Cat Ownership Is Rising: What It Means for Food and Treat Innovation

If you feel like everyone you know suddenly has a cat, you are not imagining it. Cats are having a moment, and honestly, they deserve it. They are low key comedians, professional nappers, and the only roommates who can ignore you with Olympic level focus.

But this rise in cat ownership is more than a cultural vibe. It is shaping what ends up in bowls, on lick mats, and in treat jars. Brands are moving faster, retailers are shifting shelf space, and the entire industry is getting more creative about what “cat food” even means.

Let’s talk about what this growth in cat guardianship means for cat food innovation, treat innovation, and the future of the feline aisle.

Cats are driving a real shift in the pet market

Recent reporting tied to the American Pet Products Association points to a jump in US cat owning households, with one summary noting an increase from about 40 million households in 2023 to about 49 million in 2024.

At the same time, the broader story is simple: the pet industry is still big, still resilient, and still growing. APPA has also highlighted expanding pet ownership overall, citing 94 million US households owning at least one pet, up from 82 million in 2023.

That is the backdrop for pet market growth, and it is a big reason feline brands are investing more aggressively in new formats and new benefits.

Feline category trends: what cat parents are asking for now

Cats have always been discerning. The difference now is that cat parents are bringing higher expectations into the category, and brands are answering with smarter formulas, better textures, and more intentional experiences.

A few key feline category trends are showing up again and again:

Hydration is moving from “nice to have” to “core promise”

Cats are famously not big water drinkers, so wet foods, broths, and moisture forward toppers are getting more attention. You can see this reflected in the rise of mixers and toppers purchases among cat owners in APPA reporting.

For product development, this nudges brands toward gravy, broth, mousse, stew, and “add water” style meal enhancers that feel indulgent while supporting hydration.

Functional benefits, but make it cat friendly

Cat parents are scanning labels like they are buying snacks for a toddler who does not speak English. Digestive support, urinary support, hairball support, skin and coat, calming, and weight management are all part of the modern conversation.

Market and ingredient trend coverage also emphasizes interest in functional health benefits in cat food and treats, with owners looking for every feeding moment to do a little more.

The practical innovation angle here is not just adding ingredients. It is figuring out what cats will actually eat, consistently, without turning dinner into a standoff.

Treating is becoming daily behavior

Treats are no longer only “for being cute,” although being cute is a full time job. Treats are being used for bonding, enrichment, training, and functional support. One industry insights report notes that a meaningful share of owners treat daily, including cat owners.

That trend pushes treat innovation into two directions at once:

• Hyper palatable, high reward treats for bonding and training
• Benefit led treats that still feel like a reward, not like medicine
  

What cat food innovation looks like in 2026

When cat ownership rises, you get more first time cat parents, more multi cat households, and more varied lifestyles. That changes the demand curve in ways that make innovation easier to justify.

Here are the biggest lanes where cat food innovation is accelerating.

Texture and format variety is the new battleground

Cats are texture critics. One day they love pate, the next day they act like it personally insulted them. Brands that offer multiple textures, portion sizes, and feeding styles have an edge.

Expect more:

• Single serve wet meals
• Broth heavy toppers
• Creamy lickable formats
• “Sprinkle on top” crunchy elements that add novelty

Premiumization continues, but value has to be obvious

Pet parents are still willing to pay for quality, but they want to understand what they are paying for. Cleaner ingredient decks, recognizable proteins, and simplified claims help.

This is where “limited ingredient” and “real protein first” messaging has staying power, especially with newer cat parents who are building trust with a brand.

Sustainability is showing up in proteins and packaging

Sustainability is no longer only a dog category conversation. Cats are benefitting too, especially as brands explore alternative proteins and responsible sourcing. Even mainstream business coverage has highlighted experimentation and investment in newer formats across pet nutrition, including fresh style offerings and premium expansion strategies.

Not every cat parent will prioritize sustainability over palatability, but the brands that can deliver both will stand out.

Where Salty Cat fits into these trends

At Salty Cat, we are basically obsessed with the idea that feeding your cat should be simple, nourishing, and honestly kind of fun. The best innovations are the ones that make everyday life easier while respecting what cats actually are: tiny carnivores with very strong opinions.

A few ways Salty Cat naturally aligns with today’s feline category trends:

• Moisture forward options: Salty Cat’s creamy puree style tube treats are a super easy way to add hydration and excitement to snack time, with flavors like tuna, salmon, and chicken.
• Clean, simple treats: Single ingredient, freeze dried treats are having a moment because cat parents love the simplicity and cats love the smell. Salty Cat offers freeze dried whole minnow treats made from wild caught whole minnows.
  
• Protein first mindset: Across the line, the positioning is built around real animal protein and avoiding unnecessary extras, which matches what many cat parents are actively seeking as part of modern product development and better everyday feeding habits.
  

If cat ownership keeps climbing, the brands that win will be the ones that keep it practical: great ingredients, cat approved textures, and options that fit real life, like multi cat homes and busy weekdays.

Conclusion: More cats means more creativity (and better options!)

The rise in cat ownership is not just good news for shelters, cat sitters, and the global supply of wand toys. It is actively reshaping the aisle. With more households feeding cats, the industry has more incentive to invest in bolder cat food innovation and smarter treat innovation.

The brands that lead this next era will treat cats like the distinct species they are, not small dogs, and will build products around what truly drives purchase and loyalty: palatability, trust, convenience, and benefits that feel real.

And if you need me, I will be negotiating with my cat about why the expensive food is unacceptable today, even though it was their favorite yesterday.

FAQs

1) Why is cat ownership increasing, and how does that affect pet market growth?

Cat ownership has been rising as more households choose cats for their lifestyle fit, and this growth supports overall pet market growth by expanding demand for food, treats, and wellness products. More cat households usually means more repeat purchases in the feline aisle and more opportunities for brands to invest in innovation.

2) What counts as cat food innovation today?

Cat food innovation includes new textures and formats (like broths, toppers, and single serve wet meals), functional benefits (like digestion or urinary support), and cleaner ingredient approaches that reflect modern feline category trends. It is also tied to product development in packaging, portioning, and convenience.

3) What are the biggest treat innovation trends for cats right now?

Treat innovation is trending toward lickable treats, single ingredient freeze dried options, and functional treats that support everyday needs while staying highly palatable. These feline category trends are powered by daily treating habits and the desire for bonding and enrichment.

4) How should brands think about product development as cat ownership grows?

As cat ownership continues to rise, strong product development starts with real cat behavior: texture preferences, hydration needs, and benefits cats will actually eat. Brands that follow feline category trends while keeping formulas simple and trustworthy are better positioned to grow alongside long term pet market growth.