The days of unknown ingredients in pet food are basically over.
Today's consumers want to know more about the ingredients in their pet's food to help extend their pet's lifespan, energy levels and overall health.
In recent years, consumer preferences for pet food have shifted towards better ingredients, sustainability and health benefits, with a significant emphasis on healthiness, freshness and the inclusion of essential vitamins, minerals and even probiotics.
According to the latest data from the American Pet Products Association (APPA), dog owners have continued to increase their dog food purchases from supermarkets and pet stores by 29% and 23%, respectively, since the pandemic, even as online dog food purchases increase from 20% in 2020 to 24% in 2024. Meanwhile, cat owners primarily purchase cat food from supermarkets (41%), followed by discount/mass merchandisers (29%) and online purchases (27%).
“Holistic remedies, flavored oral medications, and tablet treats are steadily growing in popularity among dog and cat owners,” says Patrick O'Brien, APPA's chief digital officer, “but only about half of dog and cat owners plan to purchase foods with any ingredient attributes, such as eco-friendly packaging or sustainably sourced attributes.”
Andy Keenan, executive vice president and general manager of Advantage Solutions, which provides in-store merchandising, store branding and marketing development services to grocers, sees a renewed focus on making these choices for pets, as many consumers are known to pamper their furry family members.
“As a result, we are seeing more products made with cleaner ingredients, and those cleaner ingredients often come at a premium price,” he said. “This has been a trend for years, with more new entrants into the premium-priced, healthier pet food market.”
Publix supermarkets are prioritizing pet supplies and working with their teams to ensure a wide selection is available.
“We've seen an increase in demand for pet supplies as many people added new pets to their families during the pandemic,” said Hannah Herring, media relations manager for the company, which is based in Lakeland, Fla. “We're seeing pet owners making better choices for their pets, like fresh food and rawhide-free products.”
Louisiana-based veterinarian Sarah Ochoa treats small and exotic animals at her veterinary clinic and counsels clients on purchasing pet food and supplies.
“We've definitely seen a huge increase in demand for quality products,” she said. “When the pandemic began and many people found themselves at home with their pets, I think spending more time with them led pet owners to see them as beloved family members. Now people want only the best for their pets: food made with simple, natural ingredients, fun toys that provide physical and mental stimulation, and products that keep their coats shiny and their mouths healthy.”
Specific areas where she has noticed growth include foods made with single protein sources or raw, fresh proteins, and treats and chews that focus on dental health and joint support.
“Many pet owners are looking for grooming products that are made from natural and sustainable materials,” Ochoa said, advising grocers to keep an eye on the trend.
David Stansberry, category manager of front-end operations at Lakewood, Colorado-based Natural Grocers, has seen a trend over the past year of declining demand for canned wet pet food and increasing demand for fresh, refrigerated foods.
“Pets want quality food and, just like us, they need nutritious, real ingredient food,” he said. “At Natural Grocers, we take just as much care in selecting our pet foods as we do with any other food we eat – choosing quality ingredients and nothing that will do us any harm. We also stock a range of pet foods that are free of common allergens such as corn, soy and wheat. We also offer vitamins, supplements and grooming aids for pets that meet the same standards as our human products.”
About the brand
Private labels are growing in the pet category, especially premium private labels that are relatively lower priced than national brands.
“For this reason, private labels remain a focus for retailers to expand their healthier offerings and capture more loyalty spend than can be found online,” Keenan said. “The answer is to attract pet consumers with unique products that are only available at certain retailers, at a more attractive price than national brands, and capture their loyalty spend. If your dog or cat likes a particular product that is only available at a certain national retail chain, they will go there to buy that product rather than substituting that brand for another.”
For example, Kroger offers Pet Pride, an affordable alternative to national brands, and Abound, an ultra-premium pet product, delivering the pet food attributes and features customers want at an amazing price.
“Customers want to show their love for their pets and buy products that align with their values, which may include looking for the best value for money, buying the most nutritious products made with natural ingredients for their pets and products formulated to give them the best life possible,” said a spokesperson for the Cincinnati, Ohio, grocer. “Pets are part of the family, and we know that when customers go grocery shopping, they're planning for both their human and pet family members.”
Kroger's private label products have seen tremendous growth over the past year across a variety of products, including dog and cat treats, cat food, wet dog food, waste management (litter and training pads), toys and grooming products.
Natural Grocers has its own private label organic dog treats that feature USDA organic certified, human grade, animal protein raised without antibiotics or growth hormones, which has been a hot seller and continues to generate interest from pet owners.
Reaching out to consumers
Keenan said retailers need to educate consumers by displaying products in more prominent locations in high-traffic areas of the store, not just in the pet supply aisle.
“This is especially true for products like sweets and snacks, as they drive trial and capture more of what consumers are willing to spend now,” he said. “We also encourage retailers to fully embrace their digital strategies, leveraging online, platform-oriented marketing tactics to attract shoppers to stores through digital coupons and other digital offerings.”
Publix has expanded the advertising space it dedicates to its pet department this year in an effort to draw more customers from pet stores and online.
“In addition to additional savings on everything in-store, we encourage customers to find discounts on pet supplies in our weekly ads and BOGO sales,” Herring said. “Digital coupons are also a great way for customers to save when they sign up for our free loyalty program, Club Publix.”
New to the market
APPA’s annual trade show, Global Pet Expo, saw the launch of more than 1,000 new products, with this year’s show unveiling several exciting new trends for the industry.
“Wellness and solution-based products for pet owners were some of the biggest trends we saw at the show, including new supplements and food toppings, smart technology products and enrichment activities for pets,” O'Brien said. “Pet owners are becoming more conscious of their pets' overall wellness and are seeking value-added products that keep their pets happy and healthy.”
Supermarkets need to keep up with these trends and regularly stock the products pet owners and their pets want, Keenan said, to be successful in this category.
