“Health and Wellness is paramount to success in pet innovation, ad pet trends are closely following human ones.”
The American Pet Products Association (APPA) reports that U.S. consumers continue to amplify their total spend on their pets with each passing year—something they’ve done by at least $2 billion each year since the mid 1990s. For example, the APPA cites that Americans spent $69.5 billion on their pets last year, up from $66.75 billion in 2016. Back in 2007, they spent $41.2 billion.
Despite flat food sales, consumers are eager to keep their pets happy, healthy and pampered. Given consumers’ willingness to put their pets first, what’s the next lever that brands and retailers can pull to tap into a market with plenty of runway out in front of it? The “free from” items are redefining categories across the store, including food, personal care and pet food. In dog food, for example, Americans are seeking foods that don’t include ingredients like GMOs (genetically modified organisms), corn, fillers, artificial colors and preservatives.