Category Analysis: Premium Foods

While the category continues to evolve, the important characteristics of the premium foods category remain the same: quality, care and nutritional benefits. Leaders in the space have taken on tradeshows, new product launches, leadership changes and more. 2025 has shaped up to be a year of evolution, reflection and success.

“2025 has been strong for BIXBI in the freeze-dried premium foods category. Consumer demand continues to grow, driven by a desire for cleaner, whole-food nutrition. Operationally, we’ve kept pace with demand through tighter forecasting and smarter fulfillment strategies, delivering consistently and on time,” CEO Rachel D’Agostino previously said.

“The landscape is still dynamic. Ingredient sourcing and transportation costs are areas we’re watching closely. We’re proactively strengthening supplier partnerships and building in flexibility so we can adapt quickly to changes without compromising on quality or availability,” said D’Agostino.

“Nulo’s most important retail business, driven by consumer preference, is our portfolio of super premium dry kibble brands,” Eric Emmenegger, Head of Retail and Product Marketing previously said. “Our innovations and sales progress to date are an outcome of continued investments in this key business segment. For the 52-week period ending March 29, 2025, Nielsen sales and unit growth report card verified Nulo’s pet food brand sales leadership among the top 15 pet food brands distributed through national retail outlets. Nulo sales volume was up 10.7 percent to $289.7 million and unit volume growth increased 14.5 percent to $42.5 million. We are continuing to build on that momentum through a variety of investments in our high-volume kibble portfolio.”

“Our entry into the premium foods category was driven by a deep-rooted belief that pets deserve better—better ingredients, better health outcomes and better trust between brands and pet parents,” said Allison DeLisle, Shopper Marketing Coordinator at Tuffy’s Pet Foods, parent company of NutriSource. “As a family-owned company based in Perham, MN, we’ve always been guided by values like integrity, transparency and community. Those values gave us the confidence to step into a competitive category and lead with purpose. At the time, many ‘premium’ pet foods were focusing heavily on ingredient lists, but not necessarily on how those ingredients worked together to support total-body health. We saw an unmet need for solutions that prioritized digestibility, gut health and nutrient absorption, which inspired the development of our proprietary Good 4 Life system. We take pride in being a company that independent retailers can count on, and that pet parents can trust to put pets’ health first.”

D’Agostino mentioned, “Consumers are prioritizing whole foods and limited ingredients. They want to see real ingredients and real results. We’re leaning into those expectations and continuing to focus on whole food nutrition.”

As prices continue to rise, consumers are intentionally focusing on purchasing products with value and quality.

“In a higher-cost environment, value means more than price, it’s about delivering uncompromising quality and transparency. We continue to invest in ingredient integrity, process efficiency and clear communication so customers feel confident in every purchase. Economic shifts push everyone to be more intentional. We see this as a chance to deepen trust and loyalty by standing firm in our commitment to quality, being transparent and continuing to educate consumers on what real nutrition looks like,” said D’Agostino.

Taking a look at what premium means, pet specialty retailers continue to be a great source of information and education for pet owners. As retailers are often the ones meeting face-to-face with pet owners on a weekly and daily basis, they are able to provide advice and support when it comes to pets’ diets and nutrition needs. 

“At Moonlight Natural Pet Store, we believe the term ‘premium’ is relative—what’s considered premium can vary based on a consumer’s socioeconomic position, nutritional knowledge, marketing influence or a manufacturer’s positioning. Although pricier pet food may be thought of as ‘premium’ that might not necessarily be the case once you delve into ingredient sourcing, quality and manufacturing,” said Eb Hung, Co-Owner of Moonlight Natural Pet Store, a single store pet specialty retailer based out of Vancouver, BC. “From the perspective of health-conscious consumers who want ‘healthier’ for their pets and from our holistic perspective, here are the core features that define premium pet food: High Welfare Animal Sourcing—meat from free-range, non-medicated livestock raised with humane farming practices. Clean Ingredient Standards—produce with minimal pesticide residues and strict sourcing protocols. Transparency in Supply Chain—brands that disclose where and how their ingredients are sourced. Minimal Processing and Additives—limited or no synthetic additives and a focus on whole food nutrition. This helps minimize pet food recalls from Vitamin A and D toxicity, which are becoming more commonplace. Comprehensive Nutritional Profiles—foods that meet or exceed AAFCO or NRC standards—depending on the type of pet food—through quality ingredients rather than synthetic supplementation.”

