The Erewhon of Pet Food

why your pets are snacking better than you

This week, Spot and Tango revealed their latest product innovation, a gum for dogs that can solve their bad breathe in days, great news for Millennials who love the occasional make out with their pets. Our generation has contributed to the exponential growth of PetMarket in the same way nicotine and cocaine contributed to the economic boom of the 80s.

There’s a reason why brands like The Farmer’s Dog have reached a multi-billion valuation in less than a decade, by the end of this year the brand is set to do over a billion in revenue alone. Millennials are raising more pets than children, they own an average of 2.6 pets per household, and they represent the largest share of pet owners in the US, representing 32% of pet owners in total, and they are not skimping when it comes to spending on them. This is generational shift is reflectd in the global pet market size, treats category alone has grown 7x since 2010.

Pets of all species should rejoice in having Millennial and GenZ as owners, because in 2025, we’re living in an era of abudance of snacks and ocassions for pets of all kinds, this is a golden era for marketers who are rejoicing in being able to rebrand canned food as “conservas” and charge a premium. Below you will find some incredible examples of all the opportunities the pet space presents for CPG, Ben and Jerry’s has been taking advantage of this since 2021 and we’ve also seen the reverse, where pet food brands like Purina are given their try getting into snacks.

Food

Cereal

From South Korea to the US—the rebranding of dried dog food as cereal is here.

Soups/Broths

Fascinating to see all the different formats from powder to frozen cubes, gummies, aryuvedric broths with turmeric, as well as the premiunization of them, from elk to bison broth.

Frozen

This has got to be one of my favorite repositionings, nothing like giving your pet a cool treat to keep them cool on the hot days, incredible things happening in pup cup world, prime rib ice cream feels like it could have a moment in protein maxxer land. Someone needs to make one of these frozen cups with prebiotics, you’re welcome.

Bars

I’m gagging at the “humanization” of pet food meanwhile, we got humans resorting to beef chips and chicken cutlets as snacks.

Baking

For all the psychos who have time to actually bake cakes for their pets…genius!

Condiments

This is the one that I’m actually surprised that Kraft Heinz or any other BigPantry brand has yet to infiltrate—KETCHPUP? MEOWSTARD?! For fuck sake, the branding writes itself, Millennials will eat that shit up.

Gourmet

I can’t believe dogs literally evolved from wolves so that they could have carbonara and ramen, an evolutionary marvel!

Drinks

Functional

Bullish on electrolyte drinks for dogs, the collagen ones will do wonders sold as anti-aging for your furry beloved.

Hydration

The brothicles? That’s innovation right there, curious if we will see the equivalent of a Liquid IV exit in pet space.

Leisure

Nothing says love quite like passing down your addiction to your loved ones, props for the bourbon, hadn’t seen that one, the tequila featuring a chihuaha feels racist, can’t wait for the meow-zcal next!

Supplements

Collagen

One of the main issues with dogs as they age particularly larger dogs is joint problems, so continue to see this be an incrasingly popular supplement, puptides is genius branding right there.

Pre/Pro/Postbiotics

Gut health is everything in pet space right now, I love seeing the functional snack angle of the supplements from yogurts to popcorn, also the fact that we are seeing postbiotics (heat resistant) rise in this space is indicative that its permeating mainstream soon.

L-Theanine

Of course Millennial and GenZ dogs are riddled with anxiety, the pets don’t fall far from their parents. The Furlicks format of oral strips is interesting to me, hadn’t seen that in pet space before, the Maev supplement with bovine colustrum and L-Theanine is giving Ere-whoof.

Fish Oil

Can’t really tell if the Fam Pets one is an actual spray? That would be a lot more convenient than these pump ones.

The Erewhon of Pet Food

Came across what can only be described as the Erewhon of pet food, from $19 quail eggs to ostrich jerky, Raw Feeding Miami has it all, for a hefty price. The raw pet food movement precedes MAHA of course, you can get ground pheasant bones for $16 and raw bovine colutrum for $15—they even sell you whole preys from $8 goose chicks to $25 rabbits, because your pet shouldn’t have to kill its own prey, that’s so primal, every great pet parent knows, one can only feed them with aesthetically looking dishes that could also be confused as Michelin star dishes.