Special Report: Private Label in Pet

With the rough terrain of navigating through the aftermath of tariffs, supply chain interruptions and an unsteady economy, consumers more than ever are looking for ways to stretch their dollar, and when it comes to their pets, pet parents are motivated to not let their frugality affect their animals. Private label, or in-store, products are the reigning solution for households that want to stretch their dollar when they themselves are being financially stretched thin. Private label ticks several boxes: dependable and trustworthy manufacturers, quality ingredients and flavors, products stemming from sustainable and eco-friendly business practices and packaging and saving money when nice-to-have purchases are scarce. 

Within the FDM channel, the market for private label foods has been altered by the shakeup in manufacturing partners for Walmart’s Ol’ Roy, among others. With Colgate-Palmolive’s February announcement that the company will exit from private label food production in 2025, private label foods capacity is likely to be stretched. 

In recent years, manufacturers across categories and retail channels have waded into the private label waters. Whether it’s Tractor Supply Company in the farm and fleet realm to Kroger and Target in the mass sector or Dollar General valued for its deep discounts, these retailers are supporting pet owners by providing reliable products underneath their in-house labels at prices that meet people’s budgets. As for the companies who have been driving the private label segment for some time, they are bolstering their presence by investing in facilities and thereby letting consumers know these brands aren’t going anywhere anytime soon. 

In March, Alphia, pet food and treats manufacturer for brands and retailers, acquired the manufacturing operations of a newly constructed pet food facility in Pittsburg, TX. “This acquisition represents an important milestone for Alphia as we continue to execute our long-term growth plan,” said CEO David McLain. “We are excited to integrate this facility into our network and leverage its efficient design and strategic location to provide best-in-class solutions to our customers.”

In January, Tractor Supply Company announced it had launched a new offering from its exclusive 4health line of premium pet food. 4health Shreds is a new dog food product that blends crunchy kibble with protein-packed shreds for an appealing texture that delivers balanced nutrition. As with all 4health varieties, 4health Shreds provides premium quality pet food at a competitive price. 

“Choosing dog food is one of the most important decisions you make as a pet parent. Pet food needs to provide nutrition and energy, as well as a great taste that pets enjoy,” said VP and DMM of Pets and Services Kyle Murphy. “4health Shreds delivers a taste and texture dogs love, as well as the nutrition to support lean muscle development and active play, all at a great value. We’re excited to expand our exclusive brand portfolio with 4health Shreds as we focus on providing our customers with a unique and extensive assortment of quality pet products at an exceptional value.” 

4health Shreds is formulated for adult dogs, with immune-supporting antioxidants including zinc, selenium and vitamin E. Glucosamine and chondroitin sulfate help support joint health, while a blend of omega-6 and omega-3 fatty acids nourish the skin and coat. 4health Shreds also contains probiotics and natural prebiotic fiber to support healthy digestion. 4health, one of Tractor Supply’s most popular exclusive brands, is frequently more competitively priced than premium and grocery store natural pet food brands. 4health Shreds formulas are priced under $55 for a 35 pound bag—providing more than 20 percent more value versus the comparable national brand. Within the last three years, household penetration for Tractor Supply’s exclusive-brand dry dog foods has grown more than 15 times faster than the market.

Last May, Kroger revamped its private label pet line, Abound. “Pets are cherished members of our families, offering unconditional love and companionship every day,” said Juan De Paoli, VP of Our Brands at Kroger. “Kroger is excited to introduce new Abound products with even more nutrient-dense ingredients, specialty formulations and training treats. Pets enrich our lives, and a healthy diet with Abound is a simple way to show love to our pets.”

In 2023, Dollar General introduced its reformulated and rebranded dog and cat food line, Nature’s Menu. The company’s continued investment in private brands is illustrated through this elevated, now premium brand pet food at a value price, which was developed in response to consumer insights. 

Store brands are experiencing significant growth, surpassing national brands in both dollar and unit market shares, with all-time highs. This trend is driven by several factors: value proposition, quality perception and sustainability initiatives. 

“We’ve had 29 months, almost two and a half years, where store brands finished ahead of the national brands in dollar and unit share compared to prior years,” Private Label Manufacturers Association (PLMA) President Peggy Davies said in March. “It seems we’ve been on a roll and certainly right now year to date for two months—we don’t have March data yet—store brands’ market share per unit is up to 23.9 percent and dollars at 21.7, which are both at an all-time high. We think this reflects private label’s superior multi-year performance versus the brands both brick-and-mortar and e-commerce. We seem to have delivered on the sustainability that people are looking for, we’re dependable, reliable and it becomes a bit of a rote situation where this is now what I buy every time. In particular, if you go and shop online, what did I purchase last and you just click and put this back in my cart. It becomes a bit of a great position to be in.”

“The outlook for private label in 2025 has been strong as customers are searching for quality alternatives at a lower price point,” said Matt King, VP of Business Development for Tuffy’s Pet Foods, which manufactures the private label brands Tuffy’s Pet Foods in the dry kibble space and Tuffy’s Treats, encompassing pet treats and canned foods.

“We are currently onboarding new customers monthly and have many new projects in the pipeline for the back half of the year. We have a talented research and development team that continually works on innovation. We collaborate with our key suppliers developing unique products to be offered to a private label customer, enhancing their brands’ current claims or line extensions.”

By collaborating with its supply chain partners, Tuffy’s sources ingredients which provide these benefits across various textures and formats. “With continued pricing pressure, consumers are seeking high quality products that can address digestion, skin coat, joint health and obesity at reasonable price points,” King said. “Together with our supply chain partners we can source ingredients to offer these benefits and many more in dry food, wet food and treat formats.”

Tuffy’s business distribution highlights its diverse product offerings across different segments. “With the ebb and flow of the business today we are approximately 70 percent branded 30 percent private brands in our dry pet food facility and roughly 50 percent branded and 50 percent private brands in our treat and canning facility,” King said. 

Tuffy’s process is collaborative, pulling the strengths of its retailers, sales and research and development teams. Whether working with a new market brand or an established one, it begins with understanding the brand’s current positioning regarding ingredients, health claims and price points, King said. 

“It is really a collaboration between the customer, our sales and R&D teams,” he said. “Whether this is a new to market brand or established, it all starts with us understanding where the brand is positioned today ingredient wise, health claims and price points. At that point we can discover any enhancements they would like to make and build on that.”

Alphia is adapting to economic shifts and changing consumer preferences in the pet food category by developing budget-friendly products that maintain food safety and quality. Collaborating with retailers on lower-cost formulas enhances brand loyalty and ensures pet parents can continue to purchase familiar products. 

“Due to inflationary trends, the pet food industry is experiencing a trade-down effect, with consumers seeking more budget-friendly products,” McLain said last summer. “At Alphia, we are dedicated to manufacturing products that meet consumer needs without compromising food safety. We are also working closely with our customers to develop lower-cost formulas within their portfolios. This allows pet parents to stay within their budget constraints while continuing to provide the brands their pets know and love.”

Consumers are seeking products in the private label pet sector that align with their values, driven by three key trends: sustainability, health and wellness and convenience. These trends suggest a movement toward more responsible pet care solutions.