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NIQ’s latest Perspective reveals how cat products are outperforming all species in omnichannel sales and how evolving feeding habits reshape demand.
Mainstream growth is price-led and fragile; brands risk losing shoppers without a premium strategy that sustains volume.
Cat ownership and premiumization are accelerating—requiring brands to quickly adapt assortments, innovation, and channel strategy to capture growth.
Why it matters
As cat parents invest more in variety, enrichment, and premium essentials, retailers and manufacturers face a pivotal growth window in a softening pet market.
Cats lead omnichannel growth
Outperforming all other species both online and in‑store, creating clear opportunities for category expansion.
Premium‑adjacent segments are accelerating
Including treats (boosted by lickables) and accessories (driven by automated litter boxes.
Feeding variety reshapes demand
With cat parents using an average of 2.2 food types weekly and 26% using 3+—driving assortment complexity.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“2025 made one thing clear: cats are driving the next wave of growth in the U.S. pet industry. With cat products outperforming other species across channels, retailers and manufacturers who prioritize feline-focused assortments are positioned to capture meaningful, incremental gains. As cat parents broaden their feeding routines and invest more in treats, accessories, and premium solutions, the opportunity to innovate around convenience, enrichment, and wellness has never been stronge.”
–Andrea Binder
Vice President, Pet Industry Thought Leader, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
