From Kibble to Community, The Evolution of the Pet Specialty Industry

Over the last 50 years, the pet industry has transformed from a simple cottage industry into one of the most dynamic ecosystems. While much of today’s conversation centers around innovation, e-commerce, and direct-to-consumer, those within the industry understand a deeper truth: this evolution has been driven by the constant interplay between passionate independent retailers, innovative manufacturers pushing the boundaries of pet nutrition, and the distributors who bring those ideas to market, all driven by a commitment to improving animal well-being.

Long before “pet specialty” became a defined channel, it was small, often family-owned retailers that built the foundation of trust between pet parents and the products they purchased. What began as a marketplace centered around basic nutrition has evolved into an industry defined by education, trust, and premiumization, much of it shaped in the aisle.

In the 1970s and 1980s, the industry was far simpler. The landscape was dominated by dry kibble and canned food, with a mix of national and regional brands sold primarily through grocery and mass retail. Product decisions were largely driven by price and availability. As premium products began to emerge, many consumers resisted, questioning why pet food should cost more. When Eukanuba introduced a 40-pound bag at $40, it was met with hesitation.

Behind the scenes, however, change was already underway. Founders and formulators were beginning to rethink what pet food could and should be, while distributors started identifying emerging brands and building the pathways to bring them to market. At the same time, independent retailers began to carve out their identity, competing not on price, but on knowledge, service, and trust. Brands such as Iams, Eukanuba, Nutro, Science Diet, Cadillac Diets, Triumph, Ken-L Ration and Wayne started appearing on shelves.

My father, Ira Slovin, founded Fauna Foods, a New York-based wholesale pet product distributor, and the company has been serving the independent pet channel in the Tri-State area (New York, New Jersey, and Connecticut) since 1976.

“There was no playbook back then,” he recalled. “You built the business one store at a time, one conversation at a time. It was true grassroots belly-to-belly selling. You showed up, shook hands, and stood behind what you sold. Awareness didn’t come from the internet, it came from relationships: breeders, dog shows, retailers, and the trusted voices within the community.”

As the industry moved into the 1990s and early 2000s, that foundation of trust became the catalyst for change. Pets became part of the family. With that shift came a growing demand for better nutrition, higher-quality ingredients, and more thoughtful formulations.

A generation of mission-driven manufacturers entered. Motivated by a genuine desire to improve pets’ health and well-being, they challenged existing norms and introduced new feeding philosophies. Concepts like grain free, high protein, and limited ingredient diets began to take hold. Terms like “natural” and “holistic” entered the conversation, and for the first time, consumers started thinking about pet food in a way that mirrored how they thought about their own diets.

According to my dad, brands like Fromm, Natura, Orijen, Pets Global, Solid Gold, and Wellness met this demand.

“The shift wasn’t overnight,” he noted. “A lot of these ideas had been around for years, but it wasn’t until consumers were ready, and retailers believed in them, that they really started to take hold. At a certain point, it stopped being about just getting product on the shelf. It became about helping stores understand what mattered and what didn’t.”

Independent retailers became the voice of this movement. On the front lines, they educated customers, explained ingredient panels, and guided them through the shift with the trust and clarity needed to make informed decisions.

Distributors, meanwhile, played a critical role in shaping how these innovations reached the market. Identifying promising new brands early, introducing them to independent retailers, and supporting their growth. They curated assortments, prioritized brands, and helped retailers navigate an increasingly crowded field. In doing so, they became the bridge between manufacturer intent and retail reality.

For companies like Fauna Foods, this approach became foundational: working closely with both manufacturers and independent retailers to bring new concepts to market in a way that was thoughtful, supported, and built for long-term success.

Not long after, a new wave of feeding philosophies emerged: raw, freeze-dried, air-dried and dehydrated. Brands like Instinct, Primal Pet Foods, Stella & Chewy’s, The Honest Kitchen and Ziwi Peak helped bring these approaches to a wider audience, introducing new formats centered around minimally processed, biologically appropriate nutrition. Behind these categories were manufacturers willing to push boundaries long before there was clear demand, challenging conventional thinking and helping turn once-niche ideas into established categories.

Independent retailers leaned in by advocating for these niche formats and helping customers overcome hesitation and adopt them. Distributors like Ira Slovin supported these emerging categories, helping expand reach and bring these ideas to a broader audience.

“Today, there are more options than ever,” he explained. “The value is helping retailers cut through the noise and make the right decisions for their customers.”

Some of the fastest growing categories in the industry are fresh and gently cooked diets, with brands like A Pup Above, Smalls and The Farmer’s Dog. Functional diets focused on digestion, joint health, skin and coat, and longevity are now central to the conversation.

The industry has reached a new level of complexity and with that comes both opportunity and challenge. E-commerce, national retailers, and direct-to-consumer strategies have introduced increased pressure and competition. Brands are more accessible than ever, sometimes bypassing traditional channels altogether.

In a world filled with options, the value of knowledgeable, trusted advisors is clear. Pet specialty, specifically independent retailers, is uniquely positioned to guide customers through evolving feeding philosophies, categories, and choices. Not just selling products, but helping pet parents understand why it matters.

At the same time, distributors like Fauna Foods have continued to evolve. The best distributors today are not just moving product, they are strategic partners, helping retailers interpret trends, evaluate emerging brands, and make informed decisions. They act as filters, translators, and collaborators, ensuring that innovation reaches the shelf in a way that works at the store level and drives success.

According to Ira Slovin, one thing remains the same: “Service still matters, trust still matters, and relationships still matter.”

Yet despite all of this change, one thing remains clear: the core strength of the pet industry is the independent channel. It continues to be where innovation is introduced, explained, and built. Where new ideas are tested, trust is earned, and relationships still matter most. This ecosystem remains essential, as the independent pet specialty is where new products are not only launched, but truly understood and validated.

But if the last 50 years have shown anything, it is that progress in this industry has never been driven by one group alone.

It has been the result of manufacturers willing to challenge convention, distributors willing to bring those ideas to market, and independent retailers willing to stand behind them and share them with their customers.

“The industry’s always going to change,” my father admitted. “The products will change. The trends will change. But what doesn’t change is that this business is built on relationships and always will be. For companies operating within the pet specialty channel, supporting it is not optional, it’s essential.”

Since its inception, Fauna’s philosophy has remained consistent, serving as a strategic partner to independent retailers through a consultative approach that provides category insight and partnership. The focus has never been just on driving sell-in, but on helping retailers identify the right products to succeed. At its core, the business has always been about more than moving product, it’s about building lasting relationships, grounded in service, that support both the retailer and the broader industry.

Fauna will celebrate its 50th anniversary with an Open House at the Meadowlands on June 5th, bringing together independent retailers and brand partners for a day that celebrates the past five decades and reflects the relationships that continue to drive the industry forward. Designed to be more than a product showcase, the event serves as a resource for retailers to navigate the next phase of the industry with confidence and clarity, offering an intimate, one-on-one setting to connect, learn, and grow.

Because while products and trends will continue to evolve, one thing remains constant: the strength of the pet industry lies in the partnerships that support it.

Sam Slovin, a Connecticut College graduate with an MBA from Babson, is the next-generation owner and current Director of Sales at Fauna Foods. He leads the company’s growth and strategy, building on a strong family legacy in pet food distribution.