US: use of toppers in dog food has doubled since 2018

The American Pet Products Association’s (APPA) Dog and Cat 2024 Report found that premium dog food purchases have leveled off in the US, while the demand for basic food and toppers has increased.

In 2018, 37% of respondents bought premium dog food. This figure spiked during the pandemic but has now settled at 39%. Basic food purchases, which accounted for 29% in 2018, decreased during the pandemic but now show an upward trend at 28%. Additionally, the use of food toppers doubled from 7% to 15% post-pandemic.

The report is based on the 2024 National Pet Owners Survey (NPOS) conducted by Forsta, a market research firm. It used a balanced sample based on US Census targets and self-reported data.

Specialty food

Half of all surveyed dog owners now buy or plan to buy food with some form of attribute (e.g., human-grade or eco-packaging). The percentage has increased from 42% in 2018 to 54% in 2024. Additionally, 15% choose non-GMO foods, and 8% opt for superfoods.

Venison remains the most popular novel protein, preferred by 53% of respondents in 2024, followed by rabbit at 34% and wild boar at 23%. Though least favored, ostrich increased from 7% in 2022 to 12% in 2024.

Dog owners prioritize their dog’s age and size when selecting specially formulated foods, with 25% choosing based on these factors—down from 36% in 2022. Digestive health is considered by 16%, while a healthy coat is least important at 12%.

Shift in purchasing patterns

Purchases of larger-sized dog food bags are increasing, with 35% of respondents buying 21-40 lbs (9.5-18 kg) bags monthly, up from 30% in 2018.

In contrast, 29% bought 11-20 lbs (5-9 kg) bags in 2024, down from 35% four years ago, reflecting a shift from 2018’s patterns. A total of 44% of owners purchase food monthly, and 30% buy every two weeks or more.

Dog owners are increasingly purchasing food at supermarkets, online or at pet superstores, rising from 26% in 2020 to 29% in 2024. Online purchases, second in preference, have surged to 24% since 2022. Mass merchandisers are the least favored, chosen by only 20% of respondents.