Are small dogs becoming a big opportunity for pet food?

Small breed dogs are gaining popularity among US pet owners and prospective adopters, according to Hill’s Pet Nutrition’s 2026 State of Shelter Pet Adoption Report.

The survey, which polled 2,000 US consumers between in November 2025, found that 39% of current and former dog parents had owned a small dog, compared with 34% who had owned a medium-sized and 28% a large breed.

Small dogs were also the preferred choice among potential shelter adopters, with nearly half (47%) saying they would be more likely to adopt one, compared with 45% for medium-sized dogs and 23% for large dogs.

Global popularity

A similar pattern is emerging in Europe. However, recent UK registration data suggest that popularity varies by breed and period.

Royal Kennel Club data covering January to September 2026 shows tat French Bulldog registrations fell 34.5% year-over-year (YoY) to 3,899. By contrast, Miniature Long-Haired Dachshunds increased 12.9% to 3,084, and Pomeranians rose 10% to 1,269.

US data also point to popularity in several smaller breeds. Rover’s 2026 breed ranking, based on dogs registered in its database by pet owners, identified Toy Poodles as the second-fastest-growing breed, with a 7% increase year over year.

Dog population distribution by size in the US

Dog size	Share of dogs
Small	39%
Medium-sized	34%
Large	28%

Miniature Poodles and Dachshunds also recorded growth of 6% each. Chihuahuas, Shih Tzus and Yorkshire Terriers remained among the country’s 10 most popular breeds in the ranking.

Germany

In Germany, around a third (33%) of all dogs in 2025 weighed between 5 and 10 kg, a category that includes breeds such as the Jack Russell Terrier, according to The Industrial Association of Pet Care Producers (IVH) and the German Pet Trade & Industry Association (ZZF). Another 8% weighed less than 5 kg, including breeds such as Chihuahuas and Yorkshire Terriers.

Dog population by size in Germany

Dog weight	Share of dogs
Under 5 kg	8%
5–10 kg	33%
11–15 kg	17%
16–25 kg	23%
Over 26 kg	19%

The figures were unchanged from 2024. Compared with pre-pandemic data, however, the share of dogs weighing less than 5 kg doubled from 4%, while the proportion in the 5-to-10-kg category declined slightly from 35%.

Expanding the portfolio

Manufacturers continued to expand their small-breed offerings in 2026. In March, Californian player Natural Balance introduced Limited Ingredient Small Breed Cups in wet food recipes targeting dogs with food sensitivities. European brand Edgard & Cooper also introduced smaller kibble across several recipes in February, designed for smaller dogs and those that prefer a smaller bite.

In April, Purely Golden, a pet nutrition company focused exclusively on this segment, introduced a clinically formulated nutrition line. “We focus on common challenges frequently observed across small dogs, including digestive health, maintaining healthy body condition, oral health, and supporting healthy aging,” Irene Ou, Founder of Purely Golden, tells GlobalPETS.

The category is also attracting new entrants outside established pet food markets. In August 2026, Indian consumer goods company Wipro Consumer Care launched Snuggles, a pet food brand whose initial range includes adult small-breed dog food. The products combine kibble with freeze-dried chicken and are intended for distribution through pet stores, veterinary clinics, modern retail, e-commerce and quick-commerce channels.

Tailoring nutrition to smaller breeds

These launches follows the demand for evidence-based nutrition which is drawing more questions about formulation, nutrient adequacy, ingredient quality, and scientific support.

According to Chelsea Nagaraja, Senior Brand Director at Natural Balance, development in this category is shaped by the distinct physiological needs of smaller breeds.

“Compared to larger breeds, small-breed dogs typically have higher energy requirements on a body-weight basis and often enjoy longer lifespans, creating increased interest in nutrition that supports healthy weight management, digestive health and overall wellness throughout life,” Nagaraja tells GlobalPETS.

She adds that innovation generally focuses on the nutritional and physical characteristics shared across smaller breeds. This includes balancing caloric density and essential nutrients to meet higher metabolic demands while providing complete and balanced meals in appropriately sized portions.

“Product design considerations are equally important, with kibble size, shape and texture specifically intended for smaller mouths and teeth to support ease of picking up the food, chewing efficiency, palatability and the overall feeding experience,” she says.

Demand drivers

Breed-specific health considerations are also shaping demand for specialized formulations. Francisco Poblano Silva, Global Manager of canine clinical nutrition at Hill’s Pet Nutrition, tells GlobalPETS that anatomical characteristics such as skin folds contribute to demand for skin and digestive care among French Bulldogs, Pugs and Shih Tzus.

Dental care is a major consideration for Yorkshire Terriers, Chihuahuas and Toy Poodles, which are prone to developing oral health issues at an early age. The high prevalence of cardiac conditions among Cavalier King Charles Spaniels has also increased interest in diets designed to promote heart health.

For Miniature Schnauzers, susceptibility to gastrointestinal sensitivities makes careful management of dietary fat intake particularly important, Silva says.

The nutritional needs

Hill’s Pet Nutrition’s World of the Small Dog Report 2026, released on 5 November 2026, estimates that small dogs account for more than 52% of the global canine population. It also finds that they require approximately twice as many calories per kilogram of body weight as large breeds and can be up to five times more likely to develop periodontal disease than giant breeds.

Consumer habits also point to opportunities beyond dry food. According to Ipsos data from 2025, 76% of small- and miniature-dog owners globally rely on packaged dry kibble as their primary food source.

However, 57% regularly feed both wet and dry food, compared with 42% of large-dog owners. Almost half (48%) also incorporate human food into their dogs’ diets, rising to 57% in the US and 70% in Australia.

Reasons for the rise

Changing lifestyles are contributing to the appeal of smaller companions. “Rapid urbanization, smaller living spaces and an increase in single-person households make small and mini breeds highly practical companion choices,” says Stephanie Dozier, Global Brand Manager for Wellness at Hill’s Pet Nutrition.

Greater awareness of canine longevity is another factor. “Small dogs have an average life expectancies frequently reaching 13 to 16 years. This longevity creates a growing senior dog population requiring specialized nutrition,” Dozier tells GlobalPETS.

Opportunities for growth

Looking ahead, Silva from Hill’s Pet Nutrition identifies 3 areas with strong potential for growth.

The first is prioritizing healthspan over lifespan through formulations that promote cognitive function, mobility and cardiac wellness as dogs age. “Consumers are looking for ways they can help their pets stay as healthy as possible as they age,” he says.

He also points to advances in microbiome research, which could enable more precise prebiotic blends for gut and overall wellness. In addition, providing veterinary clinics with stronger scientific resources could help pet owners better understand their dogs’ nutritional needs.