September 11, 2024 – Globally, pet parents prioritize nutrition, quality ingredients, and specific dietary needs when choosing food for their dogs, aiming to ensure both health and well-being. Innova’s 360 research into dog food trends highlights product launch trends, latest innovations, and claims across the globe.
Dog Food Product Launch Trends
There has been a 38% rise in dog food launches as a percentage of the pet food category over the past four years. It is driven by products that focus on dental health, like reducing plaque, freshening breath, and improving overall oral care. Dog food trends research displays a 4% increase in global dog food sales value in the past five years.
North America is the leading region in dog food launches as a percentage of the pet food category over past year. 20% of pet owners in the region are concerned about their dog’s weight. This has led to a 15% increase in launches claiming weight management in the dog food category. Dog food trends research that these formulations blend protein, fat, and fiber-rich ingredients like oats, quinoa, and chia to promote fullness and prevent overeating.
Moreover, options that are designed to meet the nutritional levels established by the AAFCO dog food nutrient profiles support weight management in dogs. This aligns with Innova’s Annual Top 10 Trends, ‘Prioritizing Prevention,’ where consumers take proactive steps to prevent health concerns before they arise.
Dog Food—Dry
Dog food trends research reveals that this subcategory launches have experienced a 25% rise over the past five years, driven by products incorporating various vegetables like beetroot, carrot, pea, and spinach to offer a balanced, nutritious diet. These launches also feature a range of meat and poultry options, including chicken, pork, lamb, and liver, alongside fish and seafood choices like salmon and herring in the dog food market. With various textures like crispy, chewy, chunky, and smooth, these products provide pet owners with diverse options to meet their dogs’ specific dietary needs and preferences.
Dog Food—Wet
The dog food — wet subcategory displays an average of 25% launches over the past five years. Mars leads in this subcategory launches, driven by its brands Cesar, Pedigree, and Greenies, offering products that focus on specific health benefits. Their wet dog food products highlight digestive health, incorporating ingredients like prebiotics, psyllium husk, and flaxseeds to support gut function. Mars also targets immune health with higher protein content, fortified vitamins and minerals, and antioxidants, while formulations rich in calcium address bone health. These health-focused innovations add significance to the company in the global dog food market.
Dog Snacks and Treats
Dog snacks and treats is the top subcategory in global dog food category launches. This subcategory shows fluctuating launch rates with a notable increase in 2024. Edgard & Cooper is the key player for this subcategory’s launches in dog food industry. The company prioritizes addressing allergen concerns with their products being gluten-free and grain-free. Additionally, seasonal – Christmas editions prepared with turkey and duck, associated with Christmas festivities, remain attractive in the company globally.
Claims and Positionings Trends in the Dog Food Market
No additives or preservatives is the top claim in global dog food launches, followed by source of protein, digestive health, skin health, and grain free. Dog food trends research displays that source of protein claim leads in Europe, the Middle East and Africa, and Asia Pacific dog food market.
In Europe, oral health, prebiotic, and probiotic are on the rise. Asia Pacific consumers are inclined towards oral health, indulgent & premium, and immune health. In the Middle East and Africa, source of fiber, joint health, and immune health claims are rising. Consumers in North America prefer vitamin/mineral fortified, joint health, and natural claims. Meanwhile, in Latin America, DHA, natural, and eye health are gaining popularity in dog food market.
Dog Food Flavors Trends
The top 5 flavors are chicken, beef, lamb, salmon, and turkey in dog food industry. Chicken flavor stays ahead in all the regions.
In Asia Pacific, there is a rising interest in carrot, mackerel, and garden pea flavors. North American consumers prefer venison, banana, and cod flavors. Meanwhile, in Europe, blueberry, carrot, and pork flavors are gaining popularity. This indicates that dog food preferences are becoming increasingly diverse and region-specific, with pet parents in different markets seeking unique flavors tailored to their pets’ tastes.
What’s Next in Dog Food Trends?
Dog food trends research shows that 37% of pet owners globally focus on dental care supplements for their dogs, driving a 19% rise in oral health claim launches over the past four years. This opens opportunities for brands to innovate dog food products that address oral health concerns.
Dog snacks and treats is the top subcategory for global dog food category launches. Clean labels like natural and no additives or preservatives are gaining traction. Vegetables and fruit flavors, such as beetroot, carrot, pea, spinach, pumpkin, and blueberry, are increasingly popular, alongside flavors like mackerel, venison, and pork.
As the focus on health and clean labeling continues to grow, brands are likely to have the opportunity to align future innovations with consumer preferences for more natural, health-conscious products in the dog food industry.
This article is based on our report, “Overview of Dog Food – Global .” If you are interested in reading this report, feel free to request a demo.
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