The pet food industry explained: who owns what, how it is made, and why it is opaque
You buy a tin with a drawing of a happy cat and an evocative name. Behind the packaging sits an industrial reality that brands would prefer you did not examine too closely. Two groups control roughly 70 pourcent of the global pet food market. Here is how this industry actually works - who owns what, how it is made, how prices are set, and why transparency on composition remains the exception rather than the rule.
Version française : L'industrie du pet food expliquée.
The power map: who owns what
Mars Petcare: the quiet global number one
Mars Inc. is known as the maker of M&Ms, Snickers and Twix. But its Mars Petcare division is the global pet food leader with estimated revenues of 22 billion dollars in 2024. Mars Petcare owns:
| Brand | Segment | Key market presence |
|---|---|---|
| Pedigree | Dog entry/mid-range | Mass market worldwide |
| Whiskas | Cat entry/mid-range | Mass market worldwide |
| Royal Canin | Premium/veterinary | Very strong global |
| Sheba | Accessible premium cat | Strong (supermarkets) |
| Cesar | Accessible premium dog | Strong (supermarkets) |
| Iams | Premium dog | Moderate (online/pet stores) |
| Eukanuba | Performance/racing dog | Niche |
| Nutro | Natural premium dog/cat | North America focus |
| ZIWI Peak | Ultra-premium (NZ) | Specialty retail |
| Applaws | Ultra-premium cat | Specialty retail |
| Acana | Ultra-premium dog/cat | Strong specialty |
| Champion Petfoods | Group (Orijen+Acana) | Via subsidiary |
The last two rows are significant: Mars acquired Champion Petfoods (Orijen + Acana) in 2023 for approximately 900 million dollars. Orijen, consistently rated among the world's best pet foods by independent analysts, now belongs to the same group that makes Whiskas. Market consolidation extends all the way to the ultra-premium segment.
Nestle Purina: the omnipresent number two
Nestle controls its Purina division, generating approximately 20 billion dollars in annual revenue. Its portfolio:
| Brand | Segment | Notes |
|---|---|---|
| Purina Pro Plan | Premium/veterinary | Leading vet recommendation |
| Felix | Entry-range cat | Iconic in Europe |
| Friskies | Entry-range cat (US) | Less present in Europe |
| Purina ONE | Mid-range | Supermarket channel |
| Pro Plan Vet Diets | Therapeutic | Prescription |
| Fancy Feast | Entry/mid-range cat | Strong in North America |
| Lily's Kitchen | Natural premium UK | Acquired 2020 |
| Beneful | Entry-range dog | Mainly US |
| Beyond | Natural/premium | Online channel |
The Lily's Kitchen acquisition in 2020 for approximately 65 million pounds replicates exactly the Mars/Champion playbook: buy a brand perceived as independent and premium to capture consumers fleeing industrial giants.
Other significant players
Colgate-Palmolive has owned Hill's Pet Nutrition since 1976. Hill's is the third global player with approximately 4 billion dollars in revenue. Its strength: the veterinary relationship. Hill's invests heavily in veterinary education and clinical studies, securing clinical recommendations that competitors struggle to match.
General Mills has owned Blue Buffalo since 2018 (4.7 billion dollar acquisition). Blue Buffalo leads the "natural" segment in the United States with its "Life Protection Formula" range.
Nestle vs Mars: the vet education war
A detail rarely mentioned: Mars also owns Banfield Pet Hospital (the largest veterinary clinic chain in the US, 1,000+ locations), BluePearl Veterinary Partners (specialist care), and VCA (animal hospitals). Nestle responds by heavily funding published research and studies. Both groups have a direct commercial interest in what vets prescribe.
How kibble is made
Extrusion: the universal process
98 pourcent of pet kibble is produced by extrusion. Understanding this process allows you to read labels differently.
Step 1: mixing raw materials Dry ingredients (meat meals, grains, legumes) and wet ingredients (fats, water, fresh raw materials if used) are mixed in a conditioner. The water-to-dry ratio is precisely controlled.
Step 2: extrusion itself The mixture passes through a screw under high pressure (10-40 bar) and high temperature (120-180°C). The heat destroys bacteria and gelatinises starches. The pressure causes the material to "puff" as it exits the die - this is what gives kibble its porous texture.
Step 3: drying The kibble passes through a drying oven to bring moisture down to 8-10 pourcent. This low moisture is what allows 18-24 month shelf life without refrigeration.
