ADM report shows regional differences shaping global demand for pet longevity nutrition

USA – Pet owners worldwide are placing greater emphasis on nutrition that supports healthier, longer lives for companion animals, but purchasing preferences vary significantly by region, according to a new report from ADM. 

The findings suggest that pet food manufacturers will need to tailor product development and marketing strategies to local consumer expectations rather than relying on a single global approach.

The report, Mapping Pet Longevity: Where Global Demand Meets Local Reality, draws on proprietary consumer research conducted by Morning Consult across China, France, Mexico, the United Kingdom and the United States. 

It examines how cultural attitudes influence demand for longevity-focused pet nutrition products and identifies emerging opportunities for ingredient suppliers and pet food manufacturers.

According to ADM, growing consumer interest in preventive pet healthcare is driving demand for science-backed nutrition, functional ingredients and specialised diets designed to improve quality of life as pets age.

“Consumers around the world share the goal of helping their pets live longer, healthier lives, but how they define and pursue longevity differs by market,” the company noted.

Functional ingredients drive next phase of pet nutrition

The report found that 71% of pet owners actively seek products that promote pet longevity, while 89% prioritise products their pets enjoy and 88% consider ingredient quality a key purchasing factor. 

Price and brand reputation also remain important considerations for 77% of respondents.

Preventive care has become part of daily pet management for many households. 

More than half of respondents said they regularly exercise their pets, maintain preventive veterinary care and use treats as part of their pets’ wellness routine. 

Nearly half feed specialised diets several times a week, while 38% incorporate dietary supplements into regular feeding programmes.

Demand is also increasing for functional ingredients that support healthy ageing. 

Vitamins and minerals ranked as the most sought-after ingredients, preferred by 77% of respondents, followed by probiotics, prebiotics and postbiotics (65%), omega-3 fatty acids (64%) and digestive enzymes (52%).

ADM said these trends reflect growing consumer awareness of gut health, immune function and overall wellness, creating opportunities for manufacturers to develop more targeted nutritional solutions.

Regional preferences, however, remain highly distinct.

China emerged as the most mature market for longevity-focused pet nutrition, with consumers showing strong interest in innovative ingredients and advanced health products. 

Mexico also demonstrated a high level of acceptance of new wellness products.

In contrast, U.S. consumers were more willing to pay premium prices but expected stronger scientific validation, veterinary recommendations and trusted ingredient brands before making purchasing decisions.

Meanwhile, pet owners in the United Kingdom tended to adopt a more cautious approach, seeking greater evidence before accepting longevity claims. 

French consumers placed greater emphasis on veterinary credibility, regulatory assurance and supporting pets’ natural life cycles than on marketing centred solely on lifespan extension.

ADM concluded that the findings reinforce the importance of combining scientific research with market-specific consumer insights.

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