Pet Food in the US, 18th Edition

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• SCOPE & METHODOLOGY
• Scope of Report: Dogs and Cats
• Methodology
• Two Consumer Survey Sources
• Illustration 1-1. US Census Regional Divisions and Sub-Divisions
• MARKET SIZE AND GROWTH
• MARKET OUTLOOK
• PET FOOD TRENDS BY TYPE AND FORMULATION
• OPPORTUNITIES
• Figure 1-1. Level of Concern About Rising Prices in Consumer Categories, 2024 (percent of pet owners)

CHAPTER 2: MARKET TRENDS

• CHAPTER HIGHLIGHTS
• MARKET OVERVIEW
• Scope of Report: Dogs and Cats
• Exclusions
• Other Marketing Classifications
• MARKET SIZE AND GROWTH
• Pet Food Sales to Top $50 Billion
• Table 2-1. US Retail Sales of Dog and Cat Food, 2018 - 2024P (in billions of dollars and percent
• change)
• Dog Food Dominates Pet Food Sales
• Figure 2-1. Share of US Retail Dollar Sales of Pet Food by Animal Type: Dog vs. Cat, 2024P (percent and billions of dollars)
• Table 2-2. US Retail Sales of Dog Food vs. Cat Food, 2018 - 2024P (in billions of dollars and percent)
• Dry Pet Food Tops in Sales
• Figure 2-2. Share of US Retail Dollar Sales of Pet Food by Form: Dry, Wet, Frozen/Refrigerated, Semi-
• Moist, 2024P (percent and billions of dollars) Fresh Pet Food Sales
• Figure 2-3. US Retail Sales of Fresh/Refrigerated/Frozen Pet Food, 2021-2024P and 2028P (billions of dollars and percent growth)
• Freeze-Dried and Air-Dried Pet Food Sales
• Figure 2-4. US Retail Sales of Freeze-Dried and Air-Dried Pet Food, 2021-2024P and 2028P (billions of
• dollars)
• Dry Dog Food Nearly 50% of the Market
• Table 2-3. Share of US Retail Sales of Pet Food by Form and Animal Type, 2024P (billions of dollars and
• percent)
• Households Spend the Most on Dry Food
• Table 2-4. Annual US Household Expenditures on Pet Food by Product Form, 2024P (in billions of
• aggregate dollars and per-household dollars)
• Households Spend More on Dog Food
• Table 2-5. Annual US Household Expenditures on Pet Food by Animal Type, 2024P (in billions of
• aggregate dollars and per-household dollars)
• Annual Household Expenditures on Dog Food
• Table 2-6. Annual Household Expenditures on Dog Food by Product Type, 2024P (in billions of
• aggregate dollars and per-household dollars)
• Annual Household Expenditures on Cat Food
• Table 2-7. Annual Household Expenditures on Cat Food by Product Type, 2024P (in billions of
• aggregate dollars and per-household dollars)
• Sales by Channel: E-commerce in the Lead
• Figure 2-5. Share of Dollar Sales of Pet Food by Channel, 2024P (percent and billions of dollars)
• Projected Channel Share Shifts
• Table 2-8. Modeling of Projected Shifts in Retail Channel Shares of US Pet Food Sales, 2024P vs. 2028P(percent)
• MARKET DRIVERS
• Long-Term Elevated Prices Challenging Pet Ownership
• Pet Owners Feeling the Economic Pressure
• Figure 2-6. Level of Concern About Rising Prices in Consumer Categories, 2024 (percent of pet owners)
• Impact on Pet Food Spending
• Figure 2-7. Reduction in Spending on "Extras", 2024 (percent of pet owners)
• Table 2-9. Changes in Levels of Pet Food Spending in Last 12 Months, February 2021, January 2022,
• February 2023, September-October 2023, and July-August 2024 (percent of pet food purchasers)
• Figure 2-8. Response to the Statement, "Due to high prices/inflation, I have switched..." 2024 (percent of pet owners)
• Pet Food's No. 1 Pet Health Role
• Figure 2-9. Most Important Pet Health and Wellness Products: Dog vs. Cat Owners, 2024 (percent)
• Figure 2-10. Level of Agreement with Selected Statements Related to Pet Food and Pet Health, 2024(percent of dog and cat owners)
• Figure 2-11. Level of Agreement with the Statement, "I'm willing to spend more on pet foods with extra health and wellness benefits, 2023 vs. 2024 (percent of dog and cat owners)
• Pets' Impact on Human Health
• Table 2-10. Level of Agreement with Statement: "My pets are important to my mental/physical health", 2024 (percent of dog and cat owners)
• Pet Obesity and Aging Pets Contribute to Health Concerns
• Figure 2-12. Share of Dog/Cat-Owning Households With Senior Pets Age 7+, 2015 - 2024 (percent)
• Pet Population Outlook: Declining Dog Population Is Cause for Caution
• Table 2-11. Household Ownership Rates for Dogs vs. Cats, 1990 - 2024 (percent)
• Table 2-12. Number of Dog or Cat Households, 2019 - 2024 (thousands and percent change)
• Pet Shelter Data as Indicator
• Trend Away From Smallest Dogs
• Figure 2-13. Distribution of Dog Ownership by Size/Weight of Dogs, 2023 (percent of dog owners)
• Table 2-13. Distribution of Dog-Owning Households by Size of Dogs, 2015/16 - 2023/24 (percent of dog owners)
• Higher-Income Households Represent Over Two-Thirds of Pet Spending
• Table 2-14. $70K+ Household Share of Pet Market Expenditures: By Classification, 2012 - 2023(percent)
• Pets Central to Home Life
• Figure 2-14. Agreement with Pets as Family Sentiments, 2024 (percent of pet owners)
• Pets and Owners Physically Close
• Figure 2-15. Where Pets Are Typically Kept, 2023 (percent of dog and cat owners)
• Figure 2-16. Where Pets Are Typically Fed, 2023 (percent of dog and cat owners)
• Sustainability Initiatives Cross Several Trend Lines
• Opportunities in Cat Market Remain
• Figure 2-17. Agreement with the Statement, "Compared with what's available for dogs, cats are
• sometimes treated as second-class citizens by...", 2019, 2022, and 2024 (percent of cat owners)
• Grain-Free Pet Food and DCM: Not Guilty
• LOOKING AHEAD
• Sales Growth Equalizes to Pre-Pandemic Gains
• Table 2-15. Projected US Retail Sales of Pet Food: Dog vs. Cat, 2023 - 2028 (in billions of dollars and
• percent)

