The pet food industry is experiencing increased attention toward biotics, prebiotics, probiotics, and postbiotics, fueled by consumer interest and scientific findings. Though biotics have been part of human nutrition for decades, their application in pet care has accelerated in recent years, especially since postbiotics entered the market about five years ago.
Market research confirms the microbiome’s growing prominence in pet nutrition. NielsenIQ’s data reveals that microbiome-related claims now dominate health-focused pet food products, with household penetration for these items reaching 30% in human food. In pet care, the segment’s annual growth rate stood at 8.1% through the first quarter of 2025, positioning it as one of the fastest-expanding areas within pet nutrition.
Consumer behavior reflects this shift. A 2025 study by Marketplace/Nextin found that 32% of U.S. pet owners actively seek probiotics in treats and supplements, while 19% prioritize prebiotics and 6% specifically look for postbiotics. Nearly one-third of respondents had researched probiotics in the past year, with 17% investigating prebiotics and 8% postbiotics. Owners consistently view these ingredients favorably, with 21% to 40% expressing positive opinions.
Scientific backing strengthens the trend. Research published over the past several years demonstrates biotics’ potential to enhance gut health, reduce inflammation caused by E. coli, improve dental care, and even promote relaxation in pets. At Petfood Forum 2026, 6% of submitted abstracts addressed biotics research, indicating rising academic and industry engagement.