Step 4: coating This is the step brands rarely mention. Once dry, kibble is sprayed with palatants: blends of animal fats, flavourings, and sometimes phospholipids. These palatants are what makes kibble appealing - without them, dogs and cats often eat without enthusiasm. Their formulation is a major industrial secret.
For a deeper technical breakdown, see our article on how pet food is made.
What heat does to nutrients
High-temperature extrusion has documented nutritional impacts:
| Nutrient | Effect of extrusion |
|---|---|
| Proteins | Partial denaturation, variable digestibility by source |
| Water-soluble vitamins (B, C) | 20-50 pourcent loss depending on temperature |
| Enzymes | Complete destruction (hence systematic post-extrusion addition) |
| Fragile amino acids (taurine, lysine) | Possible degradation at very high temperatures |
| Lipids | Possible oxidation if poorly protected |
| Starches | Gelatinisation (increases digestibility for dogs) |
This is why manufacturers systematically add vitamins and minerals post-extrusion (after drying) to compensate for losses. What you see on the label as "vitamin E" or "vitamin B12" is almost always added at the end of the process, not naturally present in the ingredients.
Cost structures and margins
What a kibble actually costs
Take a hypothetical kibble sold at 5 EUR/kg in a supermarket. Here is an indicative breakdown:
| Cost item | Share of retail price |
|---|---|
| Raw materials | 25-35 pourcent |
| Manufacturing (energy, labour, depreciation) | 15-20 pourcent |
| Packaging | 5-8 pourcent |
| Logistics and distribution | 8-12 pourcent |
| Marketing and advertising | 10-20 pourcent |
| Retailer margin | 20-30 pourcent |
| Manufacturer margin | 5-15 pourcent |
The most revealing variable: raw materials represent only 25-35 pourcent of the final price. For a 5 EUR/kg kibble, ingredient cost is approximately 1.25 to 1.75 EUR. For a 10 EUR/kg kibble like Orijen, raw materials cost approximately 3.50 EUR - genuinely superior, but the rest is distribution, premium packaging, and margin.
Why "veterinary" brands cost more
So-called "veterinary" brands like Royal Canin, Hill's and Pro Plan apply a price premium that does not always reflect an ingredient premium. What they finance:
- The veterinary relationship: education, conferences, studies, free samples for clinics
- Research: Hill's publishes clinical studies on its formulas (useful but also self-promotional)
- The exclusive channel: selling only through vet clinics or specialist pet stores enables higher retailer margins
- Perceived medical legitimacy: a sober "scientific" design psychologically justifies a higher price
This does not mean these products are bad - Pro Plan scores B (71/100), Hill's scores C (58-68/100) depending on the range. But the correlation between veterinary price and actual nutritional quality is weak. See our comparison Royal Canin vs Hill's.
Why transparency remains the exception
Opacity as a commercial strategy
Manufacturers have every interest in consumers not reading labels critically. The reasons are multiple:
1. Vague denominations are legal "Meat and animal derivatives (including 4 pourcent beef)" on a label means that 96 pourcent of the "meat" can be any other unnamed animal by-product. This is perfectly legal in the EU (Regulation EC 767/2009).
2. Percentages are not mandatory A manufacturer is not required to declare the percentage of each individual ingredient - only by category. "Meat and animal derivatives: 42 pourcent" says nothing about quality or source.
3. The analysis basis varies Nutritional levels (proteins, fats, ash) can be expressed "as fed" or on a "dry matter" basis. A wet food at 17 pourcent protein "as fed" contains approximately 85 pourcent protein on a dry matter basis - the same figures presented differently. Brands choose the most advantageous expression.
4. Palatants are rarely declared The kibble coating (sprayed fats, flavourings) is legally included in "oils and fats" without detail. You do not know what makes your kibble appetising.
What regulation requires (and does not)
European regulation (EC 767/2009 and EC 68/2013) requires:
- The ingredient list in descending order of weight
- Analytical guarantees (crude protein, fat, ash, moisture)
- The indication "complete food" or "complementary food"
- The target species (dog, cat...)
- Nutritional additives (vitamins, minerals)
It does not require:
- Percentages of each individual ingredient
- Geographical origin of ingredients
- Processing methods
- Individual batch traceability
- Declaration of palatants
The acquisition model: why independents disappear
The classic sequence
The pet food market follows a well-documented acquisition pattern:
- An independent brand emerges in the premium or natural segment with a transparency promise
- It gains awareness among engaged consumer segments
- A major group acquires the brand (often for 50 to 500 million euros)
- The brand keeps its identity and packaging
- Formulas gradually change to optimise margins
- Loyal consumers migrate to the next independent brand
This cycle has repeated with:
- Lily's Kitchen (founded 2009, acquired by Nestle 2020)
- Champion Petfoods/Orijen (founded 1985, acquired by Mars 2023)
- Applaws (acquired by Mars 2022)
- Natural Balance (acquired by Smucker's 2020)
The question every "premium" brand consumer should ask: has my brand been acquired, and when?
