88% of pet owners in the U.S. say it is important to take preventative measures to protect a pet’s health. Pet food and treat brands are responding to this interest in preventative health by launching products that feature multiple health benefits.

Topper incidence is on the rise and room to continue growing. Both dog and cat treats enjoy high purchase incidence, suggesting that the key to further growth lies in increasing treating frequency. Purchase incidence for toppers is far lower but rising. A key task for marketers is to build awareness of toppers and the benefits they offer, such as palatability or added nutrition

While the all-naturals claim is an important purchase driver for pet owners, other clean-label ingredient claims have garnered a bigger focus in launch activity over the past year…

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