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🔍 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.

Source: Biotic ingredients drive pet food purchases

🏡 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.

Source: Report: Pet ownership expands as Gen Z shifts trends

🍽️ 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.

Source: Lack of consumer education contributes to rising pet obesity rates

📦 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.

Source: Survey: Dog owners embrace subscription models for convenience, not cost

❄️ 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.

Source: Indie Retailers Sell More Frozen Raw Than Gently Cooked Pet Food

🧪 Ingredients = Economic Engine

A new IFEEDER report pegs 2024 pet food sales at $51.7B, driven by more than 600 plant and animal-based ingredients. Chicken was the top ingredient by weight, but marine proteins like salmon and cod led in value - growing 95% since 2019.

🧠 Takeaway: Ingredient storytelling isn’t fluff - it’s a strategic differentiator. Consumers associate quality, safety, and trust with source clarity.

Source: Feeding Pets, Fueling the Economy: Ingredients Drive $51.7B Pet Food Sales, Per IFEEDER Report

🛒 Why They Buy: Fresh, Functional, Homemade

According to a 2024 Nextin survey, 16% of dog owners now feed fresh-prepared or homemade meals, on par with wet food. Biotics, protein type, and functional benefits (e.g., skin & coat, joint health) top the list of purchase drivers - alongside convenience and palatability.

🧠 Takeaway: Fresh is no longer fringe. Pet food brands need to blend freshness, function, and format in creative ways to stay relevant.

Source: Survey: Pet foods that US pet owners feed and why

✅ ACTIONABLE INSIGHTS

1. Ride the Biotics Boom

Introduce or highlight probiotics, prebiotics, and postbiotics with transparent health claims and consumer-facing education - especially for digestive support SKUs.

2. Design for Gen Z Discovery

Optimize product visibility through short-form video, influencer sampling, and lifestyle branding. Think: “aesthetics meets science” on social platforms.

3. Own the Obesity Conversation

Offer content or QR-linked tools to help customers self-assess pet weight and portion sizes - this builds loyalty and positions your brand as a health ally.

4. Win with Trial & Education in Frozen/Gently Cooked

Create smaller-size intro packs, add how-to guides for safe feeding, and empower retailers with POP and vet-backed endorsements.

5. Subscription Strategy = Reliability, Not Discounts

Design subscription UX around ease, delivery precision, and breed/lifestage customization. Avoid racing to the bottom on pricing.

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Found this newsletter valuable? We curate these weekly insights for decision-makers across the pet food industry - from R&D and brand managers to retail buyers and ingredient suppliers.

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