Sustainability in pet care has moved beyond promise and positioning. It is now a proven growth lever, but only when done with clarity and care.
Pet parents are actively trying to live more sustainably, and pet owners over index versus the general population.
Certified sustainable pet care sales reached $2.6B, with strong growth across animal welfare, sustainable seafood, upcycled ingredients, and sustainable packaging. These claims consistently outperform the total pet care category, even as overall growth moderates. Sustainability, rather than slowing, is concentrating.
But this is not a blank check moment. Cost pressure is real. Nearly three quarters of pet parents say the cost of owning a pet is higher than last year, and value still rules. Winning brands are not asking pet parents to choose between sustainability and affordability. They are making sustainability feel essential, intuitive, and worth it.
When pet parents think “green,” they think simple and actionable. Recyclable packaging. Recycled materials. Less waste. Nearly half of pet owners say the manufacturing stage matters most when judging environmental impact, yet confusing and crowded claims erode trust. Clear instructions and transparent sourcing build it. Simplification is emerging as the next competitive advantage.
Packaging sits at the center of this shift. Sustainable packaging is no longer just innovation. It is becoming compliance. With extended producer responsibility laws already in place and expanding, packaging decisions now carry regulatory and financial consequences. Brands that simplify materials, design for recyclability, and communicate clearly will be best positioned for what comes next.
Ready to make sustainability work harder for your brand?
Download the full report & Book a meeting with an NIQ pet expert to dig in.
