­­­A Clean Bill of Health – Unleashing Pet Health Trends


Among pet owners, there is a general increase in awareness of health and wellness for their pets. As discussed in Trilogy’s Spotlight On Pet Food Trends post, the humanization of pet products has consumers seeking better-for-you pet foods. Pet owners not only seek nutritious foods and treats for their pets, but now they seek products that offer functional benefits such as anxiety relief, digestion support, and dental health. Like humans, to stay healthy, pets need regular veterinary exams, vaccinations, and parasite prevention as well as weight management, and exercise. For example, pet obesity is on the rise. According to the Purina Institute1, worldwide, studies estimate that up to 63% of pet cats and 59.3% of pet dogs are overweight or obese. Like obesity in humans, it can lead to health problems and disease in pets. Accelerated by the pandemic, mental health conditions and awareness are on the rise for both humans and pets. CBD-infused food and beverages have been emerging in human products and are now appearing in pet products. Pet owners want what’s best for their pets and to keep them healthy. However, keeping pets healthy is becoming increasingly expensive. The cost of pet food is up 25% since 2020, and vet care is now 11% more expensive than in 2022, according to USA TODAY Blueprint2.


To stay healthy, pets need veterinary care, and some pet owners even have pet insurance. According to the Business Research Company3, the pet insurance market has grown from $7.92 billion in 2023 to $9.22 billion in 2024, with a 16.5% CAGR. The total number of insured pets has seen double-digit increases in the last four years, with an average growth rate of 26.6% since 2018, according to the North America Pet Health Insurance Association4.

The American Veterinary Medical Association’s5 (AVMA) 2023 Pet Owner Attitude Survey revealed:

  • 88% of pet owners believe that having a veterinarian physically examine their pet and talk to them in-person is what leads to the best care
  • 79% of pet owners prefer that a veterinarian oversee their pet’s care
  • 76% put their pet’s health and safety above all else as a top priority for veterinary care

USA TODAY Blueprint’s data2 discovered that to keep up with rising pet costs, respondents have cut back spending in a variety of ways:

  • 67% of dog owners have cut back on non-essential items
  • 66% of dog owners have cut back on basic necessities like food and personal health care
  • 62% of respondents have delayed experiences (travel, events)
  • 55% of dog owners have delayed or cut back on veterinary services
  • 50% are feeding their dogs less food or less expensive food
  • 25% of respondents have cut back on treats

For example, recognizing the cost-of-living crisis affects people and pets, Canadian-based pet food brand Wilder Harrier is creating a network of Community Pet Pantries. Struggling families can pick up donated food for their animals at a Community Pet Pantry.


As the term “health and wellness” evolves for humans it also develops for pet owners and how they keep their pets healthy through pet food, treats, and supplements. “Pet parents are seeking formulas that provide specific health benefits to their four-legged companion,” states Lynn Dornblaser of Mintel6.

According to Mintel’s research7:

  • 60% of UK pet food buyers decide whether or not to purchase pet food based on how healthy it is
  • 45% of Brazilian pet owners prefer to buy pet food that is free from artificial ingredients because it is healthier for their pet
  • 33% of U.S. pet food buyers are interested in purchasing pet food that provides anxiety relief
  • Pet food buyers gravitate towards brands that highlight how their products align with their top priorities, such as digestion, muscle, bone and joint support, and skin health
  • Global pet food launches referencing calming benefits account for only 1% of total global launches, while launches referencing a brain/nervous system claim have remained at around 3% of total launches for the last five years

Similarly, NielsenIQ’s research8 found pet food searches for holistic health ingredients and functional health ingredients have increased by double digits year-over-year. The search volume for “calming” pet products has increased by 42% since March 2021, and consumers are also searching for dental and breath health, sensitive stomach, and human-grade options in pet food. According to Jeremy J. Petersen9 of Identity Pet Nutrition, “cat parents are looking for diets that can help provide a solution to common ailments like kidney disease, urinary concerns, IBD, and diabetes.”


Pet parents approach their pets’ health and well-being the same as they do for themselves. Pet owners often use treats to bond or reward their pets’ behavior. For example, 76% of U.S. pet food buyers say that giving treats helps to strengthen the bond with their pet, while 54% of UK pet food buyers give more treats to their pets as a result of the pandemic, according to Mintel10. According to Technavio11, the pet treats market size is expected to increase by $9.10 billion between 2023 to 2028, with a CAGR of 6.57%. Like pet food, pet owners are interested in treats and toppers that promise functional health benefits with functional claims growing in the pet food aisle12. Life stage-specific products are common in pet food and are slowly moving into treats creating new opportunities.

