Page 21 - FoodFocusThailand No.235 October 2025

SPECIAL FOCUS

Pet Humanization and

Its Impact on Treat

Formulation Trends

As pets increasingly assume the role of family members,
today’s pet owners seek more than just basic nutrition
— they demand products that support both the physical
and emotional well-being of their animals. This ongoing
humanization of pets is fundamentally reshaping the global
pet food and treat industry. Consumers are now prioritizing
quality, functionality, ingredient transparency, and sensory
appeal in the products they select for their pets.

Addressing Palatability Challenges with Precision
Despite these advancements, palatability remains a persistent
challenge, especially in treats formulated for senior pets or those
using alternative proteins (e.g., insect-based, plant-derived). Factors
such as poor texture, oxidation of fats, or age-related sensory decline
can lead to reduced food acceptance, poor compliance, and potential
nutritional deficiencies.
Traditionally, palatability has been enhanced using salts or
fats — approaches that may conflict with modern health standards.
As a result, manufacturers are increasingly turning to palatants —
specialized compounds designed to improve sensory appeal while
Health-Conscious Consumers and the supporting nutritional goals.
Rise of Clean-Label Expectations
In Thailand, over half of pet owners (50%+) actively Palatants: Beyond Flavor Enhancement
scrutinize nutritional labels, seeking out functional Palatants play a pivotal role in improving the acceptance of both dry
ingredients such as high-quality proteins, pre-, pro-, and moist formulations without compromising health. Research by
and postbiotics, and immune-supportive vitamins. AFB International (2023) demonstrates that palatant-treated kibbles
These behaviors mirror the clean-label movement can achieve 30–70% higher consumption rates in dogs and cats
observed in the human food sector. According to compared to untreated controls.
Innova Market Insights (2024), 51% of Thai adults Far from being mere flavor additives, palatants contribute
consider all-natural pet food to be a healthier option,
reinforcing the growing preference for additive-free, strategically by:
minimally processed formulations. • Stimulating appetite in pets with medical or age-related anorexia
• Improving compliance with therapeutic or functional diets
Pet Treats: At the Intersection of Health, • Masking undesirable flavors from beneficial but off-putting
Indulgence, and Innovation ingredients (e.g., omega-3 fatty acids, glucosamine, certain
The pet treat segment has undergone significant botanicals)
evolution. Once limited to basic snacks or behavioral • Supporting consistent intake in long-term feeding regimens
rewards, treats have become one of the most By aligning with consumer expectations and supporting functional
dynamic and fast-growing categories in the pet care dietary solutions, palatants enable brands to create pet treats that are
market. This shift is driven by the convergence of both highly enjoyable and nutritionally responsible. For a practical and
premiumization, emotional bonding, and heightened convenient approach, blends such as chicken, beef, or fish palatants—
health awareness among pet parents. combined with functional ingredients like proteins, probiotics, and
The global pet snacks and treats market, currently vitamins, along with natural components—offer an appealing solution
valued at USD 43.2 billion, is projected to grow at for pet treat and pet food manufacturers. This formulation is suitable
a compound annual growth rate (CAGR) of 11.9%, for application in both wet and dry formats.
reaching USD 118.3 billion by 2034 (Data Insights
Market, 2025). Key growth drivers include increased
pet ownership, rising disposable incomes, and the
broad cultural shift toward treating pets as members More Information Service Info C001
of the family — particularly in emerging economies
such as China, India, and Southeast Asia.

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