https://petfoodinsider.cpg.ai/p/the-pet-food-insider-pet-food-market-moves-price-shock-protein-pivots-social-commerce

🔍 INSIGHTS & ANALYSIS

Algae, Ahiflower & Fermentation Are Rewiring Omega-3 Sourcing Pet parents want climate-positive nutrition, and suppliers are answering with plant- and microbe-derived DHA/EPA to reduce pressure on fisheries. Highlights include algae-based DHA produced via precision fermentation (35% DHA in biomass powder; see page 5) and ahiflower’s high ALA/SDA profile plus strong conversion data; one algal oil claims each ton replaces 66 tons of wild-caught fish (page 6), buffering brands from fish oil price shocks.

Source: ⁠Fishing for Omega alternatives⁠. 

Functional Fungi Rise—But Mind the Regulatory Gap Mushroom ingredients are moving from Expo floors into pet SKUs, with species like reishi, lion’s mane and turkey tail positioned for immune, cognitive and stress support. In the U.S., supplements aren’t covered by DSHEA; AAFCO only lists a handful of mushrooms as common foods, so NASC guidance, verified sourcing, and proper extraction (often dual hot water/alcohol) are essential.

Source: ⁠Functional fungi⁠. 

Sticker Shock Ahead: Owners Underestimate Lifetime Care by Thousands Synchrony’s 2025 study shows lifetime pet care costs up 11.65% for dogs and 19.4% for cats since 2022, with totals ranging roughly $22k–$61k (dogs) and $20k–$47k (cats). Nearly 8 in 10 owners underestimate costs; financial stress is rising as only ~1 in 5 has savings or insurance for big vet bills.

Source: ⁠Most pet owners underestimate lifetime care costs⁠. 

Gen Z Trades Vacations for Pets—Shifting Leisure & Spend Homeward A 5,000-person U.S. survey finds 56% of pet owners travel less after getting a pet; 61% worry more about pet wellbeing than their own vacation enjoyment, and many choose road trips or pet-friendly stays to keep animals close. Emotional bonds are redirecting discretionary budgets toward pet-centric products, services and at-home experiences.

Source: ⁠New survey shows Gen Z is skipping travel to stay home with their pets⁠. 

Retail Rebound Playbook: Private Label, TikTok & Protein Shifts NIQ data shows e-commerce up ~9% in 2024 (now ~40% of pet care), with TikTok-driven supplies sales hitting $158M (+93% YoY). As H5N1 pressures chicken—a flavor with ~40% dollar share—poultry sales fell $75M YoY, opening space for beef, lamb, salmon and multi-flavor lines; private-label supplies also outperformed, offering margin relief.

Source:

https://petfoodinsider.cpg.ai/p/the-pet-food-insider-gen-z-demands-1-7b-pet-birthday-boom-forever-chemicals-free-packaging

🔍 INSIGHTS & ANALYSIS

Zoomers drive ingredient scrutiny and eco-minded choices: Nearly 6 in 10 pet parents say they always research their pets’ food, with interest spiking among higher-income households. Gen Z also brings a sustainability lens: 60% say they usually consider eco-friendly options, and a third of younger owners are cooking gourmet snacks at home.   

🧠 Takeaway: Position formulas and messaging around clear ingredients and verifiable sustainability benefits. 

Source: Data insight: Tracking the generational shift in pet parenting

Pets are the preferred stress reset: A global survey of 31,299 owners found 58% prefer spending time with their pets when stressed; 84% say a pet’s presence is relaxing. Pets also nudge healthier habits - 77% prompt screen breaks and 73% encourage time outdoors.   

🧠 Takeaway: Build “calm and connection” into product stories - enrichment, routines, and formats that fit micro-breaks. 

Source: New Survey: 6 in 10 Pet Owners Prefer to Spend Time with Their Pets When Feeling Stressed

Birthday spending becomes a category - £1.7B in the UK: Sixty-four percent of UK owners now celebrate pets’ birthdays or “gotcha days,” led by Gen Z (83%) and Millennials (79%). Three in five give gifts, with gourmet pet food cited by 64%; average annual spend hits £80, totaling an estimated £1.7B nationally.  

🧠 Takeaway: Create party-ready SKUs - limited-edition treats, décor-friendly packaging, and personalized bundles. 

