Sector Trend Analysis – Pet food trends in Canada

Sector overview: Pet population and ownership

In 2024, the total cat (8.9 million) and dog (8.3 million) population in Canada was around 17.2 million, equivalent to 6.2 million households (39.5%) owning a cat and 6.0 million households (38.1%) owning a dog. The number of households owning a cat has increased minimally by a CAGR of 0.3% with its cat population increasing by 1.3% (2019-2024). Meanwhile, the number of households owning a dog has increased by a slightly higher CAGR of 3.3% with its dog population increasing by 1.7% over the same period - consisting of small (27.9%), medium (28.6%), and large (43.5%) dogs in 2024.

The other Canadian pet population consisted of birds (2.5 million), fish (8.6 million), small mammals (1.2 million), and reptiles (274.3 thousand) totalled around 12.6 million in 2024. This other pet population has minimally increased by a CAGR of 0.002% (2019-2024) with a decline both in the bird population (−0.001%) and within the small mammal population (−0.1%); and moreover, is expected to continue to decrease by 0.2% (2024-2029).

The globalized pet humanisation trend that extends the development of human products into pet products has continued to grow in Canada. As more owners view their pets as valued family members, pet-friendly home décor products that are functional, practical and pet-friendly have gained in popularity over the historic review period. The presence of pet-friendly and home accessories throughout the home is growing in demand with a wide range of options and designs available, that are tailored around durable and easy-to-clean fabrics, scratch-resistant materials, and pet-safe finishes in furniture such as pet beds built into sofas or chairs, cat-friendly shelving or climbing structures, and built-in feeding stations.^{Footnote 1}

As in pet food, subscription services for curated pet product boxes are also, gaining traction in Canada. Delivery of a wide selection of toys, treats and accessories are tailored to a pet's breed and size by companies like BarkBox or PupBox Canada, which cater to demand for convenience and responds to the desire for novelty. Albeit, consumers are looking for natural and organic products that focus on sustainability and eco-friendly pet products as they become increasingly aware of the impact that these products play on the environment. This sustainable trend includes for example, cat litter and doggie bags that are made from renewable resources and that are biodegradable (ie; eco-friendly self-cleaning litter boxes - Petkit, plant-based litter - Boxiecat, biodegradeable waste bags and recyclable material in toys and accessories - WestPaw).^{Footnote 1}

In addition, since many pet owners were forced to groom their pet in the home during lockdowns, more sophisticated home-grooming and personalized healthcare trends are continuing to gain momentum. Having pet products that offer added customization in its design is a key strategy to meet the owners own style/personality, as well as, meeting the individual pet's unique needs and preferences in terms of comfort and wellbeing. Options include made-to-measure collars with personalized name and contact information, beds with optimal support and comfort made with specific health issues or preferences in mind, along with special advancements in shampoos formulated for a pet's specific coat type, or formulated supplements tailored to their breed's health concerns.^{Footnote 1}

Trade of retail dog / cat food and canary seeds

Global imports

In 2023, the global retail dog and cat food sector totalled an import value of Can$33.0 billion (9,407.1 thousand tonnes). Leading global value import markets over the year, were Germany (Can$3.3 billion), the United States (Can$2.3 billion), and the United Kingdom (Can$2.2 billion). Following Poland (Can$1.9 billion), Canada was the 5th largest importer of dog / cat food products at a value of Can$1.8 billion (419.5 thousand tonnes) in 2023.

Amongst the top 10 import markets in the world with a value market share of 54.5% in 2023, imports of all retail dog and cat food products have been growing by a total CAGR of 13.8% (2019-2023), reaching imports of Can$18.0 billion in 2023. Leading top 10 markets with the highest value growth over this period, were Poland at a CAGR of 19.6%, followed by the UK (17.1%), and Belgium (15.8%) - with Canada's imports growing by a CAGR of 14.0%.

