Ep 10: The Biotics Boom, GenZ Growth & Fresh Format Revolution

🔍 INSIGHTS & ANALYSIS

🦠 Biotics Driving Digestive Health Purchases
A 2025 survey by Nextin Research found that more than 60% of dog owners are influenced by probiotic content in pet food, with 27% willing to pay more for it. Prebiotics and postbiotics are also gaining traction - a signal that biotic formulations are quickly becoming mainstream in the gut health conversation.
🧠 Takeaway: Brands incorporating and clearly communicating biotic ingredients can leverage high consumer trust to drive premium positioning.
Source: Biotic ingredients drive pet food purchases

🏡 Pet Ownership Skyrockets - Thanks, Gen Z
Pet ownership hit 94 million U.S. households, up from 82 million in 2023, according to APPA. Gen Z is leading this expansion, with 43.5% year-over-year growth and a strong trend toward multi-pet households. Men are also significantly increasing their share in pet parenting.
🧠 Takeaway: This generation is digitally native, pet-forward, and values diversity in format and function. Tailor product discovery to platforms like TikTok and YouTube.
Source: Report: Pet ownership expands as Gen Z shifts trends

🍽️ The Obesity Education Gap
According to APOP’s 2024 survey, pet obesity is rising - with 35% of dogs and 33% of cats classified as overweight or obese. A striking 46–53% of owners don't understand the Body Condition Score system, and most have never received a BCS rating from their vet.
🧠 Takeaway: There's a golden opportunity for brands to educate - on-pack, in-app, or in-store - about healthy weight and portion control.
Source: Lack of consumer education contributes to rising pet obesity rates

📦 Subscriptions Are Convenience-Driven, Not Cost-Driven
German startup HEY HOLY reports that 80% of pet parents trying subscriptions are doing so for the first time, and not to save money - but to avoid lugging bags and enjoy consistent deliveries. The trend is especially pronounced among women aged 41–60.
🧠 Takeaway: If you're running a subscription program, lead with frictionless convenience, reliability, and personalization - not just price cuts.
Source: Survey: Dog owners embrace subscription models for convenience, not cost

❄️ Indie Retailers: Frozen Raw Beats Gently Cooked
A PETS+ survey of independent retailers shows frozen raw outsells gently cooked pet food, but both face hurdles: inconsistent packaging, lack of consumer education, and distribution challenges. Retailers call for smaller sample packs, better signage, and more knowledgeable reps.
🧠 Takeaway: The opportunity in raw and gently cooked lies not only in product quality, but in trial formats, educational tools, and vet validation.