Pet care's next chapter will not be won on scale or legacy alone. As affordability reshapes premium, challengers disrupt emerging markets and AI turns data into loyalty, brands face a defining question: who can prove real value, not just claim it? This report unpacks five trends set to determine tomorrow's winners.
Delivery
This report comes in PPT.
Key Findings
Moderating volumes: Pricing and pet demographics curb consumption
Volume consumption in pet care faces headwinds, driven by elevated pricing and shifting pet demographics. High prices continue to be a key drag on growth, while a shift in preferences towards cats and smaller dogs is reducing overall calorie demand. Pricing architecture and portfolio mix require a strategic rethink, as consumers turn to multipurpose products.
Push for premium: Pet roles evolve, as do price tags
Pet humanisation continues to drive premiumisation, but it has a limited upside. Brands with a premium-only focus face the risk of stagnating growth, as access remains limited to a small segment of consumers. Potential share of wallet is also being lost to the “affordable premium” tier, which is helping to bridge the gap for aspiring premium consumers.
Homing in on health: The era of preventative pet health management
Pet health management is of paramount importance to pet owners. A desire for longevity and quality of life is driving demand for solutions that enable proactive health management, while also mitigating the risk of future ailments. As consumer awareness grows, so is the desire for more targeted, need-based solutions.
Channel dynamics: Pet specialists and digital platforms take the lead
Pet shops and superstores, and retail e-commerce channels take the lead in the global pet care retail landscape. The rising influence of social media, digitally-native pet owners and brand investment in digital engagement are fuelling the growth of retail e-commerce in pet care. Investments are also being made by grocery retailers to boost category representation.
AI integration: Enabling personalised pet health management
Generative AI is becoming increasingly integrated into consumers’ lives. In the pet care industry, AI is driving innovation through personalised nutrition, smart health products and interactive tools, with brands using these technologies to stay relevant among digitally-native pet owners.
Our expert’s view of Pet Care in 2026
Key findings
Pricing pressures, polarisation and premiumisation: Probing pet care’s resilience
Top five trends in Pet Care
Top five trends uncovered
Premium prices limit trade-up volumes; creates white space of “Affordable Premium”
Affordable premium is a convergence point for mid-priced and premium brands
Private label pushes towards premium lines
Case study: Kaufland expands base premium line with K- Carinura Naturals
Case study: Private label extends into premium territory
Considerations for growth
Emerging markets to drive stronger growth with a rising competitive cost
Case study: Kaniva displaces incumbents, gains category prominence
Case study: The rise of Chinese pet food brands in Southeast Asia
Considerations for growth
Moving from a “claims economy” to an “evidence economy”
Case study: Lyka leans into canine-specific research for evidence
Case study: Focus on the pet microbiome brings biotics to the fore
Considerations for growth
Different channels for different reasons: New rules of demand generation
Case study: Mars Thailand x CREA driving e-commerce growth through livestreaming
Case study: Royal Canin integrates stakeholders into a digital ecosystem
Considerations for growth
AI is redefining the pet-raising experience
Case study: Petkit introduces fully automatic AI wet food feeder
Case study: From food to health: How Purina uses AI to create continuous care
Considerations for growth
Future implications
Opportunities for growth
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