29/06/2026

The Pet Industry's Next Challenge Isn't Innovation, It's Interpretation  

David Protein strongly denied the allegations, stating its labels fully comply with FDA regulations and that critics are misunderstanding how calories are calculated for a fat substitute used in the bars. The lawsuit was eventually dropped.
  Regardless of that outcome, the situation highlights a growing reality in nutrition-focused industries: Consumers are becoming increasingly skeptical of marketing claims, ingredients, brand philosophies, and overall transparency. The implication of this controversy extends far beyond human protein bars. This same tension is rapidly emerging in the pet food and supplement space.
  The pet industry is entering an era in which advanced nutritional science is outpacing consumer understanding. As consumers become more educated about pet nutrition, ingredient sourcing, and manufacturing practices, their expectations around transparency and quality have risen accordingly. However, as innovation accelerates, interpreting increasingly complex nutritional concepts has become more challenging.
  Social media, podcasts, online forums, and influencer content have amplified this complexity. Pet owners have constant access to opinions, experiences, and nutritional philosophies from every direction imaginable. The result is a pet care 'blogosphere' where information spreads fast, regardless of whether it's scientifically sound, completely misunderstood, or flat-out wrong.   The Growing Gap Between Innovation and Understanding
Pet owners are juggling ingredient panels, online reviews, veterinary guidance, advice from retail store associates, marketing claims, and TikTok trends while trying to make the most informed decisions they can. In many cases, purchasing becomes less about sound, science-backed formulation and more about emotion.
  A bag with earthy colors and the word 'natural' slapped across the front can feel more trustworthy than a diet substantiated by decades of feeding trials. Another consumer may completely write off an otherwise excellent product because it contains those damned legumes, which have been demonized without any definitive scientific credence, creating a challenging environment for innovative pet brands.
  This disconnect is important to address as functional ingredients, postbiotics, novel proteins, and targeted nutrition strategies become more common in product development. Many of these innovations offer meaningful benefits, but their value is not always immediately obvious to consumers. For example, postbiotics offer scientifically supported benefits, but many consumers struggle to distinguish them from prebiotics or probiotics. A technically sound formulation does not automatically translate into consumer understanding and trust.
  For many consumers, purchasing decisions are no longer based solely on whether a product is nutritionally complete, safe, or scientifically substantiated. They are increasingly influenced by consumers' beliefs in the brand's philosophy.
  As a result, a product may meet all nutritional and regulatory requirements and still face consumer hesitation if its ingredient panel appears overly complex, heavily processed, or difficult to understand. Likewise, nutritionally beneficial ingredients may struggle to gain acceptance if consumers simply have difficulty pronouncing them.   The Communication Challenge Facing Pet Brands
This creates a difficult balancing act for pet brands. Marketing teams naturally want claims that are emotionally compelling and commercially differentiating, but overly aggressive, poorly substantiated, or loosely defined messaging can create risk. Terms such as 'natural,' 'clean,' 'human-grade,' 'functional,' or even implied health positioning, like using imagery of a senior dog hiking with its owner on the front of a joint health supplement, may resonate strongly with consumers while simultaneously creating regulatory gray areas or expectations the product was never designed to meet.
  At the same time, oversimplified marketing can create its own risks. Claims centered around 'limited ingredient,' 'holistic,' or 'ancestral' nutrition may resonate emotionally with consumers, but they often lack globally accepted definitions. Without careful communication, these claims can unintentionally create confusion around what the product actually delivers.
  Brands must be increasingly careful about the claims and positioning language they bring to market. As seen in the David Protein controversy, even when a company believes it is operating within regulatory guidelines, consumer interpretation and public perception can quickly escalate into reputational damage or legal scrutiny. In today's environment, claims tied to nutrition, ingredient functionality, processing methods, or wellness outcomes are being examined not only by regulators but also by highly engaged consumers, influencers, competitors, and plaintiff attorneys just waiting to sue.   Building Consumer Trust into Innovation
This reality is creating a new challenge for product developers and marketers alike. Consumer research, concept testing, claims validation, and educational strategies are becoming increasingly important components of the innovation process rather than activities reserved for product launch.
  The brands most likely to succeed in the next phase of pet nutrition innovation may not simply be the brands with the most advanced science. They may be the brands that can clearly and credibly explain their science in ways consumers can understand and trust.
  That requires more than just strategic marketing and quippy TikTok posts. It requires alignment between product development, regulatory, nutrition and veterinary expertise, consumer insights, and brand communication from the earliest stages of innovation.   The Next Competitive Advantage
At BSM Partners, we view consumer trust as an essential component of product development rather than simply a downstream marketing function. Scientific innovation is critically important, but it only creates value when consumers can easily identify its purpose, benefits, credibility, and limitations. In many cases, consumer understanding may ultimately determine whether even the most scientifically sophisticated innovation succeeds in the marketplace.
  As the pet industry continues to advance toward more targeted nutritional solutions, brands will likely face increasing scrutiny of claims, transparency, ingredient philosophies, and scientific substantiation. The companies that proactively bridge the gap between innovation and interpretation may ultimately be the ones that build stronger long-term consumer confidence.
  In today's market, scientific excellence is not always enough. Consumers also need to feel informed, empowered, and confident in what they are feeding their pets. Source: BSM Partners

