Understanding feline food and treat trends

The pet food and treats market surpassed $58 billion (€55.1B) in 2022, representing over 40% of the pet industry. To top it off, food and treats represent the highest spending category by more than $22 billion (€20.9B). The American Pet Products Association (APPA) predicts the overall pet food and treats category will reach nearly $63 billion (€59.9B) in 2023.

Premiumization and generic reign supreme

Today’s pet store aisles – whether virtual or in a bricks-and-mortar establishment – are filled with countless options, ranging from specialty foods to address specific health concerns to the tried-and-true mainstay brands known for their quality and nutrition.

Premium cat food and basic (or generic) cat food continue to dominate as the food cat owners most often purchase. They are also the 2 types of food cat owners most often feed their feline family members. While premium cat food edges out basic/generic food purchased by most cat owners (40% versus 38%) in the past 12 months, basic cat food is fed most often by more owners (29% versus 27%).

When it comes to the food people give their pets, most cat owners report feeding their cats dry food most often and canned food occasionally.

Special attributes in cat food

According to the 2023–2024 APPA National Pet Owners Survey, half of all cat owners say they have purchased cat food with special attributes, with the most popular including non-GMO (15%), environmentally friendly packaging (14%), human-grade ingredients (12%), clean label ingredients (12%) and functional ingredients (11%). Very similar patterns are seen when cat owners are asked if they plan to purchase cat food with any special attributes.

Whether a veteran ‘cat lady’ or a younger adult entering the cat-owning lifestyle, the vast majority of cat owners purchase treats for their pets (91%). This current percentage – or 9 out of 10 cat owners – is the highest ever recorded by an APPA survey.

Generational differences in cat ownership

Speaking of types of cat owners, the APPA National Pet Owners Survey uncovered several different behaviors and preferences among different age groups. A significantly higher percentage of older cat owners (Gen X and baby boomers), for example, purchased basic cat food and premium cat food than younger cat owners.

On the other hand, younger cat owners (Gen Z and millennials) are more inclined to purchase a wider variety of cat foods such as natural, organic, raw, specialty, and food with added pre/probiotics than older cat owners. Gen Z and millennials are also much more likely than Gen X and baby boomers to purchase cat food with special attributes.

Gen Z, in particular, favors non-GMO and environmentally friendly, while millennials prefer food that is non-GMO, made with human-grade ingredients that is sold in green packaging. Younger cat owners are more likely to try different forms of cat food than their older counterparts, and 94% of both Gen Z and millennial cat owners purchase treats for their pets.

Where cat owners shop

From local pet stores down the street to online outlets like Chewy and Amazon – and everything in between – cat owners have a variety of avenues to purchase food and treats. But which of these channels are they frequenting?

Supermarkets are the outlet of choice for 42% of cat owners to buy cat food, up slightly from the 2021–2022 APPA National Pet Owners Survey. Discount stores, online-only outlets and pet superstores make up the second tier of outlets. Of this group, online-only outlets are the only option that saw an increase from the previous survey.

In addition, cat owners are indicating a shift toward purchasing cat food more often. The percentage of owners who buy cat food every 2 weeks has increased, while those who purchase every 2 to 3 months have decreased.

As much as 39% of cat owners report purchasing cat food every month, unchanged from the 2021–2022 survey.

Key takeaways

In thinking through how retailers, pet food and treat companies and other pet industry stakeholders can best position themselves with burgeoning cat owners, Gen Z and millennials, it is clear variety is important. This includes a range of product offerings to meet both what pet owners are looking for and what their feline family members need.

Whether it is natural ingredients, green packaging or generic options, younger cat owners want choice when it comes to the type of food and treats they are purchasing.

In line with this, cat owners are looking for variety and choice around where and how to purchase cat food and treats. Be sure to use the channels pet owners are frequenting – whether in-store or online, among others – to reach repeat and potential new customers.

All of these trends are important to keep in mind as you shape and refine business plans, solidify your online presence and determine how to best supply consumers, especially younger cat owners, with their preferred pet products. Doing so will not only help your business succeed and grow in the short term, but it will also help prepare for the future, as many of these trends are here to stay.