Vanguard Awards: Premium Foods

Consumers are increasingly choosing high-quality ingredients in favor of the long-term health benefits for their pets. The premium food category is projected to grow at a CAGR of more than 6 percent through 2034.

Abby Huebsch, CMO of KLN Family Brands, which includes the NutriSource brand, reported, “The premium pet food category is going to become increasingly about purposeful nutrition—and we think that’s a direction NutriSource has been walking toward for more than two decades.”

“US pet industry spending crossed $150 billion in recent years, and premium food continues to be the fastest-growing segment,” Huebsch continued. “But the next chapter isn’t just about ‘premium’ as a price point—it’s about premium as a philosophy. Pet parents are becoming more educated, more ingredient-literate, and more skeptical of trend-driven claims. They’re looking for brands that can explain their ‘why’ and back it up with results they can see in their pets. We believe the next five to 10 years will accelerate several things we’re already investing in: gut health and microbiome science, protein diversity, and functional nutrition across the whole routine—from kibble to treats to supplements.” 

The Wellness Pet Company is focusing on helping pet parents think differently about pet food. Global SVP of Innovation and Nutrition, Greg Kean, commented, “Helping reframe how pet parents think about elevating mealtime has been a big focus that culminated in our launch of Wellness Protein Bowls for dogs. There’s a growing appetite for products that look, smell, and feed exceptionally well, while also being nutritious.”

“Our approach to formulation always starts with delivering excellent nutrient density supported with science, which includes full nutrient analyses and digestibility testing,” Kean explained. “We then focus on a great presentation to the consumer driven by nutrient-rich vegetables and culinary-designed aromas that pair with each of the proteins in our lineup of eight recipes. The entire experience for the pet parent and dogs was validated through people and pet research, and the hard work is being reflected in the amazing feedback.” 

Brandi Kramer, Marketing Manager at Midwestern Pet Foods, recently shared how the company was celebrating their 100th anniversary. “Midwestern Pet Foods doesn’t make candy bars or toothpaste. Pet food is all we do, and we love it,” she said. “For the last 100 years, in a mega-corporate world, we’ve been very proud to be family-owned. We’ve managed to build a successful business from the ground up. As for the future, we know that the dog and cat food market will continue to be exciting and dynamic. There’s never time to slow down. Our customers and our retail partners expect fresh ideas, innovation and nutritional advances.”

Wellness Old Mother Hubbard is also celebrating 100 years. Kean noted, “Trust has been built over a century of providing high-quality food and treats. Pet parents feel good about what they’re feeding when they choose Wellness. Beyond that, they’re really leaning into products that do something specific for their pet like digestive support, skin and coat or higher protein. You can see the shift from ‘good food’ to ‘food with a job,’ and that’s where we’re seeing the most engagement.”

But with category growth also comes obstacles. Huebsch commented on the challenges: “The past year brought real pressure on our independent pet retail. We made a deliberate choice to hold our formulations, protect our relationships with independent retailers, and continue investing in the tools and education that help our retail partners thrive.”

“The greatest challenge for any brand is resisting the temptation to be something you’re not,” said Huebsch. “We are a company absolutely focused on getting it right on the inside so pets can flourish on the outside—and no market pressure changes that. When you’re clear on your purpose, the noise settles and the path forward becomes obvious.”

For Midwestern Pet Foods, their smaller size is an advantage. Kramer shared, “From humble beginnings, Midwestern Pet Foods remains a relatively small, family-owned business. We like it that way. Thanks to our employees, retail partners, and quality family of products, we’ve successfully managed to remain exclusively focused on pets while navigating the ever-changing landscape of the industry and successfully competing with massive global and multinational corporations.”