Source: Survey: Majority of pet owners now celebrate pets’ birthdays

AI-precision fermentation targets safer, cleaner animal proteins: Ten Lives uses AI to screen yeast strains, shrinking discovery from years to hours and boosting yields. Its precision-fermented rabbit protein matches the amino acid sequence of animal-derived rabbit, aims for ~90% lower carbon impact at scale, and is pursuing FDA clearance with a 2027 target.   

🧠 Takeaway: Watch novel proteins that can de-risk supply chains while supporting sustainability claims. 

Source: Ten Lives: Precision fermented proteins powered by AI

Packaging rules tighten - claims, safety, and sustainability under the microscope: FSMA and FDCA require CGMPs, approved food-contact substances, supplier verification, and rigorous records; PFAS removal is accelerating. California’s Plastic Pollution Prevention and Packaging Producer R

https://petfoodinsider.cpg.ai/p/probiotic-wet-diets-insect-protein-petfluencer-roi-6-data-driven-shifts-defining-2025-premium-pet

Brand⚡️Spotlight

Canivora: ⁠https://www.canivora.com/⁠

🔍 INSIGHTS & ANALYSIS

Wet vs. Dry Divide Signals Gut-Health Goldmine New survey data shows 57% of wet-food cat parents and 63% of wet-food dog owners actively seek probiotic formulas.

Source: ⁠Dry vs. wet: Examining consumer preferences⁠

Dry Feeders Balk at Bug Protein 64% of dry-food dog shoppers would avoid diets listing black soldier fly larvae first.

Source: ⁠Dry vs. wet: Examining consumer preferences⁠

‘Allergy Relief’ Labels Command 17 % Price Premium An analysis of 1,268 dry dog foods finds “allergy relief” SKUs averaging $3.89/lb; weight-management and sensitive-digestion claims also lift prices.

Source: ⁠Study: Dog owners willing to pay more for food labeled with health claims⁠

Pet-fluencers Out-Perform Humans in Ad ROI Instagram test ads featuring pets reached 18,224 users versus 17,613 for human influencers and delivered better cost efficiency.

Source: ⁠People tend to trust ‘pet-fluencers’ over human influencers⁠

Human-Grade Wellness Services Go Mainstream Pet gyms now offer treadmills, massage rooms and rehab zones, while Bark Air’s concierge flights - and even China’s first pet-only airport terminal - extend luxury care into travel.

Source: ⁠Pet wellness: How animal care is catching up with human trends⁠

Tariff Pressure Meets Pet-Supply Resilience 

Although 60% of U.S. shoppers will abandon purchases after a 10% tariff-driven hike, 33% say pet supplies remain non-negotiable.

Source:

https://petfoodinsider.cpg.ai/p/the-pet-food-insider-pet-nutrition-market-trends-2025-science-savings-social-impact

Brand⚡️Spotlight

Brand: Thanh Phu Packaging

Website: ⁠https://www.thanhphupack.com/⁠

🔍 INSIGHTS & ANALYSIS

Shelter Surge Spurs Corporate Partnerships 

With surrender rates rising as pet food prices remain ≈23% above pre-pandemic levels, rescues need help. Brands run “Buy a Bag, Donate a Meal” .

Source: ⁠Pet food companies step up as animal surrender rates spike⁠ 

Personalization & Proof Push the Wellness Market Forward 

ADM’s 2025 insights show 78 % of owners view nutrition as the cornerstone of longevity, with 85% equating pet supplements to their own. Functional claims are replacing generic formulas, and clinical data is a must.

Source: ⁠Report: Pet wellness market driven by personalization, science-backed nutrition⁠ 

Budget-Crunch Buyers Trade Down on Food & Vet Care 

Bank of America data shows pet-store spend down ≈4% YoY while grocery-channel sales tick up; vet spend is off 1% as insurance uptake rises. Cost now edges out “healthy choice” as the No. 1 purchase driver, especially for budget-conscious shoppers.

Source: ⁠Spending under pressure: US pet parents trade down on food and vet visits⁠ 

Postbiotic Breath Fix Doubles the Impact of Dental Chews 

A 14-day trial of Superculture® Pet Oral cut volatile sulfur compounds by 27%-about twice the efficacy of leading dental chews-while half the dogs showed breath improvement. 

