IAMS Competitors, Marketcap, Revenue, Net Worth 2026

Darius

12 years ago

Founded: 1946 in Dayton, Ohio, USA
Founder: Paul F. Iams (1915-2004)
Current Owners: Mars, Inc. (worldwide) and Spectrum Brands (Europe)
Parent Company Revenue: Mars Petcare ~$22 billion (2024 estimate)
Product Categories: Dry and wet dog food, dry and wet cat food, treats

IAMS is an American pet food brand that has shaped how we feed dogs and cats for nearly eight decades. The company produces dry and wet food for both dogs and cats, with products formulated for different life stages including puppies, kittens, adults, and senior pets.

Mars, Incorporated owns IAMS worldwide except in Europe, where Spectrum Brands holds the rights. The brand originated from Paul Iams’s belief that dogs and cats are primarily carnivores and need animal-based protein as their main nutrition source. This was a revolutionary idea in the 1940s when most pets ate table scraps.

Today, IAMS operates as part of Mars Petcare, one of the two largest pet food companies globally alongside Nestlé Purina. The brand offers several product lines including IAMS ProActive Health, IAMS Naturally, and IAMS for Vitality.

IAMS History

1946

Company Founded – Paul F. Iams established his pet food company in a small feed mill near Dayton, Ohio. He had learned the importance of protein in pet diets while working with breeders and visiting a mink ranch.

1950

First Manufacturing Plant – Paul Iams opened his first plant in Dayton with five employees and launched IAMS 999, the first pet food to use animal-based protein as the primary ingredient.

1961

IAMS Plus Launched – After years of research, Paul Iams introduced IAMS Plus, marketed as the industry’s first complete diet requiring no additives. The formula included beet pulp for intestinal health.

1970

Clay Mathile Joins – Clay Mathile joined as manager for a 5% share of profits. At that time, annual sales were under $1 million.

1975

Mathile Buys Half the Company – After surviving the 1973 oil crisis (which tripled ingredient costs), Mathile purchased half of IAMS when the company nearly went bankrupt.

1976

Eukanuba Brand Launched – IAMS introduced Eukanuba, a high-protein, high-fat dog food. The name came from jazz slang meaning “the best,” popularized by Hoagy Carmichael.

1982

Mathile Becomes Sole Owner – Paul Iams retired and sold his remaining stake to Clay Mathile, who became sole owner and president. Sales at this point were around $13 million.

1984

European Expansion – IAMS began exporting products to Europe, starting its international growth.

1997

European Manufacturing – Construction began on the first overseas plant in Coevorden, Netherlands, to serve European markets.

1999

Sold to Procter & Gamble – Clay Mathile sold IAMS to P&G for $2.3 billion. Under his leadership, revenue had grown from $100,000 (1970) to $900 million.

2014

Mars Acquires IAMS – P&G sold IAMS, Eukanuba, and Natura brands to Mars, Inc. for $2.9 billion (excluding European markets).

2015

Spectrum Brands Acquires European Business – P&G sold its European pet care operations (including IAMS and Eukanuba in Europe) to Spectrum Brands.

IAMS Competitors

IAMS competes in the premium dry and wet pet food segment. The brand faces competition from other Mars-owned labels as well as products from rival conglomerates like Nestlé Purina, General Mills, and Colgate-Palmolive.

Competitor Brand	Parent Company	Market Segment
Purina ONE	Nestlé Purina	Premium dry/wet food
Purina Pro Plan	Nestlé Purina	Premium/veterinary
Hill’s Science Diet	Colgate-Palmolive	Premium/therapeutic
Blue Buffalo	General Mills	Natural/premium
Royal Canin	Mars, Inc.	Breed-specific/veterinary
Pedigree	Mars, Inc.	Mass market
Nutro	Mars, Inc.	Natural/premium
Eukanuba	Mars, Inc.	Performance/premium
Wellness	WellPet	Natural/holistic
Rachael Ray Nutrish	Post Holdings	Natural/affordable premium

IAMS Co-founders

Paul F. Iams (1915-2004)

Paul Iams founded the company in 1946 after graduating from Ohio State University in 1937. He was a self-taught animal nutritionist who developed the concept that dogs and cats are primarily carnivores needing animal-based protein. He retired in 1982, selling the company to his partner Clay Mathile.

