Move over Rover: Cat ownership is on the rise in the United States, surging by 23% since 2023 to reach 49 million households, according to the American Pet Products Association. This rapid growth is reshaping the pet industry as a new generation of cat owners seeks advanced solutions for feeding, caring for and bonding with their feline friends.
As cats take on a more central role in households, retailers are seeing shifts in purchasing behavior that extend beyond basic necessities and into premium food, litter innovation and science-backed wellness solutions.
From bowl to bistro: The premiumization of cat nutrition
Cat owners are looking for elevated food and treat options, from varied textures to culinary-inspired recipes, according to Joe Toscano, vice president of Trade and Industry Development at Nestlé Purina, where pet food scientists, nutritionists, behaviorists and developers work to tailor products to match cat parent priorities.
“Our approach centers on making the bond between cats and their families easier, more joyful and more attainable,” Toscano said.
Part of the product innovation process at Purina involves focusing on palatability and texture-led experiences – both of which are influencing consumer buying decisions, Toscano said. Those preferences led to the company’s creation of items such as Fancy Feast® Gems®, with tender pâté centers wrapped in elegant, savory layers that form a pyramid shape loved by even the most finicky feline.
Meanwhile, the rise of younger cat owners has fueled growth in interactive feeding and treating, Toscano said. In fact, more consumers view their pets as part of the family, with one in five indicating their definition of family includes their pets, according to a recent survey by FMI – The Food Industry Association.
Purina ONE® Immune Support Purées – lickable cat treats featuring Vitamin E and Omega-3 fatty acids, “Friskies® Lil’ Lickables™, a hands-on treat and Fancy Feast® Savory Purée Naturals – all tap directly into that trend by offering a fun, engaging way for people to bond with their cats,” he said, noting that the Purina ONE® Immune Support Purées also offer functional indulgence that combines interactive feeding joy with health.
Modernizing the litter box: Convenience meets technology
With so many new cats entering households, the litter aisle remains one of the most consistent segments in the pet category. Premiumization is shaping this space as well, with consumers seeking better odor control, simplified maintenance and more sustainable options, Toscano said, noting that odor control and convenience remain the top priority for litter shoppers.
These expectations are influencing the development of litter systems designed to simplify maintenance while reducing waste, like Purina’s Tidy Cats® Breeze® Litter System, which features disposable pads that lock in moisture and odor for seven days (for one cat, when used as directed) and features pellets that last a month.
Odor control is still the number one priority for litter shoppers, and Purina is addressing this need with new Tidy Cats Performance options, which deliver power odor control designed to keep homes with cats smelling clean.
Sustainability is also becoming a more prominent consideration, with nearly half (47%) of nonfoods shoppers saying sustainability is extremely or very important in their pet product purchases, according to FMI’s 2024 Nonfoods Category Insights: Pet Category report.
At the same time, technology is playing a growing role, as connected devices and automated systems help pet owners monitor habits and manage upkeep more efficiently. In response to that call, Purina partnered with Litter-Robot® to develop a litter specifically optimized for the Tidy Cats® The Perfect Cycle™ setting in the Whisker app, helping consumers get the most out of their automated cleanup systems.
Science-backed wellness solutions for pets and their people
Today’s cat parents are thinking beyond basic nutrition, seeking food that supports long-term wellbeing across multiple systems. That’s why Purina ONE launched a new line of Whole Body Support options for cats and dogs, with formulas that proactively support five key systems for continued whole body health and wellness. Purina One +Plus Whole Body Support cat food offers live probiotics to support digestive health, added taurine to help cats maintain heart health, as well as key vitamins and minerals, including vitamin E for immune support, choline for brain function, and vitamin A and Omega 6-fatty acids to support skin and coat health – all with a high-protein formula for strong muscles that features a mix of crunchy cat kibble and tender protein-rich shreds.
Another Purina innovation is expanding the cat category’s reach. Unfortunately, not everyone who loves cats has been able to live with a cat in their home due to sensitivity to cat allergens. But Purina ONE LiveClear – an innovation backed by more than 10 years of scientific research – has been shown to simply and safely reduce the major allergen in cat hair and dander by an average of 47 percent, starting with the third week of daily feeding. Now widely available, Purina ONE LiveClear helps cat lovers with allergen sensitivities spend quality time with their cats.
These advances reflect a broader shift toward science-driven solutions that support both pet and human well-being.
“The innovation behind Purina ONE LiveClear is a particular point of pride for our global Purina team of nearly 500 scientists, nutritionists, behaviorists, veterinarians and other specialists, who relentlessly pursue breakthrough innovations and nutrition that advance the lives of pets every day,” Toscano said. “For us, it’s about creating real nutritional solutions that make a profound difference in the lives of pets and people, and Purina ONE LiveClear does just that.”
Helping retailers win in the pet aisle
As pet care becomes more central to the grocery basket, traditional grocers have an opportunity to boost pet care sales by expanding brand assortment, creating pet destination zones and utilizing effective signage, according to FMI. These zones enhance the shopper experience by offering relevance and convenience, helping to position pet offerings as a core part of the store’s value proposition.
Purina continues to enhance retailer support through its dedicated category team, as well as through the myPurina app, a loyalty and engagement platform that rewards shoppers for exploring the Purina portfolio. The app offers pet owners nutrition guidance, training advice and product recommendations, encouraging broader basket exploration and fostering long-term customer engagement, while also providing retailers with data-supported strategies for merchandising.
Retailer collaboration, data-driven category management and shopper education are increasingly important as the feline category evolves. Together, these approaches can help retailers meet the expectations of today’s cat owners – who are looking not just for products, but for solutions that support care, connection and quality of life.
Recent related stories:
- Allergen-reducing pet food formulas offer a game changer for pet owners
- Q&A: Unleashing the power of the pet aisle
- Taking the pet aisle to a whole new level, naturally
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