Global Fish-Based Pet Food Market to Reach USD 11.8 Billion by 2036 as Veterinary-Directed Nutrition Redefines Category

The global fish-based pet food market is projected to reach USD 11.8 billion by 2036, rising from USD 6.2 billion in 2026, reflecting a steady CAGR of 6.7%, according to Future Market Insights (FMI). What was once considered a flavor alternative is now evolving into a clinically directed nutritional segment, driven by veterinary recommendations for pets suffering from protein sensitivities, dermatological issues, and inflammatory disorders.

Veterinarians increasingly prescribe fish-based formulations rich in EPA and DHA to manage allergies, joint conditions, and skin health. This clinical positioning is structurally elevating fish-based diets from a commodity segment to a premium therapeutic nutrition platform across global markets.

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A defining industry milestone occurred in June 2025 when Mars Petcare became the first pet food manufacturer to commit to the Global Dialogue on Seafood Traceability (GDST) Standard, in partnership with Global Dialogue on Seafood Traceability and Wholechain. The initiative establishes full marine ingredient traceability across its portfolio, reinforcing sustainability and compliance transparency.

Rick Riggins, Senior Vice President at Mars Petcare, stated that adopting the GDST Standard ensures responsibly sourced and fully traceable seafood ingredients. FMI analysts anticipate GDST compliance becoming a baseline requirement within five years, similar to non-GMO and organic certifications in human food.

Market Value and Strategic Positioning

FMI projects sustained value expansion supported by:
• Rising veterinary endorsement rates
• Premiumization of pet nutrition
• Increasing demand for hypoallergenic protein alternatives
• Growth in omega-3 fortified formulations

North America currently commands the largest revenue share, led by the United States' strong veterinary infrastructure and highest per-pet premium spending. Western Europe follows closely, supported by strict sustainability regulations and consumer preference for responsibly sourced seafood. Asia-Pacific is the fastest-growing region, particularly China, Japan, and South Korea, where rising pet humanization and disposable incomes accelerate premium adoption.

Industry Investments Reinforce Premium Shift

Product innovation and manufacturing expansion accelerated in 2025:
• Mars Incorporated expanded its Royal Canin portfolio with Fresh Health Nutrition featuring science-backed fresh fish-based recipes.
• ADM invested USD 39 million in a new wet pet food facility in Yecapixtla, Mexico, targeting regional production of premium fish-based products.
• Post Consumer Brands launched 9Lives Kitten Essentials Chicken and Ocean Fish dry cat food formulated with DHA and EPA for brain and vision development.

FMI states that this convergence of traceability certification, regional manufacturing investment, and clinical formulation innovation confirms the sector's structural transition toward a sustainability-certified premium category.

Competitive Concentration and Pricing Dynamics

The market remains highly consolidated. Mars Petcare, Nestlé Purina, Hill's Pet Nutrition, and General Mills collectively dominate veterinary channels and retail shelf space.

Premium fish-based therapeutic diets command significant pricing advantages. Clinically formulated products such as veterinary prescription lines often retail at 2 to 4 times higher per kilogram compared to standard fish-flavored kibble. This pricing asymmetry is sustained by clinical research validation and veterinary gatekeeping.

Supply Chain Risks and Sustainability Pressures

Marine ingredient sourcing remains a structural vulnerability. Fish meal and fish oil pricing fluctuate due to:
• El Niño-driven catch variability
• Fishing quota restrictions
• Aquaculture feed competition
• Geographic concentration of production in Peru, Chile, and Scandinavia

FMI emphasizes that manufacturers securing long-term marine supply contracts and investing in alternative omega-3 sources such as algae and fermentation-derived oils will gain structural cost advantages.

Simultaneously, sustainability claims face regulatory scrutiny. Brands marketing MSC-certified or "responsibly sourced" seafood must substantiate traceability data or risk reputational exposure. GDST adoption represents a proactive compliance shield, while companies lacking equivalent systems face elevated greenwashing risks.

Segmentation Insights

By Nature
• Organic fish-based pet food is gaining traction among clean-label and non-GMO focused consumers.
• Conventional products maintain volume leadership due to affordability and broad distribution.

By Product Type
• Dry fish-based formulations dominate due to convenience and longer shelf life.
• Wet products are expanding rapidly, particularly in therapeutic and senior pet segments.
• Treats and chews infused with marine protein are emerging within functional nutrition niches.

By Pet Type
• Cats lead consumption due to inherent seafood preference and taurine requirements.
• Dogs increasingly adopt fish-based diets for allergy management and joint support.
• Exotic birds represent a niche but specialized segment requiring high-protein marine nutrition.

Market Evolution: 2025-2035 Outlook

The next decade will see:
• Expansion of lab-grown and hybrid fish protein applications
• AI-driven personalized pet nutrition
• Blockchain-enabled seafood traceability
• Growth of biodegradable and carbon-neutral packaging

FMI analysts assert that executive strategies must reposition fish-based lines within clinical nutrition portfolios rather than flavor rotation strategies to unlock full value premiums.

The United States remains the largest national market, supported by premium penetration and veterinary endorsement networks. The United Kingdom, European Union, and South Korea demonstrate stable growth trajectories driven by sustainability regulation and pet humanization trends.

Access the full report for detailed market trends. https://www.futuremarketinsights.com/reports/fish-based-pet-food-market

Conclusion

The fish-based pet food market is undergoing structural realignment-from flavor diversification to veterinary-directed, traceability-certified therapeutic nutrition. Companies that integrate sustainability compliance, clinical validation, and regional manufacturing resilience will command long-term competitive advantage.

As marine protein transitions into a high-value functional nutrition platform, the sector's projected rise to USD 11.8 billion by 2036 underscores its transformation into one of the most strategically important categories within global pet nutrition.

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Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

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