“To me, a premium pet food goes beyond marketing claims—it’s about ingredient transparency, nutritional integrity and how well it meets the needs of the pet,” said Olfa Turki, Founder of Luftpets, a single store pet specialty retailer in Laval, Quebec. “Foods that use whole ingredients avoid unnecessary fillers and are backed by solid nutritional science stand out. I also look for clear sourcing practices and brands that prioritize digestibility and functional benefits. As a cat parent, I’ve seen firsthand how ingredient quality affects my cat’s digestion, coat and energy levels. When I switched to a new formula with limited ingredients and no fillers, the difference was obvious within weeks. That’s what premium means to me—real impact, not just marketing.”

Consumer trends and preferences continue to influence the category.

“We continue to see strong momentum behind the humanization of pets, something we anticipated last year and expect will remain a dominant force. Pet parents are making more intentional choices, looking for health-forward, minimally processed options that mirror the way they shop for themselves,” said Amy Horton, Chief Sales Officer with Open Farm. “Sustainability also remains a cornerstone, not just for Open Farm, but for the entire category. Today’s pet parents are asking deeper questions about sourcing, transparency and environmental impact. That’s why we’re proud to bring innovations to market that prioritize both pet health and planet health, including new formats that feature regeneratively sourced ingredients and alternative proteins.”

NutriSource has been able to provide unique food solutions to their consumers through transparency and commitment to quality and value.

“At NutriSource, we understand that pet owners in the premium foods category are looking for more than just high-quality ingredients, they’re seeking trust, transparency and tangible results they can see in their pets’ health. What sets us apart is our holistic approach to nutrition. Through our proprietary Good 4 Life system, we go beyond basic nutrition to support gut health, immunity and overall well-being, areas that pet owners are increasingly educated about and invested in,” said DeLisle. “We also pride ourselves on being family-owned and community-focused. That creates a level of integrity and consistency in our product development that resonates with pet parents looking for brands that are both premium and principled. We’re not just selling pet food, we’re offering peace of mind.”

“In an ever-changing world, our commitment to pets and their people never wavers. At NutriSource, our mission to support healthy, meaningful lives for pets and pet parents is at the heart of every decision we make. Because we’re a family-owned company, we have the flexibility to adapt quickly without losing sight of what matters most: quality, consistency and trust. We’ve continued to invest in innovation, nutrition science and sustainability because we believe pet parents deserve a brand that shares their long-term commitment to their pets’ well-being. That’s the foundation that keeps us grounded, no matter what’s happening around us,” DeLisle said.

Nulo has continued to focus on adding nutritional value to each product, ensuring pets’ receive food that benefit their overall health.

“Nulo is an efficient and streamlined organization with a history of sound management and fiscal practices that keeps us focused on our true north: serving the best interests of the health, well-being and longevity of dogs and cats. History confirms that the premium end of the pet food market is nearly impervious to the ebb and flow of changing economic conditions,” said Emmenegger. “For the very reason that consumers who prefer higher quality nutrition for their pets remain committed to that behavior—and will maintain their high standards for purchasing premium pet nutrition. Periodically we reward our customers with price-oriented promotions that rollback costs and deliver incentives to stock up. That said, our sales trend lines show our customer base remains loyal to Nulo, maintaining our share of market at optimal pricing.”

