Wet Pet Food Market Size, Share, Trends, Growth Analysis and Forecasts 2031

Key Findings

• Wet pet food, characterized by high moisture content and palatability, is gaining popularity among pet owners due to its enhanced digestibility and nutritional value.

• Increasing pet humanization trends have driven demand for premium, grain-free, organic, and protein-rich wet pet food products.

• Veterinarians often recommend wet food for aging pets or those with dental issues, creating a sustained demand in specialized health segments.

• Key ingredients include meats (chicken, beef, salmon), vegetables, grains, and vitamins tailored to support specific breed and age group requirements.

• North America and Europe dominate global consumption, driven by high per capita pet spending, premiumization, and rising adoption of cats and small dogs.

• Asia-Pacific is emerging rapidly due to expanding middle-class populations, growing awareness about pet nutrition, and urban pet ownership trends.

• Innovations in packaging (single-serve pouches, resealable trays) are improving product convenience, shelf life, and portion control.

• Sustainability concerns are influencing manufacturers to shift toward recyclable packaging and ethically sourced ingredients.

• E-commerce and DTC (Direct-to-Consumer) platforms are reshaping distribution, offering subscription-based delivery and customized nutrition plans.

• Leading players include Nestlé Purina, Mars Petcare, Hill’s Pet Nutrition, Blue Buffalo, and Royal Canin.

Market Overview

The global wet pet food market is a critical segment within the broader pet food industry, offering nutritionally balanced meals with high palatability, ideal for pets with hydration needs or chewing difficulties. Unlike dry kibble, wet food contains 70–85% moisture, making it especially suitable for cats and senior pets who often lack adequate water intake.

Wet pet food is marketed across formats such as cans, trays, and pouches, and is formulated to address specific dietary needs—ranging from grain-free to digestive health and weight management. Brand differentiation is increasingly driven by ingredient transparency, health claims (e.g., immune support), and breed-specific offerings.

As pets are increasingly seen as family members, demand for high-quality and functional nutrition is rising. Wet food's ease of mixing with dry food or medications also makes it favorable for picky eaters or pets with medical conditions. These dynamics, coupled with the convenience of modern retail and e-commerce distribution channels, are bolstering market growth across all regions.

Wet Pet Food Market Size and Forecast

The global wet pet food market was valued at USD 26.7 billion in 2024 and is expected to reach USD 42.5 billion by 2031, expanding at a CAGR of 6.8% during the forecast period.

This robust growth is driven by the increasing number of pet adoptions, particularly cats and small breed dogs which are more likely to be fed wet food. Additionally, rising disposable incomes, especially in urban areas of developing economies, are enabling pet parents to afford premium and specialized nutrition.

The market is also benefiting from strong product innovation cycles, including veterinary diets, protein-rich gourmet formulas, and convenience-based packaging. Pet retailers and online subscription services are capitalizing on consumer demand for personalized nutrition and easy replenishment, helping to expand market penetration globally.

Future Outlook

The wet pet food market is expected to continue its upward trajectory, driven by shifts in consumer preferences toward health-conscious and functional pet diets. Brands will increasingly adopt human-grade ingredients and clean-label formulations to mirror human food trends.

Plant-based wet pet food and exotic protein options (e.g., bison, duck, rabbit) are likely to gain traction, catering to allergy-prone pets and ethical consumer segments. Additionally, AI-driven pet nutrition platforms will help recommend wet food diets based on breed, age, health status, and lifestyle, enabling more tailored offerings.

Sustainability will be a dominant theme across the supply chain. Companies are expected to invest in biodegradable packaging, low-carbon manufacturing practices, and traceable ingredient sourcing to align with consumer values and regulatory changes. Meanwhile, smart packaging and QR-enabled traceability will enhance transparency and consumer trust.

Wet Pet Food Market Trends

• Rise in Premium and Functional Diets:
  Consumers are shifting from mass-produced pet food to high-protein, grain-free, and breed-specific wet formulas. Functional health claims such as immune support, gut health, and weight management are driving product differentiation. Premium brands offering natural and organic ingredients continue to capture significant market share.

• Humanization of Pet Diets:
  Pet parents increasingly demand that their pets’ diets resemble human food, with clean labels, recognizable ingredients, and minimal preservatives. This trend is spurring innovation in culinary-style recipes, gourmet flavors, and slow-cooked or pâté-style textures in wet food formats.

• Sustainable Packaging Innovations:
  Manufacturers are introducing recyclable trays, aluminum cans, and biodegradable pouches to meet rising environmental expectations. Sustainability messaging is becoming a key branding and marketing tool, influencing purchase decisions among eco-conscious pet owners.

