From Shelf to Bowl: CPG Marketing Insights for Pet Food Brands

With global revenues over the past five years growing from $88.9 billion in 2018 to $143.6 billion in 2023, the pet food industry is booming — mirroring the rapid growth seen in recent years in the consumer packaged goods (CPG) market. And in many ways, pet food brands face challenges similar to those encountered by CPG brands — such as standing out in a crowded marketplace, building strong customer loyalty and continuously innovating to meet evolving consumer preferences.

And for pet food brands, these similarities offer lessons to be learned. By adopting proven marketing strategies from the CPG world, pet food brands have a unique opportunity to fuel growth and secure a competitive edge in their own industry. 

4 powerful lessons pet food brands can learn from CPG marketers

In this blog post, to help pet-industry brands with questions about things like how to market a pet food company or how to increase pet food sales, we’ll explore some of the key lessons pet food brands can learn from CPG marketers. Whether you’re looking to scale your brand or stay ahead of your hungry competition, consider these four effective marketing strategies for pet food that have been adopted from the CPG marketing world:

1. Build a strong brand identity

In the crowded pet food market, a clear and compelling brand identity can help your brand stand out and build lasting connections with consumers. Just as in the CPG industry, where successful brands differentiate themselves by crafting recognizable identities and forging deep emotional connections, pet food brands must tap into the hearts and minds of pet owners to build trust and loyalty.

CPG brands often leverage storytelling to communicate their values, mission and unique selling points, creating emotional bonds with their audience. Whether it’s promoting sustainability, health benefits or convenience, CPG brands craft narratives that resonate with consumers’ lifestyles and beliefs. Pet food brands can apply this same strategy by creating stories around the love and care pet owners show toward their animals — and in doing so, position themselves as partners in keeping pets happy and healthy.

To define your unique value proposition (UVP) and build a brand that resonates with pet owners, start by identifying what sets your products apart. Are your ingredients ethically sourced? Do you offer specialized formulas for pets with specific dietary needs? Once you’ve defined your UVP, weave it into a cohesive brand story that emphasizes your commitment to pet wellness, safety and quality. Use emotional language, relatable imagery and authentic messaging to connect with your target audience. Finally, consistently reflect this identity across all touchpoints — including your packaging, website, social media and advertising — to create a unified and memorable brand experience that keeps customers coming back.

2. Master the art of packaging and labeling

In today’s competitive pet food market, packaging and labeling are more than just containers and information — they’re valuable tools that can influence consumers’ purchase decisions. Just as in the CPG industry, where shelf appeal and clear messaging often determine success, pet food brands need eye-catching, informative packaging to stand out in a crowded retail environment and online marketplace.

CPG brands have long mastered the art of using innovative designs to capture attention. Take, for example, companies that use bold, minimalist packaging to convey premium quality or brands that incorporate sustainability into their designs to appeal to eco-conscious consumers. They also emphasize clear, concise labeling to communicate key product benefits, such as health claims or certifications, making it easy for consumers to make informed choices quickly.

Pet food brands can take a page from this playbook by focusing on three key areas: design, clarity and communication. First, ensure your pet food’s packaging is visually striking and aligns with your brand identity. Consider employing colors, fonts and imagery that convey trust, health and care for pets. Second, prioritize clarity on your labels. Most pet owners want to know exactly what they’re feeding their pets, so be transparent about ingredients, nutritional benefits and any special formulas or features. Lastly, communicate your product’s benefits in a way that resonates with pet owners — whether it’s grain-free, high in protein, or tailored to specific breeds or life stages. By combining strong visuals with clear, informative labeling, you can not only attract attention but also build trust and loyalty among pet owners.

3. Leverage the power of digital marketing

In the digital age, a strong online presence is no longer optional for pet food brands — for those looking to thrive and last, it’s essential. Pet owners are increasingly turning to the internet to research products, read reviews and make purchasing decisions. And to stay competitive, pet food brands must harness the power of digital marketing to reach their audience where those customers spend so much time — online.

