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Fi Europe has published its 2026 pet food trends e-magazine, identifying demand for natural products, pressure to balance protein choices with sustainability, and preventative nutrition as key forces. The report also previews topics planned for the organization’s pet food programming at its upcoming trade show; the full event agenda has not yet been announced.
Fi Europe has published a 2026 pet food trends e-magazine that identifies demand for natural products, the sustainability implications of protein choices, and preventative health support as three forces shaping the sector. The report is aimed at manufacturers, brands, and suppliers, and previews subjects planned for the upcoming Fi Europe trade show.
The report, titled Staying on Top of Pet Food Trends, builds on Fi Europe’s previous Future of Pet Food report and examines eight major trends. The organization highlighted three in its announcement. It says owners’ growing interest in pet health is contributing to demand for foods marketed as natural, including products without artificial additives, preservatives, or fillers. Brands are also expanding raw and freeze-dried options, human-grade recipes, and functional treats associated with needs such as digestion, joint health, and immunity.
A second trend concerns the relationship between protein demand and environmental goals. Fi Europe’s report says owners’ expectations for premium muscle meats can put pressure on approaches that use whole animals and source ingredients through circular models. Alternatives cited include insect-based, fermentation-derived, and hybrid proteins, though the report notes that scaling them remains a challenge. It also says traditional kibble continues to support lower greenhouse gas intensity, without providing a comparative figure in the supplied material.
The third trend is a move toward preventative and condition-specific nutrition, including supplements. The e-magazine says some owners are looking to dietary choices and targeted add-ons to support long-term health and potentially manage veterinary costs. Guy Sandelowsky, co-founder and co-CEO of vet-founded pet food manufacturer Omni, says optimizing a pet’s diet can offer health benefits and potential savings over time. Those are claims presented in the report, not a guarantee that a particular diet or supplement will prevent illness or reduce an individual owner’s costs.
How Nutrition Choices Shape Product Plans
The three themes matter to businesses because they connect consumer expectations with decisions about ingredients, product formulation, sourcing, and marketing. A brand responding to demand for premium or human-grade recipes may need to weigh those preferences against ingredient efficiency and sustainability goals. At the same time, alternatives such as insect and fermentation-derived proteins may offer additional sourcing options, but the report says they face hurdles to scaling.
For pet owners, the report signals that product ranges are increasingly being framed around specific health goals and ingredient preferences. Its publication does not establish that every product marketed as natural, functional, or preventative delivers a particular health outcome. Owners considering a major diet change or supplements should consult a veterinarian, especially when addressing a diagnosed condition or a pet’s individual nutritional needs.
The market forecast cited in the source article adds a commercial reason for industry interest: Future Market Insights estimates the global pet food market could reach $263.8 billion by 2036. That is a forecast, not a current market size or a result demonstrated by Fi Europe’s report. The source material does not give the estimate’s baseline year or explain how much of projected growth is connected to the three trends.
From Last Year’s Report to 2026
Fi Europe describes the new e-magazine as a continuation of its coverage of changes in pet food. The earlier Future of Pet Food report was published last year, while the 2026 edition, Staying on Top of Pet Food Trends, goes further into eight areas affecting product development, consumer behavior, and supply chain strategy. The announcement summarizes three of those areas but does not detail the other five.
The report places the trends against what it calls the humanization of pets: owners increasingly apply their own health-conscious preferences to pet food. Fi Global Insights’ 2025 material is cited as background for that trend. The announcement also attributes the point about premium muscle meats and the challenges to whole-animal utilization to the Pet Sustainability Coalition. These references give context to Fi Europe’s account; the announcement does not provide the underlying studies or detailed methods for assessing the trends.
Fi Europe is a food ingredients event run by Informa Markets. Its upcoming show is expected to feature a Pet Food & Nutrition Hub and a new Pet Food & Nutrition Forum, with sessions, exhibitor showcases, and interactive activities. The organization says the program will further explore sector trends, opportunities, and innovations.
“What we’re seeing is a shift from simply ‘feeding’ pets to actively optimising their health and longevity.”
— Yannick Verry, Fi Events Brand Director at Informa Markets
Evidence Behind the Trend Claims
The announcement does not provide detailed methods, survey results, or market data showing how widespread each trend is, how quickly it is growing, or how the eight trends were selected. It also does not quantify the environmental differences among protein options. The report says novel proteins face scaling hurdles but does not specify their scale or timing.
The $263.8 billion figure is attributed to a Future Market Insights forecast for 2036; the announcement does not state a comparison baseline or explain the forecast assumptions. Claims about health benefits and possible veterinary-cost savings are not quantified in the supplied material. The effect of any food or supplement will depend on the product and the individual animal, and the article provides no veterinary guidance.
Fi Europe Plans Further Sessions
Fi Europe says the upcoming show will expand on the report through its Pet Food & Nutrition Hub and new Forum. Planned formats include panel discussions, fireside chats, exhibitor showcases, and hands-on innovation activities. The organization says full agenda details will be announced in the coming months; it has not provided the schedule in the material available here. The e-magazine is available from Fi Europe for readers seeking the full discussion of all eight trends.
Key Questions
What three trends did Fi Europe identify?
The report highlights demand for natural pet food, protein choices and their sustainability implications, and preventative or condition-specific nutrition, including supplements.
Does the report say novel proteins are already replacing traditional kibble?
No. It says insect-based, fermentation-derived, and hybrid formulations are gaining traction but face scaling hurdles. It also says traditional kibble continues to support lower greenhouse gas intensity; it gives no figures for either point.
When will Fi Europe publish the event agenda?
Fi Europe says full agenda details for the Pet Food & Nutrition programming will be announced in the coming months. The announcement does not give a specific date.
Does the announcement show that supplements prevent illness or reduce veterinary bills?
No. It reports an industry view that targeted nutrition may support health and could offer cost savings over time, but provides no quantified results. Owners should ask a veterinarian about their pet’s diet, supplements, or condition-specific needs.
Source: rss
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