ADM finds China and Mexico lead global pet longevity nutrition demand
Key takeaways
- ADM research finds strong global demand for pet longevity nutrition, with 71% of adopters seeking products that support long, healthy lives.
- Purchasing behavior splits sharply by region, with China and Mexico buying most frequently while France resists the longevity trend.
- Pet enjoyment (89%) and ingredient quality (88%) outweigh price and brand, driving demand for validated ingredients like probiotics and omega-3s.
ADM’s research has revealed high demand for pet longevity nutrition but notes a purchasing behavior split based on regions.
China sees longevity as an expectation, not an aspiration, the report reveals. Mexico is showing acceptance with high longevity and wellness product purchases, while the US market is showing willingness to pay premium prices, though it is slightly more skeptical than other markets.
In Europe, the UK market is interested in longevity products but shows hesitation, indicating a need for reassurance, ADM finds. In France, consumers are breaking the global pattern, showing less interest in the “longevity hype” and are less likely to purchase or pay for such products
Consumer behaviors concerning pets
Overall, the global pet nutrition market is being shaped by consumer demand for transparency, ingredient integrity, and solutions that support their companion’s long, healthy lives
Adopters are actively managing their pets’ health and wellness through diets, physical activity, and professional care. ADM reveals that mobility/joint issues, digestive/gut health, and oral/dental health are top concerns for the owners of aging pets
According to the report, over half (56%) of adopters ensure their pets get regular exercise, maintain routine preventative care (54%), and give treats for enjoyment and reward (53%). Nearly half (48%) of them provide a specialized diet/nutrition at least several times per week, and 38% give a supplement
Consumers investing in pet longevity
Pets’ quality of life is advancing as their companions are willing to pay more for products they believe will support overall health and longevity. Globally, 71% of pet adopters say that they seek products to support pet longevity. Pet enjoyment is also essential for repeat purchases, ADM highlights
Globally, 71% of pet adopters say that they seek products to support pet longevity.The report reveals that price and brand reputation are secondary to pet enjoyment (89%) and quality of ingredients (88%), while 77% of pet adopters globally say both these factors are important
Consumers in China and Mexico had the most frequent longevity-focused purchased products, while US consumers fall in the middle, ADM finds.
Pet families are actively seeking products that contain scientifically validated ingredients such as vitamins/minerals (77%) and probiotics/prebiotics/postbiotics (65%), the report details. Other valued ingredients globally include omega-3 fatty acids (64%), enzymes (52%), botanical extracts (48%), and glucosamine (48%)
Additionally, pet adopters seek out turmeric or curcumin (45%), krill oil (42%), hyaluronic acid (41%), and medium-chain triglycerides (39%). Last on the list are green tea (39%), yeast (39%), and L-tryptophan (38%)
Regional approaches to longevity
Detailing some regional approaches to pet longevity, ADM explains that since China views longevity as something “normal,” consumers are strongly willing to try new ingredients and formats.
The region also sees longevity, quality of life, and innovation statements, scoring consistently high. The report indicates that these factors provide opportunities for functional foods, supplements, and hybrid formats
Meanwhile, Mexico’s frequent purchasing of longevity and wellness products is “disproportionately high,” alluding to being a strong candidate for scale once products are introduced, notes ADM. Consumers in the region are also open to product and ingredient innovation
In the US, consumers are more willing to pay for quality-of-life benefits with strong trust in branded and functional ingredients, the report reveals. In this market, claims must be specific, such as about what it is and how it works, ADM suggests
Shoppers are more cautious of pet longevity claims in the UK and France.However, in the UK, the report reveals a gap between stated consumer interest in longevity and purchasing behavior. Shoppers are also cautious about bold or unfamiliar claims, which is why they need reassurance on longevity claim efficacy through trial and reviews, ADM suggests
Since consumers in France are even more skeptical of branded or functional ingredient cues, ADM advises reframing the message from longevity hype to credibility, regulation, and veterinary validation
Industry developments for pet health
Food innovation and research on pet health have been surging. This month, Mars Petcare and Big Idea Ventures launched the 2026 Next Generation Pet Food Program, with AAK, Bühler, Givaudan, and Ingredion. The global platform aims to advance sustainable solutions in pet nutrition by identifying and scaling “breakthrough technologies.”
Symrise said its equity investment in Bond Pet Foods will enhance its sustainable pet nutrition portfolio through animal-identical proteins produced
In innovations, Lonza Capsugel recently launched UC-Flex, a premium collagen and calcium carbonate blend for pet joint health
Boosting evidence on its pet probiotic supplement Priome, ADM demonstrated metabolic health benefits in a trial with obese pet dogs
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