Nextin Research by MarketPlace released Nextin Dog Trends, a research package that includes a 73-page report, PowerPoint charts and tables, and raw data from its survey of 1,201 U.S. dog owners.

The report digs into the future of premium pet food, including which subgroups are most motivated by sustainability factors.

“Nearly 30% of price-agnostic dog owners feed premium pet foods, and about two-thirds of this group are also willing to pay more for sustainable pet products,” said Nicole Hill, vice president of strategy and innovation for MarketPlace. “We call this subgroup ‘invested idealists,’ and these values-driven consumers stand to be early adopters of sustainability innovation in premium pet products across the board. For brands that want to connect with invested idealists or other consumer segments, Nextin Dog Trends reveals influential marketing channels, motivating product benefits, purchase behaviors, and more.”

The research includes dog food, treats, supplements, and dental care, with insights on hot topics like trends in premium pet food, functional ingredients, sustainability, and proactive health. The consumer insights are analyzed through MarketPlace’s lens of B2B and CPG engagement, and its expertise in product innovation, commercialization, branding, and marketing.

The report uncovers:

• Distinct consumer segments defined by needs, priorities, and motivations
• Innovation opportunities with in-demand ingredients, formats, and other attributes
• Health benefits and need states driving purchases
• Merchandizing and bundling insights to increase average cart value
• Biggest influencers in the pet products space
• Retail channel behaviors and opportunities

“With this research, we spotlight the opportunity within the ‘wellness trifecta'” said Jon Copeland, research manager for MarketPlace. “While 11% of dog owners purchase from all three wellness categories – supplements, dental care, and functional treats – those who do are significantly more engaged than the average dog owner. They purchase more pet products, shop more retail channels, and look for a greater number of benefits. This report explores the opportunity to convert those purchasing from two wellness categories to the full trifecta.”

The report is also intended to prepare the industry for what’s next, making predictions for 2027, 2028, and beyond, noted Tracy Landau, president of MarketPlace. “From growing categories like fresh pet food to early-stage innovations like novel proteins, Nextin anticipates untapped opportunities and aligned audiences across the dog nutrition and wellness landscape.”