Why is Fortification a Priority for Pet Food Manufacturers?

Pet food is changing as pet owners become more aware of the role nutrition plays in their pets’ health. Fortification is becoming an important part of this shift. As per Kings Research, the pet food market is valued at USD 150.42 billion in 2025 and can reach USD 244.94 billion by 2033, at a CAGR of 6.38% from 2026 to 2033.

Fortification allows manufacturers to add essential vitamins, minerals, amino acids, fatty acids, and other nutrients to pet food. These nutrients can help meet the dietary needs of pets and support areas such as healthy growth, strong bones, skin and coat health, and immune function. Puppies, kittens, adult pets, and senior animals may require different nutrient levels. Fortified products can help address these differences when they are carefully formulated.

Premiumization is driving product innovation. It is encouraging companies to develop new pet food products. Product recalls and increased issues of contaminated pet food and pet health may accelerate product innovation.

What is the Impact of Fortification on Pet Health?

Fortification can play an important role in supporting pet health. It helps provide essential nutrients that may be needed for normal growth and body functions. Vitamins and minerals can support immune health, bone strength, and energy metabolism. Amino acids are important for muscle development and tissue repair. Fatty acids can support healthy skin and a shiny coat. Some fortified diets may also include nutrients that support digestion, joint health, or healthy aging.

The impact of fortification depends on the pet’s age, size, health status, and diet. Puppies and kittens have higher nutrient needs during growth. Senior pets may need diets that support healthy aging. Pets with specific nutritional needs may also benefit from targeted fortification. However, more nutrients do not always mean better health. Excessive amounts of certain vitamins and minerals can cause health problems. Hence, manufacturers focus on fortification based on sound nutritional science. Here are some top launches mentioned in the global pet food market report by Kings Research.

• In July 2026, Royal Canin, a pet nutrition company, launched Royal Canin Fresh Veterinary Diets in the United States. This new portfolio is formulated to support dogs with specific health conditions. This fresh, fully-cooked therapeutic diet portfolio is only available through veterinarians.
• In May 2026, Forza10, an Italian pet food vendor, debuted its Coolty Meat brand of cultivated dog food. The product is made using cultivated meat supplied by a Czech startup called BeneMeat.
• In April 2026, Friends & Family Pet Food launched its cultivated meat-based treats and toppers for cats and dogs. The founder has claimed its pet food to be protein-forward, naturally gamey, and highly digestible for cats and dogs.
• In March 2026, Fussie Cat, a cat-focused brand of Pets Global, launched a new Super Premium Kitten wet food line. Products in this line are fortified with an essential blend of vitamins, minerals, taurine, and Omega fatty acids to help support immunity, skin, and coat health.
• In February 2025, Meatly launched Chick Bites in collaboration with plant-based dog food brand THE PACK. Chick Bites offered Meatly chicken with plant-based ingredients to attract sustainability-focused pet owners.

The Plant-based and Veganism Impact

As people adopt more ethical and plant-based lifestyles, some also seek similar options for their pets. This is increasing interest in plant-based and clean-label pet food. Higher spending on pets can also support demand for fortified and specialty products. Plant-based pet foods might need fortification of nutrients such as taurine, methionine, Vitamin B12, and cystine.

Developed markets such as the United States, Germany, and the United Kingdom are expected to lead the demand for sustainable and clean label pet food products. In the United States, nutritional adequacy is measured against the nutrient profiles published by the Association of American Feed Control Officials (AAFCO), which US states adopt into their own feed regulations. In Europe, the equivalent reference is the FEDIAF Nutritional Guidelines. Efforts to standardize and promote the consumption of clean label and ethical pet food products create better opportunities for pet food companies in Europe.

In March 2026, the European Pet Food Industry Federation (FEDIAF) published a new paper called “Towards a coherent EU Bioeconomy: Safeguarding Sustainable Access to Category 3 Animal By-Products for Pet Food.” The paper promotes greater policy coherence in the EU bioeconomy framework to safeguard sustainable access to Category 3 animal by-products (ABPs) for feed and pet food. The paper highlights growing competition for limited resources as demand from subsidised biofuels and biogas production increases.

