The Role of Toppers in Enhancing Pet Diets: Trends, Benefits & Formulation Challenges

As the pet industry closes out another year, one thing is clear: pet nutrition continues to evolve at a rapid pace. Pet parents are more informed, more selective, and more invested in what they feed their animals than ever before. That shift has had a direct impact on how products are formulated, manufactured, and brought to market. Working behind the scenes with pet brands across food, treats, toppers, and supplements, we’ve had a front-row seat to the changes shaping the industry. Some trends confirmed what we already knew, while others surprised even seasoned professionals. Looking ahead to 2026, these developments aren’t just interesting — they’re critical for brands planning new product launches, reformulations, or line expansions. Here are the biggest pet nutrition trends we saw this year and what they signal for the year ahead.  Dehydrated and Low-Processing Formats Continue to Gain Momentum This year reinforced what many brands already suspected: highly processed kibble is losing ground to alternative formats. Dehydrated diets, freeze-dried foods, and gently processed options saw continued growth as pet parents looked for foods that felt closer to “real” ingredients. The appeal goes beyond nutrition. Shelf-stable dehydrated products solve real problems for consumers — convenience, storage, portability, and safety — without sacrificing quality. For brands, these formats offer differentiation in an increasingly crowded market. Looking ahead to 2026, expect dehydrated diets to move from “premium niche” to a more mainstream category. Brands that invest early in high-quality formulations and reliable manufacturing partners will be best positioned to scale as demand increases. Functional Nutrition Is No Longer Optional One of the most noticeable shifts this year was how quickly functional benefits became an expectation rather than a bonus. Joint support, gut health, skin and coat, immune support, and cognitive health are no longer confined to supplements alone — they’re showing up directly in foods, treats, and toppers. Pet parents are connecting the dots between nutrition and long-term health. They want products that do something specific, not just meet basic nutritional requirements. This has pushed brands to think more intentionally about ingredient selection, inclusion rates, and scientific support behind their claims. As we move into 2026, brands that can clearly communicate why an ingredient is included — and what benefit it provides — will stand out. Functional formulation is becoming less about marketing language and more about measurable value. Ingredient Transparency Has Become a Trust Signal This year made it clear that pet parents don’t just read labels — they scrutinize them. Where ingredients come from, how they’re processed, and why they’re included all matter more than ever. We’ve seen growing demand for simple, recognizable ingredient lists, along with increased interest in sourcing transparency. Consumers want to understand not just what’s in the product, but how it fits into their pet’s overall health. For brands, this means working closely with manufacturers who can provide documentation, sourcing clarity, and consistent ingredient quality. Transparency isn’t just a marketing strategy — it’s a requirement for building long-term trust. Looking to 2026, brands that invest in traceability and education will have a major advantage over those relying on vague or outdated labeling practices. Supplements Are Becoming More Sophisticated Pet supplements have been around for decades, but this year marked a noticeable shift toward more advanced, targeted formulations. Pet parents are moving away from generic “multivitamins” and gravitating toward condition-specific solutions with thoughtfully selected actives. This has raised the bar for supplement manufacturing. Precision dosing, ingredient stability, and bioavailability matter more than ever. At the same time, palatability remains critical — no benefit matters if pets won’t consume the product. Heading into 2026, successful supplement brands will balance science with usability. That means clean formulations, clear purpose, and formats that integrate seamlessly into daily feeding routines. Clean Labels Are Influencing Every Category “Clean label” has evolved from a buzzword into a purchasing decision driver. Pet parents are questioning artificial colors, unnecessary fillers, and overly complex formulations. This has affected everything from treats to toppers to complete diets. This year, we saw more brands rethinking ingredient decks to remove what doesn’t serve a nutritional purpose. Simplification, when done correctly, has become a form of premium positioning. As brands plan for 2026, clean labels will continue to shape formulation decisions — but success will depend on striking the right balance between simplicity, functionality, and shelf stability. Supply Chain Awareness Is Changing How Brands Plan If there’s one operational lesson this year reinforced, it’s the importance of supply chain resilience. Ingredient availability, pricing volatility, and