Pet feeding has changed considerably over the past century. In the early 1900s, dogs and cats ate mostly table scraps.
Functional Ingredients Target Immune Function, Mobility and Digestion
Functional nutrition is arguably one of the fastest-moving categories in pet food, with previously niche diet options increasingly sought out. Foods in this category supply nutritional fuel that helps animals live their healthiest lives rather than simply filling their stomachs. Small amounts of peanut butter, without xylitol or added sugar, can provide healthy fats and protein.
Owners Shift to Preventive Care Before Symptoms Appear
Preventive healthcare is moving quickly in pet care.
It is a concept Dr. Bill’s has worked toward for four decades: “We’ve always believed that prevention is less expensive than a cure.”
Higher Nutrition Often Comes at a Higher Price
Food with higher nutritional value is often more expensive than its stomach-filling counterparts, and industry leaders say they are mindful of that challenge for pet parents. Dave Ratner, owner and founder of Dave’s Pet Food, said the company works with its suppliers to develop formulas that consumers want and need at prices that won’t give them sticker shock. “Dave’s whole reason for being is to make great food at a reasonable price,” Ratner said. “We are a family-owned business, so we thankfully don’t have anyone demanding certain profit margins.”
Pets as Family Members Drive Nutrition and Home Design Decisions
The devotion to pets is reflected in the rising number of owners who consider their animals members of the family and adjust their homes to accommodate them. Lahlou added that every pet has different nutritional needs, so the right choice should reflect the animal’s age, health and a veterinarian’s guidance.
Jackson Galaxy, a cat behavior expert, author and president of Jackson Galaxy Enterprises, sees the strongest dedication among younger guardians. “I see this most in cat guardians under 30,” he said. “Many of them aren’t rushing to have human children, and their animal families are their families.”
Common Questions About Functional Pet Food
What makes pet food “functional”? Functional foods supply nutritional fuel that supports specific health functions rather than just filling the stomach. Ground flaxseed provides omega-3 fatty acids and fiber for skin, coat and digestion, while peanut butter without xylitol or added sugar adds healthy fats and protein.
Is fresh pet food better than kibble? Regev said real food and less processing matter, and he predicted fresh food will become “table stakes for every company” as the science catches up. Lahlou cautioned that every pet has different nutritional needs, so the right choice should reflect the animal’s age, health and a veterinarian’s guidance.
Why does high-quality pet food cost more? Food with higher nutritional value is often more expensive than stomach-filling alternatives. Ratner said Dave’s Pet Food works with suppliers to keep prices reasonable because it is family-owned, without outside parties demanding certain profit margins.
Are younger pet owners more devoted to their animals? Galaxy said he sees this most in cat guardians under 30, many of whom aren’t rushing to have human children and treat their animal families as their families.