Research Insights on Premium & Functional Pet Foods

As pets' position shifts to that of a family member, many pet owners are increasingly focused on delivering not only a luxurious lifestyle but also a high-quality, sustainable diet.  This shift has elevated premium and functional pet foods from a trending topic to a transformation unfolding in how owners approach their pets' nutrition. APPA’s latest research reveals that wellness has become the new standard in pet feeding, with owners trading up to premium diets and layering in functional ingredients to support health, bowl to bone. For brands and retailers, this evolution signals opportunity across product innovation, merchandising, and marketing.

Premium Pet Food Makes a Strong Comeback

Pet nutrition is undergoing a significant shift as owners reassess what they feed their dogs and cats. According to APPA’s 2025 Dog & Cat Report, premium pet food purchases rebounded in 2024 after previous fluctuations, with 41% of dog owners and 38% of cat owners choosing higher-quality diets; up 5% and 9% from 2023. Today’s owners aren’t just looking for complete and balanced diets; they want foods that support wellness, longevity, digestion, and overall vitality.

This renewed interest in premium options reflects a broader cultural shift toward preventive health. Pet owners increasingly mirror their own wellness routines in how they care for their animals. They’re reading labels more closely, paying attention to ingredients, and gravitating toward foods that feel purposeful. For brands and retailers, this marks a long-term shift in the value placed on transparency, elevated nutrition, and science-backed formulations.

As premium food becomes a stronger baseline expectation, companies that emphasize nutrition science, ingredient sourcing, and demonstrable health benefits are better positioned to capture consumer trust and category growth.

From Meals to Mixers: The Rise of Functional Add-Ons

The shift toward wellness-focused feeding is also transforming how owners build meals. Mixers and toppers have become an important tool for personalization, with 16% of dog owners and 19% of cat owners using them in 2024; a growth of more than 120% for both since 2018. These additions allow owners to tailor nutrition to their pet’s specific needs, whether for digestive support, immune health, or simply to add enjoyment and variety.

Functional diets are rising alongside these trends. Prebiotic and probiotic formulas saw nearly double-digit year-over-year growth, with 13% of dog owners and 12% of cat owners incorporating them into their pets’ routine, an 18% and 8$ increase from 2023. Pet parents increasingly understand the connection between gut health and overall wellness, making digestive support a natural extension of premium feeding habits.

Together, these shifts point to a more engaged, intentional consumer, one who wants to build meals that are both nutritionally rich and emotionally satisfying. For manufacturers, this creates momentum for expanding wellness-forward SKUs. For retailers, it signals the importance of guiding owners toward complementary products that support their feeding philosophy.

Premiumization as a Long-Term Growth Strategy

Premium food is reshaping the expectations of pet owners. As they lean into wellness-forward purchasing, basic food purchases declined 7% in 2024, indicating that the ‘quality over quantity’ sentiment has begun to erode cost awareness, leading owners to spend extra for quality products.

This mindset is influencing everything from product development to category management. Brands that emphasize nutritional science, ingredient transparency, and demonstrable health benefits are winning trust, and with that, the higher price points that come with it.

Retailers can reinforce this momentum by:

• Featuring premium and functional formulas at eye level, both in-store and online
• Using cross-merchandising to promote complementary categories like toppers, probiotics, or hydration treats
• Highlighting human-grade ingredients and certifications that resonate with quality-conscious consumers

Marketing Nutrition as Part of a Modern Pet Lifestyle

Premium and functional foods align perfectly with a cultural moment where pets are increasingly treated as full members of the family. Owners see nutrition as one of the most important investments they can make in their pet’s long-term health, driving strong interest in brands that communicate wellness, transparency, and shared values.

Digital discovery plays a major role in shaping these choices. Younger consumers, in particular, rely heavily on social platforms, online reviews, and influencer-driven explanations to understand the benefits of ingredients or compare formulations. Brands that pair scientific credibility with accessible education can bridge the gap between curiosity and purchase.

Lifestyle-focused storytelling also resonates deeply. Marketing that connects functional nutrition with real-world benefits, such as better digestion, improved energy, healthier coats, or enhanced mobility, helps owners see the tangible value in premium feeding. As pets continue to take on more prominent roles in daily life, nutrition becomes a natural extension of emotional care.

Explore the 2025 Dog & Cat Report

From premium diets to the rapid rise of functional nutrition, today’s pet owners are redefining what it means to feed well. For a deeper look at these and other emerging trends shaping the future of the pet food category, explore APPA’s 2025 Dog & Cat Report. This comprehensive report delivers data-driven insights into ownership patterns, purchasing behavior, and new opportunities for brands and retailers.

Purchase the full report in the APPA store here ➡

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