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July is National Pet Hydration Awareness Month, but inside Mars Pet Nutrition, hydration isn't being treated as a seasonal awareness campaign. It's becoming a long-term strategic priority. As more pet parents focus on proactive health and personalized nutrition, the world's largest pet food company believes moisture-rich feeding could become one of the biggest shifts the category has seen in years. From wet food and broths to gravies and toppers, hydration is increasingly moving from an afterthought to a core part of everyday nutrition.
To better understand where the industry is headed, we sat down with Fawad Farrukh, Vice President of North America's Feline Nutrition Portfolio at Mars Pet Nutrition. He explains why Mars believes hydration is emerging as one of the most important functional benefits in pet nutrition, what decades of research are revealing about dietary moisture, and why the future isn't kibble versus wet food but helping pet parents build more personalized feeding routines.
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