Listen to this week’s breaking insights and trends

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🔍 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 - well ahead of their dry-food counterparts.

🧠 Takeaway: Spotlight pre-/probiotic benefits on wet SKUs to win this health-hungry segment. 

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 - versus 48% of wet-food buyers - revealing a format-driven barrier to novel proteins.

🧠 Takeaway: Introduce insect protein via wet or topper formats before migrating it to kibble. 

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 - 17% above category norms; weight-management and sensitive-digestion claims also lift prices, while dental-care claims lag.

🧠 Takeaway: Pair high-value allergy or digestive claims to justify premium positioning. 

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, underscoring rising “influencer fatigue.”

🧠 Takeaway: Swap or pair brand ambassadors with furry faces to boost trust and engagement. 

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

Human-Grade Wellness Services Go Mainstream Pet gyms like Shanghai’s Gogogym 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.

🧠 Takeaway: Partner with fitness, spa and travel providers to tell a holistic wellness story. 

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 - second only to groceries.

🧠 Takeaway: Maintain core assortments and communicate value; essentials remain sticky even under price strain. 

Source: Survey: 60 % of Consumers will Abandon Purchases if Prices Rise Beyond 10 % Due to Tariffs

✅ ACTIONABLE INSIGHTS

1. Functional Wet Launches – Fast-track wet recipes with clinically backed pre/probiotic levels and front-of-pack call-outs.

2. Staged Insect Protein Roll-Out – Test insect ingredients in pâtés or toppers where acceptance is higher before full kibble integration.

3. Stack Premium Claims – Combine allergy-relief and sensitive-digestion benefits to maximize willingness-to-pay; use dental care as a value add-on.

4. Activate Petfluencer Partnerships – Brief mid-tier pet creators on product demos to generate sincere, high-ROI UGC.

5. Price-Shield Programs – Offer subscriptions, loyalty rewards or BNPL to cushion tariff-related sticker shock without eroding brand equity.

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Pet Food Insider Weekly distills pet market complexity into actionable insights for product teams, marketers, and growth leaders.

This week’s theme: Pets are people - whether in the bowl, the gym or at 30,000 feet.

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