Why the Wet Cat Food Category Is a Win for Pet Retailers | Current Issue

From pâtés to shredded formulas, moist cat foods is a top choice amid cats and house owners alike, as the classification expands with additional flavors, textures and solution-distinct formulas.

According to Jeffery San Souci, director of advertising and marketing for the Hagen Group, a manufacturer in Mansfield, Mass., consumers are seeking for higher-top quality components in soaked cat foodstuff, and protein resources are beneath better scrutiny.

“We also see the superfood craze continuing to increase,” he mentioned. “Pet mom and dad like to feed their pets like they feed themselves. Sweet potato, kale and pumpkin are starting to be very common in pet foods. Weight loss plans that use excellent fish as a protein are even now major performers.”

San Souci additional that “natural” formulas are still resonating with customers and that they are superior educated on the added benefits of taurine. Cats need relatively substantial quantities of this important amino acid for optimum overall health.

Hagen released Catit Creamy Superfoods at SuperZoo in Las Vegas in August.

“While not a total food stuff, these lickable superfoods are a great way to hydrate your cat whilst supplying them a hugely dietary does of humidity and superfoods,” San Souci pointed out.

Dr. Danielle Bernal, worldwide veterinarian with Wellness Pet Co., a company in Tewksbury, Mass., reported all-natural formulation account for a developing section of the classification, as people turn out to be increasingly discerning about what they feed their cats.

“Natural moist cat foodstuff tends to make up about 50 percent of the comprehensive wet cat group gross sales in the pet specialty current market,” she added. “Cat people also go on to be thoughtful about the existence phase of their cats and ensuring they are supplying them with the best nourishment to fulfill their desires.”

This is particularly correct in the kitten classification, Bernal said, incorporating that gross sales for the company’s wet kitten vary are up 72 % in excess of the yr-ago period.

Eyeing the other finish of the age spectrum, Wellness a short while ago released Wellness Full Wellness Age Edge.

“Approximately 55 percent of U.S. pet homes have a senior pet, but it is approximated only 8 % are fed a senior age-suitable diet plan,” Bernal explained. “Wellness Entire Wellness Age Benefit recipes are specially built for 7-plus-calendar year-aged cats by supporting immunity, vitality, wholesome muscle tissues, powerful joints and wholesome coat—all of which are essential for the wellbeing of ageing cats.”

Holly Sher, president and proprietor of Evanger’s Canine and Cat Food stuff Co. and From the Grain Pet Food items, based in Markham, Sick., claimed there has been a apparent maximize in sales of canned cat foodstuff above the previous six months. She reported that quite a few cat proprietors are recognizing the advantages of moist meals, such as the moisture and hydration it provides—but also the recyclability, price and for a longer time shelf existence of food stuff in cans.

“Wet meals supplies an abundance of rewards these as increased dampness content, greater protein content, less processing, and more omegas and amino acids,” Sher added.

Quite a few cat house owners are also wanting for food items that can assist with certain wellbeing fears. Sher mentioned Evanger’s EVx Cat Meals are specially formulated to support remedy complications. Nutritional focuses involve bland diets, and formulation geared towards urinary tract overall health, body weight administration, very low phosphorous stages, and senior joint and wellness.

Katie McCarron, founder of Portland Pet Food Co. in Portland, Ore., agreed that a lot more cat proprietors are in search of out “ultra-hydrating” alternatives. She stated they also want food designed from high-high quality proteins and straightforward substances.

Portland Pet Food Co. lately expanded into the cat category with the launch of two Homestyle Food formulas: Boots’ Salmon N’ Pumpkin and Luke’s Rooster N’ Pumpkin.

“The two new items are made to be utilized as a rotational meal or topper to complement a cat’s regime meal, supplying a clean, pure enhance to a cat’s standard diet plan,” she explained. “The entire-food stuff, confined components are effortlessly digestible and best for all cats, specifically all those with digestive problems and meals sensitivities.”

Foods Formats

The Product or service & the Packaging

Currently, wet cat food stuff is accessible in many formats—shreds, bits, gravy, pâté and additional. A food’s structure as effectively as the packaging it will come in are important variables for stores to take into account as consumer—and pet—preference differs.

Alicia Moxley, store supervisor for Decision Pet–Southbury, a pet shop in Southbury, Conn., claimed that the smaller cat food stuff cans (3 or 3.5 ounce) are constantly a major vendor. For a person, they make it possible for cat proprietors to sample diverse flavors or check out anything new. But, she included, they’re also the fantastic serving dimensions for a one meal with out acquiring to place leftovers in the fridge.

As considerably as texture, Moxley explained there has been a pattern towards chunkier textures but that several cats still seem to choose the “formed” shape.

“There will hardly ever be a a person-measurement-matches-all for cats, so range will always be critical,” Moxley included. “Cats are so finicky and are all quite various from just one an additional.”

Kristen Strilka, manager of retailer Very long Pet Fats Cat’s Tiburon locale in Omaha, Neb., observed that cats build eating choices early on.

“Since cats are imprint eaters, they are going to pick out a unique texture they like and probably stick with it,” she stated. “Overall, we do see pâté becoming the desire, with shredded coming in after that.”