Genuinely independent brands in 2026
A few players of meaningful size that remain independent:
- Almo Nature (Fondazione Capellino, Italy) - see our Almo Nature review
- Schesir (Agras Delic, Italy)
- Edgard and Cooper (Belgium, B Corp certified) - see our Edgard Cooper review
- Carnilove (Czech Republic) - see our Carnilove review
- Farmina (Italy) - see our Farmina review
- Ultra Premium Direct (France)
Veterinary education: a structural conflict of interest
Veterinary nutrition education is a sensitive subject. In the United States, a study published in the Journal of the American Veterinary Medical Association in 2020 found that 60 pourcent of American veterinary schools received funding from Mars or Nestle Purina for their nutrition programmes.
In Europe, the situation is comparable: Hill's and Royal Canin/Mars contribute significantly to clinical veterinary training, educational kits, and studies published in veterinary journals.
This does not mean veterinary recommendations are incorrect. Pro Plan and Hill's are decently made foods. But the fact that the most prescribed brands are also those that fund training most heavily creates a structural bias that few vets have the opportunity to analyse independently.
What it means for you concretely
3 questions to ask before any purchase
1. Does my brand belong to Mars or Nestle? If yes, that is not automatically disqualifying - some products from these groups score well. But the promise of transparency and independence does not exist.
2. Is it a complete food or complementary food? Check the label. "Complementary food" means it must be combined with something else.
3. Is the first ingredient a named meat? "Fresh chicken" or "tuna" is clear. "Meat and animal derivatives" or "animal proteins" is a legal vague denomination that can hide anything.
Our recommendations by budget
| Budget | Dog (kibble) | Cat (wet food) |
|---|---|---|
| Tight | Brit Care (B, 70) | Sheba + complement |
| Mid | Edgard Cooper (A, 87) | Almo HFC Complete (81) |
| Comfortable | Acana (A, 90) | Schesir (A, 83) |
| Premium | Orijen (A, 92) | Applaws (A, 87) |
Labels and certifications: what they actually mean
The pet food aisle is covered with logos and claims. Here are those with real value and those that are marketing theatre:
Certifications with real value
B Corp (e.g. Edgard and Cooper): rigorous international certification covering social, environmental, and governance practices. Audited by B Lab. Difficult to obtain and maintain. One of the few pet food labels with genuine external credibility.
MSC (Marine Stewardship Council): for fish-based products, certifies sustainable fishing practices. Almo Nature uses MSC certified tuna on some references.
Organic certification (EU Organic, Soil Association, USDA Organic): ingredients from verified organic agriculture. More demanding than the word "natural."
HFC (Human Food Chain): specific to Almo Nature. All ingredients fit for human consumption at point of use. Third-party audited.
Claims with no nutritional value
"Natural": no legal definition in Europe or the US for pet food. Any manufacturer can write "natural" without constraint.
"No GMO": generally true, but barely relevant for meat and fish-based recipes.
"Premium" / "Super Premium" / "Ultra Premium": marketing terms with no regulatory definition. A bag can say "ultra premium" on a corn-based formula.
"Vet recommended": may mean sponsored vets were consulted. See the conflict of interest section above.
The pet food market in numbers
The global pet food market reached approximately 130 billion dollars in 2024, growing at around 6 pourcent per year. Key regional data:
| Region | Market size (2024) | Growth 2022-2024 |
|---|---|---|
| North America | 55 billion USD | +8 pourcent |
| Europe | 28 billion USD | +5 pourcent |
| Asia-Pacific | 25 billion USD | +12 pourcent |
| Rest of World | 22 billion USD | +7 pourcent |
Within Europe, the premiumisation trend is the dominant story: the premium and super-premium segment grows faster than the mass market. Owners are spending more per animal, even as the total pet population grows modestly.
Distribution channels in Europe:
- Mass retail supermarkets: 55 pourcent of volumes
- Specialist pet stores: 25 pourcent
- Online (Amazon, Zooplus, brand websites): 15 pourcent
- Veterinary clinics: 5 pourcent
Mars and Nestle dominate the first two channels. Independent premium brands live primarily through online and specialist pet store channels.
