COVID-induced loneliness increased the demand for man's best friend to replace human companionship over the past year. As a result, pet adoptions soared to record numbers, and the pet food and supplies industry reached an estimated $99.0 billion according to the American Pet Products Association (APPA). Some of the world's largest brands, including Mars, Nestle, General Mills, and J.M. Smuckers are already in the dog food industry. We expect competition to surge as big-box retailers enhance their eCommerce channels and direct-to-consumer (DTC) grows in popularity. With the growing challenge to capture shoppers' attention and dollars, we provide tips for brands to stay relevant: