Pet owners demand greater transparency in food sourcing and nutrition

Pet owners are increasingly seeking greater transparency regarding the sourcing and standards of pet food ingredients. According to the 2025 ADM Pet Insights Report, consumers are moving beyond simple ingredient lists to understand the origins and ethical standards behind the products they purchase.

In the Philippines, retailers like Bow & Wow are noting that pet parents desire information on how ingredients are sourced to align with their personal values. Brands such as Open Farm are positioning themselves in this premium market by focusing on ethically sourced meats, non-GMO produce, and specific animal welfare and sustainability standards.

In India, the pet food market is undergoing a shift as urban pet ownership evolves. While social media has previously driven a trend of “ingredient demonisation”—where specific components like grains, soy, or by-products are viewed negatively—there is a growing movement toward a more nuanced understanding of nutrition. Experts suggest that the nutritional value of an ingredient depends on its composition, processing, and role within a complete diet rather than the ingredient in isolation.