Pet Biotic Market
The future of the global pet biotic market looks promising with opportunities in the dry food, wet food, supplement, and snack & treat markets. The global pet biotic market is expected to reach an estimated $2 billion by 2035 from $1 billion in 2027 with a CAGR of 7.1% from 2027 to 2035. The major drivers for this market are the increasing pet humanization trend worldwide, the rising demand for digestive pet supplements, and the growing awareness of animal gut health.
- Lucintel forecasts that, within the type category, postbiotic is expected to witness the highest growth over the forecast period due to the growing demand for beneficial gut health and wellness solutions.
- Within the application category, supplement is expected to witness the highest growth over the forecast period due to the increasing consumer adoption of dietary supplements.
- In terms of regions, APAC will remain the largest region over the forecast period due to the rising health awareness and expanding nutraceutical industry growth.
Emerging Trends in Pet Biotic Market
The next few years will see an increase in personalized products in the pet supplement market as suppliers develop offerings for owners who do not mind purchasing premium science-backed products. Expect higher competition between suppliers for personalized dosing and the consolidation of the market in that time.
- Personalized Formulation: Major manufacturers will start moving past generic, multi-strain blends and begin using individualized dosing based on a pet's gut microbiome as shown by Purina's April 2024 launch of Petivity Microbiome Analysis Kit, which sequences bacterial DNA used to create customized bacterial probiotics. With this personalization trend expected to dominate the market, pet owners will demand more individually targeted products and treatments.
- Strain Development: There is a shift away from using human-adapted strains and moving toward bacterial strains isolated specifically from healthy canine and feline microbiomes as evidenced by Native Microbials and Zesty Paws partnership in 2025. This will increase the efficacy of products, a distinction in the industry largely driven by veterinarian prominent brands.
- Consolidation Through Biosciences Mergers: Large ingredient suppliers manufacture broader biosolutions capabilities through the combination of probiotic and enzyme technologies as exemplified by Chr. Hansen and Novozymes merger in January 2024 to form Novonesis. Pet biotic product consolidation will remain prevalent in the industry.
- Demanding Quality Certifications for Exports: Heavy investment will be made to obtain international quality certification for export of biotic and functional products into western markets with more demanding regulations.
- Premium Brand Scaling: Food and pet nutrition brands drive closure of several deals in premium pet nutrition. Large conglomerates buy into functional and biotic product categories as market signals lean toward customized scientific formulations backed by larger biosolutions platforms. Acquisitions of microbiome data and strain development combined with species-specific data will create new premium categories in pet nutrition.
Patterns show market maturation from commoditized probiotics to unique, scientifically validated formulations. Beginning pet nutrition brands will differentiate their emerging category focusing on specialized scientific formulation supported by premium biosolutions platforms.
Recent Developments in the Pet Biotic Market
The pace of M&A activity in pet biotic space 2024/2026 includes transactions focused on ingredient CSV, acquisition-based brand consolidation, and strain-specific commercialization. Per Lucintel, the majority of deals have been large CPG companies buying functional pet nutrition.
- Biosciences Platform Merger: Chr. Hansen's acquisition of Novozymes (to create Novonesis) was finalized in January of 2024 to consolidate biosciences across 30+ industries including pet probiotic ingredients. Mergers in this area of scale consolidate resources for probiotic strain R&D and manufacturing.
- Premium Brand Acquisition: General Mills finalized its purchase of Whitebridge Pet Brands' premium cat food and treats, including the Tiki Pets and Cloud Star brands, for $1.45 billion in December of 2024. The acquisition expanded General Mills' presence in the Asia-Pacific region. Large acquisitions indicate that large conglomerates view pet nutrition, and functional pet nutrition in particular, as a distinct category and a growth opportunity.
- Canine-specific Strain Commercialization: Native Microbials and Zesty Paws partnered in 2025 to commercialize probiotic strains derived from the healthy canine microbiome. Native strain partnerships provide pet nutrition brands a differentiator as veterinary endorsed brands continue to grow.
- Prebiotic Ingredient Launch: In October 2024, Clasado Biosciences launched Bimuno Pet, a prebiotic formulated to support digestive health in companion animals.
- Machine-learning Nutrition Acquisition: Ollie picked up DIG Labs in October 2024 to augment its nutritional planning platform with pet health data and genetic data for anticipated health deficiencies.
This shows large ingredient and consumer goods companies buying biotic and functional nutrition capabilities, instead of developing them themselves. Anticipate more acquisitions as groups strive to reach the fast growing sector of science backed, high quality pet nutrition compared to conventional pet foods.