Source: ⁠Study: Novel postbiotic shown to improve bad breath in dogs⁠ 

Classroom Pets Prove ROI in Social-Emotional Learning 

A survey of 1,300 teachers reports 94% lower anxiety, 97% higher engagement and 75% better academic performance when pets are present. The Pets in the Classroom grant program has funded 263 k classrooms, reaching  10.5 million students.

Source: ⁠Classroom pets enhance learning experience for students during 2024-2

https://petfoodinsider.cpg.ai/p/the-pet-food-insider-feeding-the-future-how-values-wellness-innovation-are-redefining-pet-nutrition

Brand⚡️Spotlight: Brand's Best Friend

Website: ⁠https://brandsbestfriend.io/⁠

Why we love them. Brand's Best Friend are an e-commerce marketplace management agency helping pet food brands grow on platforms like Amazon, Chewy, and Walmart.

They are passionate pet people, here to support the success of other pet lovers – just like you.

They make it easy for you, so you can focus your time on your business (and your pets).

🔍 INSIGHTS & ANALYSIS

📈 The Rise of the “Cat Dad” is Reshaping the Feline Food Market Cat ownership surged by 23% in 2024, largely driven by Gen Z and Millennial men.

Source: ⁠Report: 4 key trends shaping the pet food industry⁠

💡 Younger Consumers Demand Purpose, Not Just Products Millennials and Gen Z make up over half of all U.S. pet owners. Emotional storytelling and mission-driven branding are now non-negotiables.

Source: ⁠Navigating Pet Industry Trends: How to Market to Gen Z and Millennial Pet Owners⁠

📱 Authentic Video Content Wins Gen Z's Attention Highly produced ads are out. Raw, authentic, and TikTok-style videos are the preferred mode of engagement. 

Source: ⁠Marketing to modern pet parents⁠

🥩 Novel Proteins Find a Niche with Urban and Health-Conscious Pet Owners Interest in proteins like insect, cultivated meat, and invasive fish is on the rise, especially among supplement-using, urban-dwelling consumers. 

Source: ⁠Trends in novel proteins: What pet parents will pay for⁠

🧬 Functional Nutrition and Supplements Go Mainstream Supplement use among dog and cat owners has jumped 56% and 70%, respectively, since 2018. 

Source: ⁠Top pet industry trends⁠

♻️ Sustainability Still Matters-But Clarity is Key Clear communication around eco-benefits and ingredient sourcing remains a major opportunity.

Source:

https://petfoodinsider.cpg.ai/p/the-pet-food-insider-from-sourcing-to-storytelling-the-emotional-logic-of-pet-food-marketing

Brand⚡Spotlight
Brand: Foodynamics
Website: https://foodynamics.com

Why We Love Them
Foodynamics is a family-owned freeze-drying company based in Wales, Wisconsin, dedicated to producing freeze-dried, human-grade whole foods for pets. Their philosophy is simple: pets deserve the same quality of nutrition as humans. With minimal processing—avoiding excessive dicing or grinding—Foodynamics champions real, whole food ingredients. 

🔍 INSIGHTS & ANALYSIS

🏭 U.S. Pet Food Manufacturing & Sourcing
The iFEEDER 2025 report highlights 518 FDA-registered pet food facilities in the U.S., purchasing 9.28 million tons of ingredients worth $13.2B annually. Ingredients are sourced from farms to brokers, with states like Missouri, Kansas, and Alabama leading in spend.
Takeaway: Ingredient traceability and local sourcing are now key components of brand storytelling.
 US Pet Food Market: Manufacturing & Ingredient Insights

🧠 Pets Are Reshaping Human Routines
A TrustedHousesitters survey found 56% of pet parents travel less and 21% would cancel social plans to stay with their pets. DINKWAP households (dual income, no kids, with a pet) are redefining travel, social, and emotional priorities.
Takeaway: Emotionally resonant branding that frames pet products as relationship-enhancers can build deep customer loyalty.
Pets Reshape Daily Routines for U.S. Owners

