STAMFORD, CONN. — The pet food and treat industry is seeing some serious changes as Gen Z and Millennial pet parents’ behaviors have begun to shape the market, as shown in the American Pet Products Association’s (APPA) “2025 Dog and Cat Report,” released June 24. 

Based on data from the fourth quarter of 2024, the report features research and insights from APPA’s latest National Pet Owners Survey of dog and cat owners. It highlights four key trends taking center stage in the industry today, including a rise in cat ownership, a deepening bond between dogs and their owners, increased demand for premium, functional pet food products, and demand for proactive wellness via supplements.

“Our latest Dog & Cat Report confirms what many in the industry have sensed — pet ownership continues to evolve in meaningful ways, with dogs and cats more integrated into our lives than ever before,” said Peter Scott, president and chief executive officer of APPA. “From prioritizing pet nutrition to the rise of multi-cat households, today’s pet owners are redefining what it means to care for a companion animal. These insights reflect not only the powerful bond between humans and their pets, but a roadmap for where the pet industry is headed next.”

The year of the cat, and the rise of the “cat dad”

Pet food industry members are very aware of the current rise in cat ownership, and, therefore, rising demand for cat food and treat products. And this trend doesn’t seem to be going anywhere with APPA reporting 49 million cat-owning households in the United States this year, a 23% increase from 40 million in 2023. 

In a media briefing for the report on June 23, Ingrid Chu, vice president of Research and Insights at APPA, explained that the main contributor to this trend is Gen Z and Millennial men, which the research showed have been adopting cats at increasingly high rates. 

“The rise of the ‘cat dad,’ particularly among Gen Z and Millennial men, is a standout trend,” Chu explained. “There has been nearly a 20% increase in Gen Z cat dads and almost a 25% in Millennial cat dads last year. So, the outdated stereotype of being a cat owner is definitely evolving.”

This trend doesn’t just apply to single-cat owners, as there has been a 9% decrease in single-cat households, while households with two cats increased by 8% and households with three or more cats increased by 36% since 2018, according to the report.

“This shift toward multiple cat ownership represents an opportunity for pet food manufacturers to capture larger household spending per customer,” Chu added.

Cat owners today are strengthening their bond with their cats and looking for products to help them with that. According to the report, more owners are training their cats, with 48% using some type of training method, a 41% increase from 2018. This can also be seen by an increase in purchases of leashes, harnesses and collars.

APPA’s report also showed that celebrating cats has become a major part of modern cat ownership, from parties to merchandise. The percentage of owners hosting holiday or birthday parties for their cats (21%) massively increased by 250% from 2018. The percentage of cat owners purchasing pet-themed merchandise (34%) also saw a significant increase of 89% from 2018. 

As the relationship between cat and cat owner has notably evolved, it is clear that providing their felines with the best life in as many aspects as possible is a top priority for cat parents today.

Forming deeper connections with our canines

Similar to those of cats, Chu explained that dog owners are  integrating their pups into as many aspects of their lives as they can by seeking shared experiences and deeper connections. This can be seen by an increase in incorporating pets into daily life activities — the report shows that 53% of dog owners bring their pup along on foot for daily errands or activities at least once a week, a 6% increase from 2023. 

And the trend doesn’t just stop at regular daily activities, as 87% of dog owners reported traveling with their dogs by car and 74% reported taking at least one trip with their dog in a plane, up 68% from 2023. Additionally, nearly half (49%) of dog owners said they were very or somewhat likely to bring their pups to work if allowed, demonstrating an interest in more pet-friendly workplaces.

Premium, functional nutrition on the rise

Source: APPA

Another dominant focus of the report revolves around premium nutrition, and specifically, functional products, from pet food and treats to add-ons and toppers. Although the premium sector previously took a hit due to national economic issues, Chu mentioned that premium pet food significantly recovered in 2024. With felines leading the pack again, premium cat food purchases are reported to be up 9% from 2023, while premium dog food purchases are up 5%.

Source: APPA

Functional add-ons and mixers have demonstrated drastic growth, with 19% of cat owners and 16% of dog owners reporting they purchased mixers or toppers in 2024, representing a 138% and 129% increase from 2018, respectively. 

“That’s just showing you that pet owners are paying attention to what they can do to feed their pet more nutritiously,” Chu commented.

Biotics are continuing to grow in popularity as a pet food ingredient, with 13% of dog owners and 12% of cat owners purchasing pre- and probiotic diets, an 18% and 9% increase from 2023, respectively.

“I think [this trend] does play into a broader societal shift towards wellness and the human-animal bond of spending more time with pets,” Scott added.

Proactive wellness, fueled by supplements

Health and wellness continues to be a top priority for pet owners, and continuous growth within the pet supplement category for the past six years demonstrates this. APPA’s report found that 53% of dog owners give their canines vitamins or supplements, marking a 6% increase from 2023 and a 56% increase from 2018. Thirty-four percent of cat owners give their felines vitamins or supplements, also a 6% increase from 2023 and a 70% increase from 2018.

Among the category, supplements targeting joint health or mobility, skin, coat, nails and multivitamins were among the most popular for dog owners. On the cat side, multivitamins, followed by pre- and probiotic or digestion supplements were the most popular.

Applying the insights

Moving forward, it is clear that pet parents are looking to integrate their pets into their lives as much as possible and give their pets the best life they can. This leads to a prioritization of health and wellness when shopping for pet food and treat products, as well as supplements, meal toppers and mixers.

“This year’s data paints a clear picture of shifting behaviors and priorities among pet owners, especially in the areas of wellness, lifestyle integration and premium product adoption,” Chu said. “We’ve seen double and even triple-digit increases in categories like cat harnesses, pet birthdays, themed merchandise and nutrition-enhancing food toppers — all evidence that consumers are embracing more personalized, intentional care for their pets.”

With this evolved view of pet ownership, manufacturers have an opportunity to jump on board and bring innovative pet food, treat and supplement products targeting health and wellness to the market.

Keep up with the latest pet food trends on our Trends page.