March 5, 2025 – The dog food market is rapidly growing and also experiencing consistent growth. Total market values is expected to increase by one-third between 2019 and 2027. Also, total volume of dog food is on the rise. Total sales based on million tonnes also is on the rise and volume growth is expected to match that of growth in market value.
This article is based on Innova’s Dog Food in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Dry Dog Food is the Leading US Dog Food
Dry dog food is the leading subcategory of dog food in the US. Dry dog food accounts for over three-quarters of the total market value of dog food. Total sales of dry dog food in the US are projected to grow by one-third between 2019 and 2027.
Wet dog food has a smaller proportion of the US dog food market. As with dry dog food, volume of wet dog food in the US is expected to grow by one-third between 2019 and 2027. Wet dog food is becoming more popular because US dog owners are interested in premium dog food and dog food that offers health benefits.
US Pet Ownership is Growing and Changing
The number of US pet owners is going up. This increase in pet ownership is affecting the US dog food market. US pet owners increasingly are looking for dog food that offers a combination of convenience, health benefits for their dog, and personalized care that is tailored toward the needs of their dog. These priorities of US dog owners offer brands and opportunity to increase their sales by aligning the features of their dog food brands with the priorities of US dog food owners.
Sustainability Aligns with US Dog Owner Priorities
US dog food brands can attract US dog owners by incorporating sustainability into their dog food production. Sustainability is especially important to younger generations of US dog owners. These younger owners are looking for products that are environmentally responsible, have ingredients that are sustainably sourced, have ingredients that are procured ethically, and are packaged and sold in eco-friendly packaging.
Combining Convenience with Quality and the Environment
US dog owners are seeking products that combine quality and convenience. They want dog food that has premium features and healthy benefits for their dog. Premium products also have to be packed in convenient formats. These can include resealable pouches or home delivery of fresh dog food.
US dog owners want to balance convenience with consciousness about the environment. They need convenience but recognize the need to care about and for the environment. A path to win over today’s US dog owner is to create and market brands that combine functionality and eco-friendliness.
Technology Drives Dog Food Customization
Technology is infiltrating the food industry for dogs as well as humans. Technology offers the opportunity for customization with features such as personalized dog food, prescription dog food meal plans, and products that met the specific nutrition needs of the dog. In fact, personalized nutrition is helping drive expansion of the dog food market because US dog owners are looking for nutrition that is targeted to the needs of their pet, just like they look for personalized nutrition for their own health and wellness. Brands have a great opportunity to create specialized dog food based on dog breed, age, lifestyle, and health, and to show that they care about the wellbeing of pets.
Proactive Health Drives Dog Food Innovation
US dog owner interest in being proactive about health is helping to drive innovation in dog food. In being proactive, consumers are focusing on prevention for their dog’s health. This includes immune health, digestive and gut health, and joint health. Brands can innovate to create new dog food products targeted to long-term health and wellness. They also can gain the trust of US dog owners by backing their health claims with science.
Appealing to US Dog Owner Emotions
As with other dog food features, US dog food brands need to balance pet owner emotions with practicality. US dog owners have strong emotional ties to their pets and they enjoy spoiling them. At the same time, they want dog food that has simple claims around features such as nutrition benefits and quality ingredients. Brands can position their products to combine caring and indulgence with purpose and practicality.
Opportunities for US Dog Food Brands
US dog food brands have numerous opportunities for future growth. These include helping dog owners to be proactive about their dog’s health. Personalization is important in targeting health benefits to specific breeds and needs. It is important to balance dog food personalization with more traditional positioning based on age or size of the dog. Overall, the path to return on investment includes empowering dog owners, helping them understand the connection between ingredients and health benefits, and keeping claims simple and understandable.
What’s Next for US Dog Food?
Watch for dog food positioned for mental wellness and emotional wellbeing, including dog food for stress, anxiety, and mood. Just as humans look to combine indulgence and health, the same is expected in dog food. Elevated offering in wet food, lickable treats and gourmet options with functional ingredients will find a balance. Veterinarians may start carrying and marketing their own dog food brands, mirroring the human movement toward food as medicine. At the same time, retail dog food brands could diversity into products for chronic health conditions such as arthritis, kidney disease, and cognitive decline. In a move toward efficiency, pet food products and supplements suitable for both dogs and cats would simplify purchasing and feeding for multi-pet households. AI increasingly will customize and personalize dog food to the individual dog, with subscription services based on pet characteristics and biometrics and delivered directly to the home. Any innovation will need to consider sustainable production with zero waste, upcycling, and eco-friendly packaging.
This article is based on Innova’s Dog Food in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