Clay Mathile (1941-2024)

Clay Mathile joined IAMS in 1970 as manager after working at Campbell Soup Company. He purchased half the company in 1975 and became sole owner in 1982. He grew IAMS from under $1 million to $900 million in annual revenue before selling to P&G in 1999 for $2.3 billion.

IAMS Revenue

IAMS does not report standalone revenue figures since it operates as a brand within Mars Petcare. Mars is a privately held company and does not disclose brand-level financials.

Mars Petcare, which owns IAMS along with Pedigree, Whiskas, Royal Canin, and other brands, generated an estimated $22 billion in revenue in 2024. The Petcare segment accounts for roughly 59% of Mars, Inc.’s total revenue of over $50 billion.

Mars Petcare Estimated Revenue (2015-2024)

IAMS Market Cap

IAMS has no independent market capitalization as it operates as a subsidiary brand. Mars, Inc. is a privately held, family-owned company and is not publicly traded on any stock exchange.

Mars, Inc. ranked as the fourth-largest privately held company in the United States in 2022 with total annual sales of $45 billion. By 2023, total company revenue exceeded $50 billion. The Mars family retains full ownership of the corporation.

Mars, Inc. Total Revenue (2015-2024)

IAMS Acquisitions

IAMS itself has not made independent acquisitions since becoming part of larger corporate structures. However, the IAMS brand has changed hands through several major deals.

In 1999, Procter & Gamble acquired The Iams Company for $2.3 billion, bringing the brand under the P&G umbrella. P&G added Natura Pet Products in 2010, placing premium brands like Innova and EVO alongside IAMS in their pet division.

The most significant transaction came in 2014 when Mars, Inc. purchased IAMS, Eukanuba, and Natura from P&G for $2.9 billion. This deal covered operations in North America, Latin America, and select Asia-Pacific markets. Mars exercised options to acquire additional markets including Australia, Japan, and Singapore.

European operations took a different path. In late 2014, Spectrum Brands acquired P&G’s European pet food business, including the IAMS and Eukanuba brands for that region. This split ownership means IAMS operates under Mars globally except in Europe, where Spectrum Brands controls the brand.

Under Mars ownership, IAMS sits alongside sister brands including Pedigree, Whiskas, Royal Canin, Nutro, Cesar, and Sheba. Mars has continued to expand its pet care portfolio through other acquisitions like Champion Petfoods (Orijen/Acana) in 2022 and Nom Nom in 2022.

FAQs

Who owns IAMS pet food?

Mars, Incorporated owns IAMS worldwide except in Europe. Spectrum Brands owns the IAMS brand in European markets. Mars acquired IAMS from Procter & Gamble in 2014 for $2.9 billion.

When was IAMS founded?

Paul F. Iams founded the company in 1946 in Dayton, Ohio. He opened his first manufacturing plant in 1950 and launched IAMS 999, the first animal-protein-based pet food.

What happened to the original IAMS company?

Clay Mathile bought IAMS in 1982 and sold it to Procter & Gamble in 1999 for $2.3 billion. P&G then sold IAMS to Mars, Inc. in 2014 for $2.9 billion.

Is IAMS the same company as Eukanuba?

Both brands share the same origin. IAMS launched Eukanuba in 1976 as a premium line. Today, Mars owns both brands globally except in Europe, where Spectrum Brands holds the rights.

Where is IAMS pet food manufactured?

IAMS has manufacturing facilities in Lewisburg, Ohio, Aurora, Nebraska, Henderson, North Carolina, and Coevorden, Netherlands. The Lewisburg facility also houses the Paul F. Iams Technical Center research facility.