How to Capture the Pet Parent Basket During May's National Pet Month

Nearly 72% of U.S. households now own a pet, with about 94 million homes considering their animals full-fledged family members. In 2026, pet ownership isn't just a hobby; it’s a core identity. As Millennials and Gen Z now make up the largest percentage of pet parents, their shopping habits, which include prioritizing wellness, sustainability, and premium ingredients, are redefining the grocery landscape.

This May is National Pet Month, which is the perfect time for IGA members to lean into this category, which continues to grow in stable increments year over year. As retailers with above average pet offerings seeing total store growth four times higher than those who neglect the category, according to Nestlé Purina PetCare and IGA data, it's time to spruce up your pet aisle and leverage the Picture PAW-fect Pet Photo ComPETition to reengage your pet aisle shoppers. 

In partnership with IGA Red Oval Partner Nestlé Purina PetCare, we’ve curated the latest resources to help you engage your community, modernize your aisles, and drive total store loyalty.

1. Promote the "Picture PAW-fect" Pet Photo ComPETition

For over a decade, IGA and Nestlé Purina PetCare have hosted this fan-favorite contest. It returns for May 2026 with a fresh focus on digital engagement.

Shoppers can win Nestlé Purina PetCare pet food for a year (provided as 12 coupons valued at $24.99 each). With over 43% of pet owners using social media for pet advice, this competition provides IGA retailers the opportunity to engage with these shoppers online and boost their digital footprint. Here's how:

• Go Live on Social: Use the 2026 Facebook and Instagram graphics to launch the contest. Encourage "Day in the Life" video clips or photos of staff pets to align with current content trends.
  
  
• Create In-Store Hype: Place signage at the register and in the pet aisle. Quarterly Marketing Kit subscribers will find updated 2026 Pet Month inserts in their Q2 kits.
  
  
• Submit & Win: Link your shoppers to the official entry page here: https://woobox.com/ctnyzp

One of the Instagram posts you can download and share, along with Facebook posts and a Reel.

2. Engage & Inspire with Functional Content

In 2026, pet owners are increasingly focused on the health outcomes of the food they choose, prioritizing functional benefits like digestion, weight management, and overall wellness. Position your IGA as a wellness destination by sharing educational content from IGA.com:

• The "Hybrid Feeding" Trend: Share blogs on how to mix kibble with functional toppers (like broths or freeze-dried proteins) to "level up" a pet's meal. Find an array of content on Purina.com.
  
  
• Targeted Nutrition: Feature articles on gut health (probiotics) and calming solutions, which are top-of-mind for today's shoppers.
  
  
• Employee Spotlights: Have staff curate a shelf of their favorite treats and label it. Seeing a "Staff Pick" for a senior dog or a high-energy puppy builds immediate trust with shoppers.

3. Modernize Your Pet Aisle

The pet humanization trend means your shoppers expect their pet's aisle to look as high-quality as the human snack aisle.

• Assortment Refresh: The humanization trend is driving demand for premium, high-quality, and functional ingredients. If your customers are buying premium SKUs, consider adding more freeze-dried treats, moisture-rich cat food, and specialized life-stage diets.
  
  
• Cross-Merchandising: Don't keep pet products in one aisle. Place high-margin dental chews near the pharmacy or festive pet toys near the seasonal display.
  
  
• Leverage Experts: Reach out to Nestlé Purina PetCare Account Manager Kara Destro to analyze your specific sales data and ensure your assortment matches the needs of your shoppers.

By combining IGA’s digital resources with Purina’s category expertise, you aren’t just selling dog food — you’re supporting a family member.

Ready to get started? Order your Happy & Healthy Pets sign kit today to make this May your most profitable Pet Month yet.