2026 Category Catalysts: Interactive Toys and Freeze-Dried Foods and Treats

2026 Category Catalysts: Interactive Toys 

The global pet toys market is growing thanks to pet humanization and a desire to keep pets mentally stimulated and happy. The category is expected to reach approximately $5.42 billion by 2033, growing at a compound annual growth rate (CAGR) of about 6.72 percent, according to Yahoo Finance. 

Leaders in interactive toys have benefited from the expanding cat segment as well as feeding trends that turn mealtime into puzzle time. Emily Benson, Marketing Director of Starmark Pet Products, revealed what was driving growth for the company this year. 

“Our brand refresh earlier this year has been an opportunity for us to revitalize our brand identity, as well as garner more awareness of all things Starmark. It allows us to share our history in dog behavior and how that sets us apart from other manufacturers,” said Benson.

Another way Starmark keeps pet parents engaged is through social media. A blend of education, products and insights into what makes the company unique has kept the brand relevant. 

She revealed, “We launched new social media campaigns this fall that showcase not only our products but also daily life at our Academy. These videos include product demonstrations by dogs, training progress of dogs at our Academy, sneak peeks of manufacturing processes, and more dogs just having fun. It emphasizes the connection for our customers on how our daily work with dogs leads to our product innovation.”

Pet parents are loyal. A survey conducted by PricewaterhouseCoopers (PwC) showed that 56 percent of pet owners feel a connection to their pet product brands. Starmark customers reflect this trend. 

Benson explained, “As one of the originators of the refillable toy concept, we have built a steady, loyal community of enthusiasts that has remained strong through passing trends. We continually look for new ways to challenge dogs and keep them motivated to think, making enrichment a primary focus of our product development methods. Our unique, hands-on experience with dogs is the cornerstone of every product we create, which is an advantage that is difficult to replicate.” 

As demand for interactive toys continues to grow, Starmark demonstrates how strengthening the bond between dogs and their owners can also build lasting brand loyalty. 

2026 Category Catalysts: Freeze-Dried Foods and Treats

Flagship brand Vital Essentials reflected on the year’s major accomplishments, highlighting how they helped drive growth for its parent company, Carnivore Meat Company, and strengthen its position as a leader in the freeze-dried category.

“One of the biggest drivers of growth this year was making raw feeding more accessible,” said Heather Govea, CEO of Carnivore Meat Company, home of the Vital Essentials brand. “We know pet parents want to feed better nutrition, but value, convenience, and confidence all matter. Throughout the year, we focused on giving them more ways to feed raw through new formats, sizes, and protein options, while helping them better understand what goes into their pet’s food and treats.”

“We also launched the Vital Essentials Promise, which gives pet parents and retailers greater visibility into the standards behind our products, from sourcing and manufacturing to food safety,” Govea continued. “What excites me most is that we’re not just growing our brand. We’re helping remove barriers that have traditionally kept people from trying raw feeding. That’s good for Vital Essentials, but it’s also good for pet health as a whole.”

Govea highlighted the products and initiatives that sparked growth across the company this year. “Everything comes back to giving pet parents more value and more variety,” she explained. “This year, we launched our new 3 lb. bags, which provide a better value for multi-pet households. We expanded our RAW Bar lineup with new proteins and treat options, and we continued to invest in cat-specific innovation with our Micro Crunchy Nibs in new protein blends across multiple bag-size options.”

“We’re seeing that pet parents don’t all feed the same way,” she continued. “Some feed raw for every meal. Others use it as a treat or mix-in. Our job is to give them options that fit their lifestyle, budget, and pet’s unique needs. That’s why we spend a lot of time talking about The Raw Truth: health benefits start from just 20% Raw Butcher Cut Protein.”

She added, “Beyond products, the Vital Essentials Promise has been an important initiative because it gives retailers and pet parents a clearer understanding of the standards behind our food and why those standards matter.”

For Carnivore, accessibility, value and trust are top priorities in the freeze-dried food and treats sector. “There are still a lot of pet parents who are interested in raw feeding but assume it’s too complicated or too expensive,” Govea noted. “One of the biggest opportunities for our category is showing people that better nutrition can fit a variety of feeding styles and budgets.”

She continued, “We’re also seeing growing interest in transparency. Pet parents want to know where ingredients come from, how products are made, and what brands are doing to support food safety. Those aren’t niche questions anymore. They’re becoming baseline expectations.”

“With retailers, the conversation is really about how we continue to grow the category together,” she added. “How do we make raw easier to shop, easier to understand, and easier to stick with? When we can do that, everybody wins.”