CHAPTER 3: COMPETITIVE TRENDS

• CHAPTER HIGHLIGHTS
• MARKETER TRENDS
• A Highly Consolidated Market
• Dry and Wet Dog and Cat Food Usage Rates
• Table 3-1. Top Dry Dog Food Brands by Customer Base, 2023/2024 (percent and number of dog- owning households)
• Table 3-2. Top Dry Cat Food Brands by Customer Base, 2023/2024 (percent and number of cat-owning households)
• Table 3-3. Top Wet Dog Food Brands by Customer Base, 2023/2024 (percent and number of dog- owning households)
• Table 3-4. Top Wet Cat Food Brands by Customer Base, 2023/2024 (percent and number of cat- owning households)
• Brand Loyalty Still Strong in Current Economy
• Figure 3-1. Sole Brand Users, Dry vs. Wet, Dog and Cat Foods, 2024 (percent of dog and cat owners)
• Recent Acquisitions, Expansions, Investments, and Accomplishments
• Fast-Growing Pet Food Companies
• Smucker Adjusts to Downsized Portfolio
• Post Finding its Footing in Pet Market
• General Mills/Blue Buffalo Projects Return to Profitability
• Illustration 3-1. Blue Buffalo Comparison Chart
• Mars Adds to Greenies Lineup with Pet Foods
• Purina Drives Nestle Growth with Premium and Value Products
• Hill's Tops $4 Billion in 2023 Sales
• Alternative Formats' Continued Appeal
• Table 3-5. Pet Food Usage by Alternative Type, 2024 (percent of pet owners)
• Freshpet Continues Forward Momentum in
• New Fresh Products Hit a Wall
• Gently Cooked Shelf-Stable Pet Food
• Retailers Also Ramping Up in Fresh
• Freeze-Dried Segment Retains Appeal
• Sustainable Pet Food Formulas and Industry Initiatives
• Table 3-6. Level of Agreement with Selected Statements Related to Pet Food Sustainability and Eco-
• Consciousness, Dog vs. Cat, 2024 (percent of pet food purchasers)
• Table 3-7. Level of Agreement with Selected Statements Related to Pet Food Sustainability and Eco-
• Consciousness, By Generational Cohort, 2024 (percent of pet food purchasers)
• Illustration 3-2. Arch Pet Foods Sustainable Dog Food with Hilucia Ingredients
• Sustainable Packaging a Key Challenge
• Animal Welfare Remains a Concern
• Figure 3-2. Level of Agreement with the Statement, "I'm concerned about the ethical/humane
• treatment of the animals raised to use in pet food/treats/chews", 2024 (percent of dog and cat owners)
• RETAIL CHANNEL TRENDS
• Supercenters Lead in In-Store Shopping for Pet Food/Treats
• Table 3-8. Where Purchased Pet Food/Treats in Last 12 Months: In a Physical Store, by Pet Product
• Shoppers Overall and by Dog vs. Cat Owners, 2024 (percent of category purchasers)
• Online-Only Retailers Lead Online Shopping for Pet Food/Treats
• Table 3-9. Where Purchased Pet Food/Treats in Last 12 Months: Through the Website, by Pet Product
• Shoppers Overall and by Dog vs. Cat Owners, 2024 (percent of category purchasers)
• MRI-Simmons Data Provides Additional Insight
• Table 3-10. Where Purchased Pet Food in Last 6 Months, Dog vs. Cat Food, 2024 (percent of pet food purchasers)
• Table 3-11. Pet Food Cross-Shopping Indices Across Key Retailers and Retail Classifications, 2023
• PetSmart and Petco Change Leadership, Refine Focus
• PETCO Streamlines Vision
• PetSmart Leans in on Services, Value Offerings
• Amazon's Undeniable Pet Market Impact
• Private Label Foods a Big Draw
• Figure 3-3. Level of Agreement with the Statement, "Store brand pet foods provide comparable quality to national brand pet foods", 2024 (percent of pet owners)
• Table 3-12. Private Label Pet Food Usage, 2023/2024 (percent and number of dog- and cat-owning households)
• Figure 3-4. Private Label Pet Food Usage, Spring 2020 through Summer 2024 (share of pet food users)
• Illustration 3-3. PetSmart Simply Nourish Dog Food
• Illustration 3-4. Pet Food Express Value Pet Food Web Page

CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS

• CHAPTER HIGHLIGHTS
• MARKETING AND NEW PRODUCT TRENDS
• Focus on Value
• Illustration 4-1. Acana Focus on Value
• Illustration 4-2. Google Search Results for "Value Pet Food"
• Figure 4-1. Especially Important Factors When Choosing Which Pet Products to Buy, 2024 (dog and cat owners)
• Alternative Formulations Attract Attention
• Figure 4-2. Level of Agreement with the Statement, "I like the idea of pet food other than traditional dry/kibble or canned", 2024
• Illustration 4-3. Petcurean nowfresh Good Gravy at SUPERZOO 2024
• Fresh Pet Foods Continue to Gain Share
• Illustration 4-4. Fromm Family Foods' Bonnihill Farms Gently Cooked, Fresh-Frozen Dog Food
• Illustration 4-5. Health Extension Gently Cooked Dog Food
• Interest Grows in Freeze-Dried (and Air-Dried) Foods
• Illustration 4-6. Primal Pet Foods Kibble in the Raw at SUPERZOO 2024
• Illustration 4-7. Shepherd Boy Farms Freeze-Dried Raw Diets at SUPERZOO 2024
• Illustration 4-8. ZIWI Peak Steam & Dried Cat Foods at SUPERZOO 2024
• Illustration 4-9. A Pup Above Air-Dried Dog Food
• Nulo's Cold Pressed Process Creates New Category
• Illustration 4-10. Nulo Cold Pressed Dog Foods
• Alternative and Sustainable Ingredients and Recipes
• Figure 4-3. Top Flavors for Chewy.com Dry Dog and Cat Food Offerings, October 2024 (percent of dry dog and cat food products)
• Limited Ingredient Diets Feature Alternative Proteins, Simple Ingredients
• Figure 4-4. Special Dietary Need-Related Statement, Dogs vs. Cats 2024 (percent of dog-only and cat- only households)
• Pet Owners Weigh in on Sustainability
• Figure 4-5. Agreement with Selected Statements Related to Pet Food Sustainability and Eco-
• Consciousness, 2024 (percent)
• Plant-Based Diets
• Illustration 4-11. Wild Earth Unicorn Pate Vegan Cat Food
• Illustration 4-12. HOWND Plant Powered Superfood Dry and Wet Dog Food
• Insect-Based Diets
• Illustration 4-13. Hill's Pet Nutrition Sensitive Stomach & Skin with Insect Protein
• Illustration 4-14. Earth Animal Wisdom From the Soil
• Illustration 4-15. Arch Pet Food Insect- and Plant-Based Dog Food
• Cultured Proteins a Potential Future Option
• Illustration 4-16. Meatly Prototype from Meatly.pet
• Science-Based and Veterinary Diets on a Roll
• Figure 4-6. Level of Agreement with the Statement, "I like the idea of pet food backed by scientific
• research",
• Illustration 4-17. Hill's Pet Nutrition Website
• Illustration 4-18. Wellness Pet Website
• Illustration 4-19. Kent/Blue Seal's EnTrust at SUPERZOO 2024
• Illustration 4-20. Mars Royal Canin Gastrointestinal New Products
• Lifestage Specific Formulations
• Illustration 4-21. Open Farm RawMix Grain-Free Kitten Recipe at SUPERZOO 2024
