Pet Food Palatants Market Report

As consumers are increasingly becoming concerned about the quality and safety of pet food formulas, seeking to satiate their furry companions’ taste buds while meeting their nutritional needs, due to this many market players are opening new palatant facilities, to help pet food processors meet these demands. For instance, in September 2023, Symrise announced to open pet food palatant production facility, in Chapecó, spans more than 10,000 square meters (about 107,639 square feet), featured with advanced technology, full automation capabilities and a high operational efficiency, as well as follows strict food safety and environmental guidelines, offering palatants for dog and cat food formulas. 

However, many market players are expanding research and exploration services, enhancing new product to support pet food production. For instance, in February  2024, Kemin Nutrisurance announced to opened  Innovation Centre and second spray-drying facility in Vargeão, Santa Catarina, Brazil, for the production of dry and liquid palatants and offering customers local laboratory, and improving and evaluating the performances of current and future products, as well as improve cost efficiency, to bring top innovations at the speed the pet food industry demands. In addition, in October 2023, ADM announced to invest US$ 33 million to build pet production line in Guadalajara, Jalisco, helping in increasing the manufacturing workforce and dry pet food production flow and introduction of new pet food palatants in the market.

Use of high-quality natural palatants, such as those derived from premium meats and fish in the production of pet food palatants are expensive, resulting in the increased cost of pet food products, impacting consumers purchasing decisions, especially in price-sensitive markets, further fluctuations in the availability and cost of raw materials affects the production costs and product pricing.  Additionally, the pet food market is highly competitive, with numerous companies offering similar products, can lead to price wars and reduced margins for palatant manufacturers and market saturation due to limited opportunities for new entrants, and existing players may face challenges in differentiating their products. Moreover, significant investment in research and development is required to developed new and innovative palatants, causing smaller companies to struggle in keeping it up with technological advancements due to high costs because integrating new palatant technologies into existing production processes can be complex and requires additional investments in equipment and training.

Furthermore, some palatants, especially those derived from animal proteins, may pose allergen risks for pets, leading to health concerns and impacting the market growth if adverse reactions are reported, due to which ensuring the safety and quality of palatants is crucial as any issues related to contamination lead to product recalls and damage to brand reputation. For instance, in May 2024, a product has been announced for the presence of loose metal pieces in 315 44-pound bags sold under the name of Pedigree Adult Complete Nutrition Grilled Steak & Vegetable Flavour Dry Dog kibble bags, produced by Mars Petcare US.

Advancements in the development of functional palatants, offering additional health benefits including added probiotics for digestive health, and omega-3 fatty acids for skin and coat condition, are in high demand, due to which many market players are launching probiotic-enriched products.  For instance, in April 2022, Phileo announced to launch of Actisaf Sc 50 PET, a probiotic in the USA, that has been specifically processed to blend easily and safely with powder palatants and allowing post-extrusion coating of dry food, helping in stimulating mucosal immunity, and contributing to intestinal microbiota balance.  Additionally, in May 2024,  Omni launched cultivated chicken cat food, which can also be optimized for health essentially vitamins, minerals, and omegas, with no more risk of antibiotics residues and other chemicals, resulting in expanding its growing portfolio of products.

However, increasing demand for using natural and organic ingredients in pet food among pet owners and reducing reliance on artificial additives for sustainability and ethical production in pet nutrition, are becoming more common, for this reason, many market players are launching plant-based products. For instance, in April 2022, Trigea announced to launch of wheat-based Trigovit textures, used to improve a pet food’s texture as well as its nutritional value without impacting taste and odor, as it can be added to a variety of pet food formulas, including dry, kibble, wet, semi-moist and other formats.

Further, many market players are offering products prioritizing animal health, and ethical sourcing and extending reach through various channels, including direct-to-consumer platforms, new retail partnerships, and expanding into international markets. For instance, in May 2024, Cult Food Sciences announced to launch Noochies brand, which offers freeze-dried, high-protein, and nutrient-rich pet treats made without factory farming, by integrating cultivated meat and innovating standards products through advanced biotechnology.

In North America, the pet food palatants market is dominating, as palatants are predominantly used to improve the flavor and aroma of pet foods and to satisfy the discerning tastes of pets.  According to the 2024 report of NAPHIA’s State of the Industry, Highlights that the total premium volume for pet insurance in the U.S in 2023 was US$3.9 billion, and the total number of pets insured in 2023 was nearly 5.7 million, a 17% increase over 2022 with average accident and illness premium for dogs and cats was US$676 and US$383 yearly, with the largest share of insured pets resides in California, New York, and Florida. As pet ownership increases, the potential for the introduction of more sophisticated palatants that address both taste and nutritional needs increases by market players. As the region's focus is on natural and organic ingredients, driven by increasing consumer demand for clean-label products. Palatants in this market often feature high-quality animal proteins, such as chicken and fish, and are designed to address specific dietary needs or preferences, due to which many market players such as Kemin Nutrisurance are introducing new products in the market. For instance, in October 2022, Kemin Nutrisurance, announced a new line of palatants in wet cat food, as increasing consumer awareness of pet health, many have switched their pets to more appetizing meals, such as wet formats, often considered to be highly palatable and there is a growing trend towards functional palatants that promote health benefits, such as improved digestion or joint support.

Additionally, in Latin America, the use of pet food palatants is on the rise as pet ownership becomes more widespread and consumer awareness of pet nutrition improves, resulting in the rising demands of palatants to enhance the taste of basic pet foods and to make them more appealing to pets for selective eating habits of pets, also there is growing interest in palatants that support specific health benefits, such as better digestion and weight management, in response to the increasing availability of premium and specialized pet food products. Companies such as Symrise are responding to the demand by expanding production facilities by opening new production centers featuring advanced technology and high operational efficiency, offering palatants for dog and cat food formulas.

However, the European markets emphasize the use of palatants that align with stringent regulatory standards and consumer preferences for sustainability resulting in the increasing demand for environmentally friendly and ethically sourced ingredients, leading to innovations in plant-based and novel protein sources. European pet food palatants are frequently designed to cater to a wide range of dietary requirements, including hypoallergenic options and products for pets with special dietary needs and an increasing focus on palatants that contribute to the overall well-being of pets, such as those that support dental health or skin condition.

Moreover, the Asia-Pacific region showcases a diverse range of palatants tailored to the varied dietary preferences and cultural practices surrounding pet food. In nations such as China and Japan, the demand for palatants is high including the incorporation of traditional ingredients and flavours are higher in appeal to the local palate, due to which many partnerships and collaborations between market players are increasing. For instance, in July 2022, Symrise announced the acquisition of Wing Pet Food, this strengthened the market position in the areas of pet food palatability and accelerated the diversification of nutrition and food protection. As pet ownership continues to rise and urbanization increases, the growing interest in premium pet foods with enhanced flavour profiles increases and drives market growth.  Furthermore, the Middle East and Africa present a unique market with varied needs for pet food palatants, as there is a strong preference for palatants that cater to luxury pet food products, with a focus on high-quality ingredients and exotic flavors. The market is evolving, with growing attention to palatants that can enhance the taste of affordable pet food options.