aliases: [] canonical_name: Toppers/mixers category — 120%+ growth since 2018 dashboard_url: https://dashboard.kismetpets.com/context/concepts/metric/toppers-mixers-category-growth/ id: 116 kind: metric last_synthesized_at: ‘2026-05-06T17:28:34.959513+00:00’ slug: toppers-mixers-category-growth updated_at: ‘2026-05-06T17:28:34.959784+00:00’
Toppers/mixers category — 120%+ growth since 2018
Metric — toppers-mixers-category-growth
Toppers and mixers usage among US dog owners has grown 120%+ since 2018, with 16% of dog owners using them as of 2024. Pet digestive supplements: 234M dog segment (2022) → 2.5B (2025) → $4.2B (2033) at 7% CAGR. 53% of dog owners now supplement (up 56% over 6 years); 13% use prebiotic/probiotic formulas (near-double-digit YoY).
Implication for Kismet: the kibble-plus-nugs-format and Shakers product line ride this wave. A “Gut Health Shakers” line extension — or repositioning of existing Shakers to lead with gut benefits — would tap a market where 120%+ growth signals consumer permission to layer products onto their feeding routine.
Pair with postbiotic-first-mover-positioning for premium-priced topper differentiation; pair with perfect-poops-proven-angle for outcome-led ad creative.
Pricing reference: “sensitive digestion” claims carry a 3.7% premium today; allergy-relief carries 17%. The premium gap suggests positioning around active gut-optimization (not just sensitive-stomach management) can command higher pricing than the current “sensitive” tier.