🍽️ Mealtime Is a Ritual
JustFoodForDogs reports that 44% of dog owners follow specific meal rituals—some even heat meals to precise temperatures or plate them like gourmet dishes. 69% say their pets remind them when meals are late with behaviors like pacing or staring.
Takeaway: Mealtime is an emotional routine.
Nearly Half of U.S. Dog Owners Say Their Pets Have Mealtime Rituals

📣 Emotion + Data = A New PR Playbook
Today’s top pet brands use behavioral data, sentiment analysis, and trend-tracking to guide PR and influencer campaigns. This data-first approach outperforms instinct-based efforts across social media and press.
Takeaway: Data-backed storytelling isn’t optional—it’s a must-have.
Leveraging Data and Analytics

https://petfoodinsider.cpg.ai/p/the-pet-food-insider-growth-trust-the-500b-pet-economy-what-s-fueling-the-future-of-pet-food

🔍 INSIGHTS & ANALYSIS

🌍 Global Pet Food Production Rises 4.5%

Pet food production reached 37.7 million tonnes in 2024, with a 4.5% global increase, outpacing all other feed sectors. Growth was strongest in Africa (+60%), Asia-Pacific (+11%), and Latin America (+2.8%), driven by pet ownership expansion and premiumization.

🧠 Takeaway: Brands seeking growth should watch emerging markets closely and invest in innovation tailored to premium nutrition and affordability.

🧠 Health > Habit: Value Redefined by Wellness

Pet owners are spending more carefully, but not cheaply. Health and wellness now define perceived value, according to Packaged Facts. Gently cooked, freeze-dried, and fresh-style products with visible health benefits are winning, especially if they align with human nutrition values.

🧠 Takeaway: Functional claims, transparent sourcing, and “cost-per-day” framing help bridge premium prices in an inflation-sensitive market.

🩺 When Retailers and Vets Disagree

Retailers frequently face pushback from vets recommending legacy brands. But many are finding success by building consumer trust through education, not confrontation. Proactive strategies include offering nutrition seminars, sharing sourcing transparency, and highlighting individual pet success stories.

🧠 Takeaway: Trust is earned through knowledge and respect. Don’t bash the vet - build your authority through facts, not friction.

✅ Proof-Backed Marketing Builds Loyalty

Consumers are increasingly skeptical of brand claims. Between 60%–65% of pet owners now seek third-party validation on ingredients, sourcing, and efficacy. Brands investing in traceability, certifications, and transparent storytelling report 20–30% higher repeat purchase rates.

🧠 Takeaway: It’s no longer enough to say your food is great - prove it. Transparency is the new trust currency.

💰 Pet Economy to Surpass $500B by 2030

A Bloomberg Intelligence forecast projects the global pet economy will hit $500 billion by 2030, with pet food making up $145 billion of that. While growth will moderate in 2025, premium products and e-commerce will drive long-term gains - especially in Asia and the U.S.

🧠 Takeaway: Premium pet food’s share is rising. Now is the time to invest in e-commerce strategy, AI personalization, and experience-rich DTC models.

✅ ACTIONABLE INSIGHTS

1. Reframe Value Through Health Outcomes

Use daily cost comparisons, health impact storytelling, and clear benefit claims to connect price with perceived pet wellness.

2. Invest in Emerging Market Playbooks

Adapt high-margin products to regional preferences. Explore freeze-dried, insect-based, and functional foods that offer both novelty and nutrition.

3. Build Collaborative Education Models

Offer webinars or in-store events that include local vets, nutritionists, and pet owners. Create shared value instead of positioning against legacy advice.

4. Go All-In on Proof-Driven Marketing

Get third-party certifications, publish digestibility studies, or showcase ingredient sourcing via QR codes. Show, don’t just say.

5. Prepare for Long-Term Channel Shifts

Scale your Amazon, Chewy, and DTC investments. Build infrastructure for automated fulfillment, loyalty analytics, and custom plan generation.

https://petfoodinsider.cpg.ai/p/the-pet-food-insider-the-new-pet-care-playbook-personalization-wellness-smarter-retail-moves

🔍 INSIGHTS & ANALYSIS

📦 Amazon Pet Day: High-ROI Channel Activation

With lower competition and focused traffic, Amazon Pet Day (May 14–15) offers a better-performing alternative to Prime Day for pet brands. Experts suggest prioritizing Subscribe & Save offers, reorder coupons, and high-margin SKUs to boost visibility, discoverability, and long-term customer value.

