The 2026 Category Catalysts

A catalyst is a person, event, or force that sparks major change. And this year’s Category Catalysts are brands leading the way, whether it’s by driving growth, setting trends, or solving key consumer problems across the pet product sector. From gently cooked cat food and durable pet toys to grooming products and everything in between—this year’s companies understand what pet owners want and are responding with innovative approaches and novel products.

One factor driving innovation across the pet industry is the increasingly important role pets play in owners’ lives. A survey by The Harris Poll found that 95 percent of pet owners consider their pets to be full members of the family. In another survey, Purina UK found that 65 percent of pet owners allow their pets to sleep on the bed, and 79 percent talk to them as if they were human. 

As pet humanization grows, so do the opportunities for brands to connect with pet owners and retailers. For this year’s Category Catalysts, that means highlighting what sets their brands apart. 

“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,” noted Emily Benson, Marketing Director of Starmark Pet Products.

“More than ever, cat parents are scrutinizing ingredients and processing, and we want to meet that demand by helping retailers make space for gently cooked cat food and helping consumers understand why cats’ needs, like moisture and high-quality protein, make this a natural fit. We want the conversation to be that cats shouldn’t be an afterthought in the fresh movement,” said Brian Oost, Senior Director of Retail for Smalls. 

“With retailers, we want to talk about clearer merchandising, so shoppers can easily see what each toy offers their dog. With pet owners, the conversation is about the value of daily play and how the right toy keeps a dog active and engaged,” shared Simon Power, Sales Director at Jolly Pets. 

“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. How do we make raw easier to shop, easier to understand, and easier to stick with? When we can do that, everybody wins,” relayed Heather Govea, CEO of Carnivore Meat Company, parent company of the Vital Essentials brand.

Pet Insight congratulates this year’s Category Catalysts on their achievements and looks forward to seeing what these innovative companies accomplish next.