Strategic Growth Opportunities in the Pet Biotic Market
As microbiome science advances and pet humanization continues, customers are starting to see the value behind more personalized and specialized treatments. Understanding this trend, some suppliers of biotic ingredients are starting to think about creative new ways to monetize microbial treatments beyond the more conventional and commoditized multi-strain capsules and powdered formulations. Lucintel's analysis shows that, between 2024 and 2026, there are a number of high-margin opportunities within the personalized diagnostics space, emerging markets, and the utilization of exotic species.
- Personalized Microbiome Diagnostics: The launch of Nestle Purina's Petivity Microbiome Analysis Kit in April 2024 shows that the market is increasingly interested in beta-testing personalized microbiome kits. With this diagnostics plus supplement revenue stream, suppliers of personalized microbiome tests can charge a premium price.
- Emerging Market Premiumization: Following the rapid growth of pet ownership in India and other emerging markets (i.e., the venture funding of Drools Pet Food after Nestle's March 2022 minority investment), there is a need for functional and biotic products that previously were only available in North America and Europe.
- Exotic and Niche Species Formulations: There are a number of conditions that are currently untreated and are primary serviceable opportunities beyond dog and cat products and include stress and coat health formulations for reptiles and avian species among many others.
- Predictive Nutrition Services: Ollie's acquisition of DIG Labs further establishes a predictive service offering beyond a one-time supplement sale, due to its integration of health data, tracking data, and genetic information.
- Species-native Strain Licensing: Developing authentic biotic ingredients is now possible by isolating salient microbiome strains from healthy canine and feline microbiomes. These strains can then be licensed by downstream pet food and supplement companies.
Personalized diagnostics and emerging market premiumization must be treated separately and not as line extensions if significant growth is to occur. Suppliers with an exclusive focus on these areas of the market will gain significant advantage over the competition that still only offers standardized multi-strain probiotic products.
Pet Biotic Market Drivers and Challenges
Pet humanization and upticks in awareness and interest in functional nutrition have spiked pet biotic demand despite issues of strain stability and regulatory fragmentation. Through 2030, growth will be driven primarily by acquisition and personalization.
Drivers
- Pet Humanization and Premiumization: Pet biotics have seen exponential growth as consumers spend more on their pets as family members, with pet probiotics projected to exceed $1.45 billion in sales by 2025, with an expected annual growth rate of 11.40%. Premium biotic products will continue to be in high demand as consumers continue to humanize their pets.
- Microbiome Personalization Technology: The use of data in personalized diagnostics will result in a pet-specific dosing of probiotics, exemplified by Nestle Purina's release of their Petivity Microbiome Analysis Kit in April 2024. As the market continues to embrace personalized technology, consumers will continue shopping for premium biotic products for their pets.
- Ingredient Science Consolidation: The biosolutions mergers and acquisitions will fuel deep R&D for advanced probiotics, as evidenced by the merger of Novozymes and Chr. Hansen to form Novonesis in January 2024. With research and development consolidation, the velocity of strain innovation will continue to grow as large multidisciplinary platforms outpace standalone ingredient companies.
- Species-specific Strain Innovation: Companies are moving away from human-focused bacteria to isolate bacteria from healthy microbiomes of pets, following Native Microbials' 2025 partnership with Zesty Paws. As this trend continues, veterinary reinforcement organizations will view products as having more valid claims of efficacy.
- Emerging Market Unicorn Scale Investment: Major food groups are recognizing the importance of the emerging market pet nutrition space and are making significant financial investments including Nestle's May 2025 acquisition of a minority stake in Drools Pet Food for $1 billion. Continued financial commitment will fund the availability of biotics in previously untapped emerging markets.
Challenges
- Stability of Strains: Almost one third of market players have issues associated with the stability of probiotic strains, compliance with regulations and standardization of products across several regions.
- Regulatory Fracturing: Incongruent regulations on pet supplements across various countries makes it difficult for biotics ingredient suppliers to launch products in multiple markets simultaneously.
- Efficacy Substantiation: The cost and effort to generate research to substantiate the health claims of different species is beyond the financial capacity of most suppliers.
Technology for personalization and pet humanization will create more demand for biotics even while addressing the regulatory and stability challenges will continue to slow harmonization of markets. For the next 5 years, suppliers that incorporate the science of different species and focus on an upmarket brand will have the best position.
List of Pet Biotic Market Companies
Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies pet biotic market companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the pet biotic market companies profiled in this report include-
- ADM
- Alltech
- dsm-firmenich
- International Flavors & Fragrances Inc.
