The pet health and wellness industry is rapidly evolving, causing brands to strategically adjust their value proposition in order to stay relevant to consumers in a growing and competitive industry. One particularly notable culture shift is how consumers ‘perceive’ their pets. While dogs, cats, and other pets may once have been considered a friend of the family, today’s consumer views their pets as an equal part of their family, even taking the place of children in some cases. 43% of Americans now signal a preference for pets over children, particularly among Millennials and Gen Zs, and 82% of pet owners say that their pet is like their own child. We are now in a time and place where consumers demand only the best for their pets, seeking products with the quality and product messaging that speaks to their values.

Go to any trade show, view any promotional or advertising material and it’s clear how the pet nutrition industry is evolving to meet these changes in consumer preferences. Fresh, customized recipes, plant based sustainable and traceable ingredients, and condition specific nutrients all feature strongly in how brands are differentiating themselves and elevating their value proposition. The omega-3 category is a prime example. 

Fish oil represents the most widely used source of omega-3 for animal feeds and supplements, and businesses have been exposed to significant supply challenges and price volatility. Coupled with growing consumer demand for products with safe, effective, sustainable and plant-based values, omega ingredient suppliers must offer brands more than the traditional norm. At Natures Crops International, we are seeing a noticeable increase in questions about omega-3 origins and looking for alternatives to farmed salmon oil, omega ingredients associated with marine life by-catch, or those with risk of possible contaminants. Consumers are demanding more from their brands as evidenced by a recent OnePulse survey (February 2025) of pet owning, omega-3 product buyers: 

• 79% of respondents deliberately purchase foods and/or supplements which contain omega 3-6-9 for their pet
• 55% of respondents prefer plant-based omega 3-6-9 over fish oil 
• 86% of respondents are more likely to purchase a product for their pet that has meaningful sustainability values versus a product that does not

These responses give some insight to how the omega-3 ingredient industry can meet consumer preference. With such a dominant and well established presence, fish oil will undoubtedly remain the backstay of the omega category, however when it comes to brands seeking an improved value proposition and consumers seeking broad spectrum, complete & balanced omega 3-6-9 nutrition to deliver skin & coat benefits, joint & inflammation support, gut wellness, and all-round health, AhiflowerÒ oil (and Ahiflower oil with algal DHA) is gaining significant momentum. 

As nature’s richest source of omega-3 and a great source of GLA, along with being a functional prebiotic, Ahiflower has helped brands in the human nutrition arena elevate their omega product offering for a little over a decade as a unique solution in a category with only limited innovation. While fish oil has presented many supply challenges in recent years, alternative omega sources like algae oil have struggled to capture the wider interest of pet owners. Ahiflower oil is still relatively new to the pet nutrition industry, but it presents opportunities for brands to leverage an ingredient with values like complete traceability, plant-based, grown using regenerative agriculture, and free from pollutants commonly found in marine omega sources. Whether used alone or in combination with fish oil or algae oil, Ahiflower is elevating the value and messaging points of pet supplement products with callouts like “Nature’s richest source of omega-3” and “Complete & balanced omega 3-6-9”.

Ahiflower’s “look well, move well and feel well” credentials based on a robust dossier of human and animal studies, highlight its broad spectrum of benefits. With consumers actively looking for products that deliver recognizable benefits for their pets, the comments from researchers at the University of PEI Veterinary College about an equine feeding trial ring loud and true. During a feeding and performance trial, the horses being fed Ahiflower oil were easy to point out in the pasture and the racetrack (versus those taking corn or flax oil), due simply to how well they looked and how well they moved. Consumers clearly gravitate towards products that deliver benefits which they can see and experience in their pets.  

We believe brands in the pet nutrition industry have a great opportunity to deliver feel-good product solutions that engage and align with their target audience by utilizing ingredients that regenerate the health of our oceans, the health of our soil, and the health of our pets. As the exclusive developer and manufacturer of Ahiflower oil, Natures Crops International is excited to bring forward an innovative solution for the pet industry that offers more to brands and more to consumers. To learn more and to partner in our initiative to grow the omega-3 category and deliver meaningful impacts to people, their pets, and the planet, please contact us: https://www.ahiflower.com/contact-us.

References:

45% of Americans prefer pets over children: https://theharrispoll.com/wp-content/uploads/2024/10/State-of-Pets-October-2024.pdf