Premium Pet Food Is Booming: Petdirect Reveals What Kiwi Pet Parents Are Buying In 2025
Auckland, NZ – Monday 30 June – As New Zealanders increasingly treat their pets as cherished family members, demand for premium pet food is rising sharply. Petdirect, the country's largest Kiwi-owned specialist pet supply retailer, has today released new insights into the evolving purchasing habits of modern pet owners, revealing a strong shift towards health-conscious, ingredient-led feeding in 2025.
From freeze-dried to breed-specific formulas, Petdirect's growing customer base – spanning every corner of the country – is choosing food that supports longevity, wellbeing and individual pet needs.
'We're seeing a growing focus on nutrition that's not just complete and balanced, but tailored – whether that's by life stage, ingredient sensitivity or feeding style,' says Dean Kippenberger, Head of Merchandise at Petdirect. 'Pets are part of the family, and their diets are now being treated with the same care and intention as our own.'
Petdirect's Pet Food Growth Trends
Freeze-dried and air-dried formats see accelerated growth
Raw-inspired options from brands like Ziwi Peak, K9 Natural and Feline Natural continue to gain popularity. Driven by whole-prey benefits and high digestibility, this category has seen over 50% growth in the past year, based on Petdirect's internal sales data.
Raw Feeding Goes Mainstream: Frozen Food Demand Surges
One of the fastest-growing segments in 2025, frozen raw food is seeing an average growth rate of 13% per week in-store. Local suppliers such as Purely Pets, ROAR and Raw Essentials are helping fuel this rise, giving customers more choice in minimally processed, nutrient-rich formats
Life-stage specific formulas are gaining share
While everyday puppy food demand is softening post-COVID boom, senior and functional nutrition segments are growing by around 4% year-on-year. Petdirect is seeing clear customer movement toward age, breed and condition-specific foods, with brands like Black Hawk and Royal Canin leading the trend. This reflects a broader shift as customers become more educated about how to support their pets' changing needs over time.
Hypoallergenic and limited-ingredient diets on the rise
Pet parents managing food sensitivities or intolerances are increasingly seeking out single-protein and grain-free options. Brands such as ACANA, Taste of the Wild and Addiction are up 30% compared to the same period last year, as demand rises for clean-label, simplified nutrition.
'As the trusted destination for thousands of Kiwi pet parents, we're proud to be leading this shift toward more informed, health-first choices,' says Kippenberger. 'Our role is to make premium nutrition more accessible, and that starts with expert guidance, flexible service, and a range we truly believe in.'
Petdirect's commitment to premium nutrition is reflected not just in its product range, but in the support provided in-store. The team at Petdirect Takapuna plays a hands-on role in guiding local pet parents through their feeding decisions, offering real-time support rooted in care and experience.
'One of the most enjoyable and rewarding parts of working at Petdirect is meeting our customers and their pets face to face. These everyday interactions are at the heart of what we do. Whether it's helping someone choose the right food for a pet with allergies, finding a supplement to support their health, or picking out a special treat for a birthday, we love being part of those moments.
More and more, we're seeing local pet parents taking a thoughtful approach to their animals' wellbeing — adding variety through healthy treats, supplements, and high-quality everyday foods. It's a trend we're proud to support, with advice and products that reflect each pet's unique needs.'
— Trish Harris, Store Manager, Petdirect Takapuna
About Petdirect
Petdirect is New Zealand's leading Kiwi-owned speciality pet supply retailer, helping thousands of dogs and cats live healthier, happier lives. With a purpose-built offering that includes premium nutrition, veterinary-grade health products, expert support, and curated accessories, Petdirect is redefining what it means to care for pets in New Zealand. To help pet parents feel confident in every decision, Petdirect provides a growing library of over 100 expert-written blogs, tailored recommendations based on pet profiles, and complimentary 15-minute consultations with its Pet Expert Team. Customers benefit from fast nationwide delivery, no rural surcharges, Airpoints rewards, and personalised advice both online and in-store at the flagship location in Takapuna.
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