5 human food trends shaping the pet food market in 2023

Consumers are seeking value, affordable nutrition and full honesty from human food brands, which likely will affect demands of pet food brands, too.

Debbie Phillips-Donaldson

January 1, 2023

Pet Food Trends Value

Consumers are redefining what value means to them, especially when it comes to affordable food and nutrition. | sarayut_sy I Shutterstock.com

Human food trends have long had a strong influence on pet food, and that continues for 2023. Innova Market Insight’s annual top 10 trends list for human food and beverages includes several relevant to pet food:

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EPISODE 89: How does working in human food versus pet treats compare?

Although pet food companies may find themselves wondering what the next regulatory update may bring, it will still pay dividends to maintain strong compliance programs.

How to approach regulatory uncertainty

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EPISODE 89: How does working in human food versus pet treats compare?

Zora Tabin shares her journey from founding Wild Zora human food products to launching Zora's Best Friendz pet treats, revealing the unexpected challenges and key differences between serving human and pet customers.

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Brand Insights

Pet Food Manufacturer Thinks Outside the Box with EDL’s Double Tight Wrap Machine

EDL, as Massman Company

EDL Double Tight Wrap shrink wrapping machines use two perpendicular bands of LDPE film to tightly unitize and totally enclose a product or collation.

Pet Food Manufacturer Thinks Outside the Box with EDL’s Double Tight Wrap Machine

Raw Cat and Dog Food

Raw pet food gains ground as consumers gain safety knowledge

As high-pressure processing is better understood by interested pet owners, industry safety standards are becoming established for raw pet food.

We Feed Raw offers customized, complete and balanced raw meals frozen and cold-shipped to customers, including beef, chicken, lamb, turkey and duck.

Pet Food Company Profiles

Heckova! brings the fun to superpremium dog food

This young, freeze-dried dog food brand works to bring new customers into the fold.

Heckova!’s philosophy is simple: Every dog is a heck of a dog, and food should make their lives happier and healthier.

Targeted premiumization strategies in pet foods

From fresh pet food to personalization, the various avenues in the premium pet food space continue to expand.

Fresh pet food growth is one of the ways the premium pet food market is expanding its reach as more pet owners look to optimize their animals’ eating habits.

Global Commerce

Pet food mergers and acquisitions cautious but continue in 2025

The go-go days of 2021 may be behind for the pet food industry. However, M&A continues, although with more discipline and patience than before.

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Adventures in Pet Food

Do pet owners and other consumers still demonize ingredients?

Recent surveys indicate consumers of human food and purchasers of pet food may no longer focus on avoiding certain ingredients in their buying choices.

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Global Commerce

How cats stole Indonesia's pet food market

Cats are the dominant pet in Indonesia, leading to success for the country’s cat food segment.

Indonesia has long since gone to the cats, with the balance tipping in their favor both in tonnage and in dollars when it comes to the pet food market.

Czech pet food giant to take over Polish company

Vafo Group seeks to acquire distributor Azan, while Fressnapf opens 41 new stores across Europe in Q1.

Vafo Group operates nine production facilities in Europe and has subsidiaries in the Czech Republic, Austria, Finland, Germany, Sweden, Poland, the UK as well as Estonia.

WH Group enters European pet food market by acquiring Poland’s Pupil Foods

Pupil Foods specializes in wet and dry cat and dog foods, supplying European markets including the United Kingdom, Germany, Hungary and Serbia.

Dall·e 2024 11 26 09 14 51 A Realistic Cgi Image Of A Cat Dressed As A Stock Broker The Cat Is Wearing A Tailored Business Suit With A Tie, Sitting At A Modern Desk Surrounded

Market Trends and Reports

Veterinary pet food diet trends: Evolving to meet expanded needs

Pet owners are more conscious of their pets’ health than ever, which means they’re heading toward science-backed and veterinarian-approved foods for their animals.

Veterinary Rx and over-the-counter vet-approved pet foods continue to grow in scope and availability as pet owners look to the long-term health of their pets.

Pet Food Company Profiles

Omni: Novel proteins for the allergy-prone pet

This UK-based company was started with the idea that pets with allergies deserve a delicious meal, too.

Omni Bean Cover Image (1)

Rising pet food, veterinary costs top challenges to pet ownership

Consistent price increases in pet care over the last several years are taking a toll on the stability of pet ownership.

Pet owners are feeling the costs of pet ownership more now than ever, as prices for everything continue to increase.

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