Beyond Dry Food: Functional Additives in the Pet Food Market

The answer is in the intersection between nutritional science, consumer behavior, and market strategy. 

What Do Pet Owners Value?

The increase in pet humanization has transformed pet owners' view about food. Nowadays, they not only look for satiety but also for disease prevention, healthcare, and well-being promotion, which reflects the concern about their own nutrition and health. 
 

This behavior shift is confirmed by Hobbs Jr. and Anderson (2024), who studied which healthy properties claims add value to consumers. Pet owners are willing to pay more for certain benefits, according to the authors of a study on nearly 1,600 dry dog foods.
 

The statement 'allergy relief' showed a surcharge of up to 22.7%. 'Digestive health' and 'sensible skin' also correlate with more perceived value. Generic terms such as 'vitamins and minerals' or 'dental care' were associated with a lower willingness to pay, indicating that they are perceived as basic attributes rather than differentiators. This data offers a strategic orientation for the industry—clear and specific claims with visible benefits are more valuable and explain premium positioning.

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Customized Additives: New Science and Technology Transforming the Pet Food Industry

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Functional Additives Applications in Canine and Feline Food

Functional statements that go beyond marketing are backed up by proven efficacy ingredients.
 

Additives have always been an integral part of formulations from technological and sensorial goals to nutritional and zootechnical purposes. However, its function has shifted: in fact, it has become a strategic tool for differentiation and commercial value.
 

Prebiotics, natural antioxidants, essential fatty acids, and others were increasingly added to formulations both for their technical functionality and their commercial appeal. Among them, ingredients with functional effects stand out in gut health, e.g., mannan oligosaccharides (MOS), fructo-oligosaccharides (FOS), and beet pulp.
 

According to Singla and Chakkaravarthi (2017), prebiotics such as inulin and FOS are non-digestible fibers serving as substrates for beneficial gut bacteria (Bifidobacterium and Lactobacillus). Classic studies highlight their benefits:
 

• Balance in gut microbiota (Gibson y Roberfroid, 1995).
• Better mineral absorption, such as calcium and magnesium (Scholz-Ahrens et al., 2007).
• Immune response modulation (Lomax and Calder, 2009).
• Reduction of inflammatory compounds in the colon (Slavin, 2013).
   

MOSs are functional carbohydrates extracted from yeast cell walls, mainly from Saccharomyces cerevisiae. These compounds serve as allies in gut health as they prevent pathogenic bacteria from adhering to the mucosa. MOS are in the binding site of epithelial cells to prevent the adhesion of harmful microorganisms, a mechanism known as competitive exclusion. In addition to the protective effect, MOSs stimulate defense cells (macrophages) by exceeding mannose receptors in glycoproteins of the cell surface (Macari and Maiorka, 2000; Strickling et al., 2000).
 

Beet pulp is a fermented fiber, rich in soluble and insoluble fiber. It contributes to the balance of gut microbiota, enhances fecal consistency, and improves bowel transit. Moreover, its partial fermentation in the colon generates short-chain fatty acids (SCFAs), such as butyrate, which serve as an energy source for colonocytes and contribute to the intestinal mucosa integrity (Swanson et al., 2002).
 

The statements 'enhance digestive health' or 'balance of intestinal flora' are credible when included in ingredient formulations, such as inulin, FOS, MOS, and beet pulp. The connection between functionality and labeling is essential to building confidence and perception of real value.

From the Ingredient to the Positioning in the Market

Brands face the challenge of identifying technical complexity in clear, attractive, and accessible messages. 
 

Instead of mentioning 'inulin' in the list of ingredients, it is better: 'natural prebiotic fiber of chicory roots that promotes gut health.'
 

This approach trains the consumer and strengthens the legitimacy of the functional statement. Functional ingredients not only must be listed but also must be perceived and valued as differentiators.
 

Other relevant examples:
 

• Omega-3 (fish oil and linseed): Related to dermis health, coat shine, and joint well-being.
• Vitamin E and selenium: Natural antioxidants that strengthen the immune system.
• Glucosamine and chondroitin: Usually present in food for senior dogs or big breeds, which support their beneficial effect in joints.

The Pillars of their Commercial Efficacy

• Science-based functional ingredients with an effective dose proven by studies.
• Clarity and transparency in the communication of their benefits.
• Alignment between their value proposal and price positioning.

Opportunities in a New Scenario

The search for healthier, specific, and functional food is no longer a trend—it is the standard in the pet food market.
 

In an increasingly competitive market, brands successfully combining science, formulation, and an effective communication strategy will be better positioned to address a more demanding and informed consumer.
 

Prebiotics and other functional additives, when used with technical expertise and purpose, can make dry food a real tool for the health and well-being of dogs and cats. The market is open to brands that offer more than nutrition: those that build trust.
 

Ideal labeling goes beyond attractive promises. It must convince consumers by presenting a science-aligned list of ingredients that support each statement. By bridging the gap between formulation and transparent communication, the industry evolves in promoting a longer and healthier life for pets.
 

By Marcos Borges S. Rosa, Marcela Lobo N. Lima, and Erika Stasieniuk
Source: All Pet Food Magazine
 

About the authors
Marcos Borges S. Rosa is a zootechnician with a postgraduate degree in canine and feline nutrition, and a master's in veterinary science from UFU (Federal University of Uberlândia). He offers in-person and online nutritional services for dogs and cats. Contact: www.marcosnutripet.com | Instagram: @marcosbsrr

Marcela Lobo N. Lima is a veterinarian with a postgraduate degree in canine and feline nutrition from Unyleya and works in formulation. Contact: marcela.nasc21@hotmail.com | Instagram: @marcelanasc

Erika Stasieniuk is a zootechnician with a doctorate in canine and feline nutrition from UFMG. She is the founder of SFA Consultoria and works as technical consultant in the development of pet food and ingredients. Contact: erika_stasieniuk@sfa-consultoria.com | Instagram: @erikastasieniuk
 

References
Gibson, G. R., e Roberfroid, M. B. (1995). Dietary modulation of the human colonic microbiota: introducing the concept of prebiotics. The Journal of Nutrition, 125(6), 1401–1412.
Hobbs Jr., L., e Anderson, A. (2024). Assessing Price Premiums of Health and Wellness Product Attributes in Pet Food: Implications for Product Positioning and Marketing Strategies.
Lomax, A. R., e Calder, P. C. (2009). Prebiotics, immune function, infection and inflammation: a review of the evidence. British Journal of Nutrition, 101(5), 633–658.
Singla, V.; Chakkaravarthi, S. (2017). Applications of prebiotics in food industry: A review. Food Science and Technology International 23(8) 649–667. DOI: 10.1177/1082013217721769.
Macari, M.; Maiorka, A. Função gastrintestinal e seu impacto no rendimento avícola. In: CONFERÊNCIA APINCO'2000 DE CIÊNCIA E TECNOLOGIA AVÍCOLAS, 2000, Campinas.
Scholz-Ahrens, K. E., et al. (2007). Prebiotics, probiotics, and synbiotics affect mineral absorption, bone mineral content, and bone structure. The Journal of Nutrition, 137(3 Suppl 2), 838S–846S.
Slavin, J. (2013). Fiber and prebiotics: mechanisms and health benefits. Nutrients, 5(4), 1417–1435.
Swanson, K. S., et al. (2002). Fruit and vegetable fiber fermentation by gut microflora from canines. Journal of Animal Science, 80(10), 2725–2734.