The natural pet food market comprises pet nutrition products made with minimally processed, high-quality, and preservative-free ingredients, often free from artificial flavors, colors, and synthetic additives. It caters to health-conscious pet owners who prioritize holistic, organic, grain-free, and raw food options for dogs, cats, and exotic pets.
The market is driven by rising pet humanization, growing awareness of pet wellness, demand for transparency in ingredient sourcing, and the proliferation of premium and clean-label pet food brands.
In 2025, the global natural pet food market is projected to reach approximately USD 15,276.8 million, with expectations to grow to around USD 23,052.0 million by 2035, reflecting a Compound Annual Growth Rate (CAGR) of 4.2% during the forecast period.
Key Market Metrics
| Metric | Value |
|---|---|
| Market Size in 2025 | USD 15,276.8 Million |
| Projected Market Size in 2035 | USD 23,052.0 Million |
| CAGR (2025 to 2035) | 4.2% |
This strong growth reflects a widespread shift toward natural and functional nutrition, reinforced by the expansion of specialty pet stores, e-commerce pet care platforms, and the increased willingness of consumers to invest in high-quality, vet-approved pet diets.
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North America leads in dollar share, with the USA and Canada also showing an advanced use of premium pet food spend, recognition of ingredient transparency and willingness to adopt organic and grain-free formulas. Fueling growth are subscription-delivery services, increasing veterinarian endorsement, and DTC (direct-to-consumer) pet health brands. “They are moving away from dry kibble to freeze-dried, air-dried, and fresh-cooked structures.
Europe is a well-regulated and eco-aware market with Germany, the UK, France and Scandinavia leading the way in natural, domestic and non-GMO pet food. EU directives on pet food use additatives and markings come along with clean-labeling and the rise of support for vegan and insect-based pet proteins. Pet owners are aligning pets’ diet with their own and health concerns.
The Asia-Pacific is anticipated to be the fastest growing region with countries like China, Japan, South Korea, and Australia driving the growth due to soaring pet adoption rates, growing urbanization, and rising disposable incomes. Imported brands, private domestic labels, and increasing understandings of pets' allergies and sensitivities drive pet food premiumization in Asia. There is also increased demand for human-grade, vet-formulated, and functional pet treats.
Challenges
Supply Chain Complexity and Label Ambiguity
Such approach is supplemented by some indispensable natural components which are directly affect natural components are widely used in the natural pet food market and the only natural pet food market is constrained by ingredient availability, particularly for free range, hormone free, or organic animal protein, which is more costly and less scalable. Shorter shelf lives of preservative-free formulas and storage sensitivity also pose logistical challenges, particularly for online retailers and emerging DTC brands.
Opportunities
Humanization of Pet Diets, Ingredient Transparency, and Functional Nutrition
Meeting this and inspired by the humanization of pets, owners are leading towards a view where animals are part of the family, leaving a demand in natural, transparent and nutritionally specific food. New entries in limited-ingredient diets, ancestral raw blends, and plant or insect proteins are changing the world.
Functional benefits in natural product formulations are becoming the core differentiators as consumers become more aware of gut health, joint support, skin sensitivity and allergen management. Sustainable sourcing, recyclable packaging, and certified organic/biodynamic statements also speak to the values of today’s contemporary pet parent.
Between 2020 to 2024, the category gained momentum, driven by demand for grain-free, premium, and fresh-frozen options from millennial and Gen Z pet owners, often supported by DTC subscription models and veterinarian-endorsed branding. The category was, however, under fire for unproven health claims and from the F.D.A. for investigating boutique grain-free diets linked to canine D.C.M. (dilated cardiomyopathy).
From 2025 to 2035, the market will evolve on AI-personalized, sustainability-driven, and functionality-driven natural nutrition platform by leveraging DNA-dedicated pet health applications, vet-moderated personalization and carbon-neutral ingredients. Pet foods will increasingly mirror human clean-eating trends, fusing science-backed formulation with ethically-sourced ingredients.