🧠 Takeaway: Pet Day isn’t just about volume — it’s a springboard for lasting profit through smarter promotions and retention mechanics.

🧬 Personalized Nutrition Moves Beyond Trend

At the center of Ollie’s growth is its fully customized, fresh and human-grade meal plan system, which combines app-based health tracking, photo-guided assessments, and a proprietary “Foodback Loop™” system to continuously improve formulas. 90% of users reported health improvements within 30 days.

🧠 Takeaway: Brands should explore personalization not just as a product differentiator, but as a service model built on continuous data feedback.

🐾 Pets Are the Preferred Mental Health Partner

A new Mars x Calm survey of 30,000 pet owners across 20 countries found that 58% turn to their pets first when feeling stressed — more than to partners, friends, or family. 83% say their pets have improved their mental health.

🧠 Takeaway: There’s space for a new wave of emotionally driven product claims and wellness marketing in everyday pet care.

🛠️ Common Ground at Petfood Forum 2025

Top themes from this year’s Petfood Forum included: 1) Sustainability as an ongoing process, not a one-off; 2) AI and microbiome tech integration; 3) Senior pet needs; 4) Shifts from premium to value in tough economic conditions — though wellness is still the key value signal.

🧠 Takeaway: Pet food companies must balance operational optimization with consistent investment in wellness claims and tech-driven personalization.

🐶 Senior Pet Care: Retailers Want More

Retailers are demanding more targeted products for senior pets, including cognitive supplements, joint chews, comfort items, and non-poultry diets. They’re also calling for better education tools to guide transitions, prevention, and early supplementation.

🧠 Takeaway: The senior segment is underserved and growing fast — now is the time to lead with tailored SKUs, lifecycle bundles, and proactive storytelling.

✅ ACTIONABLE INSIGHTS

1. Leverage Niche Events Like Amazon Pet Day

Use less crowded promotional windows to grow BSR, reviews, and loyalty. Cap funded units and focus on repeat-value mechanics.

2. Build a Personalization Engine

Explore subscription or app-based health checkups and recipe tuning. Even simple quizzes with tailored results build loyalty.

3. Go Beyond Functional: Tap Emotional Wellness

Integrate mood-related claims, calming ingredients, or relaxation rituals into everyday pet care — treats, routines, even packaging.

4. Treat Senior Pets as a Distinct Opportunity

Develop new SKUs for aging pets’ cognitive, mobility, and metabolic needs. Include lifestyle aids like comfort chews or joint-friendly toys.

5. Shift from Sustainability “Goals” to Sustainability “Roadmaps”

Frame progress as an evolving journey. Communicate benchmarks transparently and focus on ingredient sourcing and packaging first.

https://petfoodinsider.cpg.ai/p/the-pet-food-insider-the-biotics-boom-gen-z-growth-fresh-format-revolution

🔍 INSIGHTS & ANALYSIS

🦠 Biotics Driving Digestive Health Purchases
A 2025 survey by Nextin Research found that more than 60% of dog owners are influenced by probiotic content in pet food, with 27% willing to pay more for it. Prebiotics and postbiotics are also gaining traction - a signal that biotic formulations are quickly becoming mainstream in the gut health conversation.
🧠 Takeaway: Brands incorporating and clearly communicating biotic ingredients can leverage high consumer trust to drive premium positioning.

🏡 Pet Ownership Skyrockets - Thanks, Gen Z
Pet ownership hit 94 million U.S. households, up from 82 million in 2023, according to APPA. Gen Z is leading this expansion, with 43.5% year-over-year growth and a strong trend toward multi-pet households. Men are also significantly increasing their share in pet parenting.
🧠 Takeaway: This generation is digitally native, pet-forward, and values diversity in format and function. Tailor product discovery to platforms like TikTok and YouTube.

🍽️ The Obesity Education Gap
According to APOP’s 2024 survey, pet obesity is rising - with 35% of dogs and 33% of cats classified as overweight or obese. A striking 46–53% of owners don't understand the Body Condition Score system, and most have never received a BCS rating from their vet.
🧠 Takeaway: There's a golden opportunity for brands to educate - on-pack, in-app, or in-store - about healthy weight and portion control.

