Euromonitor’s Ingredient Spotlight draws on Passport’s ingredient tracking system, analysing millions of global stock keeping units (SKUs) to identify which ingredients are gaining traction, how adoption is evolving and where innovation opportunities are emerging. Data extracted in July 2026, Please note that due to ongoing improvements to the AI-led product matching of SKUs to ingredients, SKU counts can be revised based on system updates.
Delivery
This report comes in PPT.
Key Findings
Definition of ingredient
Postbiotics are the by-products of fermentation. These are non-living microbial compounds, cell fragments and metabolites. They are used to support microbiome balance, digestive health and immune health while offering better formulation stability than live probiotics.
Usage in pet care
Postbiotics are used across pet dietary supplements, dry and wet dog food, cat food and treats. They are positioned primarily around immune system health and digestive health and are frequently layered alongside pre- and probiotic claims.
Why spotlight ingredient
Postbiotics are emerging as the pet industry's answer to a long-standing formulation problem of how to deliver probiotic-style gut-and-immune benefits even in the high heat used to make everyday kibble and canned food. Emerging gut-organ axis research is what is now encouraging brands to extend postbiotic claims from digestion into broader immune and wellness territory.
Why read this report?
Introduction to postbiotics
What, why and how?
Postbiotic’s key claims, size and market maturity
Postbiotics scale as core nutrition takes over
Adoption broadens from Australia into Europe
Australia proves the move into complete food
Postbiotics' competitive field remains open despite a concentrated core
Prime100 delivers a biotic stack that combines prebiotics and postbiotics
Bozita reformulates its core range, taking postbiotics across the EU
The evolution of postbiotics: The foundation of pet longevity
Questions we are asking
Ingredients
Included here are the individual ingredients used in the manufacture of products that are tracked in Packaged Food, Soft drinks, Hot Drinks, Alcoholic Drinks, Tobacco, Pet care, Beauty and Personal Care, and Home Care. Ingredients data published in the Ingredients system are separate from Key Functional Ingredients tracked within Health and Wellness.
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