Especially after the pandemic focused attention on medical concerns, health and wellness have become important marketing claims in the U.S. pet market. Part of the reason health and wellness claims have become nearly ubiquitous is that the claims encompass a diverse array of pet foods and treats, from functional ingredients to biotics to dental care. Almost any product has some aspect that meets the amorphous definition of health and wellness. Packaged Facts’ report, Pet Health and Wellness: U.S. Pet Market Trends and Opportunities, explored how consumer demand for healthier, presumably happier pets has influenced the pet food industry.
Pet food and treats focused on health and wellness
As pets’ source of nutrition, foods occupy center stage as the primary means by which pet owners seek to safeguard their pets’ health.
“Pet owners consider pet food the most important tool in their pet health and wellness regimen, with 80% of dog owners and 82% of cat owners ranking pet food top among the most important health products for their pets, as shown in Packaged Facts survey results from January 2024,” Packaged Facts analysts wrote in the report.
Likewise, according to Packaged Facts’ surveys, 74% of dog and cat owners are willing to pay a premium for foods with health benefits. Pet owner concerns about health have fueled growth for veterinary-endorsed brands like Hill’s Pet Nutrition, Mars’ Royal Canin and Purina Pro. At the same time, younger pet owners have tended to seek holistic, non-prescription solutions. This has boosted demand for functional foods targeting specific conditions, such as senior pet health or skin and coat care.
Two opportunities for health and wellness pet food
1. Target specific ailments and conditions
Pet foods targeting specific conditions may provide a way for brands to meet pet owners’ demands for products that benefit pets’ health without the need for a veterinarian visit. Targeting specific ailments and health concerns also butress another trend in pet foods, that of customization.
“Pet owners can select the foods that make sense for their pet’s specific needs, minimizing the need for additional products such as medications or supplements,” the analysts wrote.
2. Science-based and veterinary pet foods
Peer-reviewed published research on pet food occupies an important niche in the scientific literature. Although pet owners may not read the journals themselves, they want to know that pet food companies are.
“Packaged Facts’ July-August 2024 Survey of Pet Owners shows that 71% like the idea of pet food backed by scientific research, while 11% have their pet on a prescription diet pet food, an indication that there is wide-spread interest in these formulations and opportunity to expand in the segment,” the market analysts wrote.
Veterinary endorsement and younger pet owners
Although Gen Z and Millenials have been touted as the generations that are choosing fur babies over real babies, those demographic groups don’t have the same trust in the veterinary authority that Baby Boomers do. Millennials and Gen Z pet owners are more likely to turn to non-traditional sources, such as social media or pet service providers, for health advice. Veterinarians face the dual challenge of maintaining their authority while addressing affordability concerns, a critical issue for cost-conscious younger demographics.
The U.S. pet food and treat market is increasingly driven by pet health and wellness. Pet food remains central to pet owners’ health and wellness strategies, with consumers favoring functional, condition-specific and science-backed formulations.