Only the Best: The Pandemic Elevated Consumer Demand for Ultra-Premium and Super-Premium Pet Foods

With more time at home during the pandemic Americans added furry friends to their households. Pet ownership jumped 12% for dogs and 4% for cats. Today, two out of every three American homes include a pet. 

The opportunity to spend more time at home nurtured strong pet and owner bonds. Ninety-five percent of pet owners today consider their pets family members. The “humanization” of pets intensified consumers’ quest to do the best they can for their animals’ well-being, especially their diets. 

Retailers noticed the trend. “We’ve had over 11 million new pets enter homes since 2020,” said Nick Konat, who held the title of executive vice president and chief merchandising officer at Petco from October 2018 to February 2022. “A key trend is humanization. ‘I’m giving my pets supplements, fresh food, I’m putting clothes on them.’ That trend along with people willing to spend more for better product created an enormous market opportunity.”

Current trends in pet food mirror America’s overall movement to eat healthier. Organic, natural, gluten-free, sustainable and plant-based foods are replacing high-sugar, heavy processed options for all.

The new breed of pet owners is well-informed and shop by ingredients before brand names. They seek the better-for-you qualities they are adding to their own diets for their four-legged friends. 

With an eye on ingredients, shoppers are shifting toward ultra-premium and super premium pet foods—especially science-based diets, according to research from Alphia, a leading manufacturer of pet food and treats based in Bern, Kan.

Data Intelligence projects the premium segment of pet food will control the highest market share by 2026.

The movement is led by Millennials, who now comprise the largest segment of pet ownership. The fact they want premium products is not surprising—that cohort grew up combing the Internet for information and demanding only the best. Millennials and Gen Z outspend their Gen X and Baby Boomer counterparts on their pets per month, a trend that will only continue to boost sales of premium choices. 

To learn more about how human food trends impact pet food visit the post here.