22/06/2026

FEDIAF Elects Greg Van Praagh as New President  

Brussels, 10 June 2026 – FEDIAF, the voice of the European Pet Food Industry, today announced the election of Greg Van Praagh as its new President, following a vote at the Association's General Assembly held in Brussels. Van Praagh, who represents UK Pet Food (formerly PFMA) and is co-founder of Benyfit Natural, succeeds Rosa Carbonell, who has served as FEDIAF President since 2022. The General Assembly also confirmed the full composition of the new Board of Directors, including the appointment of two Vice-Presidents and the election of two new Board members.
  Greg Van Praagh brings extensive experience at the intersection of pet food manufacturing, trade association leadership, and regulatory engagement. A co-founder of Benyfit Natural – a pioneering commercial raw pet food brand now part of the Snellman family – he served as Managing Director and subsequently as Head of UK & Europe at the Real Pet Food Company (RPFC).
  Van Praagh has been a prominent figure in UK and European pet food policy for nearly a decade. He served as Chairman of the Pet Food Manufacturers' Association (PFMA) – now UK Pet Food. During his chairmanship, he spearheaded the rebranding and modernisation of the Association. He has been an active member of the FEDIAF Board of Directors since his election to the Board in 2024.
  'It is a profound honour to be elected President of FEDIAF at such a pivotal moment for our industry. Europe's pet food sector feeds hundreds of millions of beloved animals and supports tens of thousands of jobs across the continent. My focus will be on ensuring that our regulatory environment allows innovation to flourish, that we maintain the highest standards of safety and nutrition, and that we continue to make the compelling case for the important role pets play in people's lives. I am grateful to the members for their trust, and I look forward to building on the exceptional work of my predecessor.'
Greg Van Praagh, incoming President, FEDIAF   Tribute from Outgoing President Rosa Carbonell
Rosa Carbonell, who served as FEDIAF President from 2022 and was re-elected in 2024, concludes her mandate  having led the association through a period of significant regulatory and societal transformation. In a context of increasing complexity, she provided clear, steady leadership, dedicating substantial time, energy and personal commitment to ensuring that FEDIAF remained cohesive, relevant and forward-looking. During her tenure she championed a science-based approach to policy and deepened FEDIAF's relationships with European regulators and civil society.
  'It has been the greatest privilege to serve as President of FEDIAF and to represent an industry that I believe deeply in. Working alongside such dedicated colleagues, member associations and the FEDIAF Secretariat has been genuinely inspiring. I am confident the association is in excellent hands with Greg. He brings passion, deep industry knowledge and a proven track record of effective advocacy. I know he will champion our members with energy and conviction, and I will continue to support him and the entire FEDIAF community in the years ahead.'
Rosa Carbonell, outgoing President, FEDIAF

The FEDIAF Board of Directors expresses sincere gratitude to Rosa for her outstanding leadership, vision and dedication over the past years, that were instrumental in strengthening FEDIAF's role and impact, leaving a lasting legacy for the Association. Rosa will continue to support FEDIAF's work on the Board of Directors as Vice-President.   New Board of Directors
Alongside President Van Praagh, the General Assembly confirmed a Board of Directors that blends continuity with new perspectives. Rosa Carbonell (Nestlé Purina Petcare Europe) takes on the role of Vice-President and Christophe Carlier (Royal Canin, representing the French association FACCO) was confirmed as board member. Dr. Katrin Langner, Managing Director of IVH (the German Industry Association for Pet Supplies), joins the Board as well, while newly elected Robin van den Bruinhorst, Managing Director of Dutch frozen pet food innovator Q-Petfood (representing the Dutch association NVG) becomes vice-President. Source: FEDIAF

