Frozen raw pet food continues to outperform gently cooked in the independent retail space, according to a new PETS+ Brain Squad survey of roughly 1,500 pet retailers and service providers.
When asked what percentage of their overall pet food sales comes from frozen raw and gently cooked formats, the responses varied widely, but most fell in the mid-to-low range:
- More than 60% of food sales — 2% of respondents
- 46% to 60% — 9%
- 31% to 45% — 13%
- 15% to 30% — 39%
- 1% to 15% — 37%
When asked which they sell more of, 79% said frozen raw, while 21% said gently cooked.
Retailers identified the top drivers behind these sales. Leading the list was the influence of knowledgeable staff who feed fresh themselves, followed by increasing mainstream interest in fresh feeding, brand frequent-buyer programs, and shoppers seeking more cost-effective alternatives to direct-to-consumer brands.
Retailers added their wishlists when it comes to this product category of pet food. Some are hoping for more educational materials.
“Consumers crave education," said Katherine Ostiguy of Crossbones in Providence, Rhode Island. "Brochures, POP and QR codes make a huge difference. Small or sample bags are also critical. If they can try the product for themselves, they’re far more likely to come back and buy it again."
Others emphasized packaging innovations and product format preferences," shared Morgan Monty of The Cheshire Horse in Swanzey, New Hampshire. “Compostable packages and cost-effective meat blends. For people adding some raw or formulating their own diets. For a family feeding raw to more than one dog, the packaging being compostable is really helpful!”
Dana Julian of Furbaby Boutique in Holly, Michigan, noted format flexibility as a growth opportunity: “More novel proteins," she said. "Also larger bags of scoopable small-sized bites. Many people don’t like the patties and want little nuggets scoopable directly from the bag.”
Pets+ serves independent pet retailers and service providers.