Market Shifts: A Comparative Analysis 2020 to 2024 vs. 2025 to 2035
| Market Shift | 2020 to 2024 Trends |
|---|---|
| Regulatory Landscape | Compliance with AAFCO, EU Feed Regulation 767/2009, and “natural” claim guidelines |
| Technology Innovations | Growth in fresh-frozen, air-dried, and grain-free formulations |
| Market Adoption | Strong in urban pet parents, premium retail, and online channels |
| Sustainability Trends | Focus on organic meats and plant-based protein alternatives |
| Market Competition | Led by The Honest Kitchen, Blue Buffalo, Wellness, Open Farm, Stella & Chewy’s, Nature’s Logic |
| Consumer Trends | Demand for clean ingredients, protein variety, and grain-free options |
| Market Shift | 2025 to 2035 Projections |
|---|---|
| Regulatory Landscape | Introduction of standardized global definitions for “natural,” functional, and therapeutic pet nutrition |
| Technology Innovations | Rise of precision nutrition, microbiome-optimized diets, and AI-formulated natural blends |
| Market Adoption | Expansion into veterinary clinics, grocery private labels, and subscription-based hybrid diets |
| Sustainability Trends | Growth in regenerative agriculture-sourced ingredients, insect protein, and zero-waste packaging |
| Market Competition | Entry of personalized pet food platforms, climate-positive startups, and vet-tech DTC brands |
| Consumer Trends | Rise of function-led feeding (gut health, cognitive support, allergies), real-time diet tracking, and veterinarian-integrated delivery |
Several industries have been in close proximity to the United States natural pet food market, ranging from surging trend of pet humanization to the preference of consumers for clean-label, grain-free, and minimally processed food products. Pet owners are sought by pet foods syntactically by human wellness and organic consumption, in the absence of any artificial additives, preservatives, or fillers.
Pet e-commerce, premiumization and pet-specific health conditions (allergies, gut health, aging) are all leading to increased demand for high-quality natural products, including freeze-dried raw, cooked gently and fresh refrigerated.
| Country | CAGR (2025 to 2035) |
|---|---|
| USA | 4.5% |
The UK natural pet food market is growing as more and more people become aware about pet nutrition and eco-friendliness. Consumers are embracing natural pet food made from locally sourced ingredients, organic meat, and alternative proteins like venison and duck.
As well as high-end offerings in supermarkets and pet specialty outlets, are helping to make natural diets mainstream. Sourcing transparency, recyclable packaging and subscription delivery services also influence purchasing habits.
| Country | CAGR (2025 to 2035) |
|---|---|
| UK | 4.0% |
The EU natural pet food market is maturing reflecting growing demand for species-specific diets and functional ingredients, particularly in Germany, France and the Nordics. EU laws encouraging clear labelling of ingredients and sustainability are keeping pace with stronger consumer demands.
Demand for grain-free, organic and high-meat-content diets is growing. Pet food companies are shifting to insect protein and plant-based foods to accommodate environmentally-minded owners.
| Country | CAGR (2025 to 2035) |
|---|---|
| EU | 3.9% |
The Japan natural pet food market is experiencing very gradually with the growing pet population in the country and rising demand for nutritional, additive-free food. Pet owners want human-grade ingredients, rice-based diets, and fish proteins specifically tailored to meet the sensitivities of toy and small breed digestive systems.
Portion control convenience, vacuum-pack freshness, and the provision of functional ingredients such as glucosamine and omega-3s are primary drivers of the market.
| Country | CAGR (2025 to 2035) |
|---|---|
| Japan | 4.2% |
The South Korean natural pet food market is impacted positively due to increasing pet ownership, the influences of "pet parenting," and demand for premium, wellness-based diets. Urban pet owners are increasingly opting for holistic, minimally processed foods that come with clear origin and ingredient certifications.
The market is also benefiting from K-health trends that are being adapted to pet nutrition - gut health, immune support and anti-inflammatory properties from natural ingredients including herbs and probiotics.
| Country | CAGR (2025 to 2035) |
|---|---|
| South Korea | 4.3% |
| Segmentation Type | Market Share (2025) |
|---|---|
| Dogs | 53.1% |
Dogs will account for an incredible 53.1% of the market for natural pet food in 2035 due to the size, frequency of feeding, health complications, and the inherent emotional bond between dogs and their owners.
Pet owners view dogs not merely as animals, but friends, protectors, and emotional anchors. Such attachments motivate spending on premium level food that supports not just longevity but also vitality, immunity and cognitive sharpness.
Canine nutrition needs seem to play a part in the natural pet food market gap. Dogs, especially large breeds, require significantly more caloric intake than smaller animals. Whether the dog is a couch potato in a city apartment or a mountain climber in the country, owners are more conscious than ever of tailoring diets to specific energy requirements. Natural pet food, featuring whole ingredients, clean animal proteins and no chemical preservatives, is the diet of choice for these roaming, sensitive companions.
Market indicators suggest that dog owners tend to be more willing to spend on premium, organic and limited-ingredient types of food that mirror their own eating habits. As humans’ eating habits have shifted to non-GMO, gluten-free and minimally processed foods, so too have dogs’ - often as an extension of the owner’s identity and health philosophy.
