THE PET FOOD INSIDER - Omnichannel and Uncertainty: What’s Shaping the Pet Market Now

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🔍 INSIGHTS & ANALYSIS

🛍️ Omnichannel or Bust: The “All of the Above” Shopper Is Here

According to Packaged Facts and MRI-Simmons data, 56% of U.S. pet owners shop for pet products across multiple channels, rising to 68% among Millennials. Whether it’s Walmart, Chewy, Petco, or Target, shoppers are mixing and matching for value, service, and convenience.

🧠 Takeaway: The omnichannel shopper isn’t a niche - it’s the majority. Brands must optimize visibility and loyalty across platforms, not just one.

Source: ‘All of the Above’ and pet product channel shopping trends

🌍 Sustainability Messaging Needs a Makeover

While 77% of consumers globally say a sustainable lifestyle shouldn’t mean sacrifice, perceptions of sustainable products are dropping. In North America, just 42% say they bought sustainable products in the past month - and cost remains the biggest barrier.

🧠 Takeaway: Green fatigue is real. Brands need to tie sustainability to emotional benefit, everyday convenience, and price parity.

Source: What fluid consumer sustainability views mean for pet food

🌐 Tariff Turbulence Ahead

With Donald Trump poised to reenter the White House, the U.S. pet food industry is bracing for potential tariffs up to 100% on BRICS nations and 25% on Canada and Mexico. Industry leaders warn this could spike production costs, especially for imported inputs.

🧠 Takeaway: Global sourcing strategies and export resilience will be mission-critical for 2025 - especially for ingredient-heavy brands.

Source: Analysis: US pet food industry braces for tariffs as Trump returns to Washington

🇺🇸 The $150 Billion U.S. Pet Market

Pet product sales in the U.S. reached $150.6 billion in 2024, up over $3 billion YoY. While premiumization holds steady, the market is shifting: 65% shop online for convenience, and use of dog food toppers has more than doubled since 2018. Inflation pressures are real - with 37% of owners in pet-related debt.

🧠 Takeaway: It's time to deliver “premium + practical.” Think versatile formats, value packs, and experience-enhancing add-ons.

Source: The pet industry in the United States

🦴 Legacy Meets Lifestyle: Brand Crossovers Go Pet

From Crocs for dogs to Marvel-branded Zee.Dog gear and ORIJEN’s Lion King-themed launch, big-name lifestyle brands are colliding with pet product innovation. The message is clear: pets are culture.

🧠 Takeaway: Licensing and collaboration strategies can drive buzz and capture lifestyle-driven pet parents - especially Millennials and Gen Z.

Source: These iconic brands have ventured into the pet industry

✅ ACTIONABLE INSIGHTS

1. Own the Cross-Channel Journey

Invest in tools and partnerships that make your brand shoppable across in-store, DTC, third-party, and subscription paths - not just one or two.

2. Redefine Your Sustainability Story

Focus on packaging innovations, ingredient traceability, and low-waste formats - and communicate benefits like convenience, health, and taste.

3. Audit Your Supply Chain Now

Run a tariff impact scenario on your top five SKUs and prioritize localization where possible. Stay proactive in lobbying and trade conversations.

4. Embrace Cultural Co-Creation

Experiment with limited-edition drops or influencer collabs that merge pet care with pop culture, design, or outdoor/active lifestyles.

5. Make Premium Accessible

Bundle toppers, mixers, and single-serve packs that feel premium but don’t push the price ceiling. Function + flair wins in 2025.

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This newsletter is designed for executives, innovators, and strategists in the pet food and care sectors who want the week’s market intelligence delivered without the fluff.