Royal Canin, and DSM N.V., are pushing the market forward with the incorporation of beneficial vitamins, minerals, prebiotics, probiotics, and functional additives into pet food for overall health, lifespan, as well as various health conditions like joint wellness, digestive health, and immunity.
These are designed to meet the requirements of most of the life stages, breeds, and nutritional needs like omega fatty acid-enriched, taurine-enriched, antioxidant-enriched, and protein-enriched. It is less common for companies to marry science-formulated foods, clinical trials, and partnerships with veterinarians to experiment in a way that fosters trust and allegiance between pet owners and veterinarian professionals.
With growing humanization of pets, upgraded pet food is migrating on more premium, therapeutic, and natural product paths, and manufacturers are striving to be leaders in active innovation in wet food, dry kibble, and freeze-dried forms to optimize palatability and quality of nutrients.
For instance:
The global industry is estimated at a value of USD 10.6 billion in 2025.
The market is anticipated to expand at a compound annual growth rate (CAGR) of 5.8% during this period.
Some of the leaders in this industry include Royal Canin, Nestlé Purina PetCare Company, Mars Inc., Chr. Hansen (Denmark), Koninklijke DSM N.V., DowDuPont, Evonik Industries, Land O'Lakes, Lallemand, Bluestar Adisseo Co., Lesaffre, Alltech, and Others.
North America is anticipated to maintain a significant market share, driven by high pet ownership rates and increased spending on premium pet nutrition.
The market's growth is primarily driven by rising awareness of pet health and well-being, increasing disposable incomes of pet owners, and the demand for pet foods enriched with essential vitamins and minerals.
The Fortified Pet Food industry is segmented into Supermarkets/Hypermarkets, Mass Merchandisers, Pet Food Stores, Veterinary Clinics, and Online Retailing.
As per pet type, the industry has been categorized into Cat (Kitten, Senior), Dog (Puppy, Adult, and Senior), Birds, and Others (Rabbits, Hamsters, etc.).
Form segment further includes Dry, Tablet/Capsule, Powder, Treats and Chews, Liquid, and Gel.
Industry analysis has been carried out in key regions, including North America, Latin America, Western Europe, Eastern Europe, South Asia & Pacific, East Asia, Central Asia, Balkan and Baltic countries, Russia and Belarus, and the Middle East & Africa (MEA).
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Fortified Pet Food Market
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