Slathering on flaxseed for skin health, sprinkling turmeric to reduce inflammation, and adding probiotics for digestive health are becoming de rigueur in natural dog foods. The customer is no longer just shopping for pet food-they’re asking for functional nutrition that will support health and well-being.
And the introduction of breed-specific formulations has taken that trend of personalization a step even further. From French bulldogs with digestive troubles to German shepherds more prone to arthritis, brands now offer specially targeted natural remedies that reflect scientific insights into breed-specific nutritional needs.
This pinpoint model strengthens brand affinity and delivers consumer confidence that tolerates nothing generic. These bespoke potions are sold at premium prices, thus raising average revenue per user, and underlining the economic salience of the dog category.
Another contributing factor for this market domination is the growing occurrence of health problems found in dogs, most caused by low-grade food or allergens. Synthetic additives, fillers, and over-processing are increasingly associated with canine obesity, food intolerance, diabetes, and autoimmune diseases. As such, it is common for veterinarians, pet nutritionists and others to recommend natural pet food products to pet owners to help them avoid or reverse chronic disease.
It is veterinary professionals who drive adoption most widely - in regions like North America and Western Europe where there already exists a strong animal health infrastructure and preventative treatment receives emphasis.
Cats, by contrast though valuable to the market occupy a smaller share, because of lower daily caloric needs, solo feeding habits and more picky palates. The cat market is growing, particularly in urban markets and with younger owners, but to a degree that might equal dog intensity and consumption volume only at the same post-war value level wouldn’t come anywhere close.
Sub segments to the major dog category include puppies and older dogs, which play ancillary roles in total market value through tailored formulations. Adult dogs drive the bulk of volume, given their base of population and daily food consumption.
Overall, there’s no doubt that the natural pet food sector will still be dog-centric by both biological necessity and due to the interaction of richer consumer attitudes, product innovation and convergence of human and pet health trends. Dogs’ emotional and physical demands have shunted them to the forefront of family spending, securing for them a far broader market share than any natural pet food category through much of the next decade.
| Segmentation Type | Market Share (2025) |
|---|---|
| Dry Pet Food | 46.9% |
Dry pet food will still account for the largest product type of the natural pet foods, commanding a 46.9% market share. Its sustained popularity doesn’t come simply from the weight of previous performance or ease of use, but rather from the category’s renewal through an evolving ideas, reformulations, and reining in to changing nutritional knowledge. Once viewed as a product of convenience, dry pet food has reshaped its image as a health-conscious selection of shelf-stable, nutrient-dense, and eco-sensitive pet feeding options.
The primary advantage of dry natural pet food is that it is easy to use. For consumers, especially to busy people and multiple pet owners, the dry food offers convenience in storage, a long shelf life, and versatility in serving sizes. These traits add up to a practical, if also strategic, selection, ideal for long range budgeting, easy auto reorder via online shopping, and controlled feedings in pets with specific diet constraints.
Producers have capitalized on this opportunity by investing in preservation technologies that retain their nutritional content with the help of artificial preservatives. High-end dry food manufacturing are adopting low-temperature extrusion, air-drying, and cold-pressing as the new normal.
Such technologies allow you to maintain protein bioavailability, vitamin concentration, and enzyme activity with a crunchy, palatable texture. These dry forms are a delight for both pet and the consumer with their nutritious meals that are safe, stable and fit for easy use.
One of the most notable evolutions in dry pet food is its alignment with ingredient transparency. Modern dry formulas boast whole, real meat in the number one position, followed by superfoods such as blueberries, kelp, pumpkin, and chia seeds.
Limited ingredient diets and novel proteins such as bison, duck, or venison are designed for pets with allergies or intolerances. Such rewordings are part of the broader clean-label trend sweeping the human food space, and dry pet food companies have responded enthusiastically to this consumer appetite.
Dry food also has a key role to play in preventative pet health. The bulk of formulas are designed with functional nutrition in mind addressing concerns like joint care, digestive care, skin disease, and weight. Oral health is also in the crosshairs; crunchy kibbles are formulated to help reduce plaque/gum disease, giving dry food a distinct leg up on wet and softer options. This functional health edge resonates with pet parents who would prefer not to wait until something goes wrong to treat it, instead desire to proactively address their pets’ health much like how we humans do!
Sustainability has cemented that place for dry food, too. Dry foods typically take less energy to produce and transport, especially when in bulk sizes, reducing their carbon footprint. Despite their often reduced plastic usage, compostable packaging and reseal ability.
these innovations in packaging have not come at the cost of functionality they use the same high specification containers as before. These innovations also appeal to the environmentally conscious values of consumers, particularly millennials, who represent a large percentage of pet product buyers today.
