Wet Pet Food Market Size 2024-2028 

The wet pet food market size  is forecast to increase by USD 11.01 billion, at a CAGR of 6.99% between 2023 and 2028. The pet care industry has experienced significant growth in recent years, driven by an increase in pet ownership and the expansion of the organized retail sector for wet pet food. This trend is particularly noticeable in the wet pet food segment, which has gained popularity due to its nutritional benefits and convenience. Furthermore, there is a rising demand for organic wet pet food as consumers become more health-conscious and seek to provide their pets with high-quality, natural diets. As a result, companies in the pet care industry are investing in research and development to meet this demand and offer innovative, organic wet pet food options to meet the evolving needs of pet owners.

What will be the Size of the Market During the Forecast Period?

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Market Dynamic and Customer Landscape

Wet pet food has become a popular choice among pet owners for dogs and cats, offering various benefits over dry pet food. The high protein content in wet pet food makes it an attractive option for pets, particularly for those with active lifestyles. Wet pet food also contains essential minerals and vitamins that contribute to a balanced diet. The humanization of pets has driven the demand for premium wet pet food offerings. Pet owners are increasingly focusing on providing eco-friendly and sustainable options for their pets, leading to an increase in the popularity of wet pet food made from plant-based protein sources. However, for non-vegan pet owners, wet pet food comes in various protein sources like beef and lamb. Dental problems are a common concern for pet owners, and wet pet food can help address this issue as it promotes better oral hygiene. The carbohydrate content in wet pet food is also an essential consideration, with grains being a common ingredient. Pet adoption rates have also contributed to the growth of the wet pet food market. Veterinarians and diet suppliers recommend wet pet food for pets with specific dietary requirements. Dog and cat ownership continues to rise, further fueling the demand for wet pet food. Overall, the wet pet food market is expected to grow as pet owners prioritize their pets' health and wellbeing.

Key Market Driver

Increase in pet ownership is notably driving market growth. Wet pet food has gained popularity among pet owners, particularly those with dogs and cats, due to its high protein content and palatability. The humanization of pets has led to the demand for premium offerings, with many pet owners prioritizing sustainability and eco-friendly practices. Wet pet food is often rich in proteins from various sources, such as meat, poultry, or fish, along with essential minerals and vitamins. Carbohydrates are also present, often from grains, to provide energy. The taste and aroma of wet pet food contribute to its high palatability, which can improve nutrient absorption and gastrointestinal health. However, price sensitivity and environmental concerns have led to debates over the use of single-use plastics in wet pet food packaging and its impact on the environment.

Further, e-commerce and digital avenues have opened up new opportunities for pet food brands to reach customers, build brand loyalty, and ensure customer satisfaction. Urbanization and pet ownership rates continue to rise, with pets becoming valued members of families. Dog and cat ownership are the most common, but birds and other pets are also popular. Natural pet food startups have emerged, offering alternatives to traditional dry pet food and addressing dental problems in pets. The wet pet food market is expected to grow as pet owners prioritize their pets' health and wellbeing. Thus, such factors are driving the growth of the market during the forecast period.

Significant Market Trends

The growing popularity of customized pet foods is the key trend in the market. Wet pet food has witnessed significant growth as pet owners increasingly prioritize their pets' health and well-being. Dog and cat owners, in particular, are increasingly aware of the nutritional benefits of wet pet food, such as its higher protein content and lower carbohydrate levels, compared to dry pet food. This trend is driven by the humanization of pets, with pet owners viewing their pets as family members deserving of premium offerings. Sustainability and environmental concerns are also influencing the market, with eco-friendly practices and minimized use of single-use plastics becoming essential. Customization is a key factor, with vendors providing wet pet food tailored to individual pets' dietary needs, taste preferences, and caloric requirements. Nestle's Just Right brand under Purina is an example of this trend. The palatability, taste, and aroma of wet pet food are also important considerations, ensuring proper digestibility and nutrient absorption for gastrointestinal health. Price sensitivity remains a factor, with e-commerce and digital avenues offering convenience and competitive pricing.

Also, brand loyalty and customer satisfaction are also crucial, with pet specialty stores continuing to play a significant role in the market. Pet ownership rates, particularly in urban areas, are driving the demand for wet pet food, with birds, dogs, and cats all benefiting from the natural ingredients and protein sources, minerals, and vitamins that wet pet food provides. However, dental problems associated with wet food remain a concern for some pet owners, leading to a growing market for dental-friendly options. Pet food startups are also entering the market, offering innovative solutions to meet the diverse needs of pets and their owners. Thus, such trends will shape the growth of the market during the forecast period.

Major Market Challenge

Increasing product recalls is the major challenge that affects the growth of the market. Wet pet food continues to be a popular choice among pet owners, particularly for dogs and cats, due to its high protein content and palatability. However, the market faces challenges, including product recalls, which can impact revenue and consumer trust. For instance, Nestle Purina PetCare's recall of its Purina Pro Plan Veterinary Diets EN Gastroenteric Low Fat wet dog food in December 2022 was due to a labeling mistake. This incident underscores the importance of sustainability and eco-friendly practices in the industry, as well as transparency and quality control. As pet humanization continues to rise, premium offerings with natural ingredients, minerals, vitamins, and grain-free options have gained popularity. Price sensitivity, however, remains a concern for some pet owners, leading to increased e-commerce sales and digital avenues for purchasing. Brand loyalty and customer satisfaction are crucial factors in the market, with pet specialty stores remaining a significant distribution channel.

