Global pet food producer, i-Tail Corporation Plc (ITC), a subsidiary of Thai Union Group, has recently unveiled its 2026 innovation strategy, aiming for new products to contribute 15% of its total revenue this year as global demand shifts towards science-backed pet wellness and longevity.
The target builds on a solid performance base in the first 9 months of 2025, as i-Tail posted sales of Bt 13.4 billion (US$423.7 million), with the US accounting for 57% share, followed by Asia (29%) and Oceania and Europe (14%). Innovation products accounted for 11% of net sales during the period, a small but rapidly growing niche segment giving the company confidence to raise its optimism.
Known for its expertise in wet pet food and treats, i-Tail operates primarily as an original equipment manufacturer (OEM) for global brands, while also marketing its own brands such as Bellotta and Marvo.
Pahk Shewaruksakul, Chief Commercial Officer of i-Tail said the company’s innovation direction is anchored in “science-based nutrition designed to help pets live longer and healthier lives”.
According to i-Tail’s data, 78% of pet owners seek food that supports their pets’ longer lifespans. Many pets that were adopted during the pandemic have now entered older age, driving demand for nutraceuticals and specialised nutrition. Pets are now regarded as family members by more than 70% of Gen Z and Millennial pet owners globally. This has led to a major shift in favour of premium, functional and science-backed products.
The global pet nutraceutical market is expected to grow at a CAGR of 7.1% reaching US$8.84 billion by 2031.
As part of its Innovation Strategy, i-Tail plans to expand into supplements, nutraceutical products and personalised diets by 2030, moving beyond traditional pet food into targeted health solutions. The company’s roadmap progresses from general pet food to “complete and balanced” nutrition that meets the standards of the American and European feed control officials, an area where the company already has strong capabilities, before advancing into functional and special-care formulations with active ingredients.
ITC has an advantage as it works closely with leading global pet food brands as a co-creator, participating from the early concept stage of product development.
The company has also partnered with 5 leading Thai universities to bridge academic research and industrial application in pet nutrition science. This is supported by Thai Union’s broader innovation system, including the i-Cattery research facility, the Global PetCare Innovation Center and the Global Innovation Center.
The i-Cattery food research centre is located at the Faculty of Veterinary Medicine, Mahidol University.
Leveraging Thai Union’s marine nutrition expertise, i-Tail incorporates functional ingredients derived from seafood such as tuna oil and tuna bone calcium into its formulations.
