August 23, 2024 – The pet food and treat market in the US is booming, driven by a growing humanization of pets and a rising focus on their well-being. Here we will highlight the latest trends and consumer insights shaping the pet health landscape, highlighting key opportunities for innovation in the pet health industry.
Consumer Insights: Dog and Cat Owners
Complete nutrition is the top claim that influences US pet owners’ pet food purchases; chosen as important by around one-third of consumers. This is followed by claims of high in/source of protein, and age of pet focused claims. Additionally, products with functional health benefits are by far the top desired pet food innovation in the pet health market.
Both cat and dog owners look for vegetables, fruits, herbs, animal-based protein, fibers, and grains in their chosen pet food. Age is the #1 tailored pet food attribute consumers in the US desire. Dog owners tend to be more interested in products tailored for the size of their pet, the breed, and food allergies, compared to cat owners. Owners of both species are interested in treats with additional health benefits, but dog owners are more interested than cat owners in dental care treats.
Weight is US pet owners’ top health concern. Dog owners are more concerned about joint and skin/fur health, while cat owners care more about their pets’ gut, urinary, and immune health. Multivitamins are the most common supplement pet owners give their furry friends, with probiotics, dental care, and fish oil supplements also being popular.
US Pet Health Market Insights
Pet health market research shows that US dog food value and volume have steadily grown over the past five years. Value has grown by 3% CAGR, while volume has grown by 4% CAGR. Additionally, our pet health market trend research predicts a 4% value and volume growth for the next five years.
Cat food value and volume has grown at similar rates over the past five years, with a 4% CAGR in both sectors. Our pet health market trend research also predicts a 4% CAGR in the next five years.
Exploring Innovation: Dog Food and Cat Food
The US accounts for 12% of global pet food launches; West Europe is the top global region for pet food launches, representing 38% of the market.
Dog food accounts for 27% of product launches within the US pet food, snacks, treats, and supplements category, and cat food accounts for 20%. Pet snacks and treats represent the largest portion of launches with 38%; 30% of this is dog treats, with the remaining 8% being cat treats.
The top health-related positionings in dog food launches are high in/source of protein, no additives/preservatives, grain-free, and digestive/gut health. The fastest growing health-related claims for dog food are digestive/gut health, immune health, fiber, prebiotic, heart health, and joint health.
For cat food launches in the pet health market, the top health-related positionings are grain-free, high in/source of protein, and no additives/preservatives, while digestive/gut health and brain health claims saw growth.
Healthy Ingredient Trends in Dog and Cat Food Launches
Nutraceuticals/functional ingredients, minerals and vitamins, and meat and poultry are the top ingredients most likely to be found in pet food launches. New dog foods are more likely to contain grains, vegetables, and probiotics, while cat food launches are more likely to contain fish or seafood.
The most common nutraceutical ingredients in dog and cat food launches are choline chloride, potassium chloride, and sodium selenite. Flaxseed, dicalcium phosphate, inulin, and beta-carotene all saw growth over the past year in dog food, while in cat food copper glycinate, oligofructose, and inulin saw slight gains.
With vitamin ingredients, vitamin E, and various vitamin B’s are similarly popular in cat and dog food launches. Copper, iron, and magnesium sulfate all grew in dog food launches, while zinc oxide and magnesium sulfate saw growth in cat food launches, demonstrating an emergence of different vitamin types in the pet health industry.
The only top meat and poultry ingredient that substantially increased in dog and cat food launches is chicken in cat foods. However, within the fish and seafood ingredient category, tuna saw a prominent increase in cat food launches. In the grain ingredient category, flaxseed and rice increased is growing in dog food launches. Carrot, spinach, and beetroot also grew in dog food launches.
Exploring Innovation: Pet Snacks, Treats, and Supplements
Oral health, gut health, skin health, and low/no/reduced calorie claims in pet snacks and treat launches have all increased slightly over the past five years. No additives/preservatives, natural, grain-free, and high source of protein are the top claims in the category.
In supplement launches, immune health, no additives/preservatives, joint health, digestive/gut health, and skin health are the top claims. Immune health, skin health, probiotic, omega-3, and prebiotic claims all saw growth.
What’s Next in the Pet Health Market in the US?
The pet food and treat market presents several exciting opportunities for innovation, driven by evolving consumer preferences and trends in pet health.
While weight is a top concern for pet owners, only 10% of food products address it. This presents a significant opportunity to develop and market more weight-loss or maintenance options.
A rising number of pet owners seek products tailored to their pet’s age. Food and treats can be further customized to address the unique nutritional needs of senior pets, with an emphasis on joint health, cognitive function, and digestive support.
Finally, consumers are increasingly interested in dental care for their pets, with 29% using dental supplements. This presents an opportunity to expand the range of dental treats and supplements, potentially incorporating additional health-related ingredients.
This article is based on our report, “Now & Next in Pet Health in the US.” If you are interested in reading this report, feel free to request a demo.
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