The natural pet food industry is experiencing significant growth as consumers increasingly seek high-quality, minimally processed options for their pets. This trend is evident through recent strategic partnerships and product innovations by leading companies in the sector.
In April 2025, Natural Pet Food Group, a New Zealand-based company known for its premium pet nutrition, expanded its distribution network in the Pacific Northwest. By partnering with Aloha Natural Pet Supply, the company aimed to enhance retailer access to its K9 Natural and Feline Natural brands across Oregon, Washington, and Idaho. This collaboration underscores a shared commitment to delivering responsibly sourced nutrition to pet owners in the region.
Similarly, Native Pet, a St. Louis-based pet supplement brand, made a significant retail milestone by becoming the first pet supplement brand available at Whole Foods Market. The brand's products, including The Daily, Probiotic, Bone Broth, Allergy, Calm, and the newly launched Sockeye Salmon Oil, were introduced in all 522 Whole Foods locations nationwide. This expansion reflects the growing consumer demand for high-quality pet wellness products in natural grocery stores.
However, the industry's growth is not without challenges. In December 2024, Oregon-based pet food company Northwest Naturals voluntarily recalled its 2-pound Feline Turkey Recipe raw and frozen products due to concerns over bird flu. Testing confirmed the presence of the H5N1 virus in a cat from Washington County, Oregon, that had consumed the food. This incident led officials to warn pet owners against feeding their animals raw food and highlighted the importance of stringent safety measures in the production of pet food.
The environmental impact of pet food production is also a growing concern. A study by the University of São Paulo found that wet pet food generates up to seven times more CO2 emissions than dry food. For instance, a medium-sized dog consuming wet food emits approximately 6,541 kg of CO2 annually, equivalent to 13.5 round-trip flights in Europe. In response, companies are exploring alternatives like insect-based proteins and cultivated meat to reduce the carbon footprint of pet food.
Despite these challenges, the natural pet food sector continues to thrive, driven by consumer demand for healthier and more sustainable options for their pets. The industry's ability to adapt to health concerns and environmental considerations will be crucial in maintaining its growth trajectory.
