Nutrition & Ingredients: Redefining What Pets Eat
Refrigerated Cat Food: A Format to Watch
Freeze-dried kibble and wet pâté continue to be popular formats in cat food, but refrigerated options may be on the horizon. Inspired by the success of refrigerated dog food, some manufacturers are exploring whether a similar approach could work for cats. Given cats’ known sensitivity to texture and temperature, adoption may be slower, but the potential for category disruption is there.
Fresh, Raw, and DIY Diets
Raw diets continue to grow, with formats like cold-pressed and steam-dried gaining attention. Freeze-dried and dehydrated foods command premium prices, while DIY pet food kits support the growing number of pet owners preparing meals at home. Meal enhancers and “kibble+” formats—combining topper, supplement, and meal—are also trending. Brands are also investing in educational content to help pet parents navigate raw feeding safely and nutritionally.
Ingredient Innovation: From Kelp to Charcoal
New ingredients are entering the spotlight. Kelp-based treats, activated charcoal, and manuka honey are being used in pet products, reflecting a crossover from human wellness trends. These ingredients are often positioned for their natural and functional benefits. Their inclusion is often supported by claims around gut health, detoxification, and immune support, appealing to wellness-focused consumers.
Allergen-Free and Novel Proteins
Chicken-free claims are becoming more visible, responding to rising concerns about food sensitivities. Novel proteins like bison, rabbit, and exotic meats are gaining traction, especially in dog food. Goat milk products also appeared more frequently than expected. These alternatives are not only addressing allergies but also offering nutritional diversity for rotational feeding strategies.
Functional Ingredients Across Species
Functional claims are no longer limited to dogs and cats. Supplements and health-focused products are emerging for chickens, horses, reptiles, and fish. Digestive health, allergen-free formulations, and animal welfare certifications (e.g., pasture-raised, upcycled ingredients) are increasingly common. This expansion reflects a growing trend of multi-species households and the mainstreaming of wellness across all companion animals.
Packaging & Sustainability: Messaging That Matters
Packaging Evolution in Grocery
Brands expanding into grocery are rethinking packaging, not just structure, but messaging. As pet products move beyond specialty retail into mass and online channels, packaging clarity and shelf impact are becoming more critical. Designs are shifting toward bold visuals and simplified claims to capture attention in high-velocity retail environments.
Sustainable Packaging Gains Traction
Sustainability was a recurring theme. Brands are investing in recyclable, compostable, and plant-based materials. However, the variety of claims—over 160 observed in dry dog food alone—highlights the need for clearer communication. Terms like “Recycle Me Please” stood out for their simplicity, while others were more ambiguous. Retailers are beginning to prioritize shelf space for products with verified sustainability certifications, adding pressure for standardization.
Upcycled and Zero-Waste Products
Upcycled ingredients like bruised or misshapen fruits and vegetables are being used to reduce food waste. Zero-waste manufacturing claims are appearing on packaging, especially in pet food, signaling a broader commitment to sustainability. These efforts are increasingly tied to brand storytelling, helping companies connect with eco-conscious consumers on an emotional level.
Dye-Free Claims and Ingredient Transparency
While nearly half of pet food products contain no artificial dyes, only a small percentage clearly communicate this on packaging. As consumer awareness grows, clearer labeling around color additives may become a differentiator. Regulatory pressure and retailer guidelines are expected to push brands toward more explicit ingredient disclosures in the coming year.
Technology & Lifestyle: Enhancing the Pet-Parent Experience
Tech-Enabled Pet Products
Technology is transforming pet care. Innovations included feeders that scan microchips to dispense food, AC-enabled crates, and apps that guide home-cooked meals based on pet activity and dietary needs. Health monitoring tools, like at-home test kits and smart collars, are also gaining momentum. These tools are increasingly integrated with mobile platforms, allowing pet parents to track health metrics and feeding routines in real time.
Electronic Enhancements in Pet Supplies
Electronic collars, treat dispensers, and video monitoring devices are seeing strong growth. These products aim to simplify pet care and enhance the pet-parent experience, with some devices offering health tracking and personalized feeding. Connectivity features—such as remote access and AI-driven behavior alerts—are becoming standard in premium product lines.
Alternative Cat Litters
Innovation in cat litter is expanding beyond clay. Brands showcased litters made from tofu, olive pits, and walnut shells, offering natural and sustainable alternatives. These materials are not only biodegradable but also offer superior odor control and reduced tracking, addressing common consumer pain points.
DIY Pet Parenting on the Rise
A significant portion of pet owners are preparing homemade meals using human-grade ingredients. This trend is driving demand for tools and supplies that support DIY feeding, enrichment, and treat-making at home. Social media and influencer content are fueling this movement, turning DIY pet care into a lifestyle choice for engaged pet parents.
The Future of Pet is Innovative
SUPERZOO 2025 highlighted a future where innovation is not just expected, it’s essential. From nutrition and packaging to tech-enabled solutions, the industry is responding to a new generation of pet parents who demand transparency, personalization, and sustainability. These consumers are informed, emotionally invested, and increasingly treating their pets as family members.
As a result, brands must evolve not only their products but also their messaging, delivery formats, and ethical standards to stay relevant in a crowded and fast-moving market.
Winning in the 2025 Pet Market
With these key trends shaping the pet industry in 2025, retailers and manufacturers that stay ahead of evolving consumer preferences, embrace digital innovation, and prioritize functional, high-value products will be best positioned for success.
