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This Perspective uncovers how pet‑care subscription sales, a significant share of category dollars, are approaching a plateau.
As consumer resistance grows, this is signaling the need for retailers and manufacturers to evolve subscription value, flexibility, and category expansion to sustain momentum.
Why it matters
The subscription model’s slowing momentum, coupled with shifting consumer expectations and emerging growth in non‑food categories, underscores the urgent need for retailers and manufacturers to evolve offerings that reinforce loyalty, unlock new revenue streams, and stay competitive in a changing market.
Subscriptions represent a major share of Petcare spending
With 40% of Pet Care dollars coming from subscription sales, the model has become a core driver of revenue and loyalty
Growth is shifting toward supplies and lifestyle categories.
The fastestgrowing subscription categories are toys, collars/leashes, feeding accessories, grooming, and birdcare products,
Brand switching risk
Price sensitivity and value-seeking behaviors accelerate shifts across brands, retailers, and private label.
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.
“Subscription sales in Pet Care remain a cornerstone for loyalty and predictable revenue, but the market is signaling a shift. While autoship programs have been a differentiator, consumer resistance, driven by a desire for flexibility and price control, suggests that growth will hinge on evolving the value proposition. The next wave isn’t just about food; it’s about expanding into lifestyle and convenience categories to deepen engagement. Retailers and manufacturers should focus on creating subscription experiences that feel personalized and adaptable, to sustain momentum in a maturing market.”
–Andrea Binder
Vice President, Pet Industry Thought Leader
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.