lead times continue to impact product development decisions. Brands that built flexibility into their formulations and worked closely with manufacturing partners were better equipped to adapt. Those relying on rigid recipes or single-source ingredients often faced delays or reformulation challenges. Looking forward, smart brands are planning product lines with adaptability in mind. This doesn’t mean compromising quality — it means designing formulas that can evolve without disrupting consistency or consumer trust. Premiumization Continues — Even in a Cost-Conscious Market Despite economic uncertainty, premium pet products continue to perform strongly. Pet parents may cut back elsewhere, but they remain willing to invest in food and supplements they believe support their pet’s health and longevity. This trend highlights an important insight for brands heading into 2026: premium doesn’t just mean expensive. It means intentional — in ingredients, sourcing, formulation, and manufacturing. Brands that clearly articulate their value proposition and deliver on it consistently will continue to thrive, even as competition increases. What These Trends Mean for Pet Brands in 2026 Taken together, this year’s trends point toward a future where pet nutrition is more thoughtful, transparent, and purpose-driven than ever before. Brands planning for 2026 should consider: Investing in formats that balance nutrition with convenience Building functionality into foods, treats, and supplements Prioritizing ingredient transparency and education Partnering with manufacturers who support innovation and scalability Designing products with flexibility to adapt to changing markets The brands that succeed won’t be the ones chasing every trend — they’ll be the ones making intentional choices aligned with consumer expectations and operational reality. Looking Ahead As the pet industry continues to mature, the gap between average products and exceptional ones is widening. Pet parents are paying attention, asking better questions, and rewarding brands that meet them with honesty and quality. At Xtra Factors , we believe the future of pet nutrition lies in collaboration — between brands, manufacturers, formulators, and ultimately, pet parents. The trends we’ve seen this year reinforce that belief and offer a clear roadmap for what comes next. 2026 is already taking shape. The question for pet brands is simple: are you ready to meet it?

When you’re building or scaling a pet brand, choosing the right manufacturing partner is one of the most important decisions you’ll ever make. Your manufacturer doesn’t just “make your product” — they become the engine behind your brand’s quality, consistency, safety, and reputation. The wrong partnership can stall growth, create costly delays, or even damage customer trust. The right one can elevate your brand, unlock innovation, and help you scale smoothly. But with dozens of private-label and contract manufacturers out there, and each promising excellence, how do you know who’s truly the right fit? This guide walks you through what actually matters when selecting a manufacturing partner for pet food, treats, toppers, supplements, or any premium product in today’s rapidly growing pet industry. You’ll learn what questions to ask, what red flags to watch for, and how to evaluate a partner’s capabilities with confidence. Start With Their Expertise — Not Just Their Equipment Many brands start by asking about machinery, minimums, or pricing. While those matter, product expertise is a far more powerful starting point. A strong manufacturing partner understands your category deeply. If you create dehydrated or freeze-dried diets, you need a manufacturer who specializes in low-moisture processing — not just someone who also produces kibble and “can probably make it work.” If your brand focuses on functional supplements, you need a partner with real experience working with active ingredients that require precision, stability testing, and proper dosing. Ask them: What categories do you produce most frequently? What product types are you best at? What percentage of your business is devoted to brands like mine? You’re not just buying production capacity — you’re buying their accumulated knowledge. A manufacturer aligned with your product category will naturally make better recommendations, avoid common mistakes, and deliver a smoother experience overall. Quality Standards Are Non-Negotiable Every manufacturer will tell you they “care about quality.” But quality in pet nutrition isn’t a slogan — it’s a system. You want a partner who can clearly explain their quality program, from ingredient sourcing to testing protocols to traceability. They should be able to demonstrate exactly how they prevent contamination, maintain consistency, verify nutrient levels, and stay compliant with AAFCO and FDA requirements. A quality-driven manufacturer will make this easy for you. They’ll walk you through their process. They’ll have documentation ready. They’ll talk about audits, certifications, and controls without hesitation. If a manufacturer can’t articulate their quality system clearly, chances are they don’t have one