18/06/2026

Dog Food Market to Hit $97.4B by 2036 on Premium Nutrition, Functional Feeding, Pet Humanization

As pet owners increasingly prioritize ingredient transparency, veterinary-guided nutrition and functional feeding benefits, dog food manufacturers are investing heavily in premium formulations, advanced processing technologies, sustainable sourcing systems, and application-specific nutrition solutions to strengthen market competitiveness and long-term commercial positioning.
  'The dog food market is expected to favor manufacturers capable of combining nutrition science with reliable safety controls. Brands emphasizing veterinary trust, transparent ingredient positioning, and premium everyday feeding solutions are likely to strengthen their long-term competitive advantage,' notes Nandini Roy Choudhury, an FMI analyst.
Market Drivers and Strategic Shifts   The market's strong expansion is being driven by rising pet humanization, increasing demand for premium canine nutrition, and growing adoption of functional diets designed for digestion, immunity, mobility, and life-stage support.
  Manufacturers are also focusing on ingredient traceability, veterinarian-backed formulations, freeze-dried and fresh-style product innovation, sustainable protein sourcing, and personalized feeding systems to improve product differentiation and customer retention across retail and e-commerce channels.
Key growth drivers include: Rising consumer spending on premium canine nutrition products globally Increasing demand for life-stage and breed-specific feeding solutions Expansion of functional and condition-specific dog food formulations Growing demand for high-protein and animal-derived nutrition systems Rising adoption of freeze-dried, raw, dehydrated, and wet food formats Expansion of pet specialty retail and e-commerce distribution channels Increasing focus on ingredient transparency and clean-label formulations Growing investment in sustainable and alternative protein solutions Rising demand for veterinarian-supported feeding recommendations
  However, the market also faces challenges including raw material price volatility, stringent pet food safety regulations, increasing scrutiny around marketing claims, supply chain traceability requirements, and rising competition across premium pet nutrition categories.   Segment and Regional Insights   Animal-derived sources are expected to dominate the source segment with a 38.2% market share in 2026, supported by strong nutritional value, veterinary acceptance, and rising demand for protein-rich diets across premium dog food applications.
  Meanwhile, pet stores are projected to account for 35.4% share of the sales channel segment in 2026 due to increasing consumer preference for specialist retail guidance, premium product positioning, and personalized nutrition recommendations.
  Kibble and dry food products are projected to maintain strong market leadership in 2026, supported by convenience, shelf stability, portion control efficiency, and compatibility with daily feeding routines.
  Conventional dog food formulations are expected to retain substantial market share due to scalability, affordability, broad retail penetration, and established consumer familiarity across global markets.
  Regionally: The United States remains a leading market driven by premium pet spending and strong veterinary-guided nutrition adoption Germany is projected to expand steadily through increasing sustainability preferences and prepared pet food demand The United Kingdom continues to grow through rising focus on pet wellness and compliant premium formulations Canada is experiencing stable growth supported by increasing pet ownership and functional feeding adoption France continues to expand through strong packaged pet food penetration and mass retail distribution growth
  Countries such as the United States, Germany, the United Kingdom, Canada and France are leading commercialization, premiumization, and advanced canine nutrition adoption across the industry.   Competitive Landscape   The market remains highly competitive, with global pet nutrition manufacturers, veterinary nutrition companies, and specialty pet food brands competing through formulation quality, safety standards, ingredient transparency and retail positioning.
  Key players include Nestlé Purina Pet Care, Mars Petcare, Hill's Pet Nutrition, The J.M. Smucker Company, General Mills, and Colgate-Palmolive Company.
  Competitive strategies are increasingly focused on:
  Expansion of premium and functional dog food portfolios Development of personalized and life-stage nutrition systems Investment in freeze-dried, raw, and fresh-style product innovation Enhancement of ingredient traceability and safety compliance systems Strengthening partnerships with veterinarians and pet specialty retailers Expansion of sustainable and alternative protein sourcing capabilities Source: Pet Age

16/06/2026

The Real Size of the Pet Food Market in Latin America

By Iván Franco

Despite the sector's evident growth, a significant gap still exists between the figures commonly cited in international reports and the market's actual size in Latin America.

Various studies from non-specialized global consulting firms tend to estimate the regional pet food market at around USD 10 to 11 billion. These are frequent figures in aggregated reports based on international databases and broad research methodologies.

