From Essential to Exceptional: Why Performance Minerals Could Be Your Brand’s Next Competitive Advantage

Pet food innovators face a familiar challenge: the market is growing, but differentiation is harder than ever. Functional claims dominate packaging and consumer expectations are rising. Pet parents are no longer satisfied with ingredient lists; they want proof of performance. They expect visible outcomes such as shiny coats, playful energy, healthy mobility and their pets eating well. 

Here’s an insight worth considering: trace minerals, often thought of as a baseline requirement, may hold the key to delivering those outcomes, efficiently. For decades, trace minerals have been bundled with vitamins and checked off as “done.” But in today’s market where trust and transparency drive loyalty, that thinking leaves opportunity on the table.

Minerals are stepping out of the shadows, and into the spotlight. Once considered an unseen requirement, they’re now beginning to ride the same wave that launched ingredients such as probiotics, omega-3s and collagen into the mainstream. Why? Because macrotrends in both human and pet nutrition are converging around functional wellness, transparency and proactive health. 

In human food and beverages, minerals are no longer limited to simply meeting daily requirements, they’re performance amplifiers. According to the International Food Information Council (2024), 58% of consumers actively seek mineral fortification on labels, and 65% consider specific minerals when choosing what to eat or drink every day. Minerals are now linked to claims like immune support, energy metabolism and beauty-from-within, appearing in everything from functional beverages to fortified snacks. This shift reflects a broader movement toward purposeful nutrition, where ingredients are chosen for their ability to deliver tangible health benefits. 

Pet food trends historically mirror human food trends, and this is no exception. As minerals gain traction in human wellness, pet parents are projecting those same expectations onto their pets’ diets. A recent survey of U.S. pet food purchase decision makers concluded that 80% of pet owners agree minerals make a difference in their pet’s health, and minerals rank among the top three ingredient categories pet parents look for on-pack, right behind protein and vitamins (Zinpro® Pet Parent Survey, 2025). When delivered in the right form, minerals have the capacity to carry a health halo that resonates emotionally and functionally, making them a powerful differentiator for brands. 

For pet food manufacturers, the takeaway is clear: if minerals can drive innovation and claims in human nutrition, pet food is next. Brands that embrace this shift early can position minerals not as a checkbox, but as a strategic ingredient with marketable impact.

Trace minerals are not passive nutrients, nor are they additives. They are essential for life and required to be included within all balanced and complete pet diets. Trace minerals serve as enzymatic co-factors in hundreds of biological processes to support daily wellness from head to tail.

But there’s a catch: Not all trace mineral sources are equally effective. These biological processes are metabolically demanding and occur continuously. When mineral delivery is inconsistent or inefficient, the body compensates by prioritizing survival over performance, which can lead to undesirable outcomes such as dull coats, reduced energy levels and compromised immunity. 

To deliver their full intended effects, trace minerals must be optimally absorbed, transported and utilized at the cellular level. Yet not all trace mineral sources achieve this. 

• Inorganic salts (oxides, sulfates, hydroxychlorides, etc.) are highly reactive in the gut, binding to antagonists like phytates and fiber. This reduces absorption and increases nutrient waste, forcing formulators to over-supplement to meet minimum requirements. 

• Conventional organic minerals (proteinates, glycinates) slightly improve stability when compared to inorganic salts but often lack structural integrity under gastric acidity. Weak chelation bonds can dissociate, reverting minerals to inorganic forms and diminishing absorption efficiency. 

Zinpro® Performance Minerals® are made to overcome biological limitations so that each trace mineral can deliver its full intended health effect. Their patented amino acid transport system leverages active absorption pathways, bypassing antagonists and ensuring efficient uptake into enterocytes. Once absorbed, these complexes remain intact, enabling precise delivery to target tissues where they activate enzymatic cascades essential for skin integrity, coat sheen, joint resilience, immune strength and other life functions. 

This unique mode of action is validated by nearly hundreds of peer-reviewed studies, including targeted peer-reviewed research in dogs and cats. In fact, more than 50% of all published research on organic trace minerals globally is connected to Zinpro (Zinpro internal research and published literature review).  For pet food formulators, rethinking the role of trace minerals can help to amplify overall formula performance by supporting a stronger nutritional foundation. For marketers, the proven-power of Zinpro Performance Minerals ensures product claims can be backed by pet-specific research with a category of ingredients consumers already trust and believe in.  

The bottom line: Performance minerals are not a line-item upgrade. They are a strategic lever for growth. They enable claims that resonate with pet parents, create formulation efficiencies and strengthen brand trust. In a category where functional benefits are accelerating, they position your brand as a trusted leader. 

If you’re exploring ways to strengthen your formula and deliver outcomes that matter, connect with the Zinpro team of pet experts.