In 2023, global imports of canary seeds totalled a value of Can$180.1 million (163.0 thousand tonnes). Leading global value import markets for canary seed were Mexico (Can$46.5 million), Belgium (Can$23.9 million), and Brazil (Can$16.3 million). *Note - as reported from all reporters: Canada was the largest supplier of canary seed, accounting for 70.7% of the global supply to the world, which was equivalent to an export value of Can$119.6 million (102.6 thousand tonnes) in 2023.

Amongst the top 10 import markets in the world holding a market share of 76.7%, imports of all canary seed have been growing by a total CAGR of 5.8% (2019-2023), reaching imports of Can$138.0 million in 2023. Leading top 10 markets with the highest value growth over this period, was Saudi Arabia at a CAGR of 33.5%, followed by Mexico (15.6%), the United States (12.7%), and Turkey (12.7%). Declining top 10 markets between 2019 and 2023, were Brazil (−7.4%), Colombia (−3.3%), and Indonesia (−2.1%).

Canada's export performance

As reported by Canada in 2023, Canada exported to the world a total import value of Can$963.3 million (217.1 thousand tonnes) in dog and cat food products and Can$143.5 million (125.6 thousand tonnes) in canary seed. Leading global value export markets for both Canadian dog / cat food and canary seed products were the United States (Can$561.0 million) at a market share of 50.7% in 2023, followed by China (Can$54.8 million), and Mexico (Can$49.1 million). Top provinces for exporting these products were Ontario at a market share of 44.0%, Alberta (21.7%), British Colombia (14.3%), Québec (9.8%), and Saskatchewan (9.3%) in 2023.

The largest growing import markets for both dog / cat food and canary seed were the Netherlands, the United States, and Italy (2019-2023). During this period, supply to China of these same products has decreased by a CAGR of 16.7%.

Pet food retail sales Canada

In 2024, retail sales of pet food in the Canadian markets totalled Can$6.7 billion growing at a CAGR of 10.0% for sales of dog and cat food (Can$6.6 billion, share: 98.2%) and at a CAGR of 8.1% for sales of other pet food (Can$122.0 million, share: 1.8%) between 2019 and 2024. Dog food sales accounted for 66.4% of the total market share within the pet food sector, followed by cat food (31.8%), fish food (0.8%), bird food (0.7%), and small mammal/reptile food (0.4%) in 2024.

Despite economic difficulties, pet food companies in Canada have adapted their products to match key trends to best cater to an increasingly demanding and sophisticated consumer base. In recognizing the growing focus on premiumization and natural ingredients, players like Nestlé Purina PetCare and Hill's Pet Nutrition Canada has expanded their brand/product lines to include free from grain, human-grade and other health-oriented (value added) ingredients. New entrants like PetPlate Canada tailoring around delivering fresh, pre-portioned meal pet offerings are also gaining traction.^{Footnote 2}

Total pet food sales between 2024 and 2029 are expected to slightly slow down at a CAGR of 7.1% to reach a value of Can$9.5 billion in 2029. Over this period, other pet food sales (including fish, bird, small mammal/reptile food) are set to decline the most in growth at a CAGR of 4.4% to reach sales of Can$151.4 million in 2029.

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• Cat food (Can$2.1 billion): 31.8%
• Dog food (Can$4.5 billion): 66.4%
• Bird food (Can$44.7 million): 0.7%
• Fish food (Can$53.5 million): 0.8%
• Small mammal/reptile food (Can$23.8 million): 0.4%

Total pet food sales: Can$6.7 billion

Source: Euromonitor International, 2024

Dog food trends

Retail sales of dog food in Canada totalled Can$4.5 billion in 2024, with sales of dry dog food consisting of 71.5%, dog treat and mixers (19.3%), and wet dog food (9.2%). Overall, wet dog food was the best performing category in 2024, with retail value sales rising by 9% in current terms. Catering to a more sophisticated demand, dehydrated and raw food options are gaining traction by offering dogs a fresh, minimally processed alternative to traditional kibble.^{Footnote 3}

