2026 Category Catalysts: Gently Cooked Cat Foods and Grooming

2026 Category Catalysts: Gently Cooked Cat Foods 

Cat ownership in the US is on the rise, with 39 percent of US households having a feline as part of their family, which equals roughly 53 million cat-owning homes, according to the American Pet Products Association. Data from the CATalyst Council State of the Cat Report shows that Millennials and Gen Z are driving cat ownership, with 49 percent of cat owners identifying as male.

The rise in cat ownership has been ideal for Smalls, a cat-first brand. Brian Oost, Senior Director of Retail for Smalls, detailed what’s been driving growth for the company this year. “It wasn’t just one factor; three things came together for Smalls this year. First, strong retailer acceptance; second, our ‘Is Cat’ brand campaign, which put Smalls in front of more cat parents; and third, third-party validation of what we put in the bowl. Retailers embraced fresh cat food as a real category, with more customers walking in their doors and asking for Smalls by name, and our campaign gave new shoppers a reason to look for us once they were in the store. Recognition from the Clean Label Project Purity Awards reinforced the quality and transparency behind our recipes. As a cat-first, cat-only brand, we take real pride in bringing products to cat parents that speak directly to them and their cats,” said Oost.

According to the American Veterinary Medical Association (AVMA), 70.4 percent of cat owners say they consider their pet a member of the family. Pet parents want to feed their cats like family and are seeking nutritious options. “Our gently cooked line is driving tremendous growth, as more cat parents look for a gently cooked, high-protein diet for their cats,” affirmed Oost. “This year, we made it even easier for cat parents to find what they are looking for by introducing our new 10-pack bulk boxes. Not to be outdone, though, our ambient products are this year’s sleeper hits. Our freeze-dried, broth, and lickable treats have been a huge hit with cat parents looking for more great options to add nutrients, moisture, or a fun bonding moment.”

“All the data points we see show that cats are growing faster than dogs and that gently cooked is the fastest-growing category in pet,” explained Oost. “Smalls sits at a tremendous intersection of both these needs. 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!”

2026 Category Catalysts: Grooming

As grooming manufacturers prepare for a productive fall and winter, there’s plenty to look forward to despite the challenges ahead. Skout’s Honor is optimistic about the future, pointing out that pet parents are willing to invest in premium products when they trust the brand. 

While trends come and go, pet parents’ perception of their pets as family members is here to stay. Skout’s Honor believes products held to the same high standards as those made for people have lasting appeal. “I think premiumization, convenience and the move toward more holistic skin health are probably the three biggest trends,” said Jenny Gilcrest, SVP of Business Development for Skout’s Honor. “Premium products continue to do well across pet, and I don’t think that’s going away. People are willing to spend more when they understand what they’re getting for that premium—whether it’s better ingredients, better technology or noticeably better performance.”

She continued, “Convenience is another big one. The popularity of grooming wipes is a great example. Pet parents are busy, and they’re looking for easy ways to keep their pets clean and fresh between baths and grooming appointments. But I think the next evolution is that convenience products also need to deliver a real benefit. That’s what we were focused on with HydroClear—making a wipe that isn’t just convenient, but actually helps hydrate the skin.”

“And then there’s pet skin care,” she added. “We’re seeing more people looking for solutions for their pet that mimic ones they use on themselves for maintaining their own healthy, balanced and hydrated skin. Having introduced the first-ever probiotic grooming and topical wellness line for pets, Skout’s Honor has pioneered the idea that pets need a daily skin care routine that goes beyond just basic grooming.”

Consumers’ expectations for grooming products are clear. “At the end of the day, they want products that work,” Gilcrest offered. “But they also want to understand what makes a product different and why it’s worth paying more for. They’re paying closer attention to ingredients, benefits and the overall experience.”

Skout’s Honor believes the outperforming brands will fuse meaningful innovation with products that deliver on consumers’ expectations. “There’s going to be no shortage of new products,” Gilcrest predicted. “The brands that stand out will be the ones bringing meaningful innovation to the category and products that deliver on the promises they make to pet parents.”

Retailers’ standards for grooming solutions remain high. “I think retailers are looking for products that can actually grow the category, not just fill another spot on the shelf,” Gilcrest shared. “They want innovation, but it has to be meaningful.”