Why Indian Pet Owners Are Switching To 100% Natural, Fresh Pet Food

The Indian pet care market is undergoing a massive shift currently. Pet parents nowadays are more aware, more knowledgeable, and more mindful about what they are feeding their pets. As they say, prevention is better than cure, pet parents now go through the pros and cons of everything they buy for their furry babies. Driven by Gen Z and Millennial pet parents across major metros, the industry as well is rapidly transitioning from reactive veterinary care to proactive Preventive Health and Functional Nutrition.

Historically, pet wellness in India was restricted to basic commercial kibble and emergency clinic visits. Today, highly informed owners view their pets as family members, prompting a demand for longevity-focused care. Reports suggest that the pet supplement market size in India, which reached USD 0.10 billion in 2024, is expected to reach USD 0.20 billion by 2033. The market growth rate (CAGR) would be 4.40% during the period of 2025–2033.

This will be highly led by functional nutrition, incorporating targeted, health-boosting ingredients like omega-3 fatty acids, Ayurvedic herbs (such as turmeric and ashwagandha), gut-friendly probiotics, and joint-supporting glucosamine. Pet parents are actively choosing specialised diets designed to prevent chronic issues like obesity, diabetes, and early-onset arthritis.

Pet owners are now accepting supplements and looking for lean-label pet food brands (Image:Magnific)

Furthermore, the integration of preventive diagnostics, like at-home DNA and microbiome testing kits, allows owners to customise their pets' care routines with clinical accuracy. No longer satisfied with generic products, Indian consumers are driving a surge in premium, fresh, human-grade pet food and holistic wellness brands.

India has seen a surge in pet ownership, with Redseer reporting that there were 32 million pets in Indian households as of FY24. By 2028, the number may surpass 51 million, according to Euromonitor International. The rise in pet population saw an acceleration during the COVID-19 pandemic and has held on to that momentum ever since. The simple reason? Companionship. When people found themselves isolated and lonely during the pandemic years, a furry friend made for the ideal safe and dependable partner. Now, pet parents are willing to explore more and more ways to keep their companions beside them for longer.

Then, of course, there are the changing family dynamics across the spectrum. Pets are being humanised like never before. The size of families is shrinking, with many becoming single-child households. Millennials and Gen Zs are increasingly choosing to become pet parents instead of taking the traditional path of marriage and kids.

Additionally, there is a rising awareness about preventive health and functional nutrition among people. The human dietary supplements market size was estimated at USD 5.17 billion in 2024. Reports suggest that between 2025 and 2030, the CAGR will become 13.1%. With people now thinking of their pets as family, there is an increased understanding of the benefits of supplementation for long-term health of the pets.

Pet owners are now accepting supplements and looking for lean-label pet food brands like BLEP with 100% natural, zero-preservative fresh pet food. There is a range of daily supplement chews that address some of the major issues that dogs face: poor digestion, joint pain, dental decay, itchy skin, and mood dysregulation, which pet owners are increasingly concerned about.