• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Roundtable discussion: Beyond Onsite
    Tackle the next phase of retail media over breakfast with Nectar360 and peers
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

What’s Hot? What’s Not? What’s Next? Insights for Pet Food Brands by Skai

Joshua Dreller, Sr. Director, Content Marketing @ Skai™

September  27, 2021
insights for pet food brands

Recent statistics show nearly 500 million dogs are and 400 million cats are kept as pets worldwide. And those numbers don’t include the various mice, turtles, birds, fish, reptiles, and other unusual animals that people keep as domesticated animals.

Attitudes toward pets have changed in general over the last few decades. More than ever before, consumers now view their pets not just as animals but as part of the family. Dogs are referred to as ‘fur-babies,’ and owners refer to themselves as parents, illustrating the elevated status that pets now occupy in the family unit. 

Today, with so many people working from home, pets have become a more important  part of the family than ever. In fact, ​​21% of pet owners reporting spending more money on their pets during the Covid-19 pandemic than pre-pandemic.

Here are some rather exciting pet products you may be interested in owning:

  • The Pet Carrier Sweatshirt is for pet owners that may have some separation anxiety for leaving their little one at home. 
  • The Pooch Selfie (featured on the inventor TV show, Shark Tank) makes it simple to get your pet engaged in looking directly at the camera lens. 
  • Get a real artist to paint your pet from a photo you send in with Custom Painterly Pet Portraits. They are advertised as “an unforgettable way to pay tribute to a current furry family member, or to commemorate a pet who now lives on in your heart.”
  • Live in a rainy city? How about a Dog Umbrella to keep your fur-baby dry on an afternoon walk?
hot not next pet food

Insights for Pet Food Brands: What’s Hot, Not, & Next

The global pet food market is expected to grow from $75.3 billion in 2021 to more than $90 billion by 2025. So, how can pet food companies keep up with the demand and grow successfully with so much competition?

Consumer and market intelligence platforms like Skai are increasingly used by pet food brands looking to keep a finger on the pulse of what is happening in the category in real-time and get ahead of the latest trends.

Skai collects more data than anyone else relevant to pet food (social reviews, product listings, ratings, reviews, patents, etc.) so that brands don’t miss a thing. Then, we apply natural language processing so that it’s easy to extract what is happening in the pet food category and why — and what will happen in the future. And we visualize the data in a way that makes it easy to understand for anyone from Insights, Marketing, Brand, Product Innovation, and more.

Our Pet Food category includes data from over:

  • 108,000+ products
  • 2,300,000+ consumer discussions
  • 3,100+ key opinion leader posts
  • 3,300+ patents

So what is the data showing us? Let’s take a look!

What’s Hot

  • Digestive Health is a crucial health area for pet owners as many animal issues can stem from poor digestion. Nearly 65,000 individual consumers have been commenting on this attribute in the last 12 months. Additionally, over 3,200 new pet food products mentioning Digestive Health were released on Amazon.com the previous year. 
  • Chicken seems to be always on the menu. It continues to be the most mentioned ingredient in new pet food products, found in 42,173 out of 108,831 pet food products monitored by Skai.
  • Chewy is—across the board—the most popular texture in pet food today. It’s mentioned in 32.5% of pet food Key Opinion Posts, 40.7% of all pet food consumer posts, and highlighted in 27.5% of new pet food patents.

What’s Not

  • Flea & Tick Control can be a significant issue for pet owners, especially those living in rural areas. But, it doesn’t seem like solving the problem with food is the answer. Just one pet food patent was filed in the last five years that mention Flea & Tick Control.
  • Itching & Irritation Relief doesn’t seem to be high on the list of pet owners regarding what they feed their fur-babies. Less than 1% of all pet food consumer posts (0.88%) and less than 2% of pet food products (1.95%) are centered around Itching & Irritation Relief.
  • Flaky is nearly non-existent in the pet food industry. Just 23 pet food consumer posts mentioned the texture in the last 12 months, and just 0.09% of pet food products claim to be Flaky.

What’s Next

  • Aging Care. Maybe it’s the fact that we’re spending more time working from home with our animals, and we want to hold on to them as long as we can. Aging Care was mentioned in 11.87% of consumer posts about pet food and highlighted as a benefit in 12.25% of pet food products.
  • Homemade. Pet owners draw a connection between high-quality and Homemade. There’s been a 69.8% growth in pet food conversations about homemade food over the last 12 months. 
  • Immune Health. In a recent survey, 72% of U.S. dog owners and 67% of cat owners feel that high-quality pet foods are effective preventative health care. Purina is the top online pet food brand with 1248 products claiming Immune Health as a benefit.

Top Pet Food Brands (by number of products on Amazon)

The Pet Food trend to watch: mental health

Throughout the years, numerous studies have proven that pets offer mental health benefits to humans. For example, they can help reduce stress, anxiety, & depression, ease loneliness, and encourage exercise.

But, who’s looking out for Spot’s mental wellbeing? It’s not like your dog or cat can ask you for a mental wellness day or speak to a therapist. However, it’s common knowledge that food can affect our mental health, so it’s no surprise that pet owners are interested to learn more about how food can impact their pets’ mental health too.

There has been a 301.4% increase in pet food consumer discussions over the last 12 months related to Mental Health, yet less than 6% of pet food products mention having this benefit.

Thirty-one pet food patents have been filed in the last five years that discuss mental health benefits. While that’s certainly not a tsunami of new products yet, this could be a new area for pet owners to focus on as a way to give back to those furry creatures who are so willing to help lift our spirits yet ask for so little in return.

To find out what’s hot, what’s not, and what’s next in your industry, please reach out today to schedule a brief demo of Skai’s market intelligence platform.

 

Request a Demo of Skai

Related Posts

  • What’s hot, what’s not, what’s next for skincare brands by Skai™
    Skincare Insights: What's Hot, What's Not, and What's Next for Skincare Brands?
    Read More
  • What’s hot, what’s not, what’s next for frozen food brands by Skai™
    Frozen Food Insights: What's Hot, What's Not, and What's Next for Food Brands?
    Read More
  • What’s hot, what’s not, what’s next for insights for insights on women’s fashion trends.
    Women’s Fashion Insights: What's Hot, What's Not, and What's Next for Fashion Brands?
    Read More
  • What’s Hot? What’s Not? What’s Next? Insights for Baby Care Brands by Skai
    Read More
  • What’s Hot? What’s Not? What’s Next? Insights for Cell Phones Brands by Skai
    Read More
  • What’s Hot? What’s Not? What’s Next? Insights for Snack Brands by Skai
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: hot not next, Market Intelligence, xTLx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint