Pet food retail sales in the Canadian market reached CAN6.7 billion (US$4.81 billion) in 2024, according to Canadian government figures. Canadian pet food sales had a compound annual growth rate (CAGR) of 10.0% for sales of dog and cat food and at a CAGR of 8.1% for sales of other pet food between 2019 and 2024. During her presentation at Zoomark, the president of Pets Canada discussed 10 trends that are shaping that market.
“Some of the societal trends that have shaped the Canadian pet industry since the mid-2020s are similar to other countries around the world,” Christine Carrière, president and CEO of Pets Canada, said in Bologna, Italy on May 6.
1. Aging population – “Similar to other countries around the world, we have an aging population,” she said. “The implication is that an older Canadian segment are increasingly adopting pets for companionship and emotional connection.”
This trend may challenge pet brands to better support the aging human population in caring for their pets.
2. Rising cultural diversity – Rising cultural diversity in Canada brings different attitudes, cultures, beliefs and preferences to the pet food market, Carrière said. That creates an opportunity to include diverse marketing and educational outreach that can support underserved segments of the population.
3. Urban-to-suburban migration – Canadians have been moving to suburbia, she said, which has fueled pet ownership. As people move into suburban homes with ample yards, the potential for larger dogs has increased.
4. Digital-first consumer experience – “Consumer expectations are changing as the generations continue to evolve,” Carrière said. “There's segments now that are looking for more digital experiences for purchasing their products, booking their services, accessing even pet health advice and care advice.”
5. AI and Automation – Artificial intelligence is being integrated into everything from smart feeders to personalized nutrition plans, she said. AI and automation affect manufacturers as well. Pet food producers need to ask themselves how AI supports their productivity, efficiency and growing their manufacturing businesses.
6. Sustainability and climate awareness – “Canadians are looking for sustainability, and they're very climate aware, and so they want and they're seeking eco-conscious brands,” she said. “They're always looking for sustainable, ethical ingredient sources.”
7. Mental health and wellness – “Pets are increasingly seen as part of the mental health and wellness of human beings and their pet owners, especially post-pandemic,” she said. “There's a lot of information around the human-animal bond and how that bond makes a difference in the health status of pet owners.”
8. Affordability concerns – High inflation affects pet food budgets, she said, which has the potential to decrease pet ownership, she said. However, it also creates opportunities for value-priced products.
9. Rise of the pet parent mentality – Many Canadian families now consider pets as an official member of their family, she said. Millennials and Gen Zs are treating their pets like children. That drives the demand for premium pet foods and creates an opportunity for human-grade pet food.
10. Localism and Canadian-made products – While Canadians have always shown a predilection for homegrown brands, that domestic demand is higher now with trade tensions, Carrière said.
“Localism and Canadian-made preference, that's quite a reality in Canada,” she said “Consumers will favor locally made brands… Local ingredient sourcing and traceability also build a lot of the trust in the brand…
“We've been navigating the tariffs in the last few months for our members, asking our government to remove or reduce some of the counter-tariffs that are being imposed and to continue to lobby against tarriffs altogether.”
