Pet Food Trends 2026: 8 Shifts Shaping the US and Canadian Market

Pet food trends used to be easy to summarize: owners treated pets like family, so they paid more for better food. In 2026 the story is more complicated. Owners still want fresh, functional and “human-like” food, but many are watching every dollar, and retailers report that treats and premium upgrades are the first things to go.

This guide breaks down the eight shifts that matter most for pet food brands, founders and retailers in the US and Canada. For each one, we show the data behind it, where the trend is heading, and what it means for your products and positioning. We also cover dog food trends versus cat food trends, how Canada differs, and why people keep spending more on premium pet food even in a tight economy.

Pet food trends 2026 at a glance

Here is the short version before we go deeper:

Trend	Key evidence	What it means for brands
1. Premium, but value-checked	22% of US owners spent less on pets in 2025 (APPA)	Justify every price point; offer entry sizes and mixers
2. Fresh and frozen growth	24.5% annual growth, 2021 to 2025 (Cascadia)	Big opportunity, but cold chain and price are hurdles
3. Gut health and functional claims	Gut health on 31% of global launches (Innova)	Claims must be specific and supportable
4. Weight management gap	Only 5% of launches make a weight claim (Innova)	Underserved need with a large audience
5. The cat opportunity	US cat households rose from 49M to 53M (APPA)	Cat-specific formats, hydration and lickables
6. Functional, indulgent treats	Treat growth slowed more than core food (Chewy, 2026)	Treats need a reason to buy beyond fun
7. Protein upgrades and raw scrutiny	49% of owners say protein drives choice (Innova)	Protein plus a second benefit; raw needs a safety story
8. Transparency and new labels	AAFCO label transition runs through 2030	Plan packaging updates and origin claims now

1. Premium is still growing, but shoppers want proof of value

The headline numbers look healthy. According to the American Pet Products Association’s 2026 State of the Industry report, US pet food and treat sales reached $68.3 billion in 2025, up 3% from $66 billion. APPA projects $69.7 billion for 2026. Food and treats remain the largest category, at about 43% of all US pet spending.

Under the surface, behavior is shifting. APPA found that 22% of owners spent less on their pets in 2025, and that dog owners in particular became more value-oriented. Retailers see the same thing. In its September 2026 earnings call, Chewy said pressure on discretionary purchases and “premiumization” continued, with shoppers focusing on core food, medications and health products.

Brands are responding with “premium at a smart price.” Pet Food Processing’s coverage of Global Pet Expo 2026 highlighted cat food marketed at a “smart price point” and “build a bowl” products that mix kibble with freeze-dried protein pieces. These let owners trade up a little without paying for a full premium diet.

Subscription buying also matters here. Chewy reported that Autoship customer sales reached $2.8 billion in its fiscal second quarter of 2026, or 84.6% of total net sales. Repeat, scheduled buying rewards brands that win the first purchase and keep quality steady.

2. Fresh and frozen food keeps outpacing the category

Fresh and frozen dog food is the fastest-growing format in the market. A 2026 report from Cascadia Pet Industry Insights, covered by Petfood Industry, found the segment grew at a 24.5% compound annual rate from 2021 to 2025. The total dog food and treat category it tracks grew at 5.7% a year over the same period.

The same report puts fresh and frozen at about 8% of tracked category sales, or roughly $1.2 billion, and about 10% of households bought fresh dog food in 2025. The catch is price: fresh can cost more than double dry food per pound. Note that Cascadia’s dollar totals cover the retail sales it measures, so they are much smaller than APPA’s all-channel figure.

Even in a cautious economy, the leaders keep growing. Freshpet reported second-quarter 2026 net sales up 15.5% and raised its full-year growth outlook to 10% to 12%. Its CEO also said weaker consumer sentiment had reduced shoppers’ willingness to trade up, which tells you the segment is growing despite headwinds, not because they disappeared.

Air-dried, freeze-dried and “toppers”

Not every brand can afford a cold chain. Innova Market Insights, in a 2026 webinar reported by Petfood Industry, found that air-dried, freeze-dried and baked formats made up 15% of North American launches in 2025. Toppers and mixers offer a lower-cost way to add “fresh” appeal to an existing bowl of kibble.

