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.
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