In 2024, in the dry dog food category (Can$3.2 billion), premium dry (Can$2.1 billion) registered the largest sales, followed by mid-priced dry (Can$980.7 million) and economy dry (Can$78.6 million). Dog treat and mixers totalled Can$860.1 million in Canada, while in the wet dog food category (Can$411.0 million), premium wet (Can$194.3 million) was the most popular over mid-priced wet (Can$190.8 million) and economy wet food (Can$25.9 million).

Canadian pet owners chose to buy a share of 87.2% in prepared dog food for consumption, compared to 12.8% of non-prepared dog food in 2024. Adult dry dog food was purchased the most often (26.7%) of the time in its category, followed by senior dry (20.8%), and pup dry (12.3%) in 2024 - with other regular dog dry (40.2%). Meanwhile, in the wet dog food category over the life-cycle of dogs, dog food products were distributed amongst adults wet (24.8%), seniors wet (20.9%), pups wet (12.3%), with 42% remaining in sales of other regular dog wet food over the year.

In 2029, total retail sales of dog food is expected to reach Can$6.4 billion growing at a CAGR of 7.6% (2024-2029). Dry dog food sales is expected to account for 72.4%, followed by sales of dog treats and mixers (18.0%), and wet dog food (9.6%) in 2029. Sales of all types of dog food, treats and mixers are expected to slow down in growth between the forecast period, at the exception of the economy dry dog food category moving from a 6-yr historical CAGR of 5.5% in 2024 to 7.2% by 2029. Pet owners are expected to continue to more frequently buy premium dry food (CAGR: 9.3%) versus economy (7.2%) and mid-priced (4.5%) dry food over the next review period; while premium wet (+10.3%) dog food is also forecast to remain the largest in its wet dog food category.

Cat food trends

Retail sales of cat food in Canada totalled Can$2.1 billion in 2024, with sales of dry cat food consisting of 52.8%, wet cat food (35.4%), and cat treat and mixers (11.3%). Overall, cat treats and mixers was the best performing category in 2024, with retail value sales rising by 9% in current terms. As in dog food, the trend towards premium (high-quality), natural (whole-food ingredients), and specialized diet offerings continued in cat food in Canada at the end of the review period. Moreover, Canadian sourced, freeze-dried and raw cat food, which focus on high meat content and limited processed ingredients are especially winning over local consumers.^{Footnote 4}

Over this year in the dry cat food category (Can$1.1 billion), premium dry (Can$601.5 million) registered the largest sales, followed by mid-priced dry (Can$473.0 million) and economy dry cat food (Can$53.8 million). Cat treat and mixers totalled Can$252.3 million in Canada, while in the wet cat food category (Can$756.2 million), premium wet (Can$397.8 million) was the most popular over mid-priced wet (Can$322.8 million) and economy wet (Can$35.7 million) in 2024.

Canadian pet owners chose to buy a share of 95.7% in prepared cat food for consumption, compared to 4.3% of non-prepared cat food in 2024. In the dry cat food category over the life-cycle of cats, pet food products were purchased most amongst adults dry (25.8%), followed by senior dry (15.2%), and kittens dry (7.7%) in 2024 - with other regular cat dry (51.2%). Meanwhile, adult wet cat food was purchased the most often (26.4%) of the time, then senior wet (15.5%) and kitten wet (10.1%) in 2024 - with other regular wet cat food (48.0%).

In 2029, total retail sales of cat food is expected to reach Can$2.9 billion growing at a CAGR of 6.2% (2024-2029). Dry cat food sales are expected to account for 49.6%, followed by wet cat food (37.5%) and cat treats and mixers (13.0%) in 2029. Sales of all types of cat food, treats and mixers are expected to slow down in growth between the forecast period. Both premium wet (CAGR: 8.8%) and premium dry (5.7%) cat food during the forecast period is expected to remain as the most popular format types bought by Canadian cat owners.

