March 23, 2026

Pet Nutrition Trends Driving Innovation In Premium Food Formats

Trilogy Flavors, Inc.

Pets are popular; 94 million U.S. households own a pet. 68 million U.S. households own a dog, while 49 million households own a cat, according to the American Pet Products Association (APPA)¹. Innova Market Insights’ data² shows that about half of both dog (50%) and cat (49%) owners view their pet as a family member. Likewise, 20% of dog owners and 17% of cat owners consider their pet as their child. Three-quarters of consumers actively look for products that improve a pet’s health and wellness, according to Packaged Facts³. The U.S. pet industry reached $157 billion in total sales in 2024, with pet food and treats accounting for $67.8 billion, according to NieIsenIQ¹. Allied Market Research⁴ projects the global pet food market to reach $226.5 billion by 2034, growing at a CAGR of 6.1%.

As discussed in Trilogy’s Spotlight On Pet Food Trends and A Clean Bill of Health – Unleashing Pet Health Trends, pet owners project their human needs onto their pets, and brands mimic human lifestyle trends. The humanization of pet products continues. “Consumers are prioritizing transparency, clean labels, and human-grade ingredients,” states Andrea Binder of NielsenIQ⁵. “As pet parents demand more from what goes in the bowl, we’re entering a new era of personalized, functional, and wellness-driven nutrition,” notes Yemi Owolewa of NielsenIQ⁵. Pet parents are prioritizing nutrition as brands innovate with premium pet food formats.

PET FOOD MARKET SIZE

The pet food market offers pet owners a variety of different pet food applications and formulas. Dry (kibble) and wet (canned/pouches) remain the dominant formats, while raw, refrigerated/frozen, freeze-dried, air-dried, dehydrated, and gently cooked options continue to gain traction. Last year, fresh dog food grew 13.4% to $208 million, according to NielsenIQ⁵. Circana⁶ reported that the U.S. refrigerated/frozen dog food category grew 17.8% to $1.6 billion for the 52 weeks ending August 10, 2025. To give their cats variety and personalization, NielsenIQ⁷ reports that cat parents are mixing multiple types of food. Circana’s⁶ data showed a 3.3% increase in dry cat food, reaching $5.5 billion, while wet cat food grew 6.2% to $5.9 billion for the 52 weeks ending August 10, 2025. According to The Business Research Company⁸, the global frozen and freeze-dried pet food market reached $104.2 billion in 2025. It is expected to grow to $154.42 billion in 2030 at a CAGR of 8%. Dog food mixers and toppers have increased 129% since 2018, while cat food equivalents have grown 138% over the same period, according to APPA⁹.

PET PARENTS ARE INTERESTED IN NUTRITIONAL PET FOOD

Globally, many pet owners consider their pet as family, making their pet’s health a priority. Innova’s data¹⁰ found that 38% of them are interested in pet food or treats with functional health benefits. Acosta Group’s study¹¹ found 42% of pet parents prioritize high-protein foods, followed by joint care at 40%. Additionally, 36% are interested in fresh, minimally processed foods and supplements.

Innova’s survey² revealed that “Complete nutrition” and “High in/source of protein” claims influence pet owners’ purchasing decisions, which differ based on age.

“Complete Nutrition” claims among cat and dog owners:

Cat Owners:	Dog Owners:
24% of Gen Z	19% of Gen Z
33% of Millennials	22% of Millennials
37% of Gen X	35% of Gen X
43% of Boomers	47% of Boomers

“High In/Source Of Protein” claims among cat and dog owners:

Cat Owners:	Dog Owners:
27% of Gen Z	22% of Gen Z
24% of Millennials	25% of Millennials
30% of Gen X	39% of Gen X
37% of Boomers	31% of Boomers

In response, brands are developing nutritional pet food. For example, Marie’s lineup now includes Magical Breakfast Sprinkles for Dogs in Breakfast Burger, and Bacon, Egg & Cheese flavors. The products are “designed to add flavor and morning nutrition.” JustFoodForDogs added Sensitive Stomach, Sensitive Skin, and Healthy Weight formulas to its Targeted Nutrition line to address specific health concerns. Green Juju released the Extras Line, focused on complete and balanced meals. The freeze-dried raw whole food nutrition is formulated for dogs and cats to “deliver deeper nutrition and broader micronutrient diversity while still keeping carbs low and quality high.” It is available in Chicken & Sardine, Duck & Sardine, and Turkey & Sardine varieties.

GUT HEALTH FOR PETS

Gut health has been a major human wellness trend for the past decade and remains a strong area of interest. The global digestive health market exceeds $51 billion and is projected to reach $68 billion by 2030, at a CAGR of 8.3%, per Grand View Research¹². The gut health movement has moved into pet care, boosting interest in digestive and microbiome-supporting pet foods. Innova¹⁰ reveals that gut health is a key focus in pet food, with digestive and gut health claims accounting for 24% of launches over the past year. There were 63 pet food patents filed related to gut health. Furthermore, 31% of cat and 30% of dog owners provide gut health supplements to their pets. APPA⁹ noted functional diets featuring prebiotics and probiotics have gained significant traction, growing 18% for dogs and 9% for cats in 2024. Acosta Group’s data¹¹ showed 38% of pet parents select food with probiotics for their pet’s gut health.