• Illustration 4-22. Tiki Cat Baby Pate and Tiki Dog Baby Mousse and Senior Mousse at SUPERZOO 2024
• Illustration 4-23. Instinct Raw Longevity at SUPERZOO 2024
• Illustration 4-24. Hill's Kitten and Puppy Sensitive Stomach & Skin Recipes
• Illustration 4-25. Hill's Kitten and Puppy Sensitive Stomach & Skin Recipes
• Illustration 4-26. Canidae All Life Stages Dog Food
• Smaller/Single-Serve Packaging
• Illustration 4-27. Naturpak Tetra Recart Mini at SUPERZOO 2024
• Illustration 4-28. Churu Pop'N Serve at SUPERZOO 2024
• Illustration 4-29. Fromm Three-Ounce Cans at SUPERZOO 2024
• Natural Positioning Takes Backseat to Other Product Claims
• Figure 4-7. Pet Owner Attitudes Toward Natural Pet Food and Nutrition, 2024 (percent of pet owners)
• Figure 4-8. Pet Owner Attitudes on Pet Food Safety, 2024 (percent of pet owners)
• Functional Products Offer Health and Wellness Benefits
• Illustration 4-30. Aime Kitchen Oral Health Cat Food at SUPERZOO 2024
• Illustration 4-31. Go! Solutions Functional Cat Foods at SUPERZOO 2024
• Illustration 4-32. Weruva Awesome Functions Dog Foods at SUPERZOO 2024
• Illustration 4-33. Bundle x Joy Digestive Health Dog Foods at SUPERZOO 2024
• Illustration 4-34. Wholesomes Sensitive Skin & Stomach Formulations
• Advancements in Human-Grade Pet Food
• Table 4-1. Pet Owner Attitudes About Human Foods and Human-Grade Pet Foods, By Generation,
• 2024 (percent)
• Illustration 4-35. Wet Noses Oven Baked Food for Dogs at SUPERZOO 2024
• Indulgent Foods Let Pet Parents Pamper Their Pets
• Figure 4-9. Special Treatment of Pets Related to Pet Foods, Dogs vs. Cats, 2024 (percent of pet owners)
• Illustration 4-36. Made by Nacho Chef's Selects at SUPERZOO 2024
• Illustration 4-37. Tiki Dog Taste of the World at SUPERZOO 2024
• Illustration 4-38. PURE Holiday Turkey & Cranberry Dog Food
• Locally Sourced and Made in the USA
• Figure 4-10. Level of Agreement with the Statement, "I actively seek out pet foods made in the USA",2024 (percent of pet owners)
• Just for Cats
• Illustration 4-39. Wellness Appetizing Entrees at SUPERZOO 2024
• Illustration 4-40. Meow Air-Dried and Freeze-Dried Cat Foods at SUPERZOO 2024
• Illustration 4-41. RawTernative Air-Dried Cat Foods at SUPERZOO 2024
• Illustration 4-42. CatIt Freeze-Dried Raw Cat Foods at SUPERZOO 2024
• Illustration 4-43. Rawz Rabbit Cat Food
• Meal Enhancements and Toppers
• Illustration 4-44. Instinct Raw Boost Mixers for Cats
• Illustration 4-45. Fussie Cat Goat Milk Purees
• llustration 4-46. The Bear & The Rat Mighty Toppers at SUPERZOO
• Illustration 4-47. Gunni's Pet Cat Meal Toppers at SUPERZOO 2024
• Illustration 4-48. Jones Natural Chews Smokey Crumbles Meal Topper