Other pet food trends: bird, fish, small mammal / reptile

In Canada in 2024, retail sales of other pet food products such as bird, fish, and small mammal/reptile food totalled Can$122.0 million growing at a CAGR of 8.1% (2019-2024). Value sales of fish food consisted of Can$53.5 million (43.9%), bird food at Can$44.7 million (36.6%), and small mammal/reptile food at Can$23.8 million (19.5%) in the category in 2024.

Fish dominates the other pet population in Canada, with an aquarium hobby driving an increase in the demand for fish food. Overall, however, with a rise in more people keeping reptiles as pets (and a strong commitment and willingness to invest more in larger, more elaborate set-ups), small mammal/reptile food was the best performing category in 2024 - with retail value sales rising by 9% in current terms. Premium and natural trends mirror dog and cat food developments, which has translated into a rise in demand for pet food (particularly frozen and freeze-dried) that is free from artificial colours, flavours and preservatives. Manufacturers of brands like Mazuri (bird food) and Omega One (fish food) are capitalizing on this demand trend by offering food made with whole grains, vegetables and high-quality proteins.^{Footnote 5}

In 2029, total retail sales in other pet food products in Canada are forecast to reach Can$151.4 million growing at a CAGR of 4.4% (2024-2029). Forecast value sales of fish food will reach Can$62.5 million (41.3%), bird food at Can$59.0 million (39%), and small mammal/reptile food at Can$29.9 million (19.7%) in 2029.

Pet products: pet healthcare, cat litter, other beauty and accessories

In 2024, in Canada retail sales of pet products such as pet healthcare, cat litter, and other beauty and accessories totalled Can$2.6 billion growing at a CAGR of 8.6% (2019-2024). Value sales of healthcare products (Can$774.5 million) consisted of flea/tick treatment at Can$470.5 million (18.4%) of total sales, pet dietary supplements at Can$180.5 million (7.0%), worming treatment at Can$25.6 million (1.0%), and other pet healthcare sales of Can$98.1 million (3.8%) in 2024. Other tracked pet products in the total sales value included cat litter at a sales value of Can$863.5 million (33.7%), pet accessories at Can$390.6 million (15.2%), beauty products at Can$147.4 million (5.7%), and other pet products at Can$387.5 million (15.1%) over the year.

In 2029, total retail sales in the aforementioned pet products in Canada are forecast to reach Can$3.5 billion growing at a CAGR of 6.4% (2024-2029). Forecast value sales over this period for pet healthcare products, will grow the most by a CAGR of 9.6%, followed by beauty products and accessories (+5.8%), and cat litter (+3.9%).

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• Flea/tick treatment (Can$470.5 million): 18.4%
• Pet dietary supplements (Can$180.5 million): 7.0%
• Worming treatment (Can$25.6 million): 1.0%
• Other pet healthcare (Can$98.1 million): 3.8%
• Beauty products (Can$147.4 million): 5.7%
• Pet accessories (Can$390.6 million): 15.2%
• Other pet products (Can$387.5 million): 15.1%
• Cat litter (Can$863.5 million): 33.7%

Total healthcare and other pet product sales: Can$2.6 billion

Source: Euromonitor International, 2024

Competitive landscape in the Canadian pet food sector

In 2023, leading companies (top brands) in the pet food sector in Canada included both dog / cat food company Mars Inc. (Pedigree, Acana, Iams) at a total of Can$1.5 billion (value share: 24.7%); followed by Nestlé SA with a 16.7% share - dog / cat food company at Can$1.0 billion (Friskies, Dog Chow, ONE), and The JM Smucker Company - dog food and treats/mixers with a share of 5.2% at sales of Can$321.7 million (Milk-Bone, Pup-Peroni, Snausages).

