What’s the Future of Pet Food? | Pets and Trends Newsletter

Editor’s Pick 🌟

Brands Are Missing 87% of YouTube's True Impact? 😵

New research reveals that brands scaling Google's YouTube and Demand Gen budgets are growing 32% faster in 2025. So, why aren't more brands prioritizing these high-impact campaigns?

Fospha's analysis of over $500M in ad spend uncovers why businesses mis-measure YouTube and how to accurately track the impact of Google’s upper-funnel channels.

Get the full research and a step-by-step guide to maximizing these channels for your brand here.

Sector Spotlight 🎥

DTC STRATEGY

Finfare Pet Foods Debuts Online Store and Amazon Presence for DTC Strategy

Finfare Pet Foods launches its DTC strategy, introducing a premium seafood-based pet nutrition line online and on Amazon, catering to ingredient-conscious pet owners.

This move aligns with trends toward high-quality, sustainable pet products, ensuring the brand's relevance in the rapidly evolving pet industry. By focusing on sustainable sourcing and minimal processing, Finfare aims to capture a growing market of discerning pet parents who value transparency and quality.

PET FOOD INDUSTRY

Exploring Game Meat's Potential in Pet Food as Novel Protein Sources

The podcast discusses the integration of game meat as novel proteins in pet food, focusing on sustainability and ethical sourcing to meet consumer demand. It explores synthetic vs. natural nutraceuticals, shrimp meal's evolving role, and probiotics' science. Strategic insights into European market trends and hero product branding are also highlighted for marketing professionals.

PET FOOD TRENDS

Trend Watch: What’s the Future of Pet Food?

The pet food industry is experiencing significant shifts, with a growing focus on wellness and sustainability, influencing consumer choices. Pet owners increasingly prioritize natural ingredients and health supplements when selecting products, which is driving brands to innovate with offerings like advanced health segments and lab-grown options.

This trend signals opportunities for marketers to target health-conscious pet owners with premium, sustainable solutions while staying attuned to evolving consumer demands.

PET INDUSTRY ECONOMICS

U.S. Pet Food Inflation Cools, Spending Shifts to Lower-Cost Options

U.S. pet food inflation has stabilized, but veterinary costs continue to rise, affecting younger, lower-income pet owners. Despite eased food costs, consumers increasingly shift to low-cost products and supermarkets for savings, influenced by broader economic pressures. Marketers should note the shift in purchasing behavior and the growing demand for affordable pet insurance.

Influencer Corner 📢

Upcoming Events📅

Marketing Measurement Takes the Spotlight at Cannes Lions 2025

Cannes Lions is no longer just about creativity — this year, marketing measurement is stepping into the spotlight.

If you’re heading to the Croisette and want to cut through the noise on what’s really working in digital, Fospha is the team to speak to. From breakthrough research to real-world results, we’re helping brands make every marketing pound count.

👉 Book a meeting with Fospha

Optimization Hub ⚙️

MULTI-CHANNEL MARKETING

Goal-Oriented Marketing Drives Effective Multi-Channel Strategies for Enhanced Results

Goal-oriented marketing enhances multi-channel coordination by aligning with business objectives, such as increased ROI, rather than focusing on individual channels. Notable examples like Blenders Eyewear and SwimOutlet demonstrate improved conversion rates and revenue through effective channel orchestration and AI-driven personalization. Emphasizing goals first ensures optimized resource allocation and a comprehensive marketing approach.

SOCIAL MEDIA MARKETING

Meta Advantage Unveils AI-Driven Tools for Better Paid Social Campaigns

Meta Advantage offers AI-powered tools for digital advertising, enhancing efficiency with features like Advantage Placements and Shopping Campaigns. However, certain tools, such as Advantage Creative and Budget Allocation, require manual oversight to maintain brand consistency and strategic balance. Advertisers must strategically blend automation with manual control for optimal performance.

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