3. Gut health leads the functional food boom

Functional nutrition means food positioned for a specific health benefit, not just complete nutrition. Innova’s 2026 data shows gut health on 31% of new global pet food launches, followed by immune and skin health at 22% each, and oral health at 12%. Microbiome positioning was the fastest-growing claim.

Owners are asking for it. Innova found 32% of owners look for fiber and 23% look for probiotics. Clean labels matter too: 42% avoid artificial colors, 39% avoid artificial flavors and 37% avoid preservatives.

The risk for brands is vague claims. AAFCO’s new model label rules add expectations for substantiating health and benefit claims, so “supports digestion” needs real evidence behind it. If you are planning a functional launch, our 90-day product launch plan for small pet brands covers how to validate claims and demand before you scale.

4. Weight management is the biggest unmet need

Here is a clear gap. Innova found that only 5% of 2025 launches carried a weight management claim, despite strong owner interest. Meanwhile, the Association for Pet Obesity Prevention’s 2022 survey of veterinary clinics classified 59% of dogs and 61% of cats as overweight or obese.

Many owners do not see the problem. APOP’s 2023 owner study found that 84% of dog owners and 70% of cat owners rated their pet’s body condition as healthy, even though vets classified many of those pets as overweight. That makes education as important as the product itself.

Interest in GLP-1 weight-loss drugs for people has spilled into pet conversations. APOP noted in December 2025 that research on GLP-1 drugs in pets is still preliminary, with small studies and a need for larger trials. For food brands, the safer opportunity is portion control, lower-calorie treats and clear feeding guides, built with veterinary input.

5. Cats are the growth story

Cats have long been underserved compared with dogs. That is changing. APPA reported that US cat-owning households rose from 49 million in 2024 to 53 million in 2025, or 39% of households. In Canada, the Canadian Animal Health Institute’s 2024 survey counted 8.2 million cats versus 7.2 million dogs.

Product launches follow. Pet Food Processing named a “continued focus on cats” as a top theme at Global Pet Expo 2026, including lickable supplements, dental and immune lines with cat formulas, and joint-support jellies. Hydration is a related theme, since many cats drink little water and wet or moisture-rich formats are an easy sell.

6. Treats get functional and indulgent, but shoppers cut them first

Treats are the playground of pet food innovation. Global Pet Expo 2026 showed a rise in “healthy indulgence” products such as lactose-free yogurt treats for cats and freeze-dried dog “ice cream” made with goat milk. Innova found 74% of owners enjoy shopping for different treat types.

The tension is that treats are discretionary. Chewy said in September 2026 that treats and toppers were more exposed to budget pressure, and treat growth slowed more sharply than core food. The takeaway: a treat now needs a job, such as dental care, training, hydration or a low-calorie reward, to stay in the cart.

If you make treats, our guide on how to start a dog treat business explains the licensing and labeling rules that apply in both countries.

7. Protein gets smarter, and raw food faces more scrutiny

Protein is still the top purchase driver. Innova reported that 49% of owners say protein most influences their choice. But protein alone is no longer enough: 71% of 2025 high-protein launches also carried another health claim, most often digestive health.

Novel proteins are on the radar too. Allergen-free claims rose from 8% to 13% of launches between 2024 and 2025. Innova found 36% of owners would consider cultivated meat and 43% would consider microbially fermented protein, though willingness to consider is not the same as buying.

Raw pet food and H5N1

Raw diets have a loyal following, but regulators are paying closer attention. In January 2025 the US FDA told cat and dog food manufacturers to reanalyze their food safety plans and treat H5N1 bird flu as a known hazard when they use uncooked or unpasteurized poultry or cattle ingredients. The FDA reissued the reminder in September 2025 and noted that heat treatment is effective against the virus.

For raw and lightly processed brands, a clear, documented safety process is now part of the product. Expect retailers and veterinarians to ask about it.

8. Transparency: new labels, origin and “human grade”

Owners want to know what is in the bag and where it came from. Innova found 62% of owners prefer to know the country where their pet food was made, and 23% rank human-grade ingredients among their top purchase claims.

In the US, the biggest label change in decades is underway. AAFCO, the Association of American Feed Control Officials, published its Pet Food Label Modernization model regulations in January 2024. They add a Pet Nutrition Facts box similar to human food labels, list total carbohydrates and dietary fiber, and move the intended-use statement. States adopt AAFCO models into their own laws, and AAFCO’s suggested transition period runs through the end of 2030.

“Human grade” is another claim to handle carefully. Under AAFCO’s guidelines, it applies only when the whole product, and every ingredient, is stored, handled, processed and transported to US human food standards, in a facility licensed to make human food. Using it loosely is a fast way to attract regulator attention.

Sustainability is part of the transparency story, but a smaller one. Innova found only 14% of owners rank sustainable sourcing among their top interests, while recyclable claims appear on 26% of launches. Treat it as a supporting message, not your lead.

Why are people spending more on premium pet food?

People spend more on premium pet food mainly because they see pets as family and connect diet with health and longevity. Several forces drive that:

• Humanization. Pets Canada’s CEO Christine Carrière has described a “pet parent mentality,” with many younger owners treating pets like children and seeking premium and human-grade food.
• Health focus. Owners increasingly use food as a wellness tool, which supports functional and fresh formats.
• A broader owner base. APPA reports growth in pet ownership among Gen X and Gen Z, and 65% of US pet-owning households now have more than one pet.
• Price inflation. Part of the dollar growth is simply higher prices, not more or better food.

Premium spending has not stopped, but it has become more selective. Owners now protect core nutrition and health spending and trim extras, which is why “affordable premium” positioning is winning.

Dog food trends vs cat food trends

Dogs and cats share many trends, but the emphasis differs:

Area	Dog food trends	Cat food trends
Fastest-growing format	Fresh and frozen, plus toppers	Wet, lickable and moisture-rich formats
Top health focus	Gut health, joints, weight	Hydration, dental, immune, weight
Shopper mood	More value-oriented in 2025 (APPA)	Share of wallet held steady (APPA)
Growth driver	Premium upgrades within existing homes	More cat-owning households in the US

How pet food trends differ in Canada

Canada follows most US trends, with a few important differences. Petfood Industry reported that Canadian pet food retail sales reached CAD 6.7 billion in 2024, based on Canadian government figures, with dog and cat food growing about 10% a year from 2019 to 2024.

• Buy Canadian. Pets Canada points to stronger demand for homegrown brands amid trade tensions. The Pet Food Association of Canada says more than half of the pet food and treats sold in Canada is made in Canada.
• Cats lead. Cats outnumber dogs, so cat formats deserve a bigger share of shelf and marketing.
• Affordability. Pets Canada lists high inflation as a key trend, which opens space for value-priced products.
• Different regulation. Canada has no single, dedicated set of pet food regulations. The CFIA regulates pet food imports to prevent animal disease, labels must meet the Consumer Packaging and Labelling Act, and the Competition Bureau publishes a largely voluntary pet food labeling guide.

The practical point: a US label will not automatically work in Canada. Canadian consumer packaging rules set their own mandatory label information, so check your packaging against them before you ship north.

What these trends mean for your pet brand

Use this checklist to turn trend data into decisions:

1. Pick one clear benefit. Gut health, weight or hydration beat a long list of vague claims.
2. Build a value ladder. Offer a trial size, a topper or a mixer so cautious shoppers can try premium without full commitment.
3. Give treats a job. Tie each treat to dental care, training, hydration or low calories.
4. Don’t ignore cats. The audience is growing and still has fewer specialized options.
5. Plan packaging for new labels. Budget for the AAFCO Pet Nutrition Facts transition and a separate check of your Canadian labels.
6. Document safety. Especially for raw or lightly processed products, be ready to show your process.
7. Win the repeat order. Subscription and Autoship reward consistency, so focus on retention as much as acquisition.

Retail access shapes how fast you can act on any of these. If online pet retail is in your plan, read our guide on how to sell on Chewy before you apply.

The bottom line

Pet food trends in 2026 reward brands that combine a real health benefit with honest value. Fresh, functional and cat-focused products are growing, but shoppers are choosier, labels are getting stricter and raw food faces more safety scrutiny. Build around one strong benefit, price it so owners can try it, and plan for the new label rules early. For the market numbers behind these trends, see our pet industry statistics for the US and Canada.

How we researched this article

We drew on primary industry data (APPA, the Canadian Animal Health Institute, the Pet Food Association of Canada), regulator guidance from the FDA, AAFCO and the CFIA, company earnings reports from Chewy and Freshpet, and trade coverage from Petfood Industry and Pet Food Processing. Each figure is attributed to its source and year. This is market analysis, not veterinary or legal advice.

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