Over the last year, leading dog food companies (top brand) specifically in the dog food sector in the Canadian market included Mars Inc. (Pedigree) at a total of Can$999.5 million or 24.3% value share in its category, Nestlé SA (Dog Chow) at Can$566.3 million (13.8%), and the JM Smucker Company (Milk-Bone) at Can$302.3 million (7.3%). Private labels in the dog food sector held a 5.1% market share at a value of Can$208.4 million in 2023. Top companies (top brand) for sales of dog treat and mixers included the JM Smucker Company (Milk-Bone) at Can$302.3 million (37.7%) in its category, followed by Mars Inc. (Pedigree) at Can$173.0 million (21.6%), and Petcurean Pet Foods Ltd. (Go!) at Can$54.5 million (8.8%) in 2023. Private labels in the dog treat and mixers category over the year, held a 7.1% market share at a value of Can$57 million.

In 2023, leading cat food companies (top brand) specifically in the cat food sector in the Canadian market included Mars Inc. (Whiskas) at a total of Can$536.3 million or 26.9% value share in its category, Nestlé SA (Friskies) at Can$473.7 million (23.7%), and the Colgate-Palmolive Company (Hill's Science Diet) at Can$119.6 million (6.0%). Private labels in the cat food sector held a 7.9% market share at a value of Can$157.9 million in 2023. Top companies (top brands) for sales of cat treat and mixers included Mars Inc. (Royal Canin, Tempatations, Orijen) at Can$105.9 million (45.9%) and Nestlé SA (Friskies, Inaba Churu) at Can$4.4 million (1.9%) in its category in 2023. Private labels in the cat treat and mixers category over the year, held a 1.8% market share at a value of Can$4.1 million - with several unreported other companies of cat treat and mixers holding a 50.5% share at Can$116.6 million.

Reporting fish food companies (brand) in Canada included Spectrum Brands Holdings Inc. (Tetra) at total sales of Can$25.2 million a 50% value share in its category, Rolf C Hagen Inc. (Nutrafin) at Can$8.9 million (17.7%), and Unicharm Corporation (Wardley) at Can$4.2 million (8.3%) in 2023. Private labels in the fish food category over the year, held a 5.8% market share at a value of Can$2.9 million.

Bird food companies (brands) in Canada included Unicharm Corporation (Hartz) at a total of Can$9.9 million or 23.8% value share in its category, Rolf C Hagen Inc. (Living World) at Can$7.3 million (17.5%), Vitafraft Pet Care GmbH and Co KG (Vitakraft, Sun Seed) at Can$6.3 million (15.2%), and Central Garden and Pet Company (KayTee) at Can$6.3 million (15.1%) in 2023. Private labels in the bird food category over the year, held a 21.8% market share at a value of Can$9.0 million.

Small mammal/reptile food companies (brands) in Canada included Rolf C Hagen Inc. (Living World, Exo Terra) at a total of Can$7.9 million or 36% value share in its category, the Central Garden and Pet Company (KayTee) at Can$3.2 million (14.4%), Unicharm Corporation (Hartz) at Can$2.6 million (11.8%), Vitafraft Pet Care GmbH and Co KG (Vitakraft) at Can$1.3 million (5.7%), and Spectrum Brands Holdings Inc. (Tetra, 8in1) at Can$1.2 million (5.5%) in 2023. Private labels in the small mammal/reptile food category over the year, held a 10.2% market share at a value of Can$2.2 million.

In 2023, leading pet product companies (brand) in the sector in Canada included Unicharm Corporation (Hartz) at a total of Can$586.6 million (value share: 24%); followed by Nestlé SA with a 8.4% share at Can$205.8 million (Tidy Cats), and Rolf C Hagen Inc. with a share of 5.9% of sales at Can$143.5 million (Living World). Private labels in the pet products category over the year, held a 12.1% market share at a value of Can$294.8 million.

