Dog Report: Just the Insights
Dog Trends and Consumer Insights Report
THE DOG REPORT FOR VISIONARY PET INDUSTRY PROFESSIONALS
48% of dog owners report interest in or partial adoption of fresh pet food , but only 21% have made it a routine part of their dogs’ meals. Across food formats, treats, supplements, and dental care, these adoption gaps reveal opportunities for the next wave of dog trends.
The Nextin™ dog trends report comprises 73 pages of rich insights that map the consumer behaviors, purchase drivers, and ingredient demand signals for dog nutrition and wellness. Built on a proprietary Nextin survey of 1,201 U.S. dog owners, the report delivers the forward-looking dog market trends that distinguish lasting trends from short-term fads.
From premium dog food formats and novel proteins to pet supplement adoption curves and wellness ecosystem mapping, the Nextin dog report translates primary consumer data into pet category intelligence that drives strategic action.
Built for Pet Industry Professionals Who Stay Ahead
The Nextin dog insights report equips decision-makers with validated consumer research to navigate high-stakes category and product strategy:
- Product development teams: Pinpoint adoption gaps across dog food trends, treat types, and supplement delivery systems to prioritize innovation with the highest conversion potential
- Ingredient and formulation specialists: Evaluate consumer ingredient associations, novel protein trial potential, and nutraceutical demand signals to guide R&D priorities
- Category managers and merchandisers: Leverage co-purchase data and retail channel behaviors to build assortment strategies that reflect how dog owners actually shop
- Private equity and venture analysts: Size category opportunities using primary data on consumer segmentation, premium format adoption, and willingness-to-pay thresholds
- Chief marketing officers and brand strategists: Ground positioning, messaging, and go-to-market plans in psychographic data that reveals what motivates dog parents before purchase
Yesterday’s sales data can only forecast pet trends based on what’s already on shelves. Nextin arms pet professionals with future-facing trend forecasts that uncover what consumers want before it’s in the market.
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What’s Inside: 73 Pages of Dog Trends and Market Intelligence
Data Vintage: March 2025 survey of 1,201 U.S. adults aged 18 and older who report owning at least one dog and making pet product purchase decisions—among the most current primary consumer research available in the pet category.
Nextin’s Dog Insights Report explores the consumer attitudes, feeding behaviors, and purchase patterns driving the future of dog nutrition and wellness. Coverage spans dog food format adoption and premium feeding trends, share-of-bowl composition, novel protein trial potential, functional treat and supplement demand, and dog dental care product interest. The report also maps cross-category co-purchase behaviors, wellness ecosystem segmentation, ingredient and benefit associations, retail channel preferences, sustainability influences, and psychographic profiling of seven distinct dog owner segments. Designed to support pet product innovation, brand strategy, and executive-level decision-making.
Detailed Table of Contents
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The Nextin Dog Insights Report: Full Table of Contents (73 pages, 40+ data tables)
Nextin Dog Trends and Consumer Insights Report
Introduction and Methodology
Dog Owners at a Glance
Dog Market Trend Snapshot
- The Path to Purchase
- Table 2.01 Dog Product Categories Purchased
- Table 2.02 Top Sources of Dog Health and Nutrition Information
- Table 2.03 Benefits That Motivated Dog Food, Treat, or Supplement Purchase
- Table 2.04 Retail Channels for Dog Product Purchases
Dog Parent Psychographics
- The Lifestyles of Dog Parents
- The Multi-Species Pet Owner
- Table 3.01 Multi-Species Households vs. Dog-Only Households
- The Values-Driven Dog Parent
- Table 3.02 Corporate Responsibility Initiatives and Influence
- Table 3.03 Sustainability Influences on Dog Nutrition Purchases
Dog Owner Segmentation
- From Humanization to Proactive Health
- Psychographic Segmentation of U.S. Dog Owners
- Table 4.01 Consumer Segmentation: U.S. Dog Owners
Dog Food Trends and Opportunities
- Dog Food Snapshot: Premium Formats, Food Combinations, and Fresh Food Trends
- Table 5.01 Life Stage-Specific Dog Food Purchases, Prior Month
- Share of Bowl: The Making of a Meal
- Table 5.02 Food Types and Additions to Dogs’ Meals, Prior Month
- Table 5.03 Dog Food Toppers and Additions Fed, Prior Month
- The Influence of Ingredients in Dog Nutrition
- Table 5.04 First Ingredient Influence on Dog Food Purchases
- Table 5.05 Influence of Biotics on Dog Food Purchases
- Table 5.06 Most Important Qualities in Dog Food
- Table 5.07 Factors That Influence Dog Food Purchase
- Table 5.08 Consumer Interest in Dog Foods by Benefit
