The pet food market in the United States is a highly concentrated industry with five vendors accounting for about 70 percent of retail sales. The five competing companies are Nestlé, Mars, Big Heart, Colgate, and Blue Buffalo. New sales-driving opportunities can be observed in grain-free foods, natural foods, and raw frozen/refrigerated pet food.
On the demand side, the two most important target groups for marketers were pet owners aged between 45 and 54 years and between 55 and 64 years. Combined, they accounted for over 46 percent of total pet store revenue in 2017. During the shopping trip for dog and/or cat food, U.S. pet owners claimed to specifically look for product characteristics such as "real meat" or "high quality".