However, a closer examination of industry-level operational data suggests that these estimates significantly underestimate the market's true scale. The main reason lies in methodological limitations.

These reports rely on data from modern retail, formal trade channels, or limited secondary sources, leaving out a substantial portion of actual consumption across Latin America.

In the region, the pet food market extends far beyond supermarkets and large retail chains. Traditional channels, regional distributors, independent veterinary clinics, specialty stores, agricultural retailers, wholesalers, and informal distribution networks account for a substantial portion of sales. Numerous local manufacturers and co-packers produce private-label brands for retailers and distributors—many of which are not present on international databases.

When these components are excluded, the result is an inevitable underestimation of the market's actual size; Mexico provides a clear example. Some non-specialized sources estimate the Mexican pet food market at approximately USD 3.5 billion. However, this figure is difficult to reconcile with the operational reality of the sector. For instance, a single retail chain in the country accounts for nearly one-third of that value on its own—suggesting that the total market size is considerably larger when all channels and industry participants are taken into account. Discrepancies become even more evident when analyzing the industrial structure across the region.

Brazil, for example, has one of the largest pet food productions in the world. The country hosts dozens of industrial plants operated by both domestic and international manufacturers, supplying not only the local market but also exports across Latin America. Companies such as PremieR, Adimax, BRF Pet, and Special Dog have developed highly sophisticated production infrastructures, with capacities that exceed the needs of several regional markets.

When estimated production and consumption volumes across the region's key markets—including Brazil, Mexico, Argentina, Chile, Colombia, Peru, Ecuador, Central America, and others—are aggregated, the true scale of the Latin American market becomes much more evident.

According to an analysis conducted by Triplethree International, based on primary market research, species-level consumption modeling, industrial capacity assessment, and competitive structure by brand, the Latin American pet food market reached approximately 9.25 million tons in 2025.

Assuming an average regional price of around USD 3/kg at the point of sale, the total market value is estimated at approximately USD 30 billion. This positions Latin America as one of the most relevant pet food markets globally, far exceeding many of the estimates published in secondary reports
A Market with Strong Potential
Beyond its absolute size, what makes the Latin American market particularly compelling is its heterogeneous structure and growth potential.

Unlike mature markets—such as the United States or Western Europe—where the pet food sector is highly consolidated and dominated by a small number of multinational corporations, Latin America presents a unique combination of global players and highly competitive regional manufacturers.

Mars, Nestlé Purina, and ADM are examples of multinational companies that coexist with local companies and have established strong leadership positions in specific markets. In countries such as Brazil, Chile, Argentina, and Peru, regional players have developed solid brands and distribution networks that compete directly with major international groups.

This industrial ecosystem creates a highly dynamic environment, where market shares can shift rapidly as consumer preferences evolve and companies adjust their expansion strategies.

Another key driver of growth is pet humanization, a trend increasingly visible across the region. An increasing number of households are treating dogs and cats as family members, willing to invest in nutrition, health, and overall well-being. This cultural shift is driving the expansion of higher value-added segments, particularly in categories such as functional foods, specialized diets, premium nutrition, and veterinary products.

At the same time, the expansion of modern retail, the growth of e-commerce, and the professionalization of specialized channels are transforming how consumers access pet food products.

These factors position Latin America as a market that is expected to continue growing steadily over the next decade, both in volume and value.
The Importance of the Accurate Measure of the Market 
Understanding the true scale of the market is essential for manufacturers, investors, and industry operators seeking to evaluate expansion opportunities in the region.

Beyond the numbers, the future of the pet food sector in Latin America will depend on companies' ability to accurately interpret the complexity of distribution systems, local competitive dynamics, and evolving consumer preferences.

In this context, having estimates based on primary research and models tailored to the Latin American reality is critical to understanding where one of the world's most dynamic—and still underanalyzed—pet food markets is heading. By Iván Franco
Source: All Pet Food Magazine

08/06/2026

Innovafeed Successfully Scales Up Operations and Enters a New Phase of Development Backed by a €51 Million Funding Round  

A pioneer in Europe's green industrial transition, Innovafeed has successfully completed the necessary steps to take an innovation from the laboratory bench to an industrial and commercial reality.