CHAPTER 5: CONSUMER TRENDS

• CHAPTER HIGHLIGHTS
• INTRODUCTION
• Two Consumer Survey Sources
• Packaged Facts Data
• MRI-Simmons Data
• Illustration 5-1. US Census Regional Divisions and Sub-Divisions
• BUYING PATTERNS BY PET FOOD TYPE
• Topline Usage Rates for Dry/Wet Pet Food and Pet Treats
• Figure 5-1. Dry Food and Wet Food Usage Rates: Dog vs. Cat Categories, 2007/08 - 2023/24 (percent
• of dog/cat-owning households)
• Table 5-1. Dog Food and Cat Food Customer Base: Dry vs. Wet, 2007/08 - 2023/24 (in thousands of
• households)
• Table 5-2. Pet Food Usage by Type, 2024 (percent of pet owners)
• BUYING PATTERNS BY PET FOOD FORMULATION TYPES
• Regular vs. Specialty
• Figure 5-2. Use of General Pet Food Formulation Types, 2024 (percent of pet food purchasers)
• Formulations Targeting Specific Health Conditions
• Figure 5-3. Use of Pet Food Formulations Based on Health Condition Claims, 2024 (percent of dog/cat owners)
• Table 5-3. Condition-Specific Pet Food, Pet Supplements, and Pet Treat Purchase Rates, Past 12
• Months, 2024 (percent of condition-specific pet food, pet supplement, and pet treat purchasers)
• Meat-First Leads in Ingredient-Based Formulations
• Table 5-4. Use of Pet Food Formulations Based on Ingredient Claims, 2024 (percent of dog/cat owners)
• Ingredient Sourcing as Marketing Claims
• Figure 5-4. Use of Pet Food Formulations Based on Geographic Sourcing Claims, 2024 (percent of dog/cat owners)
• "Natural" Claims
• Figure 5-5. Use of Pet Food Formulations Based on Natural-Related Claims, 2024 (percent of dog/cat
• owners)
• Sustainability and Animal-Welfare Positionings
• Figure 5-6. Use of Pet Food Formulations Based on Sustainability and Animal-Welfare Claims, 2024(percent of dog/cat owners)
• BUYING PATTERNS IN PET FOOD PACKAGING
• Dry Pet Food Usage by Weight
• Table 5-5. Dry Dog Food Usage Trends by Weight, 2018/19 - 2023/24 (percent of dog-owning
• households)
• Wet Pet Food Packaging Type
• Table 5-6. Wet Pet Food Usage Shares by Packaging Type: Dog Food vs. Cat Food, 2018/19 - 2023/24(percent of dog/cat-owner usage)
• PET FOOD MARKETERS AND BRANDS BY CONSUMER DRAW
• Top Dog/Cat Food Marketers
• Figure 5-7. Leading Marketers by Usage Rate: Dog/Cat Food, 2023/24 (percent of dog- and cat-owning households)
• Top Dry Dog Food Marketers and Brands
• Figure 5-8. Leading Marketers by Usage Rate: Dry Dog Food, 2023/24 (percent of households using dry dog food)
• Table 5-7. Select Dry Dog Food Brands by Usage Rate, 2023/24 (percent and number of households)
• Top Wet Dog Food Marketers and Brands
• Figure 5-9. Leading Marketers by Usage Rate: Wet Dog Food, 2023/24 (percent of households using wet dog food)
• Table 5-8. Select Wet Dog Food Brands by Usage Rate, 2023/24 (percent and number of households)
• Top Dry Cat Food Marketers and Brands
• Figure 5-10. Leading Marketers by Customer Base: Dry Cat Food, 2023/24 (percent of households using dry cat food)
• Table 5-9. Leading Dry Cat Food Brands by Usage Rate, 2023/24 (percent and number of households)
• Top Wet Cat Food Marketers and Brands
• Figure 5-11. Leading Marketers by Customer Base: Wet Cat Food, 2023/24 (percent of households using wet cat food)
• Table 5-10. Leading Wet Cat Food Brands by Usage Rate, 2023/24 (percent and number of households)
• Demographic Indices for Usage of Selected Brand Lines
• Table 5-11. Demographic Indices for Selected Leading Brands of Dry Dog Food, 2023/24 (base index among dog owners overall = 100)
• Table 5-12. Demographic Indices for Selected Leading Brands of Wet Dog Food, 2023/24 (base index among dog owners overall = 100)
• Table 5-13. Demographic Indices for Selected Leading Brands of Dry Cat Food, 2023/24 (base index among dog owners overall = 100)
• Table 5-14. Demographic Indices for Selected Leading Brands of Wet Cat Food, 2023/24 (base index among dog owners overall = 100)