Reported, more specifically known for cat litter companies (brand) in Canada, included Nestlé SA (Tidy Cats) at a total of Can$205.8 million or 24.6% value share in its category, Oil-Dri Corporation of America (Saular) at Can$130.8 million (15.7%), Church & Dwight Company Inc. (Arm and Hammer) at Can$105.0 million (12.6%), and The Clorox Company (Scoop Away) at Can$51.8 million (6.2%) in 2023. Private labels in the cat litter category over the year, held a 34.7% market share at a value of Can$286.0 million.

Pet healthcare companies (brand) reported in Canada included Unicharm Corporation (Hartz) at a total of Can$193.9 million or 27% value share in its category, Spectrum Brands Holdings Inc. (8in1) at Can$28.4 million (4%), and Mars Inc. (Pedigree) at Can$5.5 million (0.8%) in 2023. Private labels in the pet healthcare category over the year, held a 1.2% market share at a value of Can$8.8 million.

Other beauty pet products and pet accessories companies (brand) in Canada included Unicharm Corporation (Hartz) at a total of Can$392.7 million or 44.3% value share in its category, Rolf C Hagen Inc. (Living World) at Can$143.5 million (16.2%), and Wahl Clipper Corporation (Wahl) at Can$116.1 million (13.1%) in 2023. Other companies in the beauty pet products and pet accessories category over the year, held a 26.4% market share at a value of Can$234.1 million.

Retail distribution channels of pet food (off-trade)

In Canada, distribution of pet food products within store-based retailer outlets had the largest sales with grocery retailers having registered a value of Can$5.8 billion in 2024 (share: down 2.4 percentage points) and non-grocery specialists at Can$1.8 billion (share: down 1.1 percentage points) since 2019. Non-grocery pet shops and superstores held the highest market share of 26.2%, followed by grocery retailer outlets such as supermarkets (24.8%), hypermarkets (23.2%), and small local grocers (5.4%) in 2024.

The distribution landscape of pet food is evolving, with the rise of e-commerce and the response from brick-and-mortar pet specialists. The COVID-19 pandemic helped to accelerate the shift towards online pet food purchases in Canada with E-commerce giants like Chewy Canada and Amazon.ca seeing a surge in sales by offering convenience and competitive prices to pet owners.^{Footnote 2} Grocery-based warehouse clubs at sales of Can$134.9 million (CAGR: 24.1%) and non-store e-commerce retail at Can$793.8 million (CAGR: 18.5%) showed the highest growth between 2019 and 2024. Non-retail veterinary clinics are also showing signs of moderate growth (+8.6%) as a popular distribution channel for pet food products, which had increased sales from Can$72.5 million in 2019 to Can$109.7 million in 2024.

Product launch and trends analysis: dog and cat food

Mintel's Global New Products Database (GNPD) indicates that there were 843 new cat and dog food or treat products launched (including new variety/range extension, packaging, formulation or relaunched) in Canada between January 2019 and July 10, 2024.

Dog food/snacks and treats totalled 449 new products launched, while cat food/snacks and treats totalled the remaining 394 of new products launched between January 2019 and July 10, 2024. More specifically, dog snacks and treats (307) were the largest dog / cat food/treat category to launch new products at a market share of 36.4%, followed by 19.1% of cat snacks and treats (161), 15.4% of wet cat food (130), 14.2% of wet dog food (120), 12.2% of dry cat food (103), and 2.6% of dry dog food (22).

