ORLANDO, FLA. — Nearly 20,000 pet industry professionals gathered at the Orange County Convention Center in Orlando last week to learn about upcoming trends, network with experts, and peruse the show floor to explore the latest innovations the pet care industry has to offer. 

Co-hosted by the American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA), the event provided attendees with timely market and consumer data, opportunities to connect with retailers and knowledge experts, and much more to help propel the pet industry into the future. 

According to APPA’s “2025 State of the Industry Report,” the US pet industry raked in $152 billion in sales in 2024. The pet food and treat industry is leading the way, accounting for nearly half (43.3%) of these sales and reaching $65.8 billion. 

Attention on pet nutrition was evident throughout the show floor, from the Start-Up Pavilion to the New Product Showcase. Through the mass of these products, a few trends stood out to the Pet Food Processing editorial team, from an explosion of cat products to continued emergence of minimally processed and human-grade formulations. 

The year of the cat

According to Ingrid Chu, vice president of research insights at the APPA, US cat ownership is ramping up. Though cats are still second to that of dogs, and both witnessed 7% growth year-over-year, cat ownership is growing at a more significant rate among young men. Cat ownership among Gen Z and Millennial men grew 17.8% and 23.9%, respectively, from 2023 to 2024. For comparison, Gen Z and Millennial dog ownership increased 15.2% and 18.6%, respectively. 

“In cat, we’re seeing a bigger increase in ownership among Gen Z and Millennial men,” she said. “We’re seeing much higher, double-digit increases. So, it is the rise of the cat.”

NielsenIQ (NIQ) also noted this during its presentation at Global Pet Expo on March 26, speaking more on global pet ownership. From 2019 to 2024, global cat ownership has risen from 23.6% to 27.3%, whereas dog ownership has remained fairly flat. 

“Cat has actually been leading the way for a couple of years now, even though predominantly dog is the largest in terms of percentage of ownership, cat has risen to the point where over one in four households globally has a cat,” shared Sam Smith, associate client director at NIQ. 

Not only is the data moving feline, but many pet nutrition companies either showcased new cat products or mentioned the growth they’ve personally witnessed in the cat space. 

Fera’s new powdered cat supplement line. 

| Source: Sosland Publishing Co.

Known for its pet supplements that serve both dogs and cats, Fera Pets teased its cat-specific supplements, seeking to ensure more personalized supplementation. The company’s cat line includes Lysine Immune, Kidney Support and Wellness Blend. Lysine Immune is formulated with postbiotics to support immune and respiratory health and normal eye function and health. Kidney Support is formulated with probiotics to help enhance kidney function and promote regular detoxification. And Wellness Blend contains probiotics to support immune, heart, bladder and gut health. 

Additionally, Catit, part of Hagen Group, debuted its new Double Fusion Freeze-Dried cat food line. The formulas pair freeze-dried raw infused kibble with freeze-dried raw bites. The line includes six recipes, three targeting specific life stages — Kitten, Adult and Senior — and three targeting specific health concerns — Skin & Coat, Weight Control and Indoor. The line will also include wet formulas, for felines who prefer wet formats. 

FELIWAY’s new lickable cat treat that promotes calmness. 

| Source: Sosland Publishing Co.

Even brands that previously weren’t in the cat nutrition space are taking notice. For example, FELIWAY, a pheromone cat diffuser product that seeks to help calm felines, showcased its Happy Snack. The lickable wet cat treat is formulated with natural milk protein and chicken to provide cats with an enjoyable treat that also promotes calmness. Speaking of lickable treats, this treat format littered every aisle of the show floor. Made by Nacho, Pure Cravings and Ten Lives are just some of the few that debuted lickable cat treats, seeking to capitalize on this easy-to-serve format. 

Made by Nacho’s line of Chef’s Treats lickable products include two varieties that offer functional health benefits — Immune Support and Digestive Support — and two Duos! recipes that serve as a two-in-one treat, pairing premium protein with bone broth.

Pure Cravings’ lickable treats are creamy, high-protein treats. The proteins in the treats have been tested for antibiotics for chicken, and for mercury for salmon and tuna. Additionally, the treats are formulated to offer functional benefits, including joint care, skin and coat, and gut health. They are made without gums, grains and GMO ingredients. 

Ten Lives’ new lickable cat treat made with clean, ethical rabbit protein. 

| Source: Sosland Publishing Co.

Ten Lives is focused on creating clean proteins for the pet food industry using precision fermentation enhanced by artificial intelligence. To help educate consumers on its proteins and their significant potential in pet nutrition, the company shared its Clean Rabbit Protein treats during the show. The treats are formulated with rabbit protein created from precision fermentation.

From the above, it’s clear that cat nutrition products were one of the major stars of this year’s Global Pet Expo. Companies not capitalizing on the cat space are severely missing out.

Build your bowl

With the current economic uncertainty in the United States, pricing and product affordability was a major topic during the show. From the companies we spoke with, many talked about how they’re shifting their product lines to provide pet parents with more affordable pet foods and premium options, which have continued to rise in demand despite cost concerns. 

Companies that are mostly focused on premium offerings, like air-dried and freeze-dried formats, are starting to re-market their minimally processed formats to push a “build-your-bowl” mentality behind feeding.   

Animals Like Us’ new Raw100 line, which can be served as a complete-and-balanced meal or mixer.

| Source: Sosland Publishing Co.

