as certifiable crazy cat people, we’re clearly very biased when it comes to doing anything and everything possible to make our cats healthier and happier. Between the litany of kombucha brands and the concept of slapping snail mucin on our skin (no, it’s actually a thing), wellness has been taking the world by storm for well over a decade now. It’s also starting to reach the world of cat nutrition, and naturally, we’re VERY into it.

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 (like us, hello) 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. this doesn’t just end with brands, however. consumers are choosing to support local, independent retailers when shopping for their pets. when it comes to shopping at indie pet stores, we love Indiepet, a member organization designed to connect and support both independent retailers and pet food brands through resources, mentorship opportunities, and more. 

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. we might be biased, but our range of functional healthy cat treats is pretty great.

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?