First Take: Premium Foods
As the humanization of pets continues to rise steadily across the pet industry, so too does the premiumization of pet foods. Consumers have declared that Fluffy and Fido are officially members of the family, and they deserve to eat high-quality, healthy diets. As this trend has picked up over the last decade or so, and with the influx of pets to households in 2020 and 2021, a plethora of premium food options have hit the market. With the category expected to continue its growth into the 2030s, competition for retailer shelves and consumer trust is fierce.
As premium foods become more commonplace, pet parents are no longer comparing premium foods to non-premium foods. Instead, they’re comparing premium foods against one another, and focus has shifted from the big picture—premium food is better for your pet—to the details.
“Pet parents are being more intentional about their purchasing decisions,” said Diamond Pet Foods Vice President of Sales and Marketing John Kampeter. “It is important for brands to clearly communicate the full value of their products, which reflects quality and price.”
Nulo’s Head of Retail & Product Marketing Eric Emmenegger agreed, noting that pet parents are “more discerning than ever about claims, ingredients, sourcing standards, minimal processing and other markers of authenticity in premium diets.”
BrightPet Nutrition EVP of Brands Amanda Hilton called this trend “a shift from ‘premium for premium’s sake’ to premium with purpose.” “Pet parents still want high-quality proteins, functional benefits and clean labels, but they’re now prioritizing trust, transparency and real nutritional value over marketing buzzwords,” she said. “This means delivering products that are not only high-quality, but consistently available, responsibly sourced and priced in a way that consumers can sustain.”
Economic conditions are a major driver of this increased scrutiny. The price of pet food and pet services has risen over the last five years alongside necessities like groceries, causing households to review their spending. Deflation has been a consistent trend in the pet food sector over the last two years, but prices still remain elevated from pre-pandemic levels, and pet services—primarily veterinary—are driving high inflation across the pet sector as a whole.
“At a macro level, consumers have been buffeted by rising food costs at home and care about the value offered at the price points they can afford,” Emmenegger said. “Thus, the rallying point around ‘proof’ on premium nutrition and ‘truth’ about the value presented by brands of what’s in the bag or can.”
In essence, pet owners are willing to spend on premium foods—but only if they trust the brand and believe they’re getting a good value for their money.
Diamond is optimistic on this front, Kampeter said. “Even as economic conditions continue to influence spending habits, nutrition remains a priority within the category.”
Emmenegger cited market data showing that consumers will continue to assess the value proposition of their dog and cat food in 2026. “Retailers want to avoid trade downs where possible, so it’s incumbent on all players to provide evidence of why premium nutrition deserves the investment,” he said.
BrightPet is building consumer trust by strengthening operations, focusing on consistent availability and product quality. Encouraged by momentum building within their portfolio, the brand will focus on disciplined and responsible growth in 2026 as they scale up production. “That means strengthening our supply chain, expanding capacity—especially in our Dayton facility—and continuing to develop brands that deliver high-quality nutrition at an accessible price point,” Hilton explained. “We’re investing heavily in product consistency, operational resilience and strategic retail partnerships that allow us to meet demand without compromising quality.”
Diamond Pet Foods is taking a similar tack with a focus on execution and consistency in 2026, Kampeter said. “This includes maintaining product quality, supporting retail partners with reliable supply and communicating clearly with pet parents about our products. Doing the fundamentals well and supporting long-term relationships continues to guide how we operate.”
These brands placed focus on nutrition as a pillar of their business, but agreed it’s not the only thing that matters when it comes to remaining relevant to consumers.
Kampeter said Diamond’s focus is on retailer partnerships and communication with customers. “Relevance starts with strong retailer partnerships and clear communication,” he said. “Retailers value dependable supply, focused assortments and brands that support their needs. For consumers, relevance comes from straightforward information about nutrition, ingredients and value.” Diamond also underscored the importance of a healthy product mix. “Innovation in premium foods is increasingly centered on function and format, including nutrition that supports specific needs and a broader mix of product formats alongside traditional kibble,” said Kampeter.
