ZOOMARK 2025 highlighted the growth opportunities in pet food and pet care, particularly as a recession-resistant sector for investors active in the consumer space. Lincoln’s experts share their actionable takeaways.

The humanization of pets remains a key growth driver, particularly as smaller households and senior consumers show a willingness to invest more in premium care. Consumer awareness of pet nutrition is also increasing, with demand surging for tailored diets based on age, breed and health conditions. For many consumers, natural, high-protein and additive-free options are now considered essential rather than a luxury upgrade.

Despite a slight decline in volumes in 2024, the pet food market achieved positive value growth, driven by a continued shift toward premium products. Cat food remains the fastest-growing segment, building on its market dominance into 2025. Although transaction volumes in the sector have seen a slower pace, strong fundamentals continue to deliver impressive valuations.

In an increasingly competitive market, packaging has become a key battleground for brands. Sustainability is influencing consumer purchasing decisions more than ever, with brands focusing on transparent nutritional labeling, eco-friendly procurement advertising and eye-catching designs to attract consumers both in-store and online.

Tariff­ developments are creating uncertainty for companies exporting to the U.S. Only a few larger players in Europe with local manufacturing and clientele are shielded from potential disruption, although global macroeconomic downturn stands to potentially affect corporates around the world.