The Vegetarian Society UK in March 2026 expanded its engagement with European manufacturers by adding VEGDOG, a major German brand, to its certified portfolio. VEGDOG’s products are 100% plant-based, and its portfolio is known to include hypoallergenic dog food and a snack for cats.

Benefits Associated with Plant-based Pet Food

• May support overall health: Well-formulated plant-based pet food can provide essential nutrients, vitamins, minerals, and fiber when designed to meet a pet’s nutritional needs.
• Can provide useful fiber: Plant ingredients can add dietary fiber, which may support healthy digestion and regular bowel movements.
• May be easier on some pets: Certain plant-based formulas can be useful for pets with specific food sensitivities, depending on the ingredients and the individual animal.
• Lower environmental impact: Plant-based ingredients generally require fewer natural resources than many animal-based ingredients, potentially reducing the environmental footprint of pet food.
• Offers ingredient variety: Plant-based formulas can introduce ingredients such as peas, lentils, oats, rice, potatoes, and vegetables, giving pet owners more options to enhance their pet supplements and pet food.
• Can align with ethical preferences: Plant-based pet food may appeal to owners who want to reduce their reliance on animal-derived ingredients.
• May support weight management: Some formulas can be relatively high in fiber and moderate in calories, which may help pets feel full while managing calorie intake.

Lab-Grown Meat and Alternative Protein

Diversification of the protein supply chain is a major opportunity for pet food companies expanding their business scope. Pet food companies are experimenting with ingredients such as insects, algae, yeasts, and vegetable by-products to add protein to their products. Insects have emerged as a key protein and fat source for the production of multiple pet food formulations. Black soldier fly, superworms, and crickets are popularly used insects in pet food production.

Insects and their Nutritional Content

Note: Average nutrient composition of selected forms of insects on a dry matter basis (Kemin). Black soldier fly and mealworm figures are larvae; cricket figures are adults, and the Commercial BSF row is a finished commercial meal.

Investments in lab-grown meat are rising worldwide as ethical food choices become a higher priority. Stricter food safety rules and falling costs may increase demand for lab-grown pet food. The United Kingdom is a key market for lab-grown pet food. In 2024, it became the first European country to approve lab-grown pet food from Meatly.

Lab-Grown Meat vs. Conventional Meat: Key Differences

Traditional Meat Treats Live On

Even though the demand for plant-based pet food is rising like never before, traditional meat-based formulations can stay competitive by incorporating innovation. Kibble and meat gravies in the form of wet pet food have been around for quite a while, making them a mainstay in the industry. A surge in popularity of fresh and raw food diets could support high traditional meat-based pet food sales. Better palatability of meat-based formulations is boosting innovation of novel meat-based pet food products as K9 Natural and RAWZ Natural Pet Food have done in recent times.

K9 Natural, a supplier of premium high-meat pet nutrition from New Zealand, announced the US launch of Baked & Coated in March 2026. The new product is a dry dog kibble that offers high-meat and high-protein nutrition for dog owners. Baked & Coated offers pet parents a formulation that offers a good balance of premium animal ingredients and other nutritional ingredients.

RAWZ Natural Pet Food launched Reduced Phosphorus Canned Cat Pâtés in February 2026. The product is specifically designed to provide supplemental nutrition and hydration with low phosphorus levels. New cat pâtés are formulated by a board-certified veterinarian and designed for supplemental feeding only. Each recipe is made with high-quality, lean proteins that are naturally low in phosphorus.

Dogs and cats can digest meat well. This may support continued demand for traditional meat products. Moreover, nutritional and biological needs of certain pets also create new opportunities for traditional meat pet food manufacturers. Tweaks and fortification of old formulations might become non-negotiable for pet food producers as emphasis on sustainability rises.

