Shannon Landry

After years of ‘natural’, grain-free and human-grade claims dominating innovation, market growth in the US is now increasingly driven by precision health positioning.

If marketers sharpen their value proposition and innovate across health, convenience and feeding strategies, this category can hold – and even expand – its position.

Insights from a US survey show that pet food manufacturers can seize new market opportunities by meeting cat owners’ rising demands, especially in relation to product choice, quality and healthfulness.

It’s a trend that shouldn’t be ignored – cat parents are increasingly concerned about their pet’s well-being. So, there’s room for growth in any area that can tap into this sentiment – including pet hygiene products.