The Future of Private Label in Pet

In the face of surging costs, pet owners are gravitating towards private label brands. The combination of discounted prices coupled with ingredients that have been thoroughly vetted for safety and nutritional value is helping pet parents make sound decisions to take better care of their pets. Manufacturers and retailers’ efforts to enhance the quality of owned brands and their appearance on the shelf have paid off.

“Rising sales are a clear indicator that pet parents are increasingly turning to private label for the care and feeding of their animal companions,” Dan Weil, Senior Director, Chicago Trade Show, Private Label Manufacturers Association, previously said. “As a result, savvy retailers across the country with comprehensive store brand programs are enjoying the ride.”

“On the strength of robust growth and climbing market share, 2025 was a good one for private label pet products,” Weil continued. “Pet care department gains in both private label unit sales (plus 5.4 percent) and dollar sales (plus 3.7 percent) well exceeded the record-setting advances experienced by the overall US store brands industry last year. Pet care private label unit sales came in at one billion while dollar sales were at $5.6 billion, both all-time records.”

“The Private Label opportunity in Pet has never been more attractive as shoppers are facing rising costs, economic uncertainty, and a lot of ‘noise’ from pet brands looking to win customers,” said Rick Ruffolo, President and CEO of Phelps Pet Products. “It is well-documented that the Pet category has proven to be resilient throughout most of the ups and downs over the last few decades, but that ‘resiliency’ is being tested more now than in any previous time frame. That means brands and retail private label programs will need to offer clear value, address key trends such as functional treats, higher protein, nutrient integrity, and hydration, and communicate their commitment to sustainable practices. The categories that are well-positioned to win in this current environment include: high meat/protein-first dog treats, dog food beyond basic kibble (e.g., Kibble Plus, Air-Dried specialty food, etc.), and food/treats that help provide functional benefits such as hydration, gut health, skin & coat, immunity, hip & joint care, etc.”

Ruffolo noted that there was a period when emphasizing lower prices and higher value for private label products was sufficient to attract consumers. However, this approach is no longer effective on its own. “At Phelps—we work with dozens of retail private label teams across all channels of distribution, and the best ones are putting in the work to clearly differentiate their “own brand” from competitive brands and from other private label options,” Ruffolo said. “Category Management is an underrated skill, but it is critical for your private label assortment to have a clear positioning/advantage over other alternatives. Historically, private label products used to focus almost entirely on having a lower price/higher value than the other items on shelf, but today—that simply won’t cut it. The retailers who are growing/winning in the market have private label/own brand programs that are innovative, have real product claims and certifications, and often, have a clear “sustainability story” which is becoming increasingly important to today’s shoppers. Phelps offers more protein sources, more shapes/formats, and more certifications/claims than any private label partner in the world—and, that diversity of choice enables our private label customers the opportunity to “mix-&-match” options to create truly differentiated products that are well-suited for their shoppers.”

“At Phelps—we continue to bring industry-leading innovation to the dog food/treat category ranging from USDA Certified Organic, 100% Plant-Based/Meatless treats, Functional products, and Air-Dried food/treats,” Ruffolo said. “We also are on the forefront of sustainable claims and practices as an accredited member of the Pet Sustainability Coalition. We view the “next big wave” of innovation will focus on “hydration” since many dogs (like humans) are chronically under-hydrated. As we know from human health trends —a hydrated body outperforms an under-hydrated body since everything seems to function better in a properly hydrated system vs. someone who is dehydrated/under-hydrated. That is why we are leading the trend, again, with the launch of the individually-wrapped Phelps Wellness H2GO! beef-flavored hydration gel. We hope everyone looks to “Catch the Wave” with H2GO! It is a great way to help ensure your dog is properly hydrated whether on a daily basis, prior to/during a walk, while taking a hike, on car rides, or simply playing in the park.”

Beefeaters differentiates itself within private label through three pillars: quality and innovation, speed and reliability and category expertise. 

“We bring the same R&D rigor and palatability standards used in branded treats,” COO Juan Reynal previously shared. “We operate with short lead times, strong US inventory positions, and consistent fill rates. With distribution across leading retailers, we understand what drives turns and loyalty —and apply those learnings to every Private Label program. This mix makes Beefeaters a turnkey partner for retailers seeking national-brand quality under their own label.”

Rod Herrenbruck, VP Sales & Innovation, attributes Rush Direct’s ability to differentiate itself within private label to company founders, Charles and Vera Ferreira’s vision. 

“Charles is a globetrotter. He has traveled the world, and we have 28 different factories that we pull from in 14 companies, which has given him the flexibility to be able to be in a lot of different segments within the pet treat category,” he explained. “So, Rush is a one-stop shop if you will. If you need bones, you can get bones. If you need jerky, you can get jerky. His ability to source product is a big benefit. Also because of that, he can be very flexible with trends. When you own your own production machinery and plant, you’re tied to that capital expenditure, whereas we’re not.”

Since entering private label, “Our role has evolved from being a product supplier to becoming a strategic category partner,” Reynal said. “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, giving our partners peace of mind and operational flexibility.”