CPG brands have successfully embraced digital marketing strategies, utilizing platforms like social media, influencer partnerships and content marketing to engage consumers and build brand loyalty. Social media allows these brands to connect with their audience on a personal level, fostering communities of engaged followers who feel emotionally connected to the brand. Influencer marketing is also widely used in the CPG space, where brands collaborate with trusted voices to introduce their products to new and highly relevant audiences. Meanwhile, content marketing — whether in the form of blogs, videos or guides — helps educate consumers while establishing the brand as an expert in the field.

Pet food brands can leverage these same tactics to drive growth. Start by creating engaging content that resonates with pet owners — think educational blog posts, fun pet care tips or behind-the-scenes looks at your production process. Next, build online communities through social media platforms like Instagram, TikTok and Facebook, where you can connect with pet owners and share user-generated content, such as customer testimonials and photos of happy pets enjoying your products. Additionally, consider collaborating with pet influencers who can authentically recommend your products to their followers. Finally, always focus on driving conversions by incorporating clear calls to action, such as directing users to your online store, offering them exclusive promotions or encouraging them to sign up for newsletters. When done right, digital marketing can not only increase your brand’s visibility but also help you turn online visitors into loyal customers.

4. Embrace the trends shaping the pet food market

The pet food industry is constantly evolving, with recent changes driven largely by pet owners’ growing demand for healthier, more personalized and environmentally conscious options. Trends such as natural and organic ingredients, tailored nutrition for specific breeds and life stages, and sustainable sourcing are shaping the future of pet food, reflecting some of the same consumer preferences that have long influenced the CPG market.

CPG brands have successfully stayed ahead of the curve by consistently monitoring consumer preferences and adapting their products and marketing strategies accordingly. For example, as consumers increasingly sought healthier and more natural food options, CPG brands responded by introducing clearer nutritional labeling, plant-based alternatives and organic products. Similarly, they’ve embraced sustainability by offering eco-friendly packaging and reducing their environmental impact.

Pet food brands can take a similar approach by asking themselves “What are the trends in the pet food market?” — then embracing innovation and staying agile in the face of shifting trends. Your brand can start by taking steps toward integrating natural, organic and non-GMO ingredients into its product lineup to meet consumer demand for healthier options. Next, consider accommodating the growing interest in personalized pet nutrition by offering products tailored to the specific dietary needs of different pets, with specialized offerings based on pets’ age, size, breed or health conditions. Additionally, you can show a commitment to sustainability by sourcing ingredients responsibly and using recyclable or biodegradable packaging.

When it comes to marketing, focus on educating pet owners about any innovations you’ve embraced. Use your digital platforms to highlight, for example, the benefits of your natural ingredients, to showcase your personalized nutritional offerings and to promote your sustainability efforts. By staying in tune with these trends and aligning your product and marketing strategies with the evolving needs and preferences of pet owners, you can not only meet customer expectations but also strengthen your brand’s position in the market.

Build Lasting Relationships

Pet food brands have much to gain by adopting successful marketing strategies from the CPG industry. By embracing the proven strategies outlined above and staying responsive to the changing industry landscape, pet food brands can position themselves for sustainable growth and long-term success, building lasting relationships with pet owners who are eager to invest in their pets’ well-being.

Fuel your brand’s pet-industry growth with expert help from Brandon

Ready to put your pet food brand ahead of the industry competition by tapping into these and other powerful marketing tactics? At Brandon, our skilled team of marketing experts has extensive pet-industry experience and strives to stay on top of all the latest marketing trends and tactics — and we know how to put them to work to reach more pet owners and drive more conversions for your brand. To get started with help ranging from a simple website analysis or a deep-dive marketing strategy evaluation to a full handoff of all your brand’s most labor-intensive marketing efforts, contact us today. Our experienced, data-driven marketing team is here to help.