Here’s what’s trending in pet products

The days of unknown pet food ingredients are basically gone.

Today’s consumers want to know in detail the composition of their pet’s food, so they can help extend the life, energy levels and overall well-being of their furry friends. 

Consumer preferences for pet food has shifted in recent years towards better ingredients, sustainability and health benefits, with a noticeable emphasis on health, freshness, and the inclusion of essential vitamins, minerals, and even probiotics.

Recent data by the American Pet Products Association (APPA) indicates that dog owners have continued to purchase dog food at supermarkets and pet superstores at higher levels since the pandemic (29% and 23%, respectively), despite dog food purchases online increasing from 20% in 2020 to 24% in 2024. Cat owners, however, predominantly purchase cat food from supermarkets (41%), followed by discount store/mass merchandisers (29%) and online purchases (27%).

“Holistic remedies, flavored oral meds and pill treats are steadily increasing in popularity among dog and cat owners,” said Patrick O’Brien, chief digital officer for the APPA. “However, we’re seeing that only about half of both dog and cat owners plan to buy food with some type of ingredient attribute—including eco-friendly packaging and sustainably sourced attributes.”

Andy Keenan, executive vice president and general manager at Advantage Solutions, which provides in-store merchandising, store brand and marketing development services to grocery stores, has seen a renewed focus on making these choices for pets because a lot of consumers are known for spoiling their furry family members.

“So, we’re seeing more products with cleaner ingredients, and often a premium on the pricing for those cleaner ingredients,” he said. “It’s a trend that’s been in place for many years that’s holding, and we’re seeing more, new entrants in the market for premium priced, healthier-centric pet foods.”

Publix Supermarkets prioritizes pet items and works with its teams to make sure it has a great selection to choose from.

“We have seen demand for pet items increase as many folks added new pets to their families during the pandemic,” said Hannah Herring, media relations manager for the Lakeland, Fla.-based company. “We’re seeing pet owners make better-for-your-pet choices like fresh food items and rawhide-free products.”

Louisiana-based Veterinarian Sara Ochoa treats small and exotic animals in her veterinary clinic and consults her clients about what pet food and products they buy.

“Demand for high-quality products has certainly grown significantly,” she said. “When the pandemic started and so many people were home with their pets all the time, I think that extra time together really helped owners see their pets as beloved family members. Now people want only the best for their pets—foods with simple, natural ingredients; fun enrichment toys for physical and mental stimulation; and supplies that keep coats shiny and mouths healthy.”  

Some specific areas where she’s noticed growth include foods made with single-protein sources or fresh proteins like raw, as well as treats and chews focused on dental health or joint support.

“Many owners also seek out natural grooming supplies or ones made from sustainable materials,” Ochoa said, advising grocery stores to pay attention to these trends.

David Stansbury, category manager, front end for Lakewood, Col.-based Natural Grocers, has seen a trend of less demand for canned wet pet food and more demand for fresh refrigerated food over the past year.

“Pets crave quality food too and they need food with nutritional value and real ingredients just like we do,” he said. “At Natural Grocers, we take the same care with our pet food selection as we do with the other food we carry, choosing quality ingredients and nothing that may cause harm. You’ll even find a wide selection of pet foods that are free of common allergens like corn, soy, and wheat. We also offer vitamins, supplements and grooming aids for your pets that meet the same standards we look for in our human products.”

On brand

Private brand has grown in the pet category, specifically premium private label at comparatively lower prices than national brands.

“For this reason, private brand continues to be a place for retailers to focus, to expand their healthier offerings and to capture more of that loyalty spend versus what you might find online,” Keenan said. “It’s about attracting the pet consumer with unique offerings, which may only be available at certain retailers, doing it at a price that is compelling versus national brands, and capturing that loyalty spend. Once your dog or cat likes a certain product that’s only offered at a particular national retail chain, you’re going to go there to get that product versus substituting that brand for something else.”

For instance, Kroger’s offers Pet Pride and ultra-premium Abound pet products that are an affordable alternative to national brands, providing customers with the pet food attributes and features they want at an incredible value.

“Customers are motivated to buy products that show their love for their pet and align with their values – including best value for their money, buying their pet the most nutritious products made with natural ingredients and looking for products that are formulated to give their pets their best life,” a spokesperson for the Cincinnati, Ohio grocer said. “We know pets are part of the family and when our customers are grocery shopping, they are planning for their family, both human and furry.”

Kroger’s store-branded items have seen incredible growth in several different commodities over the past year, including dog and cat treats, cat food, wet dog food, waste management (litter and training pads), toys and grooming.

Natural Grocers has its own house brand of Organic Dog Treats that are USDA Organic Certified, human grade, and feature animal proteins raised without antibiotics or growth hormones. This is a big seller and has seen continued interest from pet parents.

Reaching consumers

Keenan said retailers need to move out of just the pet aisle onto more prominent displays in higher-traffic areas of the store to educate consumers.

“That’s especially true for products like treats and snacks to drive trial and capture for more of the consumer dollar than they may be spending today,” he said.  “Also, I would encourage retailers to lean fully into their digital strategy. Leverage online, platform-oriented marketing tactics to attract the shopper in store through digital coupons and other digital offerings.”

Publix has increased its dedicated ad space for the pet category this year as it tries to lure more customers away from pet stores and online.

“Along with additional savings on items throughout the store, we encourage our customers to find savings on pet items in our weekly ads and BOGO deals,” Herring said. “Digital coupons are also a great way to save when customers sign up for our free loyalty program Club Publix.”

New to market

At APPA’s annual trade show, Global Pet Expo, the organization saw more than a thousand new product launches, with this year’s show delivering some exciting new trends for the industry.

“Wellness and solution-based products for pet parents were some of the biggest trends we saw at the show, whether that be new supplements or food toppers, smart tech products, enrichment activities for pets and more,” O’Brien said. “Pet parents are becoming more attuned to their pets’ overall well-being and looking for value-add products that keep their pets happy and healthy.”

Supermarkets need to keep up with these trends and also must regularly stock the products pet parents and their pets desire. That, Keenan said, is the key to being successful in the category.