Loblaw Companies Limited is targeting Canada’s premium pet food market with a reformulated President’s Choice Nutrition First portfolio, introducing specialized dry dog and cat food products that the retailer says cost up to 40% less per 100 grams than selected competing products. The new assortment is designed to bring specialty-style formulations into routine grocery shopping.
Launched October 7, the updated range is rolling out through participating Loblaw grocery stores and PC Express. The initiative expands the retailer’s presence in specialized pet nutrition, placing it in more direct competition with specialty chains such as Pet Valu and PetSmart.
The reformulated PC Nutrition First portfolio includes dry dog and cat food recipes developed with veterinary involvement. Loblaw says each recipe features real meat as its first ingredient, with selected nutrients such as prebiotics, probiotics, DHA and antioxidants depending on the formulation.
Six specialized diets are included in the assortment. Dog food options cover Digestive Care, Mobility Care and Skin & Coat Care, while the cat food range includes Digestive Care, Oral Care and Skin & Coat Care.
According to Loblaw’s October 7 announcement, the recipes contain no artificial flavours, synthetic colours, animal by-products, corn, wheat or soy. Selected grain-free options are available, alongside products designed for different life stages and nutritional requirements.
The PC Nutrition First team said each dry food diet was formulated in partnership with a licensed North American veterinarian and reviewed by veterinary teams. The veterinarian-formulated designation applies to the reformulated dry food portfolio; other products under the brand, including wet food and treats, are not covered by the same claim.
Canada’s $6.1 Billion Pet Food Market
Canadian pet food retail sales reached approximately $6.1 billion in 2025, according to Agriculture and Agri-Food Canada, drawing on Euromonitor International data. Dog food represented 66% of the market and cat food accounted for 32.2%.
Premium dry dog food generated an estimated $1.9 billion in sales, compared with $889.3 million for mid-priced dry dog food. Premium dry cat food accounted for another $565.8 million, illustrating the scale of higher-priced products competing for household pet budgets.
Grocery retailers accounted for approximately 49.5% of Canadian pet food retail-channel sales in 2025, including supermarkets and other grocery formats. Pet shops and superstores represented 31.1%, while e-commerce accounted for 16.8%.
Supermarkets are therefore established participants in pet food retailing. Loblaw’s reformulation seeks to strengthen its assortment in categories where specialized formulations and established premium brands command higher prices.
Private-Label Pricing and Grocery Distribution
President’s Choice is one of Loblaw’s established control brands, alongside no name, Farmer’s Market and Life Brand. The retailer can specify products and manage their positioning while distributing them through its grocery network and online ordering platform.
Pricing is central to the Nutrition First relaunch. Loblaw advertises savings of up to 40% per 100 grams against selected premium dry dog and cat food products from Purina Pro Plan, Blue Buffalo and Royal Canin.
The company said its comparison used average regular retail prices per 100 grams from a national sample of stores and online retailers, with pricing current to August 2026. Selected products included Blue Buffalo Tastefuls cat food, Life Protection Formula dog food, Royal Canin Health Nutrition and Purina Pro Plan formulas.
Actual savings depend on the product, package size, retailer and promotions. A comparison of prices and marketed nutritional characteristics does not independently establish equivalent health outcomes or suitability for every animal.
Distribution could prove as important as price. Customers can add PC Nutrition First to regular grocery purchases or PC Express orders, potentially capturing spending that might otherwise go to a specialty pet store.
Canadian Manufacturing and Continued Rollout
Loblaw confirmed to Retail Insider that the reformulated PC Nutrition First dry dog and cat food products are manufactured in Canada using domestic and imported ingredients. The company did not identify the manufacturing facilities or disclose the proportion of Canadian-sourced ingredients.
Canada has an established pet food production industry, with dog and cat food exports valued at approximately $1 billion in 2025, according to Agriculture and Agri-Food Canada. That industry-wide figure does not identify Loblaw’s suppliers or the origins of individual ingredients.
The company expects the reformulated products to continue rolling out across participating stores through the end of 2026. It has not announced additional specialized diets or further expansion plans for the portfolio.