Dry pet food offers a stronger value compared to canned or wet food, both for new and repeat pet owners. Although wet food is high in moisture content and very palatable, it is often overshadowed by its higher price point per serving, shorter shelf life once opened, and bulkier packaging.
And it's used usually only for elderly pets or pets with hydration issues, so it's a more specialized segment.” Treats and snacks, while growing rapidly, have a similar function of being add-on, not cars, and thus can’t challenge dry food on either the quantity or purchase frequency front.
Another significant contributor to the popularity of dry natural pet food are endorsements by veterinarians. If "dry" diet is recommended by veterinarians for weight control and controlled feeding the owners stick to it religiously. Such a level of trust leads to brand loyalty and prevents market fragmentation.
The reason dry pet food has come to dominate the natural category is because it manages to masterfully balance convenience, nutrition, innovation, and sustainability. It forms the essential substrate of pet feeding habits in homes across the planet, while also changing enough to remain in step with the latest ingredient sourcing trends, processing technology advances, and health optimization. With pet food leaning toward personalization and function, dry food will be a keystone for everyday nutrition excellence built up over time.
The natural pet food market is broadening analysis of pet humanization & the bespoke product offering in conjunction with rising conscious awareness of pet well-being. Consumers are shunning traditional kibble in favour of high-protein, preservative-free, limited-ingredient, holistic diets.
Market Share Analysis by Key Players
| Company/Organization Name | Estimated Market Share (%) |
|---|---|
| Mars Petcare Inc. | 18-22% |
| Nestlé Purina PetCare | 14-18% |
| The J.M. Smucker Company | 12-16% |
| Champion Petfoods LP | 10-14% |
| Wellness Pet Company | 8-12% |
| Others | 26-32% |
| Company/Organization Name | Key Offerings/Activities |
|---|---|
| Mars Petcare Inc. | In 2024, Mars expanded its Nutro™ and Crave™ brands with grain-free, non-GMO protein blends using responsibly sourced chicken and venison, targeting urban dog owners in North America and Europe. |
| Nestlé Purina PetCare | In 2025, Purina launched Beyond Simply™ Organic Line, a USDA-certified range of organic dog and cat foods, including plant-based proteins and prebiotic fiber for digestive health. |
| The J.M. Smucker Company | As of 2023, Smucker enhanced its Rachael Ray Nutrish® Zero Grain and Just 6 product lines with no artificial colors or poultry by-products, aiming at value-conscious natural pet parents. |
| Champion Petfoods LP | In 2023, Champion expanded its Orijen and Acana freeze-dried raw and regional meat-based natural diets, emphasizing biologically appropriate nutrition and traceable ingredients. |
| Wellness Pet Company | In 2024, Wellness debuted its CORE RawRev™ and Bowl Boosters™ - high-protein kibble combined with freeze-dried raw pieces and bone broth for enhanced palatability and gut health. |
Key Market Insights
Mars Petcare Inc. (18-22%)
Mars leads the natural pet food market through brands like Nutro, Crave, and Sheba Naturals, offering grain-free, minimally processed, and human-grade ingredients.
Nestlé Purina PetCare (14-18%)
Purina is investing heavily in natural and organic product lines, combining veterinary science with clean-label formulations, particularly in its beyond and Pro Plan Naturals portfolios.
The J.M. Smucker Company (12-16%)
Smucker addresses mainstream and premium demand with natural dry and wet pet food, maintaining affordability through Rachael Ray Nutrish® and Nature’s Recipe.
Champion Petfoods LP (10-14%)
Champion dominates the high-end biologically appropriate pet nutrition category with protein-rich, carb-restricted natural diets under its flagship brands Orijen and Acana.
Wellness Pet Company (8-12%)
Wellness targets pet parents focused on digestive and immune health, offering grain-free, raw-infused, and functional ingredient blends like Wellness CORE and Simple Limited Ingredient Diets.
Other Key Players (26-32% Combined)
The overall market size for natural pet food market was USD 15,276.8 million in 2025.
The natural pet food market is expected to reach USD 23,052.0 million in 2035.
Rising pet humanization trends, increasing awareness of pet health and nutrition, and growing preference for clean-label, organic pet food will drive market growth.
The top 5 countries which drives the development of natural pet food market are USA, European Union, Japan, South Korea and UK.
Dry pet food expected to grow to command significant share over the assessment period.
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Natural Pet Food Market
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