Pet food is one of the fastest-growing consumer categories in India. According to a Government of Canada market report, retail sales of pet food in India more than doubled between 2020 and 2025, reaching around US$770 million, with online channels making up nearly a third of sales by 2025.
Behind those numbers are millions of new pet parents in cities like Bengaluru, Pune, Delhi NCR and Hyderabad. Many adopted during the last few years. Many treat their dog or cat as family. And many are still choosing which food brand to trust.
That is the opportunity for performance marketing for pet food brands in India. A pet parent who finds the right food tends to buy it again and again, for years. The first order matters, but the real value lies in the second, the fifth and the fiftieth. DigiStreet’s performance marketing team plans campaigns with that long view in mind.
Dog parents and cat parents are different customers
It is easy to treat “pet owners” as one audience. They are not.
Dogs still make up the large majority of pets in India, but cat ownership is rising fast. The same Government of Canada report notes that the number of pet cats in India nearly doubled between 2020 and 2025, and cat food sales grew much faster than dog food sales over that period.
The two groups often behave differently:
- Dog parents often buy larger packs, care about breed-specific and life-stage nutrition, and respond to content about training, walks and health.
- Cat parents are often younger, more urban and more likely to live in apartments. They tend to buy wet food and treats more frequently and are very responsive to cute, relatable content.
Life stage matters too. A new puppy parent, the owner of a senior dog with joint issues and someone switching food because of allergies all need different messages. Good campaigns build separate audiences, creatives and landing pages for each.
Where performance marketing for pet food brands in India finds the first order
Pet parents in India buy food in several places, and your media plan should reflect that.
Your own website. A D2C store gives you the best margins and full customer data. It works well for subscriptions, bundles and premium ranges.
Marketplaces. Many pet parents search marketplaces directly for pet food. Sponsored listings there capture high-intent buyers.
Quick commerce apps. In large cities, many parents now order pet food for delivery in minutes when they run out. Visibility on these apps matters for everyday top-ups.
Pet shops and clinics. Traditional pet stores and vet clinics still sell a large share of pet food. Local campaigns can drive footfall and support retail partners.
The goal is not to be everywhere at once. It is to put a budget where your customers actually buy, and to make sure the experience is consistent across channels.
Landing pages deserve special care. When an ad sends a pet parent to your site, the page should match the promise in the ad, show the right pack for their pet’s size and age, list key ingredients clearly and make checkout quick on a phone. Offering cash on delivery, clear delivery timelines and an easy way to ask a question on WhatsApp can remove the last bit of hesitation, especially for first-time buyers trying a new brand.
Creative that pet parents stop scrolling for
Pet content is some of the most engaging content on social media. That is good news, but it also means competition for attention is fierce.
What tends to work:
- Real pets, real homes. Short videos of actual dogs and cats eating, playing and enjoying your food feel more believable than polished studio shots.
- Visible benefits. Shinier coat, better digestion, more energy. Show and explain what changes, and keep claims honest.
- Ingredient transparency. Many pet parents read labels closely. Explain protein sources, what is left out and why.
- Creator content. Pet influencers and everyday pet parents can show your food in real routines. DigiStreet’s UGC video agency produces this kind of creator-style content at scale.
- Local touches. Hindi and regional-language captions, Indian homes and familiar settings help ads feel relatable rather than imported.
Test creatives constantly. A single strong hook, such as a picky dog finally finishing its bowl, can change the performance of an entire campaign.
Reaching the right pet parent
Social platforms let you reach people based on interests, behaviours and life events. For pet brands, that includes pet ownership signals, engagement with pet content and interest in pet care topics.
Build audiences in layers:
- New pet parents, who are still choosing a brand and need education
- Existing pet parents who may switch for better quality, allergies or life-stage needs
- Past visitors and buyers, who need reminders, offers and reasons to return
Lookalike audiences based on your best repeat customers can also help find new buyers who behave like your most loyal ones.
Search captures active intent
Social builds awareness. Search captures people who are already looking.
