In recent years, cats have quietly stepped into the spotlight in the pet industry, and we are beginning to see a shift in the cat food market. Cats were long overlooked by innovators in the pet food industry, but demand, innovation, and a focus on functional health is flooding the cat food and treat space due to an increase in cat ownership and changes in consumer expectations.
Why Cat Food Innovation Is Booming: Ownership Growth, Functional Nutrition & Wellness Trends
In recent years, cats have quietly stepped into the spotlight in the pet industry, and we are beginning to see a shift in the cat food market. Cats were long overlooked by innovators in the pet food industry, but demand, innovation, and a focus on functional health is flooding the cat food and treat space due to an increase in cat ownership and changes in consumer expectations.
Cat Ownership is Rising Globally
New data suggests that populations of cats are rising faster than dogs in many regions. In Europe, for example, FEDIAF reports that cats there are now estimated at 129 million, surpassing dogs at 106 million and a significant increase from 113.5 million cats in 2021. The rate of households with a cat also increased from 26% to 27%, while dog ownership remained steady.
Even in places like Brazil, cats are cementing a foothold in what has historically been a dog dominated pet ownership market. In the United States, from 2021-2023, cat-owning households increased from 30.2 million to 32.1 million while dog-owning households decreased. There are also record levels of kitten adoptions that are solidifying the feline foothold.
What Cat Parents Want: Variety, Health & Wellness
Increasing cat ownership means increasing attention on cat needs— especially nutrition, taste, and health as an outcome. Today’s cat parents are repeat purchasers, engaged, educated, and demanding. They want more from their cats’ food than just kibble and include the following:
- Meal variation: 90% of cat owners are still buying dry food for their cats, with many feeding their cat canned or pouch options as supplements.
- Premium options: frozen and minimally processed cat food options are starting to emerge, like the “fresh food” trend we are seeing with dog products.
- Palatability: Palatability is a headache for cat food manufacturers. Cats are notoriously picky eaters! Offering some sort of meal variety also ensures cats are happy at mealtime.
According to Per Cargill, 59% of pet parents have a cat in their home, and just over a third have more than one cat. A clear need for additional product variety that caters to cats’ needs and wants.
Functional Nutrition: From Gut to Immune Health
The greatest change in cat food is not only in the food format but also in food function. With the growing demand for functional ingredients, brands are expanding their innovation and marketing towards ingredients that provide a real health benefit. Some key aspects of consumer interest include:
- Gut health
- Immune system support
- Skin & coat enhancements
- Weight and urinary health management
With this opportunity in health beyond the centered focus on nutrition, Cargill expressed that almost 75% of cat owners are currently choosing foods on health concerns and nearly half of the launches since 2020 have incorporated multiple functional needs.
The Rise of Personalized Cat Nutrition
Just as humans have begun taking advantage of personalization in their nutrition, cats are also benefitting from increased personalization in meal choices that is related to age, activity level, breed and health. From agent senior cat meal options to meals that target specific health goals, including joint care, hydration, etc., the industry is becoming increasingly segmented.
Theresa Lantz, companion animal nutritionist explained:
Some examples of all of these are Petcurean’s Go! Solutions Booster, and Wellness Pet Company’s Appetizing Entrées—innovative options to increase water consumption and aimed at increasing consumption through feeding.
Theresa Lantz, companion animal nutritionist explained:
Enrichment & Treats: Feeding the Bond
Treats have gone from being merely rewards to being enrichment and bonding exercises. Lickable treats and functional snacks are on fire, and many of these products also have health benefits in addition to sensory benefits.
These types of products both stimulate picky eaters and deliver functional ingredients such as probiotics, or calming ingredients.
The Future: Custom Bowls, Emotional Health & Sustainability
Experts are suggesting that the next frontier in pet innovation will focus on cognitive and emotional health—especially as more cats live indoors. Brands will soon support consumer trends of mix-and-match meals with each pet parent customizing their bowls, combining kibble, toppers, wet food, and boosters.
Sustainability is always on the mind. Euromonitor’s report shared 65% of pet parents are concerned with climate change and are increasingly inclined to purchase eco-conscious products. This has generated trends surrounding:
- Alternative proteins
- Recyclable packaging
- Transparent sourcing of ingredients
What does this mean for brands?
Feline ownership is on the rise and consumer expectations continue to shine, making the opportunity for the next generation of cat-focused product innovation are outrageous. Brands that are offering:
- Science-backed functional foods
- Customization
- Hydration
- Interactive meal experience
- Sustainability and quality packaging
…will be best positioned to prevail in the future cat food market.
Are you creating the next generation of functional cat food or treats? Let our formulation and regulatory team at Food Research Lab assist you in bringing products that will delight both cats—and the humans who love them.
Reach out to us today to discuss the development, compliance, and go-to-market support.
Let’s create something Innovative and Delicious together
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