May 26, 2025 – Understanding the specific demands and preferences of dog owners is important for the growth of the global pet food market. Innova’s 360 research explores the ever-changing landscape of dog ownership, illuminating changes in dog owners’ habits and attitudes. Our findings, based on comprehensive macro and micro-level research, offer significant insights into the pet care industry, which manufacturers can leverage to grow in the market. It also offers a preview of upcoming trends in pet food.
Dog Owners Demographics
Globally, dog ownership is common, with 79% of owners having only one dog in their household. Dog owners skew more towards younger generations; however, older dog owners still make up a significant portion. Pet ownership exists across all income levels. They are most likely to live in urban areas and in 3-or-more-person households.
Dog Characteristics
Most dogs are young adults, aged 7 months to 6 years old, with normal weight. Globally, 63% of dogs tend to be neutered. Dogs are most likely to be a registered breed, followed by crossbreeds and unknown mixed breeds. Nearly three-fifths of dog owners view their canines as family members or their child. These views differ by country; for instance, dog owners in the US and Brazil consider their dog as a child, and those in Germany and the US view their dog as another type of family member.
Pet Food Feeding Patterns and Purchasing Habits
Pet owners feed their pets twice a day and follow the recommended portion size for dog food. Dry pet food is the top choice for dogs, followed by treats and wet pet food. About one-third prefer textures like dry pellets, chunks in gravy/sauce, and air-dried or baked food.
Two-thirds of dog owners have tried a new dog food brand in the past five years. They think regularly switching food is beneficial for their pet’s health. Ingredient lists are the top reason for switching their pet food brand, followed by product reviews and price. Environmental concerns, coupons and deals, and convenience are also significant considerations while changing pet’s food brand. Dog owners prefer purchasing pet food from pet specialty, grocery stores, or mass merchandisers and online pet specialty and pet food manufacturer retailers.
Dog Food Purchasing Drivers
Global dog owner trends research shows that tailored formulas are common in the dog food market. Dog owners buy food for their pets based on their breed, size, and age. Nearly three-quarters of dog owners have at least one health concern for their pets, with weight management, digestion, and allergies being top issues. Manufacturers are considering offering products that specifically address one or multiple-pet health issues to drive innovation.
Veterinarians and pet specialists such as breeders and trainers are the most trusted sources for advice on pet food and diet. Dog owners prioritize products with health claims, but they are likely to choose naturalness and health claims equally. The most influential pet food product attributes are premium quality, ingredients, brand, price and flavors/indulgence. Complete nutrition, protein, customization for pet age, and product safety are the other most influential dog food claims in the market.
Nearly 70% of dog owners are likely to cut back on non-essential items like toys and treats and buy less expensive pet food due to rising prices. Less expensive dog food brands can tap into this preference by promoting their lower price. Meanwhile, mid-priced foods can emphasize the reasons for higher price with nutritional value, health benefits, food quality or environmental considerations.
Dog Food Ingredient Preferences
Dog owners are including healthy ingredients in their pet food and avoiding negative ingredients like starch and gluten that they avoid in their diet. Almost all dog owners are comfortable feeding meat-based pet food, but they also feed meat-free products as well. They prefer soy and wheat protein in meat-free pet food and snacks.
Global dog owners’ trends research reveals that there is a gap between dog owners’ familiarity with and interest in key pet food innovations, especially functional benefits, organic or natural, gluten-free and grain-free, and freeze-dried. This pattern suggests that there is an opportunity to educate dog owners more about these innovations to increase demand.
Dog Treats and Supplements
To make their pets happy, more than half of dog owners give them treats. Beyond happiness, they give dogs treats as a reward during training, for bonding with their pet, and for health benefits. Bones or chew sticks and soft or chewy treats are popular dog treats. Almost all dog owners give some type of nutritional supplement. Multivitamins, probiotics, dental care, and fish omegas are the leading nutritional supplements for dogs.
Dog Food Packaging
Most dog owners prefer large or medium package sizes instead of single-serve or small sizes. They pay most attention to ingredient lists and nutritional facts on the packaging. 55% of dog owners aren’t concerned about the kind of packaging material as long as it is recyclable. As consumer concern about environmental sustainability grows, dog food manufacturers should place more emphasis on the recyclability of their packaging.
What’s Next in the Dog Owner Trends?
Dog health concerns are influencing innovation and marketing opportunities. Most dog owners have at least one concern about their dog’s health, so brands can develop specific products that address the most common health concerns. General-purpose products can also be marketed with health-related claims, such as promoting specific ingredients in the formula that are beneficial for general aspects of dog health, such as skin, joints or digestion.
About two-thirds of dog owners have at least experimented with a new pet food brand in the past five years. Additionally, a substantial percentage of dog owners have switched their dog’s food format within the same brand or mixed different types of store-bought dog food when feeding their pet. These patterns present an opportunity to improve brand loyalty. Brands can offer a range of products to promote their ability to support a dog throughout its life and provide guidance on switching or mixing products within their brand range.
Dog owners prefer pet food packaging that is recyclable, but brands often don’t promote this advantage for their products. Dog food brands can highlight and communicate more about the recyclability of their packaging. Brands can satisfy and meet the evolving needs of dog owners by understanding and leveraging these innovation opportunities.
This article is based on Innova’s Dog Owners’ Consumer Profile – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
