
The global wet pet food market is valued at USD 25.5 billion in 2023 and is projected to reach USD 31.7 billion by 2028, growing at a compound annual growth rate (CAGR) of 4.5%. This growth is driven by pet owners' increasing focus on their pets' health and well-being, leading to a preference for nutritionally balanced, palatable, and convenient meal options. Wet pet food, with its high moisture content and natural ingredients, meets these demands, offering both indulgence and nourishment. Shifts in consumer lifestyles and the rising trend of premium pet food solutions further propel the market’s expansion, establishing wet pet food as a cornerstone of the pet care industry.
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Dogs Lead the Market by Pet Type
Dogs account for the largest share of the wet pet food market, bolstered by rising adoption rates over recent decades. Whether adopted from shelters or breeders, more dogs are becoming integral members of households, reflecting an increased understanding of their emotional and psychological benefits. Developed markets such as the United States, Australia, Germany, and the Netherlands have long dominated the pet food sector due to higher adoption rates and significant spending on pet care. Recently, developing countries like India, China, and Brazil have emerged as key markets. Growing pet ownership, increased awareness of pet health, and the humanization of pets are driving demand in these regions. India, in particular, has the fastest-growing dog population globally. According to PetSecure, countries including China, Japan, the Philippines, and India have some of the highest pet dog populations, presenting substantial opportunities for wet pet food manufacturers.
Online Platforms: The Fastest-Growing Distribution Channel
E-commerce is transforming the wet pet food market by providing convenience, variety, and accessibility to consumers. Online platforms enable pet owners to explore a wider selection of products and make informed decisions tailored to their pets' needs. The COVID-19 pandemic further accelerated the shift toward online shopping, as safety-conscious consumers increasingly turned to digital channels for purchasing pet supplies. This trend underscores the growing importance of e-commerce as a key driver of market expansion.
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North America: Leading the Global Market
North America is projected to remain the largest regional market for wet pet food, with the United States at the forefront. The strong emotional bond between pets and owners in this region, coupled with high disposable incomes, drives significant spending on pet care. A 2021 report from the No Kill Advocacy Center revealed that 96% of Americans feel a moral obligation to protect pets, a sentiment reflected in their prioritization of veterinary care and high-quality pet food. Canada and Mexico also contribute to market growth, driven by rising pet ownership, urbanization, and the growing middle class. Key players in the North American market, including Mars, Incorporated; Colgate-Palmolive Company; General Mills Inc.; and The J.M. Smucker Company, enhance competitiveness through product availability and innovation, fueling the sector’s continued growth.
Major global players in the wet pet food market include Nestlé (Switzerland), Mars, Incorporated (US), Colgate-Palmolive Company (US), Unicharm Corporation (Japan), Thai Union Group PCL (Thailand), Charoen Pokphand Foods PCL (Thailand), General Mills Inc. (US), The J.M. Smucker Company (US), Better Choice Company (US), Real Pet Food Co. (Australia), MONGE SPA (Italy), Schell & Kampeter, Inc. (US), Inaba-Petfood Co., Ltd. (Japan), Sunshine Mills, Inc. (US), and Farmina Pet Foods (Italy). These companies are focusing on expansion, collaboration, and innovation to strengthen their market presence across North America, Asia Pacific, and Europe.
Wet Pet Food Industry Developments:
- In July 2023, Champion Petfoods, under Mars, Incorporated, introduced its ACANA PREMIUM PÂTÉ wet cat food line, aligning with feline natural diets focused on preybased nutrition and hydration. The product includes 3- and 5.5-oz cans in six diverse recipes, catering to various tastes and nutritional needs, such as Omega 3 support for skin and coat health. This strategic product launch enhances its position in the wet pet food market by offering a tailored and nutritious option that satisfies the dietary preferences of cats and supports their overall health.
- In April 2023, Mars Petcare's SHEBA brand has introduced its first line of kitten nutrition products, PERFECT PORTIONS Wet Kitten Food, complementing its existing range of nutritional offerings for cats of all ages. It is designed to provide comprehensive nutrition, featuring high-quality proteins that support immune system health, bone strength, and brain development. Enriched with essential nutrients, DHA, vitamins, and minerals, the diets are available in two flavors, Savory Chicken and Delicate Salmon, in 2.64-oz trays in physical stores and online via major retailers such as Amazon, Chewy, Walmart, and PetSmart.
- On March 2023,. Hill’s Pet Nutrition, a division of ColgatePalmolive, unveiled Prescription Diet ONC Care, a specialized line of prescription diets aimed at supporting pets diagnosed with cancer. This range includes dry and wet formulas, catering to the dietary needs of cats and dogs facing this disease. The launch holds a broader significance for the company, especially in the wet pet food market. By introducing a specialized prescription range for pets with cancer, Hill’s strengthens its foothold in the pet food industry and extends its commitment to the well-being of animals. As the Prescription Diet ONC Care range graduallyrolls out across different continents in the coming years, starting from North America and progressing to regions such as Europe, Middle East, Africa, Latin America, Australia, New Zealand, and Asia, the company demonstrates its strategic approach to catering to global demand and enhancing its presence in veterinary clinics and pet specialty stores.