Nulo has announced the launch of new dry and wet Limited Ingredient Diet (LID) formulations, featuring single-sourced proteins to address consumer concerns about dietary sensitivities in cats. According to Innova Market Insights, food sensitivity diets are chosen by 23% of pet food shoppers.
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In the past year, Nulo's cat product portfolio has seen a 15% year-over-year growth, coinciding with an increase in the feline population, which has risen 39% since 2016, reaching 76.3 million as per the AVMA 2026 U.S. Pet Ownership Sourcebook.
Eric Emmenegger, head of Product and Retail Marketing at Nulo, emphasized the positive sales impact of LID products, noting that retailers have experienced increased velocity and volume when these items are available. He mentioned that wet cat food is currently growing at double the rate of dry food, fueling their confidence in new flavor offerings—chicken, salmon, turkey, and whitefish—within the LID wet cat product line.
The Freestyle LID kibble will include chicken and whitefish recipes, ensuring real meat is the primary ingredient across the LID cat range.
Industry analysis points to the LID segment's appeal as a premium, health-focused category, aligning with current trends in cat food, wet food, and simplified sensitive-diet nutrition. Fortune Business Insights forecasts that global cat food sales will rise from $47.64 billion in 2026 to $74.95 billion by 2034, with over half of this growth occurring in the wet product sector.
Nulo has tailored its approach to meet the unique needs of independent retailers and has invested in related marketing, contributing to its sustained growth in the category.
As competition intensifies in the premium pet food market, Nulo has surged past brands like Wellness, Orijen, Stella & Chewy, and Taste of the Wild to become the sixth largest pet food company in U.S.-based retail. Nielsen data shows that Nulo has gained market share annually since 2022.
Emmenegger remarked that despite challenges facing the premium pet food segments, Nulo continues to outperform competitors, benefiting its retail partners in the process. The new cat LID product line is set to ship in mid-September 2026. Interested retailers can learn more about the products and related marketing efforts at Nulo's booth 5152 during SUPERZOO this week in Las Vegas.