Additionally, the pet supplement market is growing. The global pet supplement market reached $1.3 billion in 2023 and is expected to reach $2.0 billion by 2032, with a CAGR of 5.2%, according to IMARC Group13. Innova Market Insights’ data14 showed new pet food launches recorded a CAGR of 6.8% between 2018 and 2022, with the top performing subcategory being cat and dog supplements, with a stunning 84% growth. According to MarketPlace15, 24% and 22% of pet supplement shoppers consider supplements with “veterinarian-recommended” and “veterinarian-approved” claims to be highly effective, respectively. “Clinically supported,” “veterinarian-formulated” and “science-backed” are also associated with high efficacy. For example, Honest to Goodness™ Plant Snacks check all the boxes. The functional, plant-based dog treats are “formulated with fruits, vegetables, and advanced nutrients. The treats are minimally processed, developed by veterinarians, and focus on specific health conditions in dogs. Each variety contains one to three ingredients at functional levels, a science-based postbiotic and marine microalgae oil.”

To keep pets healthy, pet parents and their pets need nutritional food, treats, and supplements to be palatable. Trilogy’s PAL-tested, high-quality reaction flavors are vegan and human-grade. Our flavors are meatless and do not fall under USDA regulations. Be the cat’s meow and give your pet formulas a leg up. Treat your pets and request samples here.


Consumers are exploring CBD-infused food and beverages for their health and are focused on providing the same for their pets. According to Brightfield Group16, in 2021, the CBD pet product market generated $629 million in sales, nearly 50% more than in 2020. Furthermore, 77% of CBD-related pet products purchased were for dog consumption. Pet CBD is expected to reach $1.1 billion by the end of 202617. In March, the National Animal Supplement Council (NASC)18 published a first-of-its-kind safety study of cannabidiol (CBD) products in healthy dogs by Frontiers in Veterinary Science. According to the study, “various cannabinoids, including CBD, are well-tolerated in healthy dogs over 90 days, with no significant risks at a daily dose of 5mg/kg body weight.” As the CBD industry grows, expect to see the innovation of products and benefits designed for humans to mirror products made for pets.


The human trends happening in individuals’ health journeys are continually evolving. Pet owners will continue to project their personal health and wellness preferences and standards into their pets’ diets like clean labels, plant-based ingredients, CBD-infused, and functional products with specific health benefits. The humanization of pets is also apparent in the amenities that humans have. Restaurants, bars, and delivery services cater to pet owners and their pets by offering pet food menus, customized pet food plans, and experiences. For example, DTC meat and seafood brand ButcherBox launched ButcherBox For Pets. The line features dog food, treats, and custom meal plans formulated with humanely raised, sustainably sourced beef and chicken. The brand announced plans to expand with additional treats, supplements, meal toppers, and a product offering for cats.

Regardless of the products pet owners choose, they need pet food, treats, and supplements to be palatable for their pets. When pets enjoy their food, treats, and supplements, pet parents are reassured that their fur babies are getting the nutritional and functional benefits they need to maintain a long and healthy life. Flavor creation and application for pets is very involved and requires deep knowledge and understanding of the raw materials, products, processes, and testing methods. Flavor is critical when developing a product for palatability testing. Trilogy Flavors understands the complexities of developing flavors for pet food and is here to support the development of your next pet food, treat or supplement. Reach out to collaborate.


  1. https://www.purinainstitute.com/centresquare/therapeutic-nutrition/obesity-in-dogs-and-cats
  2. https://www.usatoday.com/money/blueprint/pet-insurance/cost-of-pet-ownership-2023/
  3. https://www.thebusinessresearchcompany.com/market-insights/pet-insurance-market-2024#
  4. https://www.forbes.com/advisor/pet-insurance/pet-insurance-statistics/#
  5. https://www.avma.org/news/press-releases/new-avma-research-finds-pet-owners-overwhelmingly-prefer-veterinarian-led-care
  6. https://www.petfoodprocessing.net/articles/17871-pet-food-conference-report-emerging-trends-propelling-the-industry
  7. Vlietstra, Kate “The Future Of Pet Food: 2023,” 30, March 2023, Mintel
  8. https://www.petfoodprocessing.net/articles/16200-combining-formats-to-provide-targeted-nutrition
  9. https://www.petproductnews.com/top-trends-to-watch-in-cat-food-and-treats-2024/article_30dc5cea-a12e-11ee-9c36-e35417d3c617.html
  10. Vlietstra, Kate “The 2023 Trends To Watch In Pet Food,” 4, May 2023, Mintel
  11. https://finance.yahoo.com/news/pet-treats-market-size-increase-221500940.html
  12. Owen, John “Treats Can Play A Bigger Role In Pet Health,” 28, September 2023, Mintel
  13. https://www.einpresswire.com/article/693454159/pet-supplement-market-size-demand-top-companies-growth-and-research-report-2024-2032
  14. https://www.innovamarketinsights.com/trends/pet-food-trends/
  15. https://www.petfoodprocessing.net/articles/17295-whats-trending-in-the-pet-supplement-space
  16. https://www.mordorintelligence.com/industry-reports/cbd-pet-products-market
  17. https://blog.brightfieldgroup.com/pet-cbd-market-size
  18. https://www.petfoodindustry.com/news-newsletters/pet-food-press-releases/press-release/15666001/nasc-reveals-new-study

Trilogy Flavors, Inc.