Research, science and changing consumer expectations are reshaping the future of pet nutrition, and Turkiye is becoming an increasingly important part of that picture, according to Angela Lillo, Europe Portfolio Strategy and Innovation Director at Nestle Purina PetCare.

Lillo says R&D sits at the center of Purina’s work, not only in nutrition itself, but in supporting lifelong pet health and wellbeing. She points to the company’s global network of experts — including veterinarians, nutritionists, engineers and pet behaviourists — as a key part of how science is translated into practical solutions for pets and their owners.

Innovation, she explains, starts with identifying real and often unspoken needs. By combining scientific expertise with consumer insight and observation of daily life, Purina aims to develop products and solutions that go beyond novelty and respond to evolving expectations in pet care.

Within that broader context, Lillo describes Turkiye as a dynamic market where awareness around pet health and nutrition is steadily increasing. She notes that more informed and engaged pet owners are helping create stronger demand for science-based approaches, while the country’s wider development in pet care is making it more relevant for long-term innovation.

She also underlines the importance of veterinarians in this transformation, saying that support for veterinary professionals and students remains an important part of Purina’s approach in Turkiye.

For Lillo, the country’s significance lies not only in growth, but in how pet ownership itself is evolving. As pet care becomes more informed, more preventive and more closely tied to wellbeing, Turkiye is taking on a bigger role in the future of the category.

Interview video will be on The Animal Economics YouTube channel soon.