How to make better decisions with this context
Knowing that two groups control 70 pourcent of the market should not paralyse your purchasing decisions. The goal is to buy smarter, not necessarily to boycott everything.
If you want an independent brand: Almo Nature (foundation model), Edgard and Cooper (B Corp), Carnilove (Czech Republic), Farmina (Italy). All score B to A on our scale.
If you buy from Mars or Nestle: compare the scores. Pro Plan (B, 71) is nutritionally honest. Royal Canin (C, 58) is decent but overpriced for its grade. Whiskas (D, 42) and Pedigree (D, 42) are worth avoiding if budget allows.
The key question before any purchase: what is the first ingredient? If it is a named meat (fresh chicken, tuna, lamb), you are in the transparent zone. If it is corn, wheat, or "meat and animal derivatives," ask what that actually covers.
Use our worst pet food ingredients guide to identify red flags on any label.
The future of the industry
Three structural trends will reshape the market over the next 5-10 years:
1. Alternative proteins Insects (Hermetia illucens), algae, legume proteins, in vitro cultured meat. Ingredients outside the conventional animal chain are growing. European regulation now permits insects in pet food (Regulation 2021/1372).
2. Nutritional personalisation Actors like Butternut Box (UK) or Japhy (France) offer fresh rations calculated for each animal's individual profile. The industrial mass model is being challenged by made-to-measure.
3. Regulatory pressure for transparency The anticipated revision of Regulation EC 767/2009 could require the declaration of individual ingredient percentages. This would be a major transformation for brands currently using vague denominations.
Where to go from here
Understanding the industry structure is the foundation for better purchasing decisions. Your next steps:
- How to read a pet food label - decode ingredient lists yourself
- Best dog food 2026 - our full independent ranking
- Best wet cat food 2026 - complete ranking by score
- Pet food regulation EU and US - what rules actually apply
- Animal protein vs plant protein - the protein quality debate explained
The goal of PetFoodRate is not to tell you that all big brands are bad. Mars makes Orijen. Nestle makes Pro Plan. Both are nutritionally respectable products. The goal is to give you the information the packaging does not: who owns what, what the ingredients actually mean, what the scores reflect, and where independent alternatives exist. That is the only way a consumer can make a genuinely informed choice in a market structured to obscure it.
Frequently asked questions
Which major corporations own the most popular pet food brands globally?
Two groups control approximately 70 percent of the global pet food market, with Mars Petcare being the quiet global leader. Mars Petcare, a division of Mars Inc., owns a vast portfolio including well known brands such as Pedigree, Whiskas, Royal Canin, Sheba, Cesar, and Iams. This high level of consolidation means a limited number of entities influence the majority of pet food products available worldwide.
Why is there often a lack of transparency regarding the ingredients and manufacturing processes in the pet food industry?
Transparency on pet food composition and manufacturing remains the exception rather than the rule because brands often prefer consumers not to examine the industrial reality too closely. This opaqueness can make it challenging for pet owners to fully understand the contents and origins of their pet's food. The industry's structure allows for less public scrutiny on ingredient sourcing and production methods.
How does the dominance of a few companies impact the pricing of pet food products?
The high concentration within the pet food industry, where two groups control the majority of the market, significantly influences how prices are established. This market dominance can lead to less competitive pricing across various product segments, as fewer major players dictate costs. Consumers may experience limited price variation and fewer choices due to this extensive consolidation.
What are the main categories of pet food products and which brands fit into them?
Pet food products are typically segmented into categories such as entry/mid range, accessible premium, and premium/veterinary, each targeting different consumer needs and price points. For instance, Pedigree and Whiskas serve the entry/mid range market, while Sheba and Cesar are positioned as accessible premium options. Royal Canin, a Mars Petcare brand, specifically caters to the premium and veterinary segments globally.
Sources
- Mars Petcare - Corporate overview and 2023 acquisitions: https://www.mars.com/made-by-mars/petcare
- Nestle Purina - Annual Report 2023: https://www.nestle.com/investors/annual-report
- European Commission - Regulation (EC) No 767/2009 on the placing on the market and use of feed: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32009R0767
- FEDIAF - European Pet Food Industry Federation, Key Facts and Figures 2023: https://www.fediaf.org/who-we-are/key-facts-figures.html
- Journal of the American Veterinary Medical Association - "Conflicts of interest in small animal veterinary medicine" (2020): https://www.avma.org/javma
- Euromonitor International - Pet Care Global Industry Overview 2024: https://www.euromonitor.com
- Clara Bell, Editorial Writer, PetFoodRate