“There is no question consumers are facing an unprecedented era of uncertainty that impacts any sense of control over their lives,” he continued. “We believe this struggle amplifies and elevates the important role pets have in family life as a source of comfort, wellness, restored control and inspiration. This enhanced importance for pets as integral to lifestyle satisfaction reinforces their high value to people, and in turn, the desire to provide the very best nutrition they can. Nulo believes in providing optimal nutrition outcomes across the depth and breadth of our product portfolio. In doing so we are in a position to help consumers activate their growing desire to demonstrate the love and care for their pet companions in the better nutrition they provide.”

Consumer preferences and trends have enhanced the category, but Annamaet Petfoods’ values and commitments have remained the same. 

“Annamaet Petfoods’ mission hasn’t changed since we started in 1986: to provide optimum nutrition backed by real science to maximize the health and well-being of dogs and cats worldwide, all while maintaining a responsibility to the environment and our natural resources,” President and CEO Robert Downey previously said. “What has changed is the consumer landscape. Pet parents are now more educated and intentional, with rising demand for companies focused on sound nutrition and environmental responsibility. About 97 percent of the people in the US now consider their pets to be an essential part of the family, this phenomenon is called the humanization of pets. These evolving preferences have aligned perfectly with Annamaet’s mission from the start, putting us ahead of the curve rather than chasing trends.”

Looking at recent product launches, “We also [recently launched] two Now Fresh Good Gravy beef recipes for dogs—the first time Petcurean has featured beef in a dry food recipe. Featuring New Zealand grass-fed beef as the first ingredient, these recipes include probiotics, fiber-rich pumpkin and wholesome grains to support a healthy gut and smooth digestion. The new Now Fresh Good Gravy recipes will be available online and at pet specialty stores in the US and Canada in fall 2025,” said Anabel Immega, Marketing Manager of Petcurean.

Rashell Cooper, VP Brand of Red Barn Pet Products, emphasized pet owners are continuously seeking out human-grade products for their pets. 

“Pet parents are increasingly mirroring human food trends, becoming more selective about ingredient quality, brand values and safety standards. They seek transparent brands that prioritize trusted sourcing, rigorous quality procedures and holistic product benefits. This shift has transformed the pet food and treats categories, driving demand for clean labels, functional ingredients and premium formulations,” Cooper previously said.

Rob Cadenhead, General Manager, Gott Pet Products, parent company of Charlee Bear, mentioned that pet owners nutritional awareness and education surrounding pet health has continued to increase year after year. 

“Today’s pet parents are more ingredient-conscious than ever, seeking treats that deliver transparency, nutritional value and real benefits beyond just taste. This shift has helped shape Charlee Bear’s presence in the treats category, where we prioritize simple, wholesome ingredients and innovative formats that reflect these evolving expectations. We’ve seen increased demand for functional ingredients—like those that boost digestion, skin and coat health or provide immune support—which has directly influenced our approach to our latest product development,” Cadenhead previously said.

“This year, we introduced our newest innovation, Charlee Bear Necessities,” he continued. “These functional, freeze-dried toppers are made with real raw meat, poultry or fish, paired with powerhouse ingredients like flaxseed, turmeric, marine microalgae oil and cultured yeast to support common canine health concerns. They’re crafted in the USA by a family-owned company with no artificial colors or flavors and freeze-dried to preserve both nutrition and taste. They’re available in Salmon & Whitefish Recipe for Hip & Joint Support, Beef Recipe for Immune Support, Fruit & Veggie Mix with nutrient-rich superfoods, Pork Recipe for Skin & Coat Support and Chicken Recipe for Digestive Support. With Necessities, we’re meeting growing consumer demand for purposeful, ingredient-driven products that bring added value to every bowl while helping push the premium category forward in both function and form.”

The premium foods category has evolved into a health-conscious and nutritious space, which is backed by leading manufacturers’ dedication and commitment to pets and their overall well-being. Premium food has continued to be recognized as one of the main foundational roles to maintaining a long, healthy life in pets, and as pet owners continue to educate themselves on best practices for their pet’s individual health needs, leaders in the space are meeting them with solutions and options.