Category Analysis: Private Label in Pet
Store brands continue to gain ground in pet care, accounting for nearly one in every five products purchased by US consumers last year, according to the Private Label Manufacturers Association (PLMA). In the past two years, store brand pet care sales increased 8.7 percent in units and 5.4 percent in dollars.
“While some brands are lowering prices to regain consumers who have shifted to private label, others are increasing prices to offset higher fuel, raw material, ingredient, and supply chain costs,” said Peggy Davies, PLMA President. “Unit sales remain the best measure of consumer choice, and Circana’s midyear results—including a record 23.8% unit market share for store brands—underscore the continued strength and growing appeal of private label.”
For Phelps Pet, private label has been a long-term commitment. “All of us at Phelps Pet are committed to being the best ‘behind-the-scenes’ contract manufacturing resource helping drive growth and innovation for our retail private label and specialty brand partners,” President and CEO Rick Ruffolo, previously said. “Phelps has been a catalyst for growth in private label pet jerky treats and air-dried complete diet foods and toppers—including being first-to-market with USDA Organic Certified treats, 100% plant-based ‘meatless’ protein treats, certified Upcycled treats, and air-dried products, along with our ongoing investments to bring clean-label ‘humanization’ ingredient and nutrition trends to the category.”
Beefeaters entered the private label segment to meet a clear market need. COO Juan Reynal shared previously, “Retailers wanted trusted, experienced partners who could deliver premium-quality treats with transparency, speed, and cost efficiency. Having decades of manufacturing and brand expertise, we saw an opportunity to raise the private label standard—moving it from commodity-style copycats to retailer-exclusive programs that match national-brand performance in quality and packaging. Since then, Beefeaters has helped retailers expand their assortments with innovative formats (like natural chews, functional treats, and clean-label proteins), enabling higher margins and faster growth across the pet aisle.”
BrightPet Nutrition Group is a leading marketer and manufacturer of premium and super-premium branded, private label and co-manufactured pet foods, treats, and care products.
EVP of Brands, Amanda Hilton previously shared, “Pet parents still want high-quality proteins, functional benefits and clean labels, but they’re now prioritizing trust, transparency and real nutritional value over marketing buzzwords. This means delivering products that are not only high quality, but consistently available, responsibly sourced and priced in a way that consumers can sustain.”
She added, “Our top strategic focus for 2026 is to scale premium products with disciplined reliability. That means strengthening our supply chain, expanding capacity—especially in our Dayton facility—and continuing to develop brands that deliver high-quality nutrition at an accessible price point. We’re investing heavily in product consistency, operational resilience and strategic retail partnerships that allow us to meet demand without compromising quality.”
Private label was once seen as slower to respond to market trends. In recent years, however, that has changed. “Historically, private label assortments were slow followers that often lagged behind the market,” reported Ruffolo. “However, over the last half dozen years—Phelps has enabled leading retailers to bring timely innovation and differentiation to their private label/own brand assortment in jerky treats and air-dried foods. These innovations are equal to, and oftentimes, better than what the big brands are doing. Phelps has provided our retail partners with the capabilities to leapfrog the market and bring new innovations to their shoppers sooner, and at a better value, than most national brands.”
He continued, “We recently completed a study confirming that you can find pet products made by Phelps in over 50,000 retail stores. Rather than require our customers to simply select from a pre-existing ‘white label’ product catalog, Phelps elevates the customer experience by enabling our retail partners to develop products to best target specific consumer needs.”
Reynal said private label has shed its reputation for lower quality. “We’ve helped dispel the old belief that private label equals lower quality. Through Beefeaters’ programs, retailers now see that store brands can be both premium and affordable, with transparent sourcing and clean ingredient decks. We’ve also shown that private label doesn’t have to follow—it can lead category innovation, whether through functional benefits, alternative proteins, or sustainable packaging.”
He added, “Our role has evolved from being a product supplier to becoming a strategic category partner. Today, we work hand-in-hand with retailers on product development, formulation, and packaging design, ensuring every SKU aligns with their brand DNA and shopper expectations. We’ve also invested in regulatory, QA, and data capabilities—including GFSI-certified plants, FSMA compliance, and transparent US warehousing—giving our partners peace of mind and operational flexibility.”
As private label in pet grows, Hilton of BrightPet Nutrition Group outlined the qualities that can help brands succeed.
“Companies stay relevant by being high-quality, consistent, and easy to do business with. Retailers want partners who can keep shelves full and bring differentiated products that resonate with pet parents. Consumers want clear value.”
With pet and private label both gaining momentum, PLMA’s 2026 Store Brands Marketplace Private Label Trade Show will showcase a variety of pet products. “We are expecting another broad representation of the best-in-class pet care suppliers in our industry,” says Dan Weil, Senior Director, Chicago Trade Show. “We are placing special emphasis this year on animal wellness, accessories and treats, responding to what we are hearing from retailers at the Show who plan to restock and even expand their private label offerings.”
