What Global Owner Survey Data Reveals About the Future of Longevity-Focused Pet Nutrition

A new global survey of pet owners across 5 countries suggests that longevity-focused pet nutrition has moved from a niche interest to a mainstream purchasing consideration, though the research also shows meaningful gaps between where consumer interest is highest and where it actually converts into purchasing behavior.¹

For finished product manufacturers, that distinction matters: a market that expresses interest in longevity claims is not necessarily the same market that will act on them.

What Did the Survey Actually Measure?

The research, conducted by ADM² through its proprietary Outside Voice research program in partnership with Morning Consult, surveyed pet owners in China, France, Mexico, the United Kingdom, and the United States in 2025.¹

Respondents were asked about their pets' wellness routines, ingredient preferences, and purchasing behavior around longevity-focused products. Globally, 56% of pet owners reported engaging their pet in regular exercise, 54% maintained routine preventative care, and 48% provided a specialized diet or nutrition several times a week, while 38% gave their pet a supplement.

Mobility and joint issues, digestive and gut health, and oral and dental health were identified as the top health concerns for aging pets across markets.¹

How Does Interest in Pet Longevity Vary by Country?

One of the report's most notable findings may be the disconnect between stated interest and actual purchasing behavior, which varied considerably by country.

In China, the survey found little gap between attitudes and behavior, with researchers describing longevity-focused products there as expected rather than aspirational. Mexico showed a similar pattern of high follow-through on stated interest.

By contrast, the United Kingdom showed a more noticeable gap between interest and purchasing, with respondents expressing caution around bold or unfamiliar claims, while France was the most consistent outlier, showing lower purchase intent and more skepticism toward branded or functional ingredient claims generally.

The United States fell in between, with survey respondents showing high willingness to pay a premium but requiring stronger scientific and veterinary substantiation before doing so.

Which Ingredients Are Pet Owners Actually Looking For?

Vitamins and minerals were the most widely sought functional ingredient category, cited by 77% of respondents, followed by probiotics, prebiotics, and postbiotics at 65% and omega-3 fatty acids at 64%.¹

Enzymes, botanical extracts, glucosamine, turmeric or curcumin, and krill oil each drew interest from roughly 4 to 5 out of every 10 respondents. Notably, price and brand reputation ranked as secondary considerations behind pet enjoyment (89%) and ingredient quality (88%) as purchase drivers.¹

What Are the Limitations of This Research?

As a market research survey rather than a controlled clinical study, the report reflects self-reported consumer attitudes and purchase intent rather than measured health outcomes, and it does not establish any causal link between the ingredients pet owners say they seek and actual improvements in pet longevity or health.

The survey also does not disclose full sample sizes by country, margin of error, or complete methodology details, which limits independent verification of the country-level comparisons. No peer-reviewed clinical data on the specific ingredient categories discussed was included in the source material, and none is claimed here.

References

1. ADM. Mapping pet longevity: where global demand meets local reality. ADM Outside Voice (proprietary research conducted via Morning Consult). Published 2026.

2. ADM website. Accessed July 7, 2026. https://www.adm.com/