• Growth of Online and Subscription Sales:
  E-commerce platforms and pet-focused delivery services are becoming the primary sales channels for wet food, especially in urban markets. Subscription models that provide auto-replenishment and personalized diet plans based on pet profiles are increasing convenience and customer loyalty.

Market Growth Drivers

• Increased Pet Adoption and Ownership:
  The global rise in pet ownership, particularly among millennials and Gen Z, is expanding the customer base for wet food. Urban living and nuclear family structures are promoting pet companionship, leading to consistent demand for high-quality and specialized pet nutrition.

• Veterinary Recommendations and Special Diets:
  Vets often recommend wet food for hydration, dental issues, and digestive disorders, increasing its adoption for medical or senior pets. Therapeutic wet diets for renal care, gastrointestinal sensitivity, and post-surgical recovery are becoming standard across veterinary clinics.

• Urbanization and Small Dog Trend:
  Small dog breeds are becoming more popular in urban areas due to limited living spaces. These breeds are typically fed wet food due to its portion control, softness, and suitability for sensitive stomachs, contributing to segment growth in metropolitan regions.

• Innovation in Flavors and Formats:
  Consumers seek variety in their pet's diet, leading to a surge in new flavor profiles such as lamb stew, salmon pâté, or chicken with vegetables. Multi-pack assortments and single-serve portions cater to this demand, offering freshness, convenience, and dietary flexibility.

Challenges in the Market

• Higher Cost Compared to Dry Food:
  Wet pet food is significantly more expensive per serving than dry kibble, making it less accessible to cost-sensitive consumers. This price gap often limits volume purchases, particularly in developing regions with lower disposable incomes.

• Shorter Shelf Life and Storage Issues:
  Once opened, wet food must be consumed or refrigerated quickly, posing challenges in portion control and waste management. The need for preservatives or refrigeration adds complexity to distribution logistics, especially in warm climates or remote regions.

• Packaging Waste and Environmental Impact:
  Although packaging innovations are advancing, wet pet food still generates considerable plastic and aluminum waste. Regulatory pressures and environmental concerns are pushing manufacturers to find more sustainable and cost-effective alternatives.

• Ingredient Transparency and Mislabeling Risks:
  Consumers demand transparency in pet food labeling, but inconsistencies and loose regulations across countries may lead to mislabeling or unclear sourcing. This undermines brand credibility and can lead to product recalls or legal challenges in sensitive markets.

Wet Pet Food Market Segmentation

By Pet Type

• Dogs

• Cats

• Others (Rabbits, Ferrets, etc.)

By Product Type

• Grain-free Wet Food

• With-Grain Wet Food

• Organic & Natural Wet Food

• Veterinary Diets

By Packaging Type

• Cans

• Pouches

• Trays & Cups

By Distribution Channel

• Supermarkets & Hypermarkets

• Pet Specialty Stores

• Veterinary Clinics

• Online Retail/E-commerce

By Region

• North America

• Europe

• Asia-Pacific

• Latin America

• Middle East & Africa

Leading Key Players

• Nestlé Purina PetCare

• Mars Petcare Inc.

• Hill’s Pet Nutrition

• Blue Buffalo Co., Ltd.

• Royal Canin

• The J.M. Smucker Company

• Wellness Pet Company

• Nulo, Inc.

• Merrick Pet Care, Inc.

• Freshpet Inc.

Recent Collaborations

• Nestlé Purina partnered with Loop Industries to develop reusable packaging formats for its premium wet pet food line, aiming to reduce single-use plastic.

• Hill’s Pet Nutrition collaborated with veterinary clinics in Europe to roll out prescription wet food lines tailored for gastrointestinal and renal health.

• Blue Buffalo expanded its product innovation lab in the U.S. to focus on testing high-moisture formulas and texture-enhancing technologies for gourmet wet foods.

• Royal Canin signed a joint R&D agreement with pet health tech firms to co-develop smart feeders and AI-driven diet personalization tools, integrating wet food offerings.

This Market Report will Answer the Following Questions

• How many Wet Pet Food units are manufactured per annum globally? Who are the sub-component suppliers in different regions?

• Cost Breakdown of a Global Wet Pet Food unit and Key Vendor Selection Criteria

• Where is Wet Pet Food manufactured? What is the average margin per unit?

• Market share of Global Wet Pet Food market manufacturers and their upcoming products

• Cost advantage for OEMs who manufacture Global Wet Pet Food in-house

• Key predictions for next 5 years in the Global Wet Pet Food market

• Average B2B Wet Pet Food market price in all segments

• Latest trends in the Wet Pet Food market, by every market segment

• The market size (both volume and value) of the Wet Pet Food market in 2025–2031 and every year in between

• Production breakup of the Wet Pet Food market, by suppliers and their OEM relationship