The global wet pet food market is expected to reach USD 42.1 billion by 2035, rising from USD 25.1 billion in 2025, according to new industry projections. The market is set to grow at a CAGR of 5.3% between 2025 and 2035, fuelled by increasing pet ownership, shifting consumer lifestyles, and growing interest in premiumized, moisture-rich pet diets.
Consumers are choosing wet food due to rising awareness of hydration, palatability, digestion support, and ingredient transparency. These attributes are increasingly important within urban households where pets are viewed as family members, leading to a surge in demand for organic, functional, and human-grade formulations across global markets.
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Wet Pet Food Gains Traction as Pet Humanization Accelerates
Educated pet parents across North America, Europe, and Asia are opting for diet options that mirror their own nutrition habits. Wet pet food is benefiting significantly from this trend due to its closer resemblance to fresh meals, natural textures, and visible ingredients such as meats, vegetables, and broths. Functional formulations with probiotics, vitamins, joint support ingredients, and gut-friendly recipes are rapidly expanding product portfolios across leading brands.
The premiumization wave was further validated by a major financial milestone in the industry. On February 20, 2025, Freshpet announced its first-ever net profit, reporting USD 46.9 million in 2024, reversing a loss of USD 33.6 million in 2023. The company achieved 27.2% growth in net sales, supported by a 26.1% rise in sales volume, solidifying momentum in premium wet pet food adoption.
Global Market Dynamics Shaped by Spending Behavior
Developed countries like the United States, United Kingdom, Germany, and Japan continue to lead in per capita spending, driven by demand for high-quality wet meals with veterinary claims, organic sourcing, and specialized dietary functions. Meanwhile, emerging markets including India, Brazil, Mexico, and Indonesia are witnessing rising adoption as consumers shift from household leftovers and dry-only diets to commercial wet food options.
Growing disposable income, rapid urbanization, increasing awareness of pet nutrition, and greater product availability—especially online—are helping these regions close the gap in pet food modernization.
Importance of Labeling & Certification in Premium Sales
Consumers are increasingly conscious of ingredient sources and production methods, prompting brands to secure compliant labeling and recognized certifications. Key regulations include:
- FDA (U.S.) & EFSA-FEDIAF (EU) guidelines mandating transparency in ingredients, additives, and nutritional adequacy.
- USDA Organic & EU Organic Certifications for chemical-free, non-GMO, farm-sourced formulations.
- Non-GMO Project Verified Labels gaining traction among sustainability-driven buyers.
Certifications are now a differentiating factor in brand trust, particularly for premium wet food buyers willing to spend more for clean-label nutrition.
Market Segmentation Highlights
Dog diets are forecasted to maintain dominance due to growing urban dog ownership and rising demand for wet formulations tailored to breed, age, digestive health, and joint care. Meanwhile, the conventional segment continues to lead in volume, particularly in cost-sensitive markets, although its market share is gradually declining as natural and organic options gain ground.
Challenges and Opportunities Ahead
Key Challenges
- Shorter shelf life and higher shipping/storage costs versus dry food
- Environmental concerns regarding single-use pouches and metal cans
- Increasing ingredient costs and regulatory constraints on preservatives
New Opportunities
- Human-grade, minimally processed, ethically sourced wet meals
- Functional options such as probiotic stews, high-protein broths, and kidney-health diets
- Expansion of recyclable, compostable, and refillable packaging formats
Country Insights Show Consistent Growth
The United States, United Kingdom, and European Union continue strong expansion due to humanization trends, sustainable packaging demands, and veterinary-recommended diets. Japan shows high adoption of portion-control and soft-textured options, whereas South Korea leads in gourmet, artisanal-style wet meals influenced by lifestyle trends and premium ingredients.
Across all major markets, the next decade will favor brands investing in clean labels, enhanced nutrition, sustainability, and e-commerce retail channels.
Competitive Landscape
Major brands such as Mars Petcare, Nestlé Purina, and Hill’s Pet Nutrition are expanding portfolios with grain-free, breed-specific, and functional wet diets. E-commerce subscriptions, vet-exclusive formulas, and customized meal kits are becoming key growth avenues as millennial and Gen Z pet parents demand convenience without compromising quality.
