Tapping into the appeal of meal enhancers

Meal enhancers have become a key segment in the pet food industry, showcasing consistent growth over the past 5 years.

Despite relatively low market share, their value lies in the ability to improve pet food palatability, catering to the preferences of even the pickiest of pets.

Consistent growth in a niche market

In the US, pet meal enhancers accounted for 7.9% of the value share in cat food and 4.5% in dog food in 2024. This marked an increase of 1.7 and 1.3 percentage points respectively since 2020.

While the category’s value growth remains robust – boasting double-digit compound annual growth rates (CAGR) of 17.7% for cats and 20.7% for dogs – volume growth has lagged behind, with an increase of 11.9% for cats and 10.5% for dogs.

This disparity reflects continually rising prices, driven by inflation and the economic impacts of COVID.

Interestingly, the appeal of meal enhancers lies not just in their nutritional benefits but also in their textures and flavors. Products like broths, stews and assorted flavor packs are particularly effective in enticing pets to eat their meals.

These offerings cater to the diverse preferences of both cats and dogs, helping owners ensure their pets enjoy a satisfying dining experience.

Cat owners lead the way

Cats dominate the meal enhancer market in the US, with 16.4% of cat owners purchasing these products compared to just 6% of dog owners.

This equates to a quarter of all cat wet food buyers incorporating meal enhancers into their purchases, versus only a tenth of dog wet food buyers.

However, it’s worth noting that both segments experienced a slight decline in pet owner reach – numbers of buyers – compared to the previous year.

Cat owners also purchase meal enhancers more frequently – around 7 times a year, double the rate of dog owners – and spend significantly more annually.

On average, they spend $70 (€68) a year on meal enhancers, compared to the $43 (€41) spent by dog owners. However, because cat owners buy these products more often, their per trip expenditure is approximately 20% lower than that of dog owners.

E-commerce vs traditional retail

Purchase patterns reveal interesting insights into retail preferences. Online plays a significant role in this category, particularly for cats, with 46% of meal enhancer purchases occurring online.

This compares to less than 4 out of 10 (37%) purchases of meal enhancers for dogs. Both segments have experienced steady growth in online sales over the past 3 years, driven by convenience and the increasing variety of options available on digital platforms.

Despite the rise of e-commerce, traditional retail channels remain important. For dogs, nearly half of all meal enhancer sales come from pet specialty stores.

In contrast, grocery stores hold a stronger position in the cat segment, accounting for about a quarter of total sales.

This dual-channel purchasing highlights the need for brands to maintain a strong presence both online and in physical stores to maximize reach.

The rise of broth

Broth has emerged as one of the main subcategories within the meal enhancer segment. For cats, broth accounts for 40% of the total meal enhancer market – a share that has remained stable over the past 5 years.

For dogs, broth represents 20% of the market and has experienced substantial growth, with a 3 percentage point increase in the last year alone.

Broths are particularly popular due to their versatility and premium appeal. Assorted flavor packs for cats, which often feature a mix of seafood and poultry flavors, dominate the broth segment, followed by chicken and tuna combinations.

Interestingly, toppers – which are a smaller part of the cat meal enhancer category – have demonstrated the fastest growth, with a 5-year CAGR of 19.9%.

For dogs, the growth of broth has been even more impressive. With a 5-year CAGR of +7.7%, broth significantly outpaces overall growth of the wet food category (+11.2%).

Volume growth tells a similar story, with broth increasing by 44.4% compared to the declining volume growth of wet food (-2.1%). These figures underscore broth’s potential as a driver of innovation and growth within the meal enhancer market.

Pricing trends and market expansion

For cats, the average unit price of broth is $2.45 (€2.36), compared to $1.99 (€1.92) for standard wet products. In volume terms, the price difference is even more pronounced: $13.21 (€12.74) for broth versus $3.93 (€3.79) for wet food.

Toppers are typically sold in assorted flavor multipacks, with a higher average unit price than broths: $8.11 (€7.82). For dogs, broths are priced at $6.63 (€6.39) per unit, compared to $4.57 (€4.41) for wet food.

The premium nature of broths is reflected in their pricing for both cat and dog products. Despite inflation, cat broth prices have increased at a slower pace, leaving room for organic growth, and this highlights opportunities for further market expansion.

Dog broths have also not experienced the same price increases as other pet segments, with prices up by just 1.8% over the past 3 years.

The average volume price for dog broths actually declined by 7.4% compared to the previous year, signaling an opportunity to attract more price-sensitive consumers.

Flavors and preferences

When it comes to meal enhancer flavors, cats seem to demonstrate a strong preference for fish-based and chicken-based products, as well as the combined chicken and tuna options. These account for almost 70% of the total broth sales.

For dogs, the flavor profile is even simpler but equally appealing, with 90% of all broth sales attributed to chicken and beef.

The popularity of these traditional flavors underscores their effectiveness in enticing a dog to consume its meal.

A category with a bright future

As meal enhancers continue to grow in popularity, they are reshaping the pet food landscape.

Their ability to cater to a variety of pet owner needs – from improving palatability to offering indulgent treats – positions them as a category with significant potential.

Innovations in packaging, flavors and textures will likely drive further adoption, particularly among cat owners, who have already demonstrated a strong preference for these products.

For brands and retailers, understanding the unique dynamics of the meal enhancer market is a useful addition to their toolkit.

By focusing on e-commerce expansion, premium product development and targeted marketing efforts, the pet food industry can unlock new opportunities within this evolving category.