General retailers step up private label ambitions

Private label brands are gaining ground in the global pet food market, with Eastern Europe and North America leading growth between 2021 and 2025, according to Euromonitor International data.

Major general retailers, supermarkets and manufacturers are responding to the segment’s development with changes to their own-brand offerings.

Lidl

The supermarket chain has consolidated its dog and cat product ranges into a single brand, Max & Mila’s World, replacing existing labels with a unified portfolio organized into three tiers.

The range is divided by nutritional positioning and packaging color. The Basic line comes in beige packaging and targets everyday feeding needs. Advanced Care, in dark red packaging, features recipes with dried meat as the main ingredient, tailored to life stage and specific dietary needs. The premium Gourmet line comes in dark green packaging and offers grain-free recipes with fresh meat as the main ingredient.

The rollout took place across Lidl’s branches during October, bringing the brand to 25 European markets, including Germany, France, Poland, Romania, Spain and the UK.

“With the introduction of Max & Mila’s World, we are consolidating our entire pet care portfolio under a single master brand for the first time, replacing our previous range of individual brands such as Orlando, Coshida and Zoofari. By restructuring our offering, we aim to reduce shelf complexity and simplify decision-making for consumers,” Lidl tells GlobalPETS.

The products follow the science-based guidelines of the European Pet Food Industry Federation (FEDIAF) and are formulated as complete pet food without added sugar or artificial colors. The brand’s portfolio is complemented by hygiene products, accessories and toys.

Marks & Spencer (M&S)

British supermarket chain M&S entered earlier in the year the pet food category with Paws & Pals, its new own-brand range for cats and dogs. The launch comprises 13 new products alongside 10 existing favorites under the new branding, spanning dry food, meal toppers and treats.

Developed by the M&S Food team, the range includes recipes made with natural ingredients and high meat content, as well as grain-free options. The products also contain added vitamins and minerals to support pet health.

The Paws & Pals range is now available in M&S Foodhalls, with further launches planned for 2028.

Purchasing behavior

According to the retailer, grocery accounts for 50% of the pet food market, with customers preferring to purchase products as part of their weekly shop. This presents an opportunity for M&S Food, which aims to double its market share in the pet category as part of its strategy to become a true shopping list retailer.

Research by M&S found that 60% of pet owners consider ingredient quality very important, while 59% pay more attention to ingredients than they did five years ago.

A further 62% said they would reduce spending on themselves before cutting the amount they spend on their pets. The survey was conducted in August 2026 among 930 participants.

Burgess Pet Care

The British pet food maker has launched a white label offering for independent retailers, allowing them to sell products under their own brands. The initiative is designed to strengthen ties with independent retailers, attract price-conscious shoppers and generate additional sales.

The initial range comprises 12.5kg bags of dry dog food and 10kg bags of dry cat food, developed for the direct retail channel, including larger independent pet shops and agricultural stores.

“Through conversations with independent retailers, we identified a clear opportunity for an affordable white label pet food range that retailers could sell under their own brand,” Nicole Fallon, Marketing Manager at Burgess Pet Care, tells GlobalPETS.

“Many were looking for ways to offer value to price-conscious pet owners while building loyalty to their own business, and this proposition enables them to do that,” she concludes.

Private label gains momentum

Data from Euromonitor International reveals that private label sales grew at a compound annual growth rate (CAGR) of 14.9% in Eastern Europe and 11.1% in North America, followed by Latin America at 7.4%.

Western Europe remained the largest market for private label pet food in 2025, accounting for 20% of the market, ahead of Eastern Europe at 17.4% and North America at 10.6%.

In the US, private label pet care unit sales increased by 5.4% in 2025, according to ADM. Pet treats also recorded particularly strong growth, with unit sales surging 67% year over year (YoY), while pet supplements rose by 39%.