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Product	2019	2020	2021	2022	2023	2024 (January-July)	Total
Dog snacks and treats	88	77	38	50	39	15	307
Cat snacks and treats	21	21	12	11	60	36	161
Wet cat food	28	20	36	17	17	12	130
Wet dog food	27	32	24	28	6	3	120
Dry cat food	11	13	19	21	23	16	103
Dry dog food	8	4	3	0	3	4	22

Source: Mintel, 2024

Dog food, snacks and treats

Leading parent companies launching dog food products (including snacks and treats) in Canada between 2019 and 2024 (Jan.-Jul.) were Mars (55), Nestlé Purina PetCare (47), Rolf C. Hagen (23), The Crump Group (19), Smucker Foods (14), and Big Heart Pet Brands (13). More recently between Q3-2023 and Q3-2024, top companies launching a total of 39 new products were Nestlé (8), Mars Inc. (5), Hartz Mountain (3), The Crump Group (3), J.M. Smucker (3), and Canadian Jerky (2).

Leading dog food brands (Jan. 2017-Jul. 2024) in Canada included Caledon Farms (21), Cesar (15), Faim Museau (8), Dogit (8), CookiePal (8), and Milk-Bone (7). New brands appearing for the first time in the last six months into the Canadian market were Pet Treatery (G'Day Mate! Premium dehydrated kangaroo for dogs and cats), Canine Creamery Frozen Goat (Billyberry frozen yogurt for dogs), Purina Prime Meaty (natural dog treats tender sticks with real beef), and Zoë Better Than Rawhide (duck and cranberry flavor large twists for dogs).

Leading locations of manufacture for new dog food products over the last 5.7 year period (2019-2024) were the United States (95), Thailand (30), China (22), Mexico (8), Ireland (4), and Germany (4). There were 131 new dog products (29.2%) locally manufactured in Canada over this period.

Popular or top growing flavours (including blends) in Canada were cranberry, chicken and carrot [Q3-2022 and Q3-2024]. Declining flavours during this period (−50%), were beef, turkey, and duck. New ingredients within the last 12 months included microalgaes, beef gelatine, blueberry puree, goats milk, strawberry puree, goat milk powder, blackberry puree, and duck flavour.

Meanwhile, top claims on these dog food products in Canada used the most during the last three months were pet - adult (44.4%), high/added protein (33.3%), probiotic (22.2%), free from added/artificial preservatives or flavourings (22.2%), functional pet - slimming (22.2%), joint/bone/muscle pet (22.2%), and functional pet - digestion (22.2%). Trending claims were pet - adult (+300%), functional pet - joints, bones and muscles (+100%); with declining claims by 100% were GMO free, on-th-go, organic, high/added fibre, and low/no/reduced calorie between Q2-2023 and Q2-2024.

Cat food, snacks and treats

Leading parent companies launching cat food products (including snacks and treats) in Canada between 2019 and 2024 (Jan.-Jul.) were Nestlé Purina PetCare (92), Mars (67), Rolf C. Hagen (27), Blue Buffalo (22), Pure Treats (19), and Hartz Mountain (10). More recently between Q3-2023 and Q3-2024, top companies launching a total of 39 new products were Mars (38), Rolf C. Hagen (13), Nestlé (10), Pure Treats (9), Bio Biscuit (4), and Inaba Foods (4).

Leading cat food brands (January 2017 to July 2024) in Canada included Purina - Friskies and Beyond Grain Free (22), Whiskas - Perfect Portions and Temptations (14), Catit - Creamy/Nibbly (12), Iams Proactive Health (8), Caledon Farms (7), and Crave (7). New brands appearing for the first time in the last six months into the Canadian market were Feline Greenies Smartbites (chicken flavored healthy indoor treats for cats), Nutro Wholesome Essentials (chicken and brown rice recipe nautral cat food for indoor adult cats), Temptations Lickable Spoons (tasty chicken and savoury salmon treats for cats), and PureBites Broths (pure wild tuna topper/treat for cats in a nutritious broth).

Locations of manufacture (as reported) for new cat food products over the last 5.7 year period (2019-2024) were the United States (116), Thailand (84), Austria (5), and New Zealand (4). There were 50 new cat products (12.7%) locally manufactured in Canada over this period. More recently between Q3-2023 and Q3-2024, the cat snacks and treats category has grown the most in the number of new launched products (+118.2%), followed by dry cat food (+66.7%), while new launches for wet cat food have declined by −62.5%.