For example, Animals Like Us showcased its Raw100, marketing it as a meal or mixer. The line is formulated with organs, meat and fish pieces that have been freeze-dried to preserve nutrients. It builds upon the company’s RawMix50, which pairs kibble with freeze-dried pieces. Raw100 is 100% freeze-dried nutrition, but by marketing it as a mixer, the company is offering consumers more flexibility with serving and lowering the price point.

Additionally, Carnivore Meat Company’s Vital Essentials brand, which specializes in freeze-dried raw nutrition, is now marketing its foods as complete-and-balanced meals or toppers through its “Cut that kibble” messaging seen throughout the show floor. The aim is to help pet owners provide their dogs and cats with premium, raw nutrition, but at a more accessible price point by mixing the brand’s freeze-dried raw recipes with standard dry kibble. The company’s research shows that even just incorporating 20% of raw protein into a pet’s diet can improve energy, skin and coat health, digestion and overall vitality. This allows consumers to dip their toes into the freeze-dried space, without entirely changing their pets’ diets. 

Instinct’s new Raw Boost formulas — Light Recipe and Gut Health Recipe — marries kibble with freeze-dried nutrition.

| Source: Sosland Publishing Co.

Instinct Pet Food is also helping pet owners “build” their pets’ bowls, by doing the work themselves. The company debuted new formulas under its Raw Boost line, which combines kibble with freeze-dried raw pieces to provide pets with an additional boost of raw nutrition. The new products target weight and gut health in pets. The Light Recipe is formulated with chicken and brown rice to serve as a low-calorie option for optimal weight maintenance. The Gut Health Recipe is formulated with chicken and pumpkin to help support digestive health. 

As the economic uncertainty continues under the Trump administration and price becomes more and more of a concern for pet parents, we expect to see more pet food companies embrace this “build your bowl” mentality. 

Going natural

The naturalization of pet food continues. The term “natural” in pet food is used pretty liberally throughout the industry, with a definition of ingredients that are derived from plant, animal or mined sources. For our purposes here, we’re seeing a more minimally processed approach to naturalization with many pet nutrition companies embracing gentle processing methods that preserve nutrients, from fresh to air-dried and freeze-dried. 

Smalls takes a fresh approach to cat food.

| Source: Sosland Publishing Co.

For example, Smalls highlighted its take on fresh, human-grade nutrition for cats. Determined to bridge gaps in cat nutrition, the company offers a variety of fresh, high-protein formulas in various refrigerated formats, from ground to smooth to pulled. For felines who prefer their food dry, the company also offers Freeze-Dried Puffs, which aims to provide the same high-quality nutrients just in a different format.   

Additionally, JustFoodForDogs highlighted its fresh, refrigerated dog food offerings, which are all human-grade. The company also teased its new shelf-stable fresh food line, JustFresh, which seeks to make fresh, minimally processed food more convenient for pet parents to serve. The food can be stored outside the refrigerator until it’s opened. The line includes Home-Cooked recipes in four protein varieties: Beef, Pork, Chicken and Turkey. 

Finfare’s salmon-based treats and toppers are cold smoked and freeze-dried. 

| Source: Sosland Publishing Co.

Finfare marked its debut during the show by launching its salmon-based treats and toppers for dogs and cats. The minimal ingredient treats are cold smoked and then freeze-dried, as opposed to harsher cooking methods, to preserve nutrients from the salmon. The company’s products include Salmon Skin Strips, Salmon Nuggets and Salmon Crumbles for dogs, as well as Salmon Skin Bites, Salmon Nuggets and Salmon Sprinkles for cats. All products contain salmon and rosemary as a natural preservative.  

In line with naturalization is the explosion of human-grade products, which are mostly focused on the dog space. Human-grade is nothing new, however, we’re seeing even more companies commit to human-grade nutrition, like Smalls and JustFoodForDogs, as consumer belief that pets need to be fed just as well as humans continues.  

Honorable mention: Giving back

Among the various pet food product offerings are also pet nutrition companies dedicated to giving back to the community, like GivePet O.T.I.S. and RAWZ Natural Pet Food.

Source: Sosland Publishing Co.

Based in Kansas City, Mo., GivePet is a pet treat company that gives a bag of treats to local animal shelters for each bag of treats sold, which can treat about 10 pets, according to the company. The company’s treats range from baked biscuits to freeze-dried formats. Each premium treat is grain free and packed in eye-catching packaging with illustrations made by a local artist. During the show, the company teased its new freeze-dried, Halloween-themed treats, as well as its new freeze-dried, space-themed dog treats: Astromutt, Mars Rover and Space Cowboy. 

O.T.I.S., which stands for Overcoming Trauma Inspiring Survivors, is built on supporting medical dog programs at children’s hospitals and donates $1 of every product sold. Its offerings include various treats — Soft Chews, Wild Things Jerky, Trainers, Freeze-Dried Raw and more — as well as a supplement oils — Wild Things Digestive Health Ancestral Probiotic and Wild Things Hip and Joint Oil. 

RAWZ Natural Pet Food has also made giving back part of its primary mission. The company donates 100% of its profits to supporting service animals, cat rescues and causes related to spinal cord and traumatic brain injuries. To date, the company has donated more than $3.7 million to these causes.

Read more of our Global Pet Expo coverage.