Brands are tapping into this trend, offering gut-healthy pet foods. For example, Fussie Cat launched its first-ever kitten-specific formula, Super Premium Market Fresh Dry Kitten Recipe Chicken with Goat Milk. It contains pumpkin, chickpeas, lentils, dried blueberries, and cranberries. The low-glycemic grain-free formula supports gentle digestion and balanced daily energy. PawCo Foods unveiled SuperSalad, a plant‑based, whole‑food “salad for dogs” formulated to support nutrition and gut health. It contains whole food ingredients such as spinach, quinoa, lentils, and butternut squash. Solid Gold’s Air-Dried Toppers are now available in Petco stores nationwide. The toppers can be a meal enhancer or mix-ins and are formulated with gently air-dried animal protein “to help preserve nutrients and flavor.” The line supports high-protein nutrition and digestive gut health. Consumers are adapting to GLP-1 medications for weight loss, and that shift is beginning to influence the pet care space. Akston Biosciences is conducting a clinical study at Cornell University testing a once-weekly GLP-1 protein therapy for weight management in overweight cats¹³.

PREMIUM PET FOOD MARKET ACTIVITY

Rising interest in premium and functional pet food is fueling demand for clean, human-grade, better-for-you ingredients. As a result, many pet brands are launching pet foods that address consumers’ concerns. For example, Chewy launched Get Real, a line of minimally processed, fresh dog food. The high-quality food comes in three recipes, including Chicken & Brussels Sprouts, Beef & Sweet Potato, and Turkey & Cranberry. The products are available as both full meals and meal toppers, made with 10 or fewer ingredients plus vitamins and minerals. Shepherd Boy Farms introduced Lobster & Organic Coconut Freeze-Dried Treats, a premium treat for both cats and dogs. The two-ingredient treats “aim to deliver bold flavor and clean nutrition to dogs and cats.” In line with the human sauce trend, Jinx debuted Kibble Sauce in Chicken and Beef flavors. It is a ready-to-squeeze flavor-boosting topper made with bone broth. Meanwhile, FreshPet is currently the first and only pet food company in the U.S. and Canada to earn the Purity Award from the Clean Label Project across its entire product line. Pet parents want instant gratification for their pets as well as themselves. Now, pet food and products are more accessible with the partnership between Instacart and Pet Supplies Plus. Instacart users can order from over 11,000 pet products representing about 400 brands for same-day delivery.

PET FOOD WILL CONTINUE TO FOLLOW HUMAN NUTRITION

For the first time in more than 40 years, the Association of American Feed Control Officials (AAFCO)¹⁴ updated the Model Regulations for Pet Food and Specialty Pet Food. The new AAFCO Pet Food Label Modernization (PFLM)¹⁵regulations went into effect in 2024, with a six-year transition period for full implementation by 2030. The new labels will feature a “Nutrition Facts Box” like human food, listing caloric content, including protein, fat, and carbohydrates. Additionally, the nutritional content will be shown on a per-cup or per-can basis, rather than percentages. “The formatting of the box was updated to enhance transparency, more closely align with human food labeling, and improve understanding by the consumer.” The Ingredient Statement and Intended Use Statement have also been updated. The Intended Use Statement is now placed in the lower third of the front panel for better visibility. Additionally, Handling and Storage Instructions have been standardized with optional icons. These updated regulations are not federal law, and each state must formally adopt them into its own legislation. On January 21, 2025, the Pet Food Uniform Regulatory Reform (PURR) Act of 2025 (H.R. 597)¹⁶ was reintroduced in the U.S. House of Representatives and is currently in committee review. The bill seeks to establish the FDA as the sole regulator for pet food ingredients and labeling, eliminating the state-by-state regulatory approach.

Pet parents love their fur babies and want them to be healthy and thrive. They treat their pets like they do themselves and expect personalized, functional, premium, and wellness-driven nutritional pet food. From high-protein to gut health to minimally processed foods and supplements, brands are creating better-for-you ingredients and formulas that mimic human trends. Palatability remains essential and cannot be overlooked, even as consumers prioritize transparency, clean labels, and nutrition. At Trilogy Flavors, we understand that pet flavor development is an art and a science. Our PAL tested savory palatants and high-quality pet food flavorings enrich pet food and treats. Our reaction flavors are vegan and human-grade and do not require USDA regulation. Additionally, Trilogy offers a line of oleoresin-based antimicrobials and antioxidants that inhibit or kill microorganisms, extend shelf life, and maintain better animal health. Paws up! Reach out to schedule a consultation on your next pet food project and request samples here.

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