- Opportunities, Novelties, and the Nuances of Dog Food Trends
- Table 5.09 Consumer Adoption Journey in Dog Foods by Format
Novel Proteins in Dog Nutrition
- Novel Proteins: Perception and Preference
- Table 6.01 Trial Potential of Novel Proteins in Dog Food
- Get to Know Novel Protein Prospects
- Table 6.02 Influence of Novel Proteins on Dog Food Purchases
- Insect Protein-Inclined
- Consideration of Cultivated Meat
Dog Treat Trends and Opportunities
- Dog Treat Snapshot: Treating Behaviors
- Table 7.01 Dog Treat Types Fed, Prior Month
- Table 7.02 Multi-Treat Feeding Behaviors, Prior Month
- Table 7.03 Premium Dog Treats: Consumer Interest and Adoption
- Table 7.04 Functional Treats: Consumer Interest and Adoption
Dog Supplement Trends and Opportunities
- Snapshot: The Dog Supplement Purchaser
- Table 8.01 Cross-Category Purchases by Dog Supplement Subgroup
- The Dog Supplement Purchase Journey
- Table 8.02 Attributes Guiding the Path to Dog Supplement Purchase
- Table 8.03 Benefits That Motivate Dog Product Purchase, Prior 12 Months
- Table 8.04 Ingredients Associated With Positive Health Benefits for Dogs
- Table 8.05 Ingredients Researched for >1 Hour, Prior 12 Months
- Dog Supplement Formats: What’s Trending, What’s Ahead
- Table 8.06 Supplement Formats Preferred by Dog Supplement Purchasers
- Dog Supplement Shopping Behaviors
- Table 8.07 Retail Channels Shopped by Dog Supplement Purchasers
The Demand for Dog Dental
- The Dog Dental Purchaser
- The Potential for Dog Dental
- Table 9.01 Interest and Engagement With Dog Dental Care Products
The Dog Market Basket
- Preventive Health: The Next Wave of Humanization
- Multi-Category Dog Product Purchase Behaviors
- Table 10.01 Quantity of Dog Product Categories Purchased
- Table 10.02 Calculating Co-Purchase Rate and Lift
- Table 10.03 Highest Lift Combinations
- Table 10.04 High-Volume, High-Lift Combinations
- Table 10.05 Moderate-Volume, Moderate-Lift Combinations
The Wellness Ecosystem
- Dental Product + Supplement Purchasers
- Table 10.06 Distinct Characteristics of Dental Product + Supplement Purchasers
- Supplement + Functional Treat Purchasers
- Table 10.07 Characteristics of Functional Treat + Supplement Purchasers
- Dental Product + Functional Treat Purchasers
- Table 10.08 Characteristics of Dental Product + Functional Treat Purchasers
- The Wellness Trifecta: Supplement + Dental Care + Functional Treat Purchasers
- Table 10.09 Wellness Trifecta: Dog Supplement Decision-Drivers
- Table 10.10 Wellness Trifecta: Benefits That Motivate Dog Product Purchase
- Table 10.11 Wellness Trifecta: Preferred Functional Ingredients
- Table 10.12 Wellness Trifecta: Preferred Supplement Formats
- Table 10.13 Wellness Trifecta: Treat Types Fed, Prior Month
- Table 10.14 Wellness Trifecta: Dog Dental Care Product Usage
- Table 10.15 Wellness Trifecta: Retail Channels Shopped
Glossary of Terms
About Nextin Research
Index of Charts
Explore Integrated Services
Do More with Your Data
These additional services help you uncover specific details about your audience or product segment, inform innovation strategy, and enhance your presentations.
Strategy Consulting: $5,000
Consulting from an experienced Strategist in your category. Discuss the possibilities specific to your ingredient, product, or brand. Includes a documented Executive Summary. Learn more.
Protocept Renderings: $7,500 for set of 3
Illuminate the possibilities with three digital Protocept Mockups that demonstrate how innovation might come to life in a packaged good. Ideal for presentations. Includes discovery call, delivered in PNG and JPG formats. See protocept examples.
Recognized Across the Pet Industry
Nextin Research insights have been cited by Petfood Industry, NASC, Pet Food Processing, SupplySide, Global PETS, and leading ingredient, brand, and retail organizations.
Developed by MarketPlace, Nextin Research pairs more than twenty years of pet category expertise with proprietary consumer data—delivering insights that equip brands, retailers, and investors with the evidence they need to move from analysis to action.
Instant Access to Dog Category Insights
The Insights Report: A 73-page dog trend report covering premium format adoption, share-of-bowl composition, novel protein perception, functional treat and supplement trends, dog dental care demand, cross-category co-purchase behaviors, wellness ecosystem profiling, ingredient associations, retail channel analysis, and psychographic segmentation of U.S. dog owners. Available now and ready for download immediately upon checkout.
Unlock the Complete Dog Trends Data Set
This dog market insights report is one component of Nextin’s comprehensive dog market research. For on-demand access to the complete survey summary underpinning this report, plus 48 PowerPoint charts and 48 data tables, explore the complete research package:
Explore the Nextin Dog Trends Research Package
Dig into Dog Market Intelligence
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