Since its inception, Innovafeed has been driven by a clear ambition: to develop local, sustainable, and high-performance ingredients to meet the growing needs of animal nutrition. To build this new industry, the company has invested massively in its large-scale technology and in demonstrating the performance of its products across all its markets.
  Following the last funding round in 2022, the company has achieved three major milestones:
  Industrial maturity: its Nesle production unit is now fully operational. In three years, it has already produced over 15,000 tons of protein and oil; production volumes have increased tenfold, while production costs have been divided by seven. The scale achieved, critical for product competitiveness, is unprecedented in this sector and is currently three times larger than the world's second-largest player.
  Strong commercial traction: revenues have doubled each year, driven by structured partnerships with clients who value the nutritional performance and functional benefits of the Hilucia™ product range.
  Demonstrated environmental impact: thanks to the circularity of its world-unique industrial symbiosis model, the products deliver a -70% to -90% reduction in carbon emissions compared to conventional products.
  'Innovafeed's products represent one of the key solutions for more sustainable and high-performing aquaculture. After many years of studying the benefits of this raw material in the nutrition of sea bass, sea bream, and trout, we have made the decision to use these new ingredients on a very broad scale. This scale-up is made possible today by Innovafeed's technological breakthrough, which is currently the most advanced in Europe.'
Fabio Brambilla Ph.D., Nutritionnist at NaturAlleva
  'The pet food market continues to evolve towards ingredients that deliver both sustainability and functional benefits. Innovafeed's latest funding round provides a strong platform to accelerate innovation and create new opportunities across the value chain.'
Detmar Barneveld, Commercial Manager at Vobra Special Petfoods
  'Innovafeed's ingredients form the core of our hypoallergenic dog food recipes. The performance and stability of Innovafeed's products are essential to sustain our strong growth.'
Basile Laigre, CEO and cofounder of Réglo   A reconfiguration underway driven by industrial maturity and preparing for the next phase
Following an intense phase of R&D and industrial development that successfully cleared critical operational maturity milestones, the company is embarking on a new stage of its growth. In this context, it is initiating a reorganization of its activities, specifically the reduction of zootechnical R&D activities and their integration from its historical Gouzeaucourt site into the Nesle facility. A project involving the reduction of 60 positions is planned, two-thirds of which affect the Gouzeaucourt site.
  This evolution of the organization will be carried out with dedicated support for the employees concerned, within the framework of close social dialogue with the Social and Economic Committee (CSE) of the company and the competent authorities.   Innovafeed focuses its new phase on commercial development and product innovation
In its new phase of development, the company will redirect its investments toward commercial deployment and operational excellence. The new financing operation will specifically enable Innovafeed to:
  Accelerate the commercial development of the Hilucia™ ranges, particularly within the functional segments of aquaculture and pet food;
  Invest in industrial equipment and processes in order to develop new offerings and applications;
  Optimize the industrial asset base to increase the performance and capacities of the production lines.
  Confident in the solidity of Innovafeed's industrial model, its growth trajectory, and the potential of its ingredients to meet the long-term challenges of the agri-food sectors, the operation received very broad support from its historical shareholders, notably Creadev, QIA, Temasek, FFC, ABC Impact, and ADM, as well as its banking partners.
  'Over the past five years, Innovafeed has won its industrial bet and developed a world-unique asset: a fully operational large-scale production facility that enables highly optimized production of ingredients with functional properties that are valued by pet food and aquaculture players.'
Bénédicte Monpert, Food Managing Director at Creadev
  'Since day one, we have carried a dual ambition: to demonstrate that we can produce high-performing, competitive, and sustainable ingredients for nutrition without relying on the intensive exploitation of marine resources; and that it is possible to build an innovative industrial project in France. The successful scale-up of our industrial model marks a major milestone for Innovafeed today and opens up a new phase of commercial deployment. Innovafeed is now focusing its efforts on accelerating the development of value chains for its ingredients, capturing the full value of their multiple functional properties improving animal health and growth, which have been validated and proven for ten years now.
  We must also adapt our organization to this new phase by reducing industrial and zootechnical R&D activities, while continuing to invest alongside our customers to demonstrate functionalities and performance of our products. The talents who made up our R&D and industrial teams enabled us to reach unprecedented milestones in the sector. While we must take demanding measures to adjust our organization to this new phase, we are deeply committed to recognizing the dedication of our teams over the past years and to implementing this transformation plan responsibly, in full respect of social dialogue and in close connection with local authorities.'
Clément Ray, CEO and cofounder of Innovafeed
  As global food systems face mounting pressure to reduce dependence on marine resources, Innovafeed's proven model offers a commercially viable and scalable answer. The next chapter has begun. Source: Innovafeed