Texas-Based Pet Nutrition Brand Nulo Lifts Limited Ingredient Cat Diet Category

Nulo is building on cat category momentum with the launch of dry and wet single-sourced protein Limited Ingredient Diet (LID) formulations aligned with consumer concerns over cat dietary sensitivities and increased focus on digestive health benefits. Innova Market Insights reports that food sensitivity diets are preferred by 23% of pet food shoppers.

In the last year, Nulo has experienced 15% year-over-year growth across its cat product portfolio, while feline population expansion continues to accelerate – up 39% since 2016 at 76.3 million, according to the AVMA 2026 U.S. Pet Ownership Sourcebook.

“It’s important that retailers know when LID products are added to the shelf set, we’ve seen velocity and volume lift across the board, in keeping with added consumer preference for theseunique dietary solutions,” said Eric Emmenegger, head of Product and Retail Marketing for Nulo. “Currently wet cat food is growing at two times the rate of dry, so we’re particularly confident about incremental volume gains from the four flavors – chicken, salmon, turkey and whitefish — of Nulo LID wet cat products.”

The Freestyle LID kibble line will feature chicken and whitefish recipes, with real meat as the number one ingredient across the entire LID cat portfolio.

Industry analysis confirms the strength of the LID segment can be attributed to a premium, health-driven, fast-relevant business that sits at the intersection of three driving forces: cat food growth, wet food growth, and simplified sensitive-diet nutrition. Fortune Business Insights projects global cat food sales will rise from $47.64 billion in 2026 to $74.95 billion by 2034, a 5.83% CAGR. More than half of this growth will be in the wet product segment.

Nulo said its continued focus on the unique channel requirements of independent retailers and related marketing investments has helped the brand continue its historic category leading growth performance.

In the midst of increasing competition in the premium end of the pet food market, Nulo has accelerated past Wellness, Orijen, Stella & Chewy, and Taste of the Wild to become the sixth largest pet food business at U.S. based retail. Nielsen reporting confirms Nulo has gained market share every year since 2022.

“At a time when the premium and super premium pet food segments are experiencing some headwinds, Nulo continues to out-perform the category and our retailers are benefiting from this growth,” Emmenegger reported.

Nulo said the cat LID product line will ship in mid-September 2026. Interested retailers can get additional details on the products and planned marketing support by visiting Nulo booth 5152 at SUPERZOO, which takes place this week in Las Vegas.