A billion dollar market

Euromonitor International has calculated that the number of American households keeping cats as pets grew by 10.3 per cent to 40.7 million between 2011 and 2016. 

The number of cat owners in the UK is also increasing. This is probably attributable to the lifestyle conditions and other socioeconomic factors there: cats don't require as much living space as dogs and are suitable for keeping as pets even in fairly small apartments. The cat population is rising too in Germany and France, two other important feline markets.
Many cats kept as pets tend to be overweight; they get too little exercise and are fed too often and too much. This has been recognised as a common phenomenon in the USA, where one survey in 2015 found that 55 per cent of all cats were overweight or obese. The pet food industry has acknowledged this problem and is introducing a growing number of foods into its range that promise to aid weight management. 
Another trend in the cat food market is special food targeted at owners of ageing felines. Enhanced nutrition, a reduction in pet euthanasia and the increased prevalence of pets living indoors have contributed to an increase in the life expectancy of cats. However, this has given rise to typical signs of ageing that confront older pets such as joint problems, declining sensory organs and dental problems. Cat food with added health benefits is thus enjoying a high level of popularity.
Trends in human nutrition or stemming from the canine segment, such as grain-free food, are a further factor driving the cat food market. The feeding of raw meat is also gradually increasing in popularity, even if not at the same dynamic rate as for dogs. This is due to the idiosyncratic tastes of cats, which refuse many barf products, at least to begin with.

Experts eye more growth potential in the treat segment. "Cat treats have seen exponential growth in most regions, albeit from a small base, making them the most dynamic category globally in 2017," comments Paula Flores, head of pet care at Euromonitor International. Current market data underlines this trend. Growth has been particularly strong in western Europe, with sales of cat treats more than doubling in both France and the UK. By contrast, sales of cat treats in Germany only grew slightly in 2015, having even declined by 1.7 per cent in the previous year to 235 mio euro, according to the Industrial Association of Pet Care Producers (IVH) and the German Pet Trade…