First Take: Limited Ingredient Diet Premium Foods
When it comes to choosing food for their dogs and cats, pet parents are prioritizing what matters most: simple, thoughtfully sourced ingredients, high-quality components, and brands that are transparent and direct about what goes into every bowl.
“At Smalls, we’re less focused on trends and more focused on the fundamentals, the most important of which is the quality and sourcing of ingredients,” said COO Nate Kredich. “Smalls delivers all of its food with clean labels, meaning our diets contain a limited number of high-quality, human-grade ingredients which are disclosed without obfuscation (e.g., ‘natural flavors’). Our customers are very well educated about what they feed their pets, and they demand this level of transparency from their brands.”
“To succeed, leaders in the pet food space should prioritize authentic limited ingredient diets, and make sure it’s not just a marketing label for a formula,” said Callie Sher, President of Nutripack, home of the Evanger’s Dog and Cat Food Company, Against the Grain Pet Foods and OrgaNOMics brands. “It should feature a single meat ingredient, ideally an exotic or unique protein, and include low glycemic carbohydrate sources if any carbs are added. Pet brands need to consider why consumers seek a LID and ensure they meet those needs for the customer and consumer. For example, our Against the Grain Pet Foods offer pets and pet-parents the world’s only single 1-ingredient dog food – one ingredient Against The Grain Nothing Else!”
“Dog parents are reading labels and balancing two priorities: clean ingredients and real-world affordability,” said Aina Kanahele, Director of Business Development at Pets Global in a press release. “Zignature Essence and Zignature Inception were updated with that in mind—elevating our high-protein, limited-ingredient philosophy, while making quality, wholesome nutrition more accessible to more dogs.”
“Limited ingredient is an essential and steadily growing category,” Matt Wilson, General Manager—Sales and Marketing for FirstMate Pet Foods, said in an earlier interview. “In many cases, pet parents discover the Independent Pet channel because they are searching for a dietary solution to help a dog or cat with food sensitivities. FirstMate continues to remain unique in this space, even though we helped pioneer the category 30 years ago with our single animal protein and single carbohydrate family of products. Our Grain Friendly range, which includes many single animal protein formulas paired with only two carbohydrates, has extended our ability to offer solutions at additional price points beyond the traditional Grain Free set. As the category expands, we expect limited ingredient formulas to move further beyond the Grain Free model. Research-supported functional claims will help fuel the next stage of limited ingredient and solutions-based diets, allowing retailers to guide customers with greater confidence and clarity.”
Crafting delicious foods that agree with cats’ digestion and health needs is guiding Smalls’ product development and exploration into palatable formats that cats will come back to. “As a cat-first, cat-only company, everything we create is based on a cat’s perspective or a cat’s parents’ perspective, which gives Smalls a unique approach to nutrition,” Kredich said. “Our goal for 2026 is to continue providing the most palatable cat food and treats in the industry, avoiding by-products or unrecognized palatant ingredients that consumers may not understand. In our gently-cooked product line, we are creating new diets and textures that cats find familiar but are not yet accessible in frozen or fresh forms. Our broths and treats stand out because they contain no gums, fillers, or additives. We believe that exceptional palatability is mainly achieved by using only the highest quality ingredients. This philosophy will guide us as we develop a new range of products planned for 2026.”
Evanger’s and Against the Grain will continue to deliver industry-leading innovation. “In 2026, our focus remains strategic as we treat our pets like family,” Sher said. “We will introduce new, exciting (or eggciting?) limited-ingredient diets, solutions-based treats, and a very exciting, top-secret new item. Our entire Sher Family has been innovating for over 90 years, and we see no reason to stop now! We are proud to celebrate our 90-year legacy and our family commitment whenever possible.”
“Our stores and pet parents are hoping to better quantify the unique features and benefits that can result from a change in their pets’ diet,” Wilson said of what consumers are demanding from the limited ingredient food category. “We know that simplicity has helped meet the needs of sensitive stomachs, skin and coat challenges, loose stool and other common digestive issues, but it will be important to better set expectations and guidance as to which diets may provide the most significant impact, and why.”
In the coming year, Smalls is expanding its distribution throughout each US region. Realizing pet owners shop in both online and brick-and-mortar formats, Smalls is boosting its brand presence in retail locations across the country. “Smalls has a promising year ahead,” Kredich said. “Once a well-kept secret in the pet industry, I believe 2026 will change that. Despite having tens of thousands of loyal subscription customers, our customer service team’s top request is to expand retail distribution. In 2026, we plan to add retail outlets in the greater New York City area, Northern and Southern California, Arizona, New England, much of the Midwest, and Texas. Today’s consumers are omni-channel, so for Smalls, that means being present in the retail stores they love and trust. While we continue growing online, we are confident more customers will discover Smalls through our broader retail network.”
Tempting consumers to feed nontraditional formats and non-shelf-stable options requires manufacturers to take the extra initiative to engage with consumers. As pet parents prioritize transparency, simplicity, and real nutritional value, limited-ingredient premium foods continue to resonate. Brands that clearly communicate benefits and support retailers with dependable execution will be best positioned for sustained growth.