- Kerry Group plc
- Cargill, Incorporated
- Probi
- Kemin Industries, Inc.
- BENEO GmbH
- Ingredion
Pet Biotic Market by Segment
The study includes a forecast for the global pet biotic market by type, pet, function, application, and region.
Pet Biotic Market by Type [Value ($B) from 2019 to 2035]:
- Probiotics
- Prebiotics
- Postbiotics
Pet Biotic Market by Pet [Value ($B) from 2019 to 2035]:
Pet Biotic Market by Function [Value ($B) from 2019 to 2035]:
- Digestive/Gut Health
- Immune Modulation
- Metabolic & Weight Management
- Oral & Dental Health
- Others
Pet Biotic Market by Application [Value ($B) from 2019 to 2035]:
- Dry Food
- Wet Food
- Supplements
- Snacks & Treats
Pet Biotic Market by Region [Value ($B) from 2019 to 2035]:
- North America
- Europe
- Asia Pacific
- The Rest of the World
Country Wise Outlook for the Pet Biotic Market
Investments and launches in pet biotic products, such as probiotics and prebiotics, targeted to companion animal digestion and immunity, continued to grow in 2024 and 2026. Lucintel, Inc. indicates that the shift in share of suppliers is now due to corporate acquisitions and launches of products with premium functionality.
- United States: Nestle Purina developed their Petivity Microbiome Analysis Kit in April 2024, and- based on individual dysbiosis- assessed fecal sample reports, and developed customized probiotic packets. In 2025, Native Microbials and Zesty Paws formed a partnership to develop commercially available probiotics based on the canine microbiome. The U.S. pet gut-health formulated products are leading the trend of gut health algorithm-based personalization.
- China: WANPY revenue for 2024 showed a 19.15% increase, and a 68.89% increase in net profit. WANPY also reported that every batch of its third-party SGS tested XIAOJINDUN staple food was fully compliant against the Chinese, U.S., EU, and Japanese standards. Quality certifications are critical to the development of Chinese pet food exporters.
- Germany: General Mills formally entered the European market for premium pet food with their acquisition of Edgard & Cooper in April 2024. Though General Mills does not have a presence in Germany, the acquisition enhanced their functional and premium pet food platform across Germany and neighboring European markets.
- India: In May 2025, Nestle SA purchased a minority stake in Drools Pet Food, noting it valued the Bengaluru business at $1 billion and made it India's third pet sector unicorn of the year. The investment will help Drools, which sells its products in 40,000 shops and exports to 22 countries, with both capacity and product lines to add more functional products with ready-to-use probiotic formulations.
- Japan: With the opening of a new Peparlet plant in Shizuoka Prefecture, Japanese lead pet care manufacturer Unicharm Corporation has increased its domestic production capability. Demand for functional pet food products, incorporating probiotics, omega-3 fatty acids, and other formulations with an emphasis on health, has grown. This new investment will help drive the pet food market in Japan in the direction of premium category, estimated to reach $6.4 billion in 2025.
Features of the Global Pet Biotic Market
- Market Size Estimates: pet biotic market size estimation in terms of value ($B).
- Trend and Forecast Analysis: Market trends (2019 to 2026) and forecast (2027 to 2035) by various segments and regions.
- Segmentation Analysis: pet biotic market size by various segments, such as by type, pet, function, application, and region in terms of value ($B).
- Regional Analysis: pet biotic market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
- Growth Opportunities: Analysis of growth opportunities in different types, pet, functions, applications, and regions for the pet biotic market.
- Strategic Analysis: This includes M&A, new product development, and competitive landscape of the pet biotic market.
Analysis of competitive intensity of the industry based on Porter's Five Forces model.
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This report answers following 11 key questions:
- Q.1. What are some of the most promising, high-growth opportunities for the pet biotic market by type (probiotics, prebiotics, and postbiotics), pet (dogs, cats, and others), function (digestive/gut health, immune modulation, metabolic & weight management, oral & dental health, and others), application (dry food, wet food, supplements, and snacks & treats), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
- Q.2. Which segments will grow at a faster pace and why?
- Q.3. Which region will grow at a faster pace and why?
- Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
- Q.5. What are the business risks and competitive threats in this market?
- Q.6. What are the emerging trends in this market and the reasons behind them?
- Q.7. What are some of the changing demands of customers in the market?
- Q.8. What are the new developments in the market? Which companies are leading these developments?
- Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
- Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
- Q.11. What M&A activity has occurred in the last 6 years and what has its impact been on the industry?