Introducing Bitesize Insights: exploring key trends in wet pet food

September 22 2025 - News

At IQI Trusted Petfood Ingredients, we are excited to introduce Bitesize Insights — a new series of concise, easy-to-digest papers offering relevant market insights. Ideal for pet food professionals looking to stay up to date without having to wade through lengthy reports.

In our first edition, we focus on the evolving wet pet food segment. With its high moisture content and soft texture, wet pet food supports hydration and is easy to consume. The segment continues to gain popularity among pet parents. This growing demand reflects the broader shift in consumer preference toward high-quality, natural, and health-promoting pet food options.

Key trends shaping the wet pet food segment

In the paper, IQI’s Sales Manager Wet Pet Food, Rick Houtepen highlights five important trends currently influencing the wet pet food market:

Functional foods

Humanization

Premiumization

Sustainability

Growing demand for fresh pet food

The paper explores the main challenges and opportunities these trends present and the role functional ingredients can play in addressing them.

Compact insights for busy professionals

With Bitesize Insights, IQI provides high-value content in a compact, impactful format. Whether you’re in R&D, procurement, or strategy, these papers are designed to deliver clarity and inspiration — all in one bite.