From Treats to Treatment: How Functional Pet Foods Are Changing Pet Health

You grab a bag of dog treats off the shelf. The packaging promises “joint support” or “better digestion.” Suddenly, this doesn’t sound like a snack anymore; it sounds like a supplement. That’s no accident. Pet food today is moving beyond calories and flavor and into a newer era: functionality. 

Once a niche category, functional pet foods, formulas designed to deliver specific health benefits, are rapidly reshaping the industry. Pet parents are craving a treat that treats their pet’s health. They want food and treats that do more. This shift is fueled by a broader human wellness movement, rising awareness of chronic health conditions in pets, and the growing belief that nutrition can serve as preventive medicine. In fact, in the same way people reach for probiotics or Omega-3 fatty acids at the grocery store, they now expect similar solutions for their pets. The global functional pet food market, valued at USD $2.8 billion in 2024, is projected to nearly double by 2033, growing at a CAGR of 8.5%.  

Formulating for Function 

The science behind this movement is compelling. Probiotics and prebiotics are increasingly used to support gut health by balancing microbiota and improving nutrient absorption. Recent research on consumer understanding and purchasing behaviors for pet probiotics (including qualitative and quantitative studies of more than 1,000 US dog and cat owners) in March 2024 showed “47% of US cat owners and 53% of dog owners are giving their pets probiotics, up from just 22% and 32%, respectively, in 2021.”  This increase in probiotic use signals that gut health has moved from a niche concern to a mainstream priority for pet owners. 

Omega-3 fatty acids, particularly eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA), have been shown to reduce inflammation and improve joint mobility in dogs with osteoarthritis. In a study published in the Journal of the American Veterinary Medical Association, dogs fed a diet supplemented with Omega-3s demonstrated improved ability to rise from a resting position and walk compared to controls. A review in Veterinary Evidence also supports their role in managing osteoarthritis, highlighting improvements in joint function and reduction of inflammation. Ingredients like L-carnitine support weight management and lean muscle maintenance, demonstrating that targeted nutrition can make measurable impacts when properly formulated and delivered in bioavailable forms. Without bioavailability, the ability of nutrients to be absorbed and utilized, these formulas risk becoming little more than marketing claims. 

Marketing Meets Science 

For consumers, the landscape can feel confusing. Labels such as “immune support,” “grain-free,” or “high-protein” are familiar markers but often don’t explain how or why a product works. These terms may resonate, but they can obscure more meaningful measures of pet health, including digestibility, ingredient efficacy, and clinical validation. This disconnect between marketing language and actual science presents both the greatest challenge and opportunity for brands. Companies that can communicate benefits with clarity and transparency will not only earn consumer trust but also shape the narrative around what truly matters in pet nutrition. 

On the industry side, functional pet foods blur the lines between food, supplements, and even veterinary medicine. Investors favor companies that back their claims with research and measurable outcomes, while retailers seek products that stand out on crowded shelves beyond packaging trends. Regulators are increasingly focused on substantiating functional claims and pushing brands toward evidence-based marketing. In this environment, innovation alone isn’t enough; it must be paired with proof. 

Looking ahead, the future of functional pet food points toward personalization and sustainability. Advances in AI and diagnostics may soon allow for diets tailored to a pet’s individual health profile, turning nutrition into highly customized preventive care. At the same time, sustainable functional ingredients such as insect protein and algae-derived Omega-3 fatty acids are gaining traction as solutions that support both pet health and environmental responsibility. Insect protein-based diets alone are expected to capture 10% of the functional protein market by 2027. Many consumers are starting with functional treats as an easy entry point, but the long-term trajectory is clear: the movement is expanding into complete diets that redefine the role of pet food altogether. 

Function Meets The Future 

Functional pet foods are not a fad. They reflect a larger shift in how we think about animal health, proactive, preventative, and personalized. For professionals, the challenge is to move beyond familiar buzzwords and ground innovation in measurable benefits. For pet parents, the opportunity is to ask not just what’s in a pet’s food, but what it does for their long-term wellbeing. The future of pet nutrition goes beyond simply feeding pets; it’s about nourishing their health, extending their vitality, and ensuring that every bowl supports a better life. 

Until now, the National Animal Supplement Council (NASC) has focused its Quality Seal program on pet supplements, helping brands demonstrate transparency, safety, and compliance. But as functional treats grow in popularity, NASC is officially expanding into this category, signaling just how blurred the line between “treat” and “treatment” has become. 

In July 2025, the NASC announced that its Quality Seal program will extend to treats and large-format chewables, giving pet owners a trusted way to identify functional treats that meet the same high standards long applied to supplements. These products often contain ingredients like glucosamine, MSM, milk thistle, melatonin, SAMe, or other bioactive compounds typically associated with supplements. 

Because treats are legally classified as food, the NASC’s expansion addresses a regulatory gray area: functional treats often use supplement-like ingredients but must comply with pet food laws. By creating auditing and compliance pathways, the NASC is helping ensure these products are not just marketable but also safe, transparent, and verifiable. For brands, this means they can bring functional treats under an established certification umbrella. For consumers, it means a clearer signal of quality and reliability in a crowded market. 

The NASC’s move underscores a bigger reality: the functional pet health movement is no longer limited to powders, capsules, or toppers. The treat aisle is now a legitimate delivery system for targeted health benefits, and a major entry point for pet parents who want to test functional nutrition in a simple, approachable way. 

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About the Author

Lee Ann Hagerty is Director of Customer Enrichment and Consumer Insights on the BSM Product Innovation team with 29+ years in the pet food industry, working for Iams/Eukanuba, Procter & Gamble, and Mars Pet Care. She brings a unique combination of project management skills with consumer insights, product design, animal nutrition, and sensory science which drives an in-depth understanding of the pet and consumer. Lee Ann has a passion for helping dogs. Over the last year and a half, she has fostered over 22 dogs. Many of them were senior dogs who had lived their entire lives outside as hunting dogs. She has been a foster pet parent for many years, and it brings her great joy to see these pets find fur-ever homes where they live with families indoors with love and care.