Wet Pet Food Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Wet Pet Food Market is projected to expand from USD 27.03 Billion in 2025 to USD 35.83 Billion by 2031, registering a CAGR of 4.81%. Wet pet food consists of commercial nutritional products with a moisture content typically ranging between 60% and 80%, preserved via sterilization in sealed containers like cans, pouches, or trays. This market expansion is primarily driven by the humanization of pets, leading owners to seek nutrition standards comparable to their own, alongside a growing appreciation for the health advantages of high-protein, moisture-rich diets. Data from the American Pet Products Association (APPA) indicates that U.S. sales of pet food and treats reached $65.8 billion in 2024, highlighting the substantial financial commitment pet owners are making toward animal nutrition.

However, market growth faces obstacles due to the reduced convenience and shelf stability of wet formats relative to dry options. Once unsealed, these products necessitate immediate refrigeration and must be consumed within a strict timeframe to avoid spoilage, creating logistical hurdles for numerous households. This issue of perishability, coupled with a higher cost per calorie, creates a significant barrier for budget-conscious consumers and those who value the storage ease of dry food.

Market Drivers

The escalating trend of pet humanization and premiumization is reshaping the global wet pet food sector, as owners increasingly demand nutrition that meets human quality benchmarks. This emotional connection fosters the purchase of high-value wet products, such as stews, broths, and casseroles, which maintain revenue growth through higher price points despite volume challenges. Manufacturers are leveraging this trend by upgrading their portfolios with superior, human-grade ingredients to improve financial results. For instance, Petfood Industry reported in January 2025 that General Mills' pet segment saw a 9% rise in operating profit to $486 million in fiscal 2024, a result largely attributed to effective pricing and mix enhancements within their premium offerings.

Concurrently, the rising demand for functional and specific dietary solutions is spurring innovation, particularly in ingredients promoting urinary health, hydration, and skin vitality. Wet food is ideally suited to provide these benefits given its high moisture content, prompting producers to fortify recipes with specialized nutrients like omega fatty acids for health-oriented consumers.

Underscoring this shift toward functional ingredients, International Pet Food noted in April 2025 that the Institute for Feed Education and Research (IFEEDER) found a 95% increase in the use of marine ingredients in pet food during 2024. This emphasis on specialized, high-quality nutrition reinforces the industry's economic strength, with the Pet Food Institute revealing in April 2025 that U.S. pet food manufacturers achieved $51.7 billion in sales in 2024.

Market Challenges

The expansion of the wet pet food market is notably hindered by the format's reduced convenience and shelf stability. In contrast to dry kibble, which remains stable at room temperature for long durations, wet food demands immediate refrigeration upon opening. This perishability dictates a strict consumption window to maintain safety and quality, creating logistical difficulties for pet owners. For households with active schedules, this requirement often conflicts with the need for flexible feeding routines, as wet food cannot be left out for grazing without quickly spoiling.

This storage limitation further compounds the economic obstacles linked to the product. Because wet formats typically have a higher price per calorie, the potential for spoilage creates a risk of financial waste if the pet fails to eat the full portion immediately. This factor discourages budget-sensitive consumers who might otherwise upgrade their pet's nutrition. According to the American Pet Products Association (APPA) 2025 Dog & Cat Report, 49 million U.S. households own a cat, a demographic that traditionally prefers wet formulations. Nevertheless, the practical difficulties regarding storage and waste continue to restrict the frequency of wet food adoption among this growing consumer base.

Market Trends

The growing popularity of wet food as meal toppers and mixers marks a significant shift in feeding habits, enabling owners to improve palatability without incurring the high cost of a complete wet diet. This format acts as a strategic bridge, allowing consumers to customize dry kibble with moisture-rich additives that enhance hydration and flavor, fulfilling the desire for premium nutrition at a more affordable price. This segment is witnessing rapid growth; as noted by Petfood Industry in their June 2025 report '4 Key Trends Shaping the Pet Food Industry', the volume of dog food mixers and toppers has risen by 129% since 2018, while cat food equivalents have surged by 138% in the same timeframe. This usage model effectively lowers the economic hurdles of exclusive wet feeding while satisfying owners' wish for dietary variety.

Simultaneously, the industry is actively implementing recyclable and eco-friendly wet food packaging to address environmental concerns related to single-serve waste. Manufacturers are shifting from complex multi-layered films to advanced mono-material polymers that withstand sterilization heat yet remain compatible with standard recycling processes. This operational change aligns production with the values of environmentally conscious consumers who are increasingly critical of the ecological impact of pet care products. Illustrating this progress, Mars, Incorporated stated in a July 2025 press release for its 'Sustainable in a Generation Plan' that the new mono-material pouch for its Whiskas brand achieved a 46% reduction in carbon footprint compared to traditional multi-layer packaging. This innovation allows producers to preserve the convenience of pouches while mitigating the environmental criticism frequently associated with wet pet food packaging.

Key Players Profiled in the Wet Pet Food Market

• Beaphar Beheer BV
• Champion Petfoods
• Colgate Palmolive Co.
• De Haan Petfood
• FirstMate Pet Foods
• Harringtons Pet Food
• Mars Inc.
• Nestle S.A
• Phelps Pet Products
• Schell and Kampeter Inc.

Report Scope

In this report, the Global Wet Pet Food Market has been segmented into the following categories:

Wet Pet Food Market, by Product:

• Cat food
• Dog food
• Others

Wet Pet Food Market, by Distribution Channel:

• Pet-specialty stores and vet clinics
• Supermarkets and hypermarkets
• Convenience stores
• Others

Wet Pet Food Market, by Region:

• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Wet Pet Food Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

• Detailed analysis and profiling of additional market players (up to five).

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