What Wellness Actually Means in the Cat Food Aisle Today

The concept of “wellness” is nothing new when it comes to tailored shopping for humans. Whether it’s elevating sleep habits, finding the right supplements, or breaking out LED face masks in the name of more vibrant skin, the wellness industry is nothing short of massive at the moment. In fact, the global wellness industry is predicted to reach $9.8 trillion by 2029. 

But where does wellness fit in when it comes to our cats? To be clear, we’re not suggesting that your cat needs a red-light therapy mask for anti-aging, but we’re not here to judge. However, if growing sentiments about the role of pets in the family are any indication, demand for health-centric products is soon to dominate the cat food aisle. A January 2024 Packaged Facts survey of U.S. pet owners reports that 76% of respondents “completely agree” that their pets are “part of the family.” If we view our feline BFFs as an extension of our family, it’s no surprise that enthusiastic cat-parents are roaming the cat food aisle looking for feline wellness products. After all, everyone wants their cat to live forever. 

Here’s what we’re seeing pop up in the cat food aisle

An emphasis on clean ingredients and simplicity.

Clean ingredients don’t just apply to your skincare products or your morning matcha. Curated pet brands are leaning into the rising demand for limited-ingredient formulas in cat food and treats. Simple formulas are no longer pedestrian; in fact, they’re viewed as thoughtfully formulated and intentionally crafted. Retailers are responding in kind by stocking mission-driven brands instead of the regular filler-heavy mass-market options.

Responsible sourcing and transparency matter.

Breaking news: reading the label isn’t just for the almond moms anymore. Transparency and honesty are important to 88% of pet owners when it comes to pet food labels. Rather than ingredients being an afterthought to the average consumer, they’re now a differentiating factor amidst the crowded pet food aisle. Gen-Z and millennials are more label-conscious than their predecessors, and given that they now make up 57% of pet owners in the United States, brands are now forced to either listen or get left behind.

David vs. Goliath: pet food edition.

Indie brands are on the rise among millennials and Gen Z buyers thanks to the influence of social media on shopping behavior. Smaller brands have taken advantage of opportunities to build direct communities through social media and bypass traditional mass-market advertising. One particular brand utilizing this approach is Salty Cat food and treats, which has leveraged social media to become a rising national feline wellness and cat food brand, becoming a fan-favorite brand among independent pet retailers, nationwide stores, and direct-to-consumer consumers alike. 

Focus on functional.

Think of speciality cat treats like a green juice (but for your cat). Wellness-focused cat nutritional brands are on the rise, incorporating functional ingredients into everyday treats. Think of this as the cat equivalent of adding collagen to your morning coffee. Not only will you start to see more clean, mission-driven brands on the rise within the cat food industry, but you’ll also start to see tailored products with functional purposes.

Here’s our question to both retailers and consumers: What trends are you starting to see in the cat food industry, and what products would you consider purchasing for your cat?