Pet project
ShelfLife explores the expanding premium and natural segments, customer loyalty drivers and effective merchandising strategies for the Pet Care category
Print21 July 2026
Pet ownership in Ireland continues to grow, along with demand for high-quality, nutritious pet food products. It provides the ideal platform for pet food brands to showcase innovation, build consumer trust and connect with pet-loving shoppers through trusted retail partners.
The opportunity is significant. Ireland is one of Europe’s strongest pet-ownership markets, with an estimated 61% of households owning at least one pet, underscoring the continued importance of the category for retailers and suppliers alike.
As consumers increasingly view pets as members of the family, purchasing decisions are being driven by quality, health, functionality, and sustainability. This has fuelled demand for premium pet food, natural ingredients, tailored nutrition and innovative formats that support pets at every life stage.
For retailers, the pet food category continues to deliver strong growth potential through premiumisation, new product development and shopper loyalty. From specialist nutrition and functional treats to sustainable packaging and value-led everyday essentials, brands are responding to evolving consumer expectations while creating new opportunities for in-store engagement.
With pet ownership remaining high and consumers willing to invest in their animals’ well-being, the category continues to offer a valuable opportunity for manufacturers and retailers to strengthen customer relationships and drive long-term growth.
GOURMET drives premium cat food growth
Purina GOURMET Revelations Mousse with Salmon
Purina GOURMET Revelations Mousse with Chicken
Purina GOURMET Revelations
Purina GOURMET Perle Chef’s Collection
Designed for feline foodies who enjoy variety and refined textures, GOURMET brings together a collection of daily recipes, carefully prepared to deliver consistent quality and balanced nutrition. Each recipe reflects the attention to detail behind the range from carefully selected ingredients to the textures and presentation that elevate everyday feeding moments. Even the most discerning of cats will consider themselves fortunate to dine on a GOURMET menu.
As more Irish shoppers look to trade up within Petcare, premium cat food continues to see strong growth. GOURMET plays a key role in this segment, offering a range developed to combine indulgent taste with complete and balanced nutrition.
The brand continues to perform strongly in Ireland, holding a leading position within the premium wet segment*. This reflects consistent demand for higher-quality options that meet both pet needs and owner expectations.
In 2025, GOURMET Revelations Fine Cuts in Gelée was launched, combining delicate, transparent jelly with finely diced, tender cuts, and is the first of its kind for Purina.
This launch builds on the success of the GOURMET Revelations Range. The range has been developed to provide an elegant collection of cat foods through its unique patented pyramid packaging pot design and super premium proposition, starting with its breakthrough product in 2021, GOURMET Revelations Mousse with Cascading Gravy. GOURMET Revelations is perfectly shaped for an elevated serving experience and is made with high-quality ingredients an exquisite meal for feline foodies who enjoy a daily delight.
With premiumisation set to remain a key driver in Petcare, GOURMET is well positioned to support future category growth.
*NIQ Scantrack ROI 52we 17/05/2026.
Functional pet nutrition: Why health-focused feeding is driving growth in the pet category
Harley & Marley range of chews
Pet owners today increasingly view their dogs and cats as members of the family, and this shift is fundamentally changing purchasing behaviour within the pet category. While traditional pet foods have long focused on satisfying hunger and delivering basic nutrition, consumers are now actively seeking products that offer additional health benefits, creating one of the fastest-growing sectors in pet care: functional nutrition.
Functional pet foods and treats are specifically formulated to support particular areas of health and wellbeing, including joint mobility, digestion, skin and coat condition, cognitive function, dental health and calming support. Rather than being viewed as occasional indulgences, treats are increasingly being purchased with a clear health objective in mind.
Several factors are driving this trend. Veterinary costs have risen significantly in recent years, making preventative nutrition increasingly attractive to pet owners. Many consumers now recognise that supporting their pet’s health through daily nutrition may help maintain wellbeing over the longer term. Equally important is the growing awareness that diet can influence areas such as digestive comfort, skin condition, mobility, and overall vitality.
For retailers, this presents a significant commercial opportunity. Functional products typically command higher price points, encourage repeat purchasing and create meaningful conversations between store teams and customers. Pet owners seeking solutions for sensitive digestion, itchy skin, joint stiffness or dental concerns are often willing to invest in products that address these needs.
Fish-based nutrition is one area experiencing particularly strong growth. Rich in naturally occurring Omega-3 fatty acids, fish proteins can support skin and coat health, joint function, cognitive development and digestive wellbeing. Many pets with sensitivities to more common proteins such as chicken or beef may also benefit from fish-based diets.
Irish premium pet nutrition company Harley & Marley has built its range around this principle, producing fish-based foods and functional health treats using fresh Irish fish. The company offers specialised functional treats targeting areas including joint health, skin and coat support, calming, digestive health, cognitive function and dental care.
As pet owners increasingly prioritise proactive health and wellbeing, functional nutrition is expected to remain one of the most important growth areas within the pet category. Retailers who can offer trusted products, knowledgeable advice, and targeted health solutions are likely to benefit from both increased customer loyalty and stronger category growth.
Ultimately, feeding with health benefits in mind is not simply a commercial opportunity; it reflects the changing relationship between owners and their pets, where nutrition is viewed as an investment in long-term health, happiness and quality of life.
GAIN Elite supports dogs at every life stage
Gain Pet Nutrition
GAIN Elite offers premium nutrition for dogs of every size and stage of life.
Its team of expert nutritionists uses high-quality, natural ingredients throughout the GAIN Elite range to provide the nutrition dogs need to support an active and healthy life.
Each product in the range is specially formulated to support dogs’ health while catering to their specific nutritional needs and life stages.
The recipes contain added Omega-3, prebiotics and taurine to help support heart and gut health, while a tailored calcium formulation provides an optimal source of calcium to help maintain strong teeth and bones.
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