The Cesar brand has expanded its product portfolio with CESAR Dry, a line of dry dog food designed specifically to meet the needs of small dogs. To support the new product launch, BBDO San Francisco is rolling out a new advertising campaign, “Tastes Like Happy,” which features a field full of tennis balls. The ad will be shown in broadcast, print and social media.

Small dog breeds increasing in popularity

Small and toy breed dogs keep growing in popularity, reported Petfood Industry. Reasons for this trend include:

  • Human populations around the world become more urban,
  • Millennial pet owners opt for smaller, more affordable mouths to feed and,
  • Older pet owners choose pets that are easier to care for and handle.
  • Pet food industry responds to small breed popularity

Opportunities in small-breed pet foods predicted to grow

Pet food companies are responding with special formulas for small and toy breed dogs, smaller kibble in dry products and more wet pet food for small dogs, reported Petfood Industry. Wet dog foods more likely to be in trays and pouches, delivering more suitable portion sizes for these pets and convenience for their owners (especially compared to cans).

A Packaged Facts report published at the beginning of 2015 predicted the rise of small pets and its importance in the pet food market: “While the US dog population is growing, the size of the animals is smaller,” said a Petfood Industry analysis of the report in January 2015. “Packaged Facts' Pet Owner Survey indicates that a higher percentage of US households has small dogs (under 25 pounds) than medium dogs (25–40 pounds) or large dogs (40+ pounds), with the figures at 52 percent, 32 percent and 42 percent, respectively.