Global food giant ADM recently published a pet longevity report highlighting worldwide differences in purchasing habits among pet parents, including how comfortable they are in taking a proactive approach to pet care.
The report was based on the ADM Outside Voice survey conducted in 2025 with 5,148 total respondents (pet owners) from five countries: China, France, Mexico, the United Kingdom and the United States. All pet-related questions were focused on cats and dogs.
“What the research underscores—without quantifying a specific increase—is that pet wellness behaviors are actively evolving, with owners becoming more intentional and proactive about long-term health,” said James Kyffin, global director, Pet and Animal Wellbeing, ADM. “At the same time, demand for longevity-focused solutions is expected to continue growing, supported by rising consumer awareness and interest in proactive pet care.”
U.S. skepticism
Pet owner demand for longevity-focused solutions was highest in China where longevity is already embedded in consumer expectations, Kyffin noted. He added that there is minimal gap between belief and purchase behavior, and strong openness to new formats and ingredients.
Similar to Chinese consumers, Mexican consumers demonstrate “high action, low hesitation,” showing unusually strong follow-through from interest to purchase for pet longevity supplements. The U.S. market, by contrast, reflects a more measured approach, with high willingness to invest in pet health and strong awareness of functional ingredients, but greater deliberation before purchase.
“This is why U.S. consumers land ‘in the middle’—not due to lower engagement but because decision-making is more conditional,’” Kyffin said.
U.S. consumers are not skeptical of pet longevity as a concept. However, they are skeptical of unsupported claims. The research characterizes the U.S. mindset as “premium, but with proof.”
According to the report, that manifests in several ways:
- Greater emphasis on scientific validation and specific claims.
- Strong reliance on established ingredients and brand credibility.
- Expectation that brands clearly explain what a product does, how it works and why it matters.
“What’s driving this behavior is a high consumer awareness of functional ingredients,” Kyffin explained. “The data signals that the U.S. is a mature market where differentiation depends on substantiation, not just positioning.
Survey results also showed pet parents in the United Kingdom were interested in longevity supplements but cautious of unverified claims.
Global differences
France presents a different picture, with pet owners less likely to purchase longevity-focused products or pay a premium. They are also more skeptical of functional or branded ingredients and prefer to avoid what they perceive as “longevity hype.”
This aligns with how longevity is defined locally.
“In France, it is more closely associated with ‘respecting natural life cycles’ rather than actively extending them,” Kyffin said. “Messaging that emphasizes enhancement or optimization may underperform. What does resonate is credibility, regulation and veterinary validation.”
Across markets, interest in pet healthy aging is strong—but action is shaped by trust, culture and expectations. Globally, supplements are already mainstream with 38% of pet owners giving their dogs and cats supplements.
Overall, though, the markets show different priorities.
“What it points to next is a deeper focus on how to translate interest into action,” Kyffin noted. “Specifically, the findings highlight that while global interest in longevity is strong, behavioral follow-through differs by country, and cultural perceptions shape not just what consumers want, but how they expect benefits to be framed and validated.”
He added that future research will likely need to explore conversion gaps between awareness and purchase behavior and refine insights into which product formats, ingredients and drivers will resonate locally.
“This research shows that pet parents around the world are invested in healthy aging—but they don’t all define or pursue it the same way,” Kyffin said. “For us [at ADM], the next step is helping pet brands translate that intent into action through solutions that are credible, science-based and tailored to local expectations.”
