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Dog owners willing to pay more for food labeled with health claims | Pets and Trends Newsletter

PLUS: Brands doing this are growing 32% faster

Author

Zihan Lyu
May 28, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Pets and Trends, your essential newsletter for pet product marketers and eCommerce professionals.

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Sector Spotlight 🎥

BRAND UNIFICATION STRATEGY

Pets at Home’s unified masterbrand approach has driven a 9% rise in brand consideration and improved consumer understanding of its offerings, enabling stronger customer relationships and acquisition growth—an actionable case study in multi-category brand coherence.

PET PRODUCT INNOVATION

Dog Armour PRO leverages its proven military-grade protective technology for entry into the pet market, targeting small dogs facing outdoor threats. Positioned for distribution in high-risk suburban and rural areas, it offers a differentiated value proposition to retailers looking to meet rising demand for functional pet gear.

BUSINESS EXPANSION

Nestlé’s acquisition of a minority stake in India’s Drools Pet Food targets rapid pet food market growth fueled by rising pet ownership and increased focus on pet wellness.

Pet care already accounts for over 20% of Nestlé’s global sales, making this expansion highly relevant for marketing professionals seeking insights into consumer-driven segments. The move signals new opportunities in premium pet nutrition within high-growth markets.

HEALTH-FOCUSED PREMIUMIZATION

Pet food buyers are willing to pay significant premiums for products labeled with allergy relief and sensitive digestion claims, revealing strong demand for targeted health benefits. Marketing professionals can leverage these insights to develop products and messaging that address specific pet health concerns. Data-driven segmentation of such claims informs pricing and product positioning strategies in the rapidly growing pet food market.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Influencer Corner 📢

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

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