Why Our Pets Are Eating Better Than Ever
With over half of global consumers now owning a pet, and research showing that having a furry companion can offer the same physiological benefits as marriage, it’s no surprise that pets are receiving first-class treatment, including tailored diets and enriched lifestyles. Yet what stands out most in this growing attention to pet care is how closely it mirrors trends in human food. From age-specific nutrition to obesity management and health-driven formulations, the pet food industry is increasingly aligned with human consumer demands.
This month’s Global Insight Series explores the humanisation of pet food, the parallels between food and beverage trends in global markets, and how this evolution is reshaping the role of pet nutrition in pet care.
Pets Are Family and They’re Eating Like It
The global pet population is booming, with approximately one billion pets worldwide[1] and no sign of slowing down. Much of this growth is driven by younger generations (Gen Z and Millennials) and over 70% of Gen Z pet parents owning more than one animal.
With 91% of global pet owners considering their pets an important part of the family[2], it is this deep emotional connection that is influencing purchasing behaviour. Pet owners are increasingly willing to invest in premium products that support their companions’ wellbeing, viewing their pets’ health and happiness as a top priority, often on par with their own.
Image Source: Envato – Dry Dog Food
Integrating Wellness into Every Bite
A healthy pet is a happy pet, and the wellness movement has firmly taken root in the pet food aisle. Even during times of financial pressure, consumers continue to prioritise health and functionality when shopping for pet food.
Functional treats and daily supplements contain ingredients that promote everything from joint and mobility support to shiny coats and hydrated paws. Natural ingredients, including air-dried vegetables, herbs and spices, give products a “health halo” that appeals to ingredient-savvy, health-conscious buyers. Just like when they are doing their own shopping, pet parents are looking for high-quality and wholesome ingredients that are familiar and ‘clean’. Pet food is now expected to deliver more than just calories, it should contribute to overall health and preventive care.
Just A Little Treat
Humanisation within the pet food industry reflects a growing tendency among pet owners to treat their animals as family members, driving demand for products that mirror human food trends. This is particularly evident in the rise of the “little treat” culture, where pets are indulged with premium snacks that resemble artisanal human foods; think chocolate advent calendars, superfood chews, and ice cream. 73% of global pet owners still prioritise pet treats, even under financial pressures[3]. Therefore, as consumers seek out ‘little treats’ for themselves in natural, functional, and ethically sourced ingredients, they extend these preferences to their pets, blurring the line between pet and human food standards and fuelling innovation in both categories.
Nutrition That Solves Problems
Targeted nutrition is becoming a core focus in pet food development. The one-size-fits-all all model has well and truly been abandoned. Consumers are looking for tailored solutions that take their companions from puppies and kittens to adolescence and seniors, with solutions for healthy ageing and all-round wellness. Ingredient-specific call outs and health benefit claims are responsible for 95% of supplement purchases[4], likely to increase as consumers deepen their understanding around pet nutrition and personalisation.
With estimates suggesting that nearly half of dogs could be obese by 2025[5], the demand for specialised diets is rising fast. Food manufacturers are in a unique position to tackle issues like healthy ageing, weight management, and breed-specific sensitivities with functional formulas and tailored nutrition plans.
As with human wellness products, transparency, efficacy, and personalisation will be the cornerstones of trust and loyalty in pet brands moving forward.
Navigating Price and Value
Finally, amid inflation and global economic uncertainty, the pet food industry has demonstrated remarkable resilience. While price sensitivity is increasing, value is being redefined, not just by cost, but by the perceived benefit. Products that offer health and nutritional advantages or reduce the need for veterinary intervention are seen as worthwhile investments. Consumers are more likely to spend on items that promise longevity and improved quality of life for their pets.
Despite rising costs, pet food remains one of the most stable and recession-resistant sectors of the global consumer market. Pet ownership continues to rise, and so does the desire to nourish animals with the same care and consideration we give ourselves. As the boundaries between pet and human food blur, and wellness continues to take centre stage, manufacturers must approach pet nutrition and taste with the same care they would traditional food categories.
Below we share some examples of how the humanisation of pet food is taking shape, from age-specific nutrition to health-driven formulations that mirror human wellness trends:
AU – Doggylicious, Calming Cookies
Suitable for humans, doggylicious market themselves as a brand by dogs and for dogs, promoting real ingredients, no fillers, and lots of flavour. Calming cookies contain L-Theanine to manage anxiety and promote relaxation… for when your owners are just too much!
UK – Lily’s Kitchen, On The Go Mealtime Bars
Lily’s Kitchen have developed ‘a complete meal’ in a bar. Perfect for on the go owners and their dogs. Just like their owners, dogs might need something to keep them going on long walks, road trips, or doggy sleepovers.
NZ – K9 Natural, Freeze-Dried Toppers & Treats
Embodying the consumer trend of farm to fork, K9 offers traceable wholefood ingredients for man’s best friend. Freeze-dried, whole foods create high protein snacks, feasts and toppers. Their lamb protein treats ingredient list… just lamb. As clean as it gets really.
For more information on food trends and market insights, check out our journals here.
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References:
1. https://wwww.mars.com/en-gb/news-and-stories/press-release-statements/mars-unveils-worlds-largest-pet-parent-study
2. ADM 2025 Pet Nutrition
3. ADM 2025 Pet Nutrition
4. ADM 2025 Pet Nutrition
5. https://www.globenewswire.com/news-release/2025/01/14/3009423/28124/en/Pet-Obesity-Management-Market-Trends-Analysis-Report-2025-Therapeutic-Food-Segment-Dominated-with-89-12-Share-in-2024-Global-Forecasts-to-2030.html
6. Image Source: Envato - Assortment of different treats and snacks
Please note, we are not affiliated, associated, or in any way officially connected with the brands and products mentioned within this post.