Recalls and Contamination

Emphasis on innovation is not only necessary to enhance profits but also to combat the issue of recalls and negative publicity. Documented cases of recalls and studies depicting ill effects of contamination reduce consumer trust and hurt both sales and loyalty.

• Fromm Family Foods initiated a recall of its Fromm Turkey Pâté and Diner Classics Milo's Meatloaf products in August 2026 due to potential metal contamination. As per Fromm, dogs that ingest metal may show symptoms including choking, vomiting, loss of appetite, lethargy, or stomach discomfort.
• In August 2026, researchers at the Center for Marine Environmental Studies (CMES), Ehime University, published two linked studies on PFAS exposure in companion animals. In one study, particularly in cats, stronger associations between the PFAS in their food and those measured in their blood for PFOS, PFUnDA, PFTrDA, and total PFAS were observed. The other study depicted that PFAS were common in commercial pet foods in Japan, with fish-based products generally showing higher levels of PFOS and long-chain PFAS such as PFUnDA and PFTrDA.

When pet food contains contaminants such as Salmonella, Listeria, mycotoxins, or foreign materials, manufacturers may need to stop production and investigate the source. They may also need to test products and remove affected batches from retailers and consumers. These actions can result in substantial costs for product disposal, refunds, testing, facility cleaning, logistics, and regulatory compliance.

Retailers and distributors may temporarily remove affected products or reassess their relationship with the manufacturer. Regulatory authorities may increase inspections and require stronger corrective measures after a serious incident. Manufacturers may then need to invest in better supplier controls, ingredient testing, sanitation, traceability, quality assurance, and recall systems.

Conclusion

Pet food manufacturers are exploring new ways to provide safe, nutritious, and sustainable diets. Fortification can help meet pets’ essential nutrient needs. Plant-based ingredients can provide additional nutrients and support alternative dietary options. Alternative proteins, including insects and emerging sources such as lab-grown meat, are also gaining attention and creating new formulation opportunities. Traditional meat remains an important source of highly digestible animal protein and continues to play a major role in pet nutrition.

There is no one-size-fits-all solution for every pet, owner, or market. The future of pet food will likely combine traditional and emerging ingredients. Careful nutritional formulation, quality control, and evidence-based product development will remain essential. As consumer expectations change, manufacturers that balance nutrition, safety, sustainability, affordability, and palatability are more likely to succeed in the long term.

FAQs

What is fortification in pet food, and why is it important?

Fortification means adding essential nutrients such as vitamins, minerals, amino acids, fatty acids, or other functional ingredients to pet food to help meet a pet’s nutritional requirements. It can be particularly important when formulations use alternative ingredients that may have different nutrient profiles from conventional meat-based diets. Proper fortification helps ensure that a pet food is nutritionally complete and in accordance with standards set by bodies such as AAFCO.

Can pets thrive on plant-based pet food?

Cats are obligate carnivores, so a plant-based feline diet must provide essential nutrients such as taurine, preformed vitamin A, and arachidonic acid synthetically. Such diets should be carefully formulated and chosen under veterinary guidance to help ensure cats receive the nutrients they need to remain healthy. 

Why are alternative proteins being explored for pet food?

Alternative proteins include plant, microbial, fermentation-derived, and insect proteins. They may help improve resource use and reduce environmental impact. They can also diversify ingredients and strengthen supply chains. However, each protein source must be assessed for digestibility, amino-acid profile, palatability, safety, and nutritional value before wider use in pet food.

Is it economical to use lab-grown meat in pet food?

Lab-grown meat is gaining interest in the pet food industry. It could provide animal-derived nutrients and flavors. It may also offer a new way to produce these ingredients. However, several challenges remain. These include nutritional value, safety, production scale, cost, regulations, and consumer acceptance. Its future use in pet food will depend on how these challenges are addressed.

Explore the science, technology, and data behind modern pet food innovations with Kings Research. Dive into the latest insights with our analysts and see what’s shaping the future of pet nutrition.