We are seeing a shift in the behaviour of consumers in the pet industry. Today's pet owner is asking more questions about what's going into their pet's bowl, where ingredients come from and how products are made. At the same time, they still want feeding solutions that work within everyday life.
For retailers, this creates an interesting opportunity.
The challenge isn't simply finding another premium product to put on the shelf. It's finding products that answer genuine consumer needs while giving shoppers a clear reason to trade up.
Freeze-dried nutrition sits at that intersection.
More informed shoppers, higher expectations
Ingredient quality has become an increasingly important part of the purchasing decision.
Research surveying more than 1,000 pet owners found that 40% actively look for higher-quality ingredients when choosing products for their cats and dogs. But quality isn't the only consideration. 47% said their pet's enjoyment of the food was their top priority. This is an important combination when considering how consumers are shopping for their products. Pet owners want products they feel good about buying, but ultimately, their pets still need to enjoy eating them.
Freeze-drying offers a compelling answer to both sides of that equation. By using carefully selected ingredients and preserving much of their natural flavour and aroma through the freeze-drying process, products can deliver a premium feeding experience without relying on unnecessary additives or artificial preservatives.
For the shopper, that can mean a simpler product proposition and for the retailer, it creates a category that is easy to explain and has a clear premium story behind it.
The appeal isn't limited to one type of shopper
One of the most interesting things about freeze-dried nutrition is how many different feeding occasions it can serve. For one customer, it might be a premium treat. For another, it's a topper to make mealtimes more appealing. Someone else may be looking for a convenient way to introduce more natural, ingredient-led feeding without committing to the practical requirements of a raw diet. And for some shoppers, freeze-dried can be the next step towards exploring complete premium nutrition.
That versatility gives retailers more opportunities to introduce customers to the category, without requiring them to make a significant change to their entire feeding routine.
What does this mean at shelf level?
A successful freeze-dried offering shouldn't feel like a collection of unrelated products - there should be a clear journey for the customer. This is the approach we've taken at Hipaws.
Our range has been developed to create different entry points into freeze-dried nutrition while maintaining a consistent brand proposition.
Whole Cuts offers larger, single-ingredient treats such as Chicken Breast Fillet and Salmon Fillet - straightforward products that are easy for shoppers to understand.
Nutri Bites brings smaller single-ingredient options including Quail Egg Yolk, Chicken Hearts and Beef Liver. These can be used as treats or toppers, giving both cats and dogs a simple way to add variety to their routine.
Then there's our Core Series - complete freeze-dried cat food in Chicken, Rabbit and Duck recipes, designed for everyday feeding.
Together, these ranges create something more valuable than three separate product groups. They create a route through the category.
Why that matters to retailers
For retailers, the benefit of a connected range is the opportunity to build familiarity and encourage repeat purchasing.
A shopper doesn't have to understand every aspect of freeze-dried feeding before making their first purchase. They can start with something accessible, experience the product and gradually explore the wider range.
That creates opportunities for:
Category education without overwhelming the customer
Cross-selling between treats, toppers and complete food
Premium basket growth through different price points and feeding occasions
Repeat purchasing as customers become familiar with the brand
Straightforward merchandising around one clear freeze-dried proposition
There are practical advantages too. Freeze-dried products are shelf-stable, require relatively little storage space and can offer a long shelf life, helping retailers manage stock while reducing some of the challenges associated with fresh or raw products.
Where Hipaws fits in
Our approach has always been to make freeze-dried nutrition feel less complicated.
That means recognisable ingredients, straightforward product information and a range that makes sense together.
We're not trying to create products that require a long explanation before a customer understands why they might want them. We want the proposition to be clear from the shelf: what it is, what's in it and why it could be useful for their pet.
This September, we're adding Freeze-Dried Prawns and Freeze-Dried Duck Breast to the range. Both are single-ingredient products, giving retailers two more accessible entry points into the category while maintaining the same ingredient-led approach.
Looking ahead
Freeze-dried nutrition is still an evolving category, which is exactly what makes it interesting.
As pet owners become more conscious of ingredients and increasingly look for premium products that fit into real life, retailers have an opportunity to offer something that bridges the gap between quality and convenience.
The opportunity isn't just in freeze-dried itself. It's in making the category easier for retailers to sell and easier for pet owners to choose.
