The Future of Premium Foods

Driven by pet humanization and health-conscious consumer behavior, the premium pet food category is estimated between $41.7 billion and $78.6 billion globally, and US premium food sales alone account for roughly $9.8 billion, according to Fortune Business Insights.

Alisha Brassard, Director of Product Management and Innovation at Petcurean Pet Nutrition, reported on what was spurring the growth. “The biggest growth opportunity in premium pet food is helping consumers navigate an increasingly complex category. Pet parents want trusted, high-quality nutrition, but many are overwhelmed by conflicting information, trends, and supplementation culture.” 

John Kampeter, Vice President of Sales and Marketing of Diamond Pet Foods, noted, “The best growth opportunity is with pet parents who want premium food at a price point that still makes sense for their household. These consumers are looking more closely at what they are buying and want to feel confident that the food is worth the cost and will be available when they need it.” 

Rob Cadenhead, General Manager at Gott Pet Products, parent company of Charlee Bear and Hound & Gatos, saw resiliency in the pet food category. “Even in a selective spending environment, as pet parents increasingly prioritize health-driven products over discretionary novelty and non-functional offerings. Price sensitivity is present in parts of the basket, but premium nutrition continues to perform when value is clearly demonstrated through function, quality and trust.”

VICTOR’s CEO, Brandon McKay, sees more affordability as a focus. “At VICTOR, we’re meeting pet parents where they are by doubling down on our commitment to super premium nutrition at an affordable value. We’ve launched great new formulas in the past two years, and we’re going to continue leading the way in innovative new products that deliver what pets want and need at a price point their pet parent appreciates.” 

Looking at the ideal target audience, Ryan Wilson, Senior Vice President of Marketing of Ethos Pet Brands, shared these insights. “Gen Z and Millennials now make up roughly half of US pet parents, and they’re increasingly drawn to more humanized nutrition, including fresh and freshly prepared foods. However, higher costs and refrigeration or freezer requirements can make these options less practical for everyday feeding.”

The premium space is growing despite economic pressures. Mark Sapir, Chief Marketing Officer, Open Farm, commented, “People still want to feel confident that they’re feeding their pets well. We continue to see strong momentum around thoughtfully formulated recipes, minimally processed nutrition, and products that make wellness feel easier and more approachable.”

“Pet parents are becoming far more educated and intentional in their purchasing decisions. They are no longer simply buying ‘premium’ based on packaging or ingredient buzzwords. They are looking for products that address specific needs and not just using marketing buzz without addressing the actual issue,” noted SquarePet CEO Tyler Atkins.

Leaders are armed with data on how to navigate what’s next in the category. Brassard at Petcurean Pet Nutrition shared, “Ingredient trends, supplementation claims, and conflicting feeding philosophies have created significant confusion around what ‘healthy’ actually means. In this context, pet parents are looking for a trustworthy, science-backed approach to provide nutritional clarity, and clear guidance to make choosing the right food simple.” 

“What we continue to see is that pet parents want to understand why certain ingredients and benefits matter, beyond what is claimed on the bag,” noted Kampeter of Diamond Pet Foods. “Diamond can support that by giving retailers clear product information, dependable inventory and products they can recommend with confidence. As premium foods continue to matter, those points will help pet parents choose a food they understand and trust.” 

“Gen Z and Millennials are now a dominant force in the premium pet food category, and their expectations are reshaping how products are developed and marketed. They’re looking for transparency and ingredient quality that mirror their own food experiences—and we’re addressing this by crafting our recipes with natural ingredients and added vitamins and minerals,” reported Wilson of Ethos Pet Brand.

Many leaders are focused on communication. 

Cadenhead at Gott Pet Products, replied, “Consumers are prioritizing ingredient quality, protein sourcing and functional nutrition. Limited-ingredient diets and products with targeted benefits remain popular as pet parents become more label-conscious and intentional in their purchases. Transparency has also become a baseline expectation. Consumers want straightforward communication around sourcing, formulation and nutritional purpose.”

“We consistently see in our research that pet parents are becoming much more intentional and emotionally invested in nutrition decisions,” said Sapir of Open Farm. “Pet parents are spending more time researching ingredients, comparing brands, and looking for products that align with both their health priorities and personal values. We’re also seeing a growing trust gap in the category. Pet parents care deeply about topics like digestion, ingredient sourcing, and long-term wellness, but many feel overwhelmed by conflicting information and claims.”

“Consumers are asking sharper questions about formulation philosophy, ingredient sourcing, manufacturing standards, digestibility, and functional efficacy. Retailers are also becoming more selective about which brands they bring into their assortments because shelf space has become increasingly valuable,” commented Atkins from SquarePet.

McKay from VICTOR is focused on high-performance innovation with their Bully Fuel Formula. 

“This represents a unique segment of the market—specifically formulated for high-energy, high-muscle-mass dogs—that has been largely underserved by the traditional premium category.”

Premium pet food brands that combine high-quality nutrition with clear communication will be trusted by consumers as pockets get tighter, but pet loyalty and love remain a high priority.