ADM Publishes Report on Global Trends in Pet Longevity  

Ingredient supplier ADM recently published a consumer report on how pet owners across the globe are supporting their pets’ longevity. According to the company, pet owners across the board are more informed and intentional, and are becoming more comfortable with taking a proactive approach to pet care.

Specialized diets, regular physical activity, and professional care all play a part.

Over half of all pet owners globally engage their pet in regular exercise (56%), maintain routine preventative care (54%), and give treats for enjoyment and reward (53%) to enhance their pets’ quality of life. Nearly half of all pet owners provide their pets with a specialized diet/nutritional product at least several times per week, with 38% giving their pet a supplement. Exercise, however, remains the cornerstone, with 74% of pet owners ensuring their pet gets exercise or playtime several times or more per week.

ADM reported that people are willing to spend more of a premium today on pet products positioned for longevity. The most important factors are pet enjoyment (89%), quality of ingredients (88%), with 77% of pet owners indicating that both are important factors in pet health and wellness purchase decisions.

The leading ingredients sought after in pet products are: vitamins/minerals (77%), pre/pro/postbiotics (65%), omega-3s (64%), enzymes (52%), botanical extracts (48%),, glucosamine (48%), turmeric/curcumin (45%), krill oil (42%), hyaluronic acid (41%), MCT (39%), green tea (39%), yeast (39%), and L-tryptophan (38%).

Based on feedback, ADM noted that different geographic regions had distinctive concepts on what longevity should mean for their pets.

In China, for instance, the concept is already normalized, and there’s very little drop-off between intent and actual purchase behaviors around longevity-focused products. The willingness to try new ingredients is strong, making it a good market for functional foods, supplements, and hybrid formats.

Mexico has a disproportionately high frequency of purchasing longevity and wellness pet products. Agreement levels and follow-through are strong, and it is “a conversion market, not just an awareness market.”

In the U.S., consumers are willing to pay a premium for quality-of-life benefits, with notable trust in branded and functional ingredients. They’re more skeptical than other consumers but more comfortable with premium pricing, making credibility especially important.

The U.K. market has “moderate agreement with longevity and innovation statements,” and the gap between interest and purchasing behavior is stronger. Consumers are more cautious on bold or unfamiliar claims.

In France, consumers are less likely to purchase longevity-focused products or pay more. They’re skeptical of branded or functional ingredient cues. Because they don’t prefer “longevity hype,” messaging to French consumers should focus on credibility, regulation, and veterinary validation, ADM reported.

The full report, “Managing Pet Longevity: Where Global Demand Meets Local Reality,” can be found here.