Spot

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You’ll catch new CPG brands as these hit digital shelves, understand which markets are innovation hotspots and measure NPD growth in your category.

How to Spot NPD with Passport Innovation

Category Focus: Pet Food

NPD ACTIVITY

NPD activity within the pet food sector has been strong over the last few years.

Pet food was among the top-five CPG categories for online product launches from January 2021 to June 2024.

new pet food launches detected online from January 2021 to June 2024

of pet food launches were new product varieties from January 2021 to June 2024

Source: Euromonitor International, Passport Innovation

LEADING BRANDS

Absolute Holistic launched the highest number of pet food products online between January 2021 and June 2024—all of which were new varieties.

Top Pet Food Brands by New Product Launches

Number of new online launches from January 2021 to June 2024

Absolute Holistic

Monge

MultiFit

Schesir

VitaKraft

Source: Euromonitor International, Passport Innovation

TOP MARKETS

The US is the leading market for pet food launches.

A large, diverse population with high levels of disposable income makes the US an attractive market for testing new products. The US also remains the largest pet food market by retail value, accounting for 41% of global sales in 20241.

1Source: Euromonitor International, Passport Pet Care

Source: Euromonitor International, Passport Innovation

ONLINE DISTRIBUTION

E-commerce has been one of the fastest-growing retail channels for pet food sales over the past several years1.

US e-commerce player Chewy stocked 828 new pet food brands from January 2021 to June 2024—the highest of any online retailer tracked—and maintained its top spot each consecutive year through 2023. Chewy was also the top e-commerce retailer in the US for this category over the past two years, generating more than $15 billion in online pet food sales2.However, Walmart leads for new pet food launches added to its online assortments this year as of June 2024.

1Source: Euromonitor International, Passport Pet Care

2Source: Euromonitor International, Passport E-Commerce

Source: Euromonitor International, Passport Innovation

Not to be distributed without permission. The data included in this report is accurate according to Euromonitor International at the time of publication in April 2024.

Behind the data