📦 Subscriptions Are Convenience-Driven, Not Cost-Driven
German startup HEY HOLY reports that 80% of pet parents trying subscriptions are doing so for the first time, and not to save money - but to avoid lugging bags and enjoy consistent deliveries. The trend is especially pronounced among women aged 41–60.
🧠 Takeaway: If you're running a subscription program, lead with frictionless convenience, reliability, and personalization - not just price cuts.

❄️ Indie Retailers: Frozen Raw Beats Gently Cooked
A PETS+ survey of independent retailers shows frozen raw outsells gently cooked pet food, but both face hurdles: inconsistent packaging, lack of consumer education, and distribution challenges. Retailers call for smaller sample packs, better signage, and more knowledgeable reps.
🧠 Takeaway: The opportunity in raw and gently cooked lies not only in product quality, but in trial formats, educational tools, and vet validation.

https://petfoodinsider.cpg.ai/p/the-pet-food-insider

🔍 INSIGHTS & ANALYSIS

🐾 Pet Parents Rewriting the Rulebook
A new Gallup study reveals that 52% of U.S. pet parents have skipped or declined vet care—mostly due to cost. This affordability crisis is reshaping how pet parents choose food, treats, and brands.
🧠 Takeaway: Transparent value, health-focused formulas, and cost-sensitive offerings will build long-term trust.

🏷️ Label Literacy & Consumer Trust
According to Yummypets and Pets International, 88% of pet parents want accurate, transparent labeling—yet 58% say terms like “natural,” “premium,” and vague health claims are misleading.
🧠 Takeaway: It’s time to innovate packaging communication. Clarity, not marketing jargon, is what today’s shoppers demand.

🐱 The Rise of the Cat
Cat ownership is climbing fast—especially among Gen Z and Millennial men, with growth rates of 17.8% and 23.9%, respectively. At Global Pet Expo 2025, feline-forward innovation took center stage, from single-serve to health-specific products.
🧠 Takeaway: The feline market is booming. Invest in lickable treats, functional wet food, and condition-based SKUs.

🚚 Speed Sells (But So Does Simplicity)
Petco’s Uber Eats partnership expands same-day delivery, but McKinsey research shows speed isn’t everything. Shoppers value transparent pricing, flexible delivery windows, and reliable fulfillment.
🧠 Takeaway: Convenience is key—but simplicity, predictability, and cost control drive repeat purchases.

🌱 Sustainability as Standard
86% of consumers are more likely to buy from brands with strong sustainability values. Environmental responsibility now factors into ingredient sourcing, packaging, and production decisions.
🧠 Takeaway: Sustainability is no longer a niche pitch—it’s a baseline expectation. Link it to quality, health, and product benefits.

🚨 Recall Readiness: From Risk to Response
Recent recalls (e.g., Blue Ridge Beef, Wild Coast) reveal weak crisis response infrastructure. Experts urge cloud-based systems, faster communication, and recall simulations.
🧠 Takeaway: Being “Recall Ready” is now essential. Real-time response tools protect both pets and brand equity.

📈 Strategic Shifts: Hill’s Pet Nutrition
Colgate-Palmolive is doubling down on Hill’s, with new investments in wet cat food, small dog SKUs, and production expansion. Dropping private label signals a tighter focus on health-first, premium offerings.
🧠 Takeaway: Legacy brands are adapting fast—focusing on high-value categories that reflect post-pandemic consumer priorities.

✅ ACTIONABLE INSIGHTS

1. Refine Labeling for Real Clarity
   Strip back vague terms. Use plain language, recognizable ingredients, and packaging that educates as much as it sells.
2. Double Down on Feline Nutrition
   Shift R&D toward cats—especially with single-serve, lickable, and condition-targeted formats. Don’t let your portfolio stay dog-heavy in a cat-rising market.
3. Optimize the Last Mile
   Speed matters, but shoppers want value and predictability. Invest in smarter logistics and partner models that reduce friction at delivery.
4. Turn Sustainability Into Storytelling
   Traceable sourcing, regenerative practices, and low-impact packaging are no longer optional—highlight these visibly and authentically.
5. Audit Your Recall Systems Now
   Create a proactive recall plan. Test workflows, centralize communication tools, and align with quality assurance before a crisis hits.

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