October 28, 2025 – People love their pets, and when it comes to dog owners, they are among the most concerned for the wellbeing of their beloved canines. From the ingredients in their pet’s food to maintaining the health of their aging pups, dog owners are keen to maximize the potential of what they feed their furry friends. Through comprehensive reporting, Innova Market Insights has compiled an analysis of dog food in the United States (US) and Canada. This report will examine the state of play within the category and what is to come in the future.
What Does Dog Food in the US & Canada Look Like?
Dog food features a range of ingredients such as meat, vegetables, and eggs. This is often because the food must meet their varied nutritional needs. These options also cater to distinct pet sizes. Dog food comes in various textures, be it chunky or crunchy, wet or dry. If these products are made from natural and real ingredients, it helps build trust with pet owners and reflects the increasing demand for quality. Innovations that prioritize human-grade standards raise confidence, setting new benchmarks for safety and premium differentials.
Are Health-Boosting Properties Popular in Dog Food?
Health has a significant place in dog food. More so around dental care and general canine wellness, which are concerns for many owners. Findings show that 30% of consumers in the US give dental care supplements to their dogs. Apart from getting their teeth stuck into dental treats and snacks, dog food has a renewed focus on digestion and inner wellness. There are also added benefits formulated into dog food that can complement skin and coat health.
Is Packaging Innovation Having an Impact on Dog Food?
There is a demand for multipacks of dog food throughout the US and Canada. With innovation evolving, certain types of packaging, such as resealable options, are being favored. This is largely down to enhanced functionality and convenience. Other areas that are improving the experience include on-pack information with clear portion charts to guide owners, and recyclable or bio-based materials used to make packaging favorable to the eco-conscious.
Key Highlights in Dog Food Across the US and Canada
Dog food has seen growth in recent years throughout the US and Canada. The launch of new dog food products has displayed more than 18% growth since 2022, and Nestlé’s Purina pet food brand topped the charts in the past twelve months in terms of sales and popularity. Of products sold across all brands, the standout claim featured on most product packaging was related to skin health. Meanwhile “biscuit” or “cookie” was the fastest-growing flavor for dog food. Classic pairings like bacon and cheese or chicken and carrot remain staples in dog food pairings, while innovative mash-ups such as dessert-inspired ice cream with cake flavors have added a degree of novelty.
Dog food is becoming more specific in its requirements and what owners want for their pets. New flavors, tastes, and healthy ingredients are important factors. The top ingredients in dog food are usually poultry, red meat, and vegetables. Yet it is size specificity that has driven buying decisions in the category. This is largely due to portions and recipes being created to cater to pups with different needs and to build trust amongst owners. The size of the pet in question tops the list as the key element driving dog food purchases amongst dog owners in the US right now.
Can Dog Food Be Built on Wholesome Origins?
Creating food that has varied textures and gives the impression of an improved experience for the dog has become popular. Whether it is tender or crunchy format, the pleasure of texture is appealing to owners who want to give their beloved pet excitement around mealtimes. These experiences can be elevated with the offering of wholesome and nutritious food. Especially when a third of consumers in the US have said that complete nutrition claims influence their purchasing decision for dog food.
Just like their own food choices and preferences, dog owners want transparency and real ingredients. For more than a fifth of consumers in the US, natural or real ingredients claim to influence their purchasing decision for dog food. This leaves the door open for further opportunities in creating food for dogs that is natural and close to clean-label standards.
How Much Do Dog Owners Trust What They Give Their Pets?
Trust is key in many parts of life, and when it comes to food and beverage consumption, it is paramount. A quarter of US consumers have said they are familiar with human-grade pet food innovation. Increasingly aware of nutrition and seeking reassuring factors that the food they give their pups is good for them, there is added value to be found in dog food offerings that clearly benefit canine health and appearance.
Packaging that simplifies feeding for owners also builds trust. If it feels like a premium product, it is considered as such. From the outer layers of design imagery to the delivery and format, each step conveys something to a customer about the quality of the product. Guidance on portion sizing and value per serving is influential to owners, further evidenced by a statistic in this report that says 63% of those researched follow the portion size recommended on the packaging. Sustainable choices hold considerable weight, and consumers value the ethics of being environmentally conscious. For more than a quarter of those in the US, sustainable packaging is a key factor in their purchasing decision of pet food.
How Can Recipes Bring Satisfaction?
Innovation around flavor and taste has a huge impact on consumer diets and purchasing habits, so when it comes to their pets, they want to mirror these preferences. The demand is there for products with adventurous pairings, and the appetite for novel or exciting experiences is rising. Brands that can integrate indulgent flavors inspired by human favorites are creating a shared and satisfying experience.
What’s Next for Dog Food Trends in the US & Canada?
Coming down the line for dog food in the US and Canada are sauces inspired by kibble that add flavor or moisture to dry food. Pup palates can be fickle, so helping to satisfy the curiosity of picky eating dogs can improve the overall experience. As upcycling ingredients continues to be a key trend across categories, the ability to transform surplus food into tasty and nutritious recipes will be favored.
If some dog food recipes have the resonance or appearance of homemade meals, then that will evoke feelings of freshness and familiarity. Functional ingredients or meal ideas will be increasingly popular as owners seek to give their canine companions food that benefits their wellness. There is space within the category for flavored water that can be beneficial to dogs, as long as it is non-carbonated water. The idea of these products is to encourage increased fluid intake for hydration.
This article is based on Innova’s Overview in Dog Food in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.