The Future of Premium Foods
The 2024 APPA Dog & Cat Report found that premium food purchases have stabilized while basic food and toppers are showing an uptrend. On a similar note, half of dog owners buy food with some sort of attribute like non-GMO, human-grade, eco-packaging or a superfood. While the report was released before the economic instability of 2025, pet parents have long been struggling with how to prioritize their spending. At the same time, they’re reluctant to pull back on feeding their pets the best food they can provide. To meet this moment, leading premium foods manufacturers are digging into these attributes that continue to speak to pet parents, as well as finding ways to demonstrate the multi-functional value of the high-quality, premium foods that they provide.
“We have just rolled out a 20 percent raw protein message to be more inclusive for consumers who want to feed their pet better,” said Heather Govea, CEO of Carnivore Meat Company, which oversees the Vital Essentials brand. “We know that feeding 100 percent raw can be cost prohibitive, but there are studies that show the health benefits of feeding raw start at just 20 percent of a pet’s diet, as well as that the longer you feed raw, the better benefits you’ll see. We are committed to making raw nutrition accessible for every pet family—that’s why we talk to pet parents to inform how we innovate and renovate our products with a north star of making raw feeding feel less intimidating and delivering value that fits into everyday routines without compromising quality. Value isn’t just about price—it’s about the health benefits, convenience and peace of mind pet parents get when they choose our products.”
Govea said the company is seeing strong momentum around raw feeding as pet owners increasingly want premium, minimally processed nutrition. “Freeze-dried raw proteins especially resonate with consumers who want functional health benefits and mealtime variety for their pets,” she said. “Our 20 percent raw feeding approach perfectly meets this demand by providing an approachable entry point into raw nutrition. Pet parents appreciate that they can start incorporating premium raw foods without completely overhauling their pet’s diet—it’s about making better nutrition feel achievable rather than overwhelming.”
In fact, Govea said the focus on tighter spending is working to Vital Essentials’ advantage. “Economic pressures are actually driving pet parents to be more thoughtful about nutrition investments, which works in our favor,” she said. “They’re looking for products that deliver measurable health benefits rather than just marketing promises. This creates opportunities for brands like ours that can demonstrate real value through quality ingredients and proven results. We’re also seeing increased interest in preventive nutrition—pet parents understand that investing in premium food now can potentially reduce veterinary costs later.”
Eric Emmenegger, Nulo Head of Retail and Product Marketing, likewise sees a sustained interest in feeding premium. “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, wellbeing and longevity of dogs and cats,” he said. “History confirms that the premium end of the pet food market is nearly impervious to the ebb and flow of changing economic conditions. 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.”
That’s not to say loyal customers don’t appreciate the occasional opportunity to save. “Periodically we reward our customers with price-oriented promotions that rollback costs and deliver incentives to stock up,” he said. “That said, our sales trend lines show our customer base remains loyal to Nulo, maintaining our share of the market at optimal pricing.”
Accommodating a wider range of budgets has also driven Midwestern Pet Foods strategy in premium foods. “Midwestern Pet Foods offers quality nutrition for every pet and a price point for every wallet,” said Marketing Manager Brandi Kramer. “Our diverse product offering in dry kibble, wet food, chewy treats and biscuits gives customers solutions they’re looking for. Whole grain, grain-free, limited ingredient, sensitive skin & stomach, we have it all! Many of our recipes are suitable for all life stages, as well as all breeds and sizes. We make all of our dry food and treats in our family-owned USA kitchens too.”
The value that pet parents seek lies in getting more bang for your buck, and Nulo can deliver on that. “The bar continues to rise on nutritional density per serving,” said Emmenegger. “This means the future is best served through minimal processing of raw food ingredients. If you start with high quality animal proteins and high meat inclusion recipes, then the goal is to preserve the nutrients derived from those ingredients in how we make our food. We expect to see continued innovations and growth from ‘shelf-stable-raw’ food lines that endeavor to maximize the delivery of nutrition per serving.”
Shepherd Boy Farms has been a leader in the freeze-dried segment, largely driven by the need to keep nutrition intact for pet owners. “As a shepherd and someone who’s worked closely with animals, I saw firsthand the gap between what pet food claimed to be and what it actually delivered,” said Founder and CEO Ashton Hood. “The freeze-dried category stood out because it preserved the integrity of whole food ingredients while offering convenience to pet parents.”
Though Shepherd Boy Farms was not the first freeze-dried brand, it did strive to make the category accessible and transparent to as many people as possible. “Back when we entered the market, a lot of freeze-dried products were either bland, overpriced or lacked transparency in sourcing,” Hood said. “We saw an opportunity to bring something different—food and treats made from real, whole ingredients that we either grow ourselves or source directly from trusted partners. That farmer-to-bowl traceability was something missing in the space, and we knew we could fill that gap in a meaningful way.”
With an eye toward diversification, NutriSource has also grown its product portfolio in accordance with a growing demand for better feline nutrition. “This past year has been an exciting one for NutriSource, filled with innovation and momentum across our product lines,” said Allison DeLisle, Shopper Marketing Coordinator. “One of the standout moments was the launch of our PureVita Grain Free wet recipes in cans. These formulas offer limited-ingredient, high-quality nutrition for pets with sensitivities, and they’ve been incredibly well-received by both retailers and pet parents looking for clean, wholesome options.”
The Minnesota-based manufacturer has also entered into the supplements category to continue supporting wholesome diets and nutrition. “We were proud to introduce Amplifulls, our new supplement brand that helps dog parents target specific wellness needs with confidence and science-backed formulations in gummies and soft chew formulas,” said DeLisle. “We also rolled out our new Power the Purr campaign—a huge step forward in how we’re speaking directly to cat parents. This launch included an exciting innovation: goat milk from New Zealand infused into two of our cat kibble SKUs, which supports digestibility and adds functional benefits cats really respond to.”
Meanwhile, Nulo is currently focusing on its most important retail business, driven by consumer preference: its portfolio of super premium dry kibble brands, said Emmenegger. “Our innovations and sales progress to date are an outcome of continued investments in this key business segment,” he said. “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. Nielsen report does not include e-commerce platforms, Chewy.com or Amazon. We are continuing to build on that momentum through a variety of investments in our high-volume kibble portfolio.”
Vital Essentials’ initiatives this year have also been rooted in tradeshow fervor. “Our Global Pet Expo showing exceeded all expectations and really validated the work we’ve been doing in premium foods,” Govea said. “The booth truly brought our strategy to life, and the response to our new Soft Nibs line for both dogs and cats was incredible. Pet parents immediately connected with our 20 percent raw feeding message and our interactive Butcher table demonstrated just how simple and inclusive raw feeding can be. These genuine connections with consumers confirmed we’re innovating in the right direction—our diverse protein options and convenient formats are opening doors to reach more pets and families who want premium nutrition that actually fits their lifestyle.”
The brand is also keeping close tabs on supply side logistics to remain a reliable partner. “We’re staying ahead of supply chain challenges by leveraging our vertical integration and strong supplier relationships,” said Govea. “Having North America’s largest pet food freeze-drying facility gives us more control over production timelines and quality consistency. The key is maintaining flexibility while never compromising on the quality standards our customers expect.”
At a time when economic factors are causing pet parents to reconsider how they’re spending on their pets, leading premium food manufacturers are meeting the moment by showcasing the true value of feeding a premium diet in the form of long-term wellness and preventative care.