that’s truly robust. Transparency Builds Trust Your manufacturer should never feel like a black box. A trustworthy partner makes room for your involvement. They welcome questions. They show you how things work. They keep communication open and predictable, so you know what’s happening with your project at every stage. If a manufacturer becomes vague when you ask about processes, avoids direct answers, or rushes you off the phone — that’s a sign they value volume, not partnership. Transparency builds long-term relationships. And relationships are the foundation of a successful pet brand. Communication Can Make or Break a Project One of the biggest frustrations pet brands experience isn’t quality issues — it’s the lack of communication. A great manufacturing partner understands that delays, bottlenecks, and adjustments happen, but they keep you informed. They update you without you chasing them. They provide timelines that are realistic, not overly optimistic. You should never feel in the dark about: Your production date Your testing results Your inventory status Your next steps Any potential issues If communication is poor during the quoting or discovery phase, it will not magically improve after you sign. Innovation Matters More Today Than Ever The pet industry is changing fast. Consumers expect human-grade ingredients, functional benefits, sustainable sourcing, and unique formats. Your manufacturer should not only keep up — they should help you stay ahead. A strong partner can help you: Improve formulas for stability, nutrition, and cost Develop new product ideas Adjust to changing ingredient markets Find functional ingredients that align with trends Scale formulas without compromising quality If they don’t bring ideas to the table, or if every new question is met with “we don’t do that,” you’re not working with an innovation-driven partner. Capacity, Lead Times, and Scalability A manufacturer can check every box — but if they cannot meet your timeline, quantities, or projected growth, the partnership will break down quickly. Talk openly about: Current production capacity Average lead times Their ability to scale as you grow How they prioritize smaller vs. larger clients You want a manufacturer who can support you today but also grow with you tomorrow. Red Flags That Signal Future Problems These warning signs often indicate deeper issues that will cost you time, money, and stress: They refuse or hesitate to give documentation. Quality-minded facilities have nothing to hide. They make unrealistic promises. If lead times or launch dates sound too good to be true, they usually are. You can’t get consistent contact with a project manager. Disorganization now means chaos later. They can’t explain their processes. That often means they lack standardization — a dangerous sign in manufacturing. Everything feels rushed. A good partner wants your product to be right, not just fast. When you see multiple red flags, trust your intuition. There are plenty of manufacturers — you don’t need to settle. Pricing Should Be Considered Last — Not First Cost matters. But cheap manufacturing always comes at a cost somewhere else: lower-quality ingredients, weaker testing, slower timelines, or inconsistent batches. A professional, established partner may cost slightly more upfront — but they save you from product failures, recalls, marketplace complaints, and reformulations. Choose value, not the lowest bid. Your Final Evaluation Tool: The Capability & Confidence Checklist Here is a lean, streamlined checklist you can use when interviewing potential manufacturing partners. It’s the only list in this article — and it covers everything that truly matters: ✔ The Capability & Confidence Checklist Use this to score each potential partner from 1–5 in each category: Category Expertise – They specialize in your product type and understand your format. Quality & Safety Systems – They have clear, documented, verifiable processes. Transparency – They answer questions openly and welcome involvement. Communication – Timely, clear, proactive communication from the start. Innovation Support – They help refine ideas, formulas, and new concepts. Capacity & Scalability – They can meet your needs now and in the future. Reliability – Their timelines, answers, and expectations remain consistent. Cultural Fit – They feel like a team you’d want to work with long-term. Pricing Alignment – Their pricing matches your financial model and quality goals. If a manufacturer scores high in most of these areas, you’ve found a solid partner. If they fall short in several — especially transparency, quality, and communication — keep looking. Final Thoughts Choosing a manufacturing partner for your pet brand isn’t just a procurement decision. It’s a strategic investment in your brand’s future. The right partner brings expertise, reliability, innovation, and quality that elevates your entire business. The wrong one slows you down and creates barriers at every turn. Take your time. Ask questions. Trust your instincts. And remember — a great manufacturer isn’t just producing your product. They’re helping you build a brand that pet parents trust and pets love.