Dr. Danielle Bernal, international veterinarian with Wellness Pet Co., a manufacturer in Tewksbury, Mass., said that pâté sales opportunities the class from a monetary standpoint but other varieties are outpacing pâté’s expansion which includes flaked, shredded and bits.

“Consumers are seeking to try new packaging varieties for their soaked cat food items with containers, pouches and tub offer kinds outpacing the development proportion of cans,” Bernal extra.

Moxley claimed that Tetra Pak cartons are undoubtedly a strike with her prospects.

“Pouches and cartons have a convenience factor that folks like,” she stated.

Katie McCarron, founder of Portland Pet Food items Co. in Portland, Ore., said the company’s new cat foods are available in ready-to-provide, shelf-stable, BPA-free of charge pouches—and that has resonated with each vendors and cat owners.

“The pouches are lightweight and give effortless portability and make touring with cats significantly less intricate,” she claimed. “Pouches get up fewer space on the shelf at the retailer and at residence. The pouches are eco-pleasant, as they are lighter to transportation, and far more pouches can be shipped in just one truckload hence, there are significantly less emissions.”

Jeffery San Souci, director of promoting for the Hagen Group, a maker in Mansfield, Mass., famous that the can shortage has also performed a purpose in the emergence of new packaging selections. He extra that the company’s Catit dinners are packed in a plastic tray.

“It is uncomplicated to open and is made of recyclable content,” he reported. “Our manufacturer group also pays near consideration to creating impactful client-welcoming packaging that highlights critical item attributes and positive aspects.”

Customer Training

Dampness Matters

While cat house owners are increasingly educated on their pets’ dietary demands, they are usually ready to discover far more. Retailers are in a exclusive situation to present consumers with significant details relating to their pet’s diet regime and the strengths of feeding moist food items.

Jeffery San Souci, director of advertising for the Hagen Group, a manufacturer in Mansfield, Mass., claimed the primary gain of damp food is producing absolutely sure cats are sufficiently hydrated.

“Cats also respect seeking new factors, and the damp food items types make it possible for you to improve points up,” he extra. “Wet meals can be mixed with dry to entice your cat to eat some dry. At the close of the working day, the cat typically can make the ultimate conclusion on what they try to eat.”

Kristen Strilka, manager of retailer Long Dog Excess fat Cat’s Tiburon location in Omaha, Neb., claimed that even although most cat homeowners are have an understanding of the relevance of water in a cat’s diet program, the shop nevertheless has prospects who feed solely dry food stuff.

“We do present a lot of instruction that clarifies how significantly cats depend on their foods for moisture,” she said. “Cats will need damp food at a bare minimum of as soon as daily—but ideally ought to be feeding on all of their foods either moist or uncooked.”

Functioning with cat owners who want to swap their pet to a various food can also consider some coaching.

Dr. Danielle Bernal, global veterinarian with Wellness Pet Co., a producer in Tewksbury, Mass., said that in these scenarios, one of the to start with priorities is finding a recipe that the cat will take in. 

“It appears simple, but cats are recognised for currently being picky,” she explained. “Starting with a manufacturer like Wellness that has 12 distinct forms—like gravies, shreds, morsels and pâté—and 26 different flavors for nearly 80 distinctive recipes is a wonderful area to start at for cat mother and father.”

Bernal reported that retailers must also converse to buyers about the excellent of the ingredients.

“After kind and flavor have been established, the final attribute that I inspire merchants to talk with pet dad and mom about is the well being gains that a damp meals will supply,” she claimed. “In some instances, damp food can be offering 50 per cent or better of a cat’s full each day energy. We want to support much more cat dad and mom feed a model that will support their cat’s total effectively-being as perfectly as deliver a tasty food.”


Trade Discuss







Erica Vogt, senior internet marketing supervisor at Whitebridge Pet Models in St. Louis

What vital attributes do today’s cat homeowners glance for in damp cat foodstuff, and how is Whitebridge Pet Brands assembly these demands and featuring attractive mealtime choices for cats?

Cat house owners are turning to formulations that deal with a assortment of options for the particular requirements of cats primarily based on their age-similar demands and situations or to focus on particular health worries. In addition to lifetime-stage and affliction-certain formulations that are promoted alongside practical strains, the inclusion (or exclusion) of certain components, meat/poultry as a 1st component and the protein source/proportion are common promises that cat owners are also far more acutely aware of than ever just before. Tiki Cat is hyperfocused on innovating in these territories and fully commited to providing a lot more remedies on shelf that meet up with cats’ accurate demands as carnivores.

Even nevertheless dry food stuff is acquainted to cat house owners, feeding a comprehensive and well balanced wet food is the greatest way to supply the most optimal nourishment for a cat. The drastic increase in moist meals demonstrates cat proprietors are starting to undertake this feeding design. Meal enhancers and toppers have also grown in level of popularity and will continue on to push premiumization in dry meals. Pairing moist food items with dry or transitioning to an total damp food plan are effortless strategies to enhance a standard dry meal with the significant-quality protein and hydration their bodies need. Tiki Cat offers intensive ranges of comprehensive and balanced soaked food in whole foodstuff, pâté and mousse textures in a lot more than 50 flavors throughout lifetime levels and will proceed to structure much more individualized foods. Tiki Cat is a pioneer in building a thorough damp assortment made to provide the structure, texture and flavors cat homeowners are seeking.