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Why pet owners are buying more wet pet food

Aug. 24, 2017, 9:23 p.m.
Categories: In the Media

Executives at Bravo Pet Food and Holistic Health Extension believe demographics and demand trends favor continued growth in the wet pet food category. These pet food industry entrepreneurs shared their insights into how to innovate in the wet pet food category, and what drives its growth.

The present and future engines of pet food sales, millennials and baby boomers, increasingly tend towards owning cats or smaller dogs, like Chihuahuas, which can be fed wet pet food more affordably than a Saint Bernard. At the same time, pet food trends, including grain-free, raw and high-protein, lend themselves well to wet dog and cat food.

“Millennials inherently spend more money on their pets to ensure they are well fed,” said Brad Gruber, president and COO of Holistic Health Extension. “The real strength in growth in this category is driven by baby boomers, where spending is growing the most due to the number of households headed by this group.”

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