Popular or the fastest growing flavours in Canada were chicken, tuna, gravy by +100% and salmon by +16.7% [Q3-2022 and Q3-2024]. New ingredients within the last 12 months included maize protein, proteins, hemp seed extract and hemp oil, ferrous Fumarate, microalgaes, shrimp powder, DHA (Docosahexaeonoic Acid) from algae oil, green lipped mussel extract, and hemp seed.

Meanwhile, top claims in Canada on these cat food products used the most during the last three months were pet - adult (40.5%), low/no/reduced allergen (35.1%), no/free from added/artificial preservatives or flavourings (35.1%), functional pet - digestion (21.6%), vitamins/minerals plus (18.9%), low/no/reduced calorie (18.9%), and immune system support (16.2%). Trending claims were ease of use (+500%), GMO free (+300%), functional pet- immune system (+250%), low/no/reduced calorie (+250%), and pet - adult (+200%); with declining claims being free from added/artificial additives (−100%), organic (−100%), ethical - environmentally friendly product (−75%), ethical - sustainable habitat/resources (−75%), and wholegrain (−66.7%) between Q2-2023 and Q2-2024.

Product examples

Canadian export requirements for pet food

The Canadian Food Inspection Agency (CFIA), is responsible for regulating the safety and quality of food, animal and plant health in Canada. The CFIA regulates and provides verification and certification for import and export of pet food and related animal products and by-products to confirm that the sanitary requirements of the importing country have been met.

Export policies: animal products and by-products, Pet Food and Treats containing Animal Products and By-Products, outlines information regarding the related policies, recent updates on current issue notifications, and regulatory oversight requirements needed to be met, along with a list of other government parties and Associations involved with the regulation of pet food, treats and chews exiting from Canada. Pet foods exported from Canada may need to have an official zoosanitary health certificate, which is issued by the CFIA.

The CFIA negotiates import conditions with the importing country's veterinary officials, verifying that the exporting products meet the importing country's market access requirements, which may be done through inspections made to the Canadian manufacturing facilities and ensuring that best practices are being followed according to these food safety regulations. For more information on forms required to complete dependent on the importing country, please visit the Pet food: animal health certificates for export - by country page.

If you are planning on exporting any pet food and treats containing animal products and by-products, you can contact by telephone the Animal Health Offices in your area to better understand the certificate requirements that applies to your export. An officer can also, advise on any disease outbreaks or other events that my cause exports to be suspended.

In addition, CFIA's official Guidance Documents (Guidance Document Repository - GDR) provide the Agency's functional direction regarding their compliance verification activities and provide guidance to regulated parties regarding program requirements. Related documents may be searched for and filtered under the 'Find Repository Documents' section on the above noted GDR webpage. As part of their GDR the CFIA has created a 'Guideline for preparing export certificates for the Canadian pet food industry' outlining roles and responsibilities of exporters and the CFIA, as well as, supporting documents and a listing of requirements from importing countries.

For more information

The Canadian Trade Commissioner Service:

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

• Find a Trade Commissioner

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More on Canada's agriculture and agri-food sectors:

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Information on the agriculture industry by sector. Data on international markets. Initiatives to support awareness of the industry in Canada. How the department engages with the industry.

Resources

• Euromonitor | April 2024. Country report: Cat Food in Canada
• Euromonitor | April 2024. Country report: Dog Food in Canada
• Euromonitor | April 2024. Country report: Pet Care in Canada
• Euromonitor | April 2024. Country report: Pet Products in Canada
• Euromonitor International, 2024. Data statistics (2019-2029)
• Global Trade Tracker, 2024
• Mintel Global New Products Database, 2024

Sector Trend Analysis – Pet food trends in Canada
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

© His Majesty the King in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2024).

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