September 16, 2024 – Globally, when choosing cat food, pet parents consider nutrition, ingredient quality, and specific health benefits to ensure their cats’ overall well-being and dietary needs are fulfilled. Innova’s 360 research into cat food trends highlights key insights shaping the global cat food market, including the latest innovations, top brands, subcategories, and what may develop in the future.
Cat Food Product Launch Trends
Cat food industry research displays that there has been a 58% rise in cat food launches as a percentage of the pet food category over the past three years. This new product development offers a wide variety of options that feature meat and poultry like chicken, liver, beef, and turkey, as well as fish and seafood such as salmon and tuna. These launches provide diverse textures, including tender, chunky, and creamy, catering to different taste preferences. Global cat food sales have increased by 4% in the past five years, reflecting this growing demand.
Asia Pacific leads in cat food launches as a percentage of the pet food category over the past year. Products focusing on complete highly nutritious food enriched with essential vitamins C, D, and E and minerals, DHA, EPA, and omega fatty acids to support health. Cat food trends display those products like canned tuna combined with chicken, sardine, and mackerel, as well as creamy purees blending tuna with seafood such as bonito, scallop, and salmon, drive new product development in the region.
Cat Food—Dry
Cat food—dry launches have seen a 21% rise over the past five years, driven by products catering to specific dietary needs. These include allergen-friendly options and high-protein formulations sourced from grains, legumes, animal proteins, and vegetables. For hairball management, dietary fibers are often emphasized to aid digestion.
Cat food industry research shows that Nestlé Purina is the top company for cat food—dry launches, with key offerings like their natural defense options, which focus on protein-rich ingredients for overall health. Their uri-balance range, formulated to maintain urinary tract function by balancing minerals, caters to various life stages, including sterilized and adult cats. This product diversity highlights the growing demand for tailored nutrition in the cat food market.
Cat Food—Wet
Cat food—wet is the predominant subcategory within the cat food category. Cat food industry research reveals that this subcategory has experienced a 15% CAGR growth in launches over the past five years, driven by products that go beyond meeting dietary needs to also satisfy cats’ taste buds. Options featuring meat and seafood in jelly, sauces, gravy, and broth offer variety, while the addition of vegetables, fruits, and herbs like sage, valerian, and rosemary enhance flavor and potential health benefits. Meaty flavor fusions such as chicken and turkey or tuna and chicken attract pet owners.
In this subcategory, Nestlé Purina is the leading company, driven by its brand Pro Plan. It is backed by its launches formulated with various proteins, vitamins, and minerals that support gastrointestinal, kidney, and skin health, as well as immune system function. Additionally, their Felix brand provides a wide range of seafood in jelly for cats and kittens, along with soups featuring meat pieces, catering to diverse preferences.
Cat Food Snacks and Treats
Cat snacks and treats display fluctuating launch rates, with a notable increase in 2024. A wide range of formats, including sticks, cubes, slices, and rolls, provides convenient, mess-free options. Soft treats like puree and wet treats in gravy, cater to cats preferring softer textures while freeze-dried options retain nutrition and flavor, sustain the innovation.
Mars leads for cat snacks and treats launches, offering a diverse product portfolio that caters to various cat preferences. Their range includes functional treats with multivitamins, meat-based sticks for a savory bite, and creamy, melty versions featuring tuna, shrimp, salmon, and chicken to tantalize the cat’s taste buds, which have supported new product development.
Trends in the Cat Food Market
No additives or preservatives is the top claim in global cat food launches, followed by source of protein, grain free, digestive health, and skin health. Cat food industry research displays that No additives or preservatives claim leads in Europe, Asia Pacific, and Latin America.
In Europe, no added sugar, gluten-free, and bone health claims are on the rise. Asia Pacific consumers are inclined toward omega-3, prebiotic, and immune health. In the Middle East and Africa, indulgent & premium, oral health, and no added sugar claims are rising. Consumers in North America prefer natural, vitamin/mineral fortified, and gluten free claims. Meanwhile, in Latin America, indulgent & premium, heart health, and natural are gaining popularity.
Cat Food Flavor Trends
The top 5 flavors are chicken, salmon, tuna, beef, and turkey. Chicken flavor leads across all the regions.
In Asia Pacific, there is a rising interest in scallop, cod, and bonito flavors. North American consumers prefer flavors like sweet potato, carrot, and liver. Meanwhile, in Europe, venison, cranberry, and liver flavors are gaining popularity. This cat food trend indicates a growing regional diversity in cat food flavor preferences, with consumers in different markets seeking distinct and locally inspired flavors.
What’s Next?
Cat food industry research reveals that 37% of pet owners in Asia Pacific prioritize complete nutrition claims, driving an 80% CAGR growth in product launches with this focus over the past three years. This presents an opportunity for brands to emphasize complete nutrition with added health benefits.
Additionally, nearly 1 in 2 pet owners globally prefer crunchy treats for their cats, leading to a rise in launches featuring crispy and crunchy textures. Brands can cater to this demand by offering snacks with a crunchy shell and soft center or bite-sized treats ideal for hand-feeding. Brands that prioritize both nutrition and health benefits are likely to lead and drive innovation across the cat food market.
This article is based on our report, “Overview of Cat Food – Global.” If you are interested in reading this report, feel free to request a demo.
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