Pet Brands Slow-Walk AI Marketing Adoption

Plus: Purina turns cause merch into shelter access

Author

Avinash Duggempudi
September 24, 2025 • Estimated Reading Time: 6 minutes

Here's what's happening this week in the world of pet DTC and eCommerce:
- AI adoption lags; measurement and training gaps persist.
- Purina launches survivor-focused merch funding pet-friendly shelters.
- Freeze-dried complete meals expanding; retailer-ready next month.
- BADCO goes national with Howie Mandel-led TV blitz.
- PEOPLE adds Sexiest Cat Dad with Temptations push.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

New polling shows 56% of pet food marketers are not yet using AI, and two thirds of users have not measured results. Early adopters are prioritizing customer insights over creative automation, signaling a need for better measurement frameworks, training and governance before scaling. Marketing leaders and performance teams planning Q4 and 2026 budgets are most affected.

Purina teamed with actor Sarah Hyland on a limited Courageous Together Collection to fund RedRover’s Purple Leash Project, addressing the fact that fewer than 20% of domestic violence shelters accept pets. The initiative converts cause merch into capital for pet-friendly shelter upgrades, aligning with Domestic Violence Awareness Month. Survivors, shelters and brands aiming to build credible social impact programs are in focus.

London-based Waita Pets will debut a 99% meat freeze-dried complete range for dogs and cats, available to retailers in October, and open white-label wholesale on select treats. Freeze-drying preserves nutrition while enabling shelf-stable logistics and premium pricing, with more than 100 stockists onboard in year one. Product developers, indie retailers and private-label teams should watch conversion and AOV lift in this format.

CATEGORY DYNAMICS
Rawhide Chews Dominate The Dog Dental Chews Market
Market.us reports rawhide chews hold 43.2% of the dog dental chew segment, with oral care uses at 52.3% and supermarkets or hypermarkets driving 35.6% of sales. North America accounts for USD 127.8 million of the category as the market heads toward USD 659.2 million by 2034 at 7.1% CAGR. Treat makers and buyers should calibrate flavor, format and channel mix while navigating ongoing rawhide perception and safety debates.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

Temptations And People Add Sexiest Cat Dad: PEOPLE will add a Sexiest Cat Dad category after a TEMPTATIONS push, creating a mainstream culture moment and UGC activation opportunity as Gen Z embraces cat dad identity.(More)

How The Dogist And Sunday Shape Creator Models: Premium, photography-led storytelling commands higher sponsorship rates while high-frequency relatable content wins volume, informing creator briefs, CPM targets and platform mix.(More)

Educating Without Overwhelming In Pet Nutrition: Clarity-first science translation and vet-backed content across packaging and owned channels are emerging as trust drivers amid consumer information overload.(More)

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