Pet parents search for specific needs: “grain-free dog food,” “food for Labrador puppy,” “cat food for hairball control” and many more. Search campaigns targeting these terms, sent to matching product pages, often convert well because the intent is clear. Shopping-style product ads, with good images and accurate prices, help your products stand out in results. DigiStreet’s product listing ads service manages these campaigns and the product feeds behind them.
Branded search matters too. As your social campaigns grow, more people will search for your brand name. Make sure you own those results, rather than letting rivals or resellers take them.
Turning a trial pack into a monthly habit
This is where pet food brands win or lose. A single order at a high acquisition cost may not be profitable. A customer who buys every month for three years almost always is.
Retention tactics that work well for pet food include:
- Trial packs that lower the risk of switching, followed by a clear next step
- Subscriptions with small savings and flexible delivery schedules
- Reorder reminders timed to when a bag is likely to run out, sent by WhatsApp, SMS or app notification
- Retargeting past buyers with new flavours, treats and bundles
- Content that helps parents care for their pets, which keeps your brand part of their routine
Timing matters. If a 3 kg bag lasts about a month for a medium dog, a reminder at week three catches the parent before they run out and grab a different brand from a quick commerce app.
Measuring success by lifetime value
Many brands judge campaigns only on the cost of the first order. For pet food, that view is too narrow.
Track the numbers that matter over time:
- Cost per first purchase
- Repeat purchase rate at 30, 60 and 90 days
- Subscription sign-ups and retention
- Average order value across repeat purchases
- Customer lifetime value compared with acquisition cost
A campaign with a slightly higher first-order cost may still be the best performer if it brings in customers who keep coming back. DigiStreet’s ecommerce marketing team connects ad data with store and subscription data, so decisions rest on lifetime value, not just first-click results.
Seasonal and festive moments
Pet parents shop around the calendar like everyone else. Festive seasons, year-end sales and big shopping events bring spikes in demand, and many parents stock up during offers. Monsoon months can raise interest in tick and flea care, while summer brings questions about hydration and heat.
Plan campaigns and content around these moments. Diwali also brings concerns about pets and firecracker noise, which gives brands a chance to share caring, useful content that builds trust beyond the sale.
Why pet brands choose DigiStreet
Pet food marketing needs more than ads. It needs creative that feels genuine, audiences built around real pet parent behaviour and a clear plan for repeat orders.
DigiStreet brings performance marketing, creator content, marketplace and shopping ads and ecommerce analytics together in one team. That means your campaigns, product feeds and retention messages all work toward the same goal: more pet parents who choose your food and stay with it.
If you want a partner who understands both the numbers and the pet parents behind them, DigiStreet is the team to call. Talk to DigiStreet about your products, channels and growth goals, and get a plan built for repeat orders.
Worth reading next
- Running campaigns across social and search? See DigiStreet’s social media and performance marketing service.
- Selling through Google Shopping? Read about Google Ads for ecommerce stores.
- Need a definition? The DigiStreet glossary explains ROAS, lifetime value, retargeting and more.
FAQs
What is performance marketing for pet food brands?
It is paid digital marketing focused on measurable results, such as first orders, subscriptions and repeat purchases, across social, search, marketplaces and shopping ads.
Is the pet food market in India growing?
Yes. A Government of Canada market report shows India’s pet food retail sales more than doubled between 2020 and 2025, with online channels growing especially fast.
Which ads work best for pet food brands in India?
Short videos with real pets, creator content, search ads for specific needs and shopping ads with clear product images tend to work well.
How can pet food brands increase repeat purchases?
Use trial packs, subscriptions, timed reorder reminders and retargeting, and share useful pet care content that keeps your brand in the routine.
Should pet food brands target dog and cat owners separately?
Yes. Dog and cat parents often buy differently, respond to different content and need separate campaigns and landing pages.
What metrics matter most for pet food marketing?
Track cost per first purchase, repeat purchase rate, subscription retention and customer lifetime value compared with acquisition cost.
Do pet food brands need a D2C website?
A D2C website helps with margins, subscriptions and customer data, but most brands also sell through marketplaces, quick commerce apps and pet shops.
