With the state of the pet food market today, developing new premium pet foods and treats has become very complex and, frequently, challenging. In fact, what constitutes a premium product is evolving and complicated, with plenty of nuance and confusion (especially for consumers).
In the past, “premium” often meant a product commanded a certain price level over standard or value-based products in the same sub-category, as determined by market research firms. Yet, as some grocery-mass channel pet food brands figured out how to offer many of the same ingredients and product features found in premium products, that pricing difference began to lose relevance; the rise of premium private label products has only accelerated that.
The same dynamics apply to super-premium pet foods and treats. When you add in certain features and claims, like minimally processed, the picture becomes even more ambiguous.
Will Henry, process group director for Extru-Tech, dove into this muddy landscape during an Ask the Pet Food Pro Zoom chat on September 23, 