Rising cat ownership is opening the door for a wave of cat-centric food and treats to enter the market. A recent Cargill survey found that 59% of pet parents now own a cat, with more than one-third owning more than one, a growth driven by cats' ability to fit seamlessly into modern, busy urban lifestyles.
“The pet food market has traditionally revolved around dogs, but with the number of cat-loving households rapidly on the rise, it’s clear that cats are having a moment – and brands are taking notice,” said Chad Wethal, senior global marketing manager, Pet for Cargill’s Animal Nutrition business. “A noticeable gap exists between what is currently on the market and what cat parents are looking for, opening the space for new solutions like postbiotics that can deliver the science-backed health benefits they are seeking.”
Despite the rise in cat ownership, survey results show that many cat owners are dissatisfied with the current options for fresh cat food. A recent Cargill survey found that while 90% of cat parents buy dry food, two-thirds also purchase canned food and half buy wet food in pouches.
Rising cat ownership is opening the door for a wave of cat-centric food and treats to enter the market. A recent Cargill survey found that 59% of pet parents now own a cat, with more than one-third owning more than one, a growth driven by cats' ability to fit seamlessly into modern, busy urban lifestyles.
“The pet food market has traditionally revolved around dogs, but with the number of cat-loving households rapidly on the rise, it’s clear that cats are having a moment – and brands are taking notice,” said Chad Wethal, senior global marketing manager, Pet for Cargill’s Animal Nutrition business. “A noticeable gap exists between what is currently on the market and what cat parents are looking for, opening the space for new solutions like postbiotics that can deliver the science-backed health benefits they are seeking.”
Cat owners search for variety
Despite the rise in cat ownership, survey results show that many cat owners are dissatisfied with the current options for fresh cat food. A recent Cargill survey found that while 90% of cat parents buy dry food, two-thirds also purchase canned food and half buy wet food in pouches.
“Cat parents will continue to seek a variety of meal options for their cats,” said Wethal. “We know cats are more fickle eaters when compared to dogs and we expect consumers to continue adding variety to their cat’s diets to elevate and add variety to their mealtime experiences. As cat parents toggle between wet and dry foods, we expect to see more innovation that delivers nutritional and health-centric consistency between wet and dry formulations.”
Though fresh cat food hasn't gained as much traction as fresh dog food, minimally processed frozen and refrigerated products appeal to cat owners seeking ultra-premium options like their own meals.
“Cat products will continue to move toward more wet foods and treats and less of dry kibble,” added Dr. Nathan Fastinger, president, Dr. Fast Pet Food Consulting.
Beyond nutrition, functional benefits for holistic health
Cat owners are increasingly seeking functional foods that provide essential nutrients and support specific health needs, making this a growing trend.
“There are many benefits that functional ingredients can offer to cats beyond nutrition,” said Theresa Lantz, companion animal nutritionist at Petcurean. “When crafting premium cat food recipes, our team does so with a lens on how the recipe can support overall wellness. Each cat is unique and it’s important to give them a recipe based on their individual needs and preferences.”
From Cargill research, Wethal noted nearly 75% of cat owners look for food to address health issues, prompting almost half of new products from 2020-2023 to focus on gut, skin, coat and immune health. He said there is a growing trend of combining multiple health benefits in a single product to meet the demand for holistic cat health. “Adding multiple health benefits into a single product can be a simple solution to solve complex nutritional and health needs for cat parents,” he said.
Other functional food trends include:
Personalized nutrition. Personalization involves choosing a cat food that considers age, breed, size, background and other differentiating factors. “There’s no one-size-fits-all approach to pet nutrition,” said Lantz. “Pet parents are increasingly aware of the importance of choosing the right food for their cat based on their individual needs.”
Wethal added as the number of cat-owning households grows, expect to see more premium products come online that address specific needs such as lifestyle, life stage, breed and individual health needs, such as weight management, urinary health, joint health and more.
Focus on hydration. Hydration is top of mind for cat parents and new products are delivering. “From moisture-rich treats and broths to kibble with unique features to support hydration status, pet foods that are designed to support hydration are certainly dominating the cat market,” Lantz said.
For example, Petcurean’s Go! Solutions Booster recipes are rich in moisture and support cats by promoting hydration. Wellness Pet Company also recently introduced its Appetizing Entrées, designed to help increase water intake during mealtime.
"Many pet parents find that their cats are not heading to the water bowl as often as they should," said Dr. Danielle Bernal, global veterinarian with Wellness Pet Company. "Wet food and treats are a simple way to promote daily hydration and support overall wellbeing.”
Dr. Fastinger agreed, adding, “Cat parents are more aware of the impact to urinary tract health of their cat and adding more moisture to their diet through food and treats is one method of increasing water intake.”
Occupational/enrichment treats. Food and treats can strengthen the bond between cat and pet parent. Occupational or enrichment treats are designed to keep your cats stimulated and occupied. Dr. Fastinger said lickable sachet treats will continue to rise in the market, and Wethal said these types of treats are an easy way to offer additional health and nutritional benefits.
Looking ahead
In the years to come, cat parents will bring their focus to their pets’ cognitive and emotional health to make them feel more comfortable indoors. Nutritional items for cats are anticipated to become highly customized, catering to the varying needs of each cat.
“We expect pet parents will continue to look for ways to elevate mealtime with their cats, such as by building a custom bowl by combining functional recipes with wet food and food toppers,” said Lantz. “Building a bowl allows for customization while also breaking away from the conventional feeding routine and gives cat parents an opportunity to further engage with their cat during feeding time.”
Food and treats traditionally found on the shelves for dogs will become more cat centric as cat ownership expands, said Wethal. “Products like meal toppers and mixers, cat-friendly supplements, fresh and frozen foods, raw and freeze-dried will be low hanging fruit for brands looking to push further into the cat category,” he said.
Lantz expects current trends, including sustainability, to continue shaping the future of the cat food industry. “It’s less of a trend and more of a necessity in today’s world,” she said. “Sustainability impacts all areas of the industry – from ingredient sourcing to manufacturing to packaging and more.”
Sustainability remains top-of-mind for consumers, with a recent report by Euromonitor International revealing that 65% of pet owners are concerned about climate change and are more likely to engage in green activities.
“As a result, pet food companies will continue to look for ways to advance their sustainability initiatives whether that be through developing recipes that use alternative proteins which have less of an environmental impact, adopting recyclable packaging, and more,” she added.