Environmental concerns, such as the impact of single-use plastics, have also emerged as a critical issue in the wet pet food market. As urbanization increases and pet ownership rates rise, the market is witnessing an influx of new pet food startups offering natural and sustainable options. Pet adoption and the growing awareness of dental problems in dogs and cats have also influenced the market's growth. Dry pet food remains a competitor, but wet pet food's benefits, such as improved digestibility and nutrient absorption, make it a preferred choice for many pet owners. Hence, the above factors will impede the growth of the market during the forecast period

Customer Landscape

The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Blue Buffalo Co. Ltd. - The company offers wet pet food for dogs and cats, such as Baby Blue, Blue Fredom, Blue wilderness, and others.

The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Beaphar Beheer BV
• C and D Foods Ltd.
• Champion Petfoods Holding Inc.
• Clearlake Capital Group L.P.
• Colgate Palmolive Co.
• Darling Ingredients Inc.
• De Haan Petfood
• Evangers Dog and Cat Food Co. Inc.
• FirstMate Pet Foods
• Freshpet Inc.
• Harringtons Pet Food
• Mars Inc.
• Nestle SA
• Phelps Pet Products
• Schell and Kampeter Inc.
• Simmons Foods Inc.
• Spectrum Brands Holdings Inc.
• Tiernahrung Deuerer GmbH
• VAFO Group a.s.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Market Segmentation

By Product 

The cat food segment is estimated to witness significant growth during the forecast period. Wet pet food, particularly for cats, holds a significant market share due to its ability to provide essential hydration and cater to the preference for palatable and aromatic meals. As pets, specifically dogs and cats, are increasingly considered family members, the humanization of pets has led to an increase in demand for premium offerings. Wet pet food, with its high protein content and varied sources, including minerals, vitamins, and grains, meets the nutritional needs of these cherished companions. However, sustainability and environmental concerns are emerging factors influencing the market. Eco-friendly practices, such as reducing single-use plastics and promoting biodegradable packaging, are becoming essential for brands seeking customer loyalty and satisfaction.

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The cat food segment was the largest and was valued at USD 12.05 billion in 2018.  Digestibility and nutrient absorption are crucial aspects of pet health, with wet pet food often outperforming dry food in these areas. Gastrointestinal health is a significant concern for pet owners, making the taste and aroma of wet pet food an essential selling point.  Price sensitivity and the convenience of e-commerce and digital avenues have led to a surge in online sales. Pet specialty stores continue to dominate the market due to their expertise and personalized services. Urbanization and pet ownership rates have contributed to the growth of the wet pet food market, with birds and other pets also benefiting from these nutritious offerings. Natural pet food startups are gaining popularity, offering organic and ethically sourced ingredients, further expanding the market landscape. Despite dental problems being more prevalent in dry pet food, the benefits of wet pet food, such as improved hydration and digestion, make it a preferred choice for many pet owners.

Regional Analysis

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North America is estimated to contribute 49% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The market caters to the nutritional needs of various domestic animals, primarily focusing on dogs and cats. Consumer preferences play a significant role in shaping the market, with an increasing trend towards non-vegan options made from high-quality ingredients such as beef, lamb, chicken, and salmon. Veterinarians and diet suppliers recommend these options for animals requiring specific nutritional support. However, the vegan trend is also gaining traction, leading to the production of wet pet food made from plant-based sources. Whole grains, glucosamine, and other essential nutrients are often included to address health concerns like arthritis. Millennials, who prioritize ethical and sustainable practices, are a key demographic driving market growth. Shelf life is another crucial factor, as pet owners seek convenient and long-lasting options for their pets. In Europe, France is leading the market for pet food.

Segment Overview

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion " for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.

• Product Outlook
  • Cat food
  • Dog food
  • Others

• Distribution Channel Outlook
  • Pet-specialty stores and vet clinics
  • Supermarkets and hypermarkets
  • Convenience stores
  • Others

• Region Outlook
  • North America
    • The U.S.
    • Canada
  • South America
    • Chile 
    • Brazil
    • Argentina
  • Europe
    • U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

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Market Analyst Overview

Wet pet food has become a popular choice among pet owners, particularly for dogs and cats. The primary reasons for this preference include the high protein content, palatability, taste, and aroma that wet pet food offers. With the humanization of pets, premium offerings have gained significant traction in the market. Sustainability and environmental concerns are also influencing the industry, leading to eco-friendly practices and the reduction of single-use plastics. Pet owners prioritize digestibility and nutrient absorption, ensuring their pets receive optimal gastrointestinal health. Price sensitivity, however, remains a factor, with e-commerce and digital avenues providing convenient and cost-effective options. Brand loyalty and customer satisfaction are essential for market growth, with pet specialty stores and online platforms playing crucial roles.

Protein sources, minerals, and vitamins are essential components of wet pet food, with various grains and natural ingredients used to cater to different dietary needs. Pet ownership rates continue to rise due to urbanization and changing societal norms, leading to increased demand for pet food. However, dental problems are a concern for some pet owners, leading to the popularity of dry pet food and the emergence of pet food startups. Dog and cat ownership remain the most common, with bird ownership also growing. Natural pet food, made from sustainable sources, is gaining popularity due to health concerns and environmental impact. The industry continues to evolve, with a focus on addressing pet health issues and catering to the diverse needs of pet owners.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
• Precise estimation of the size of the market  and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behavior
• Growth of the market across North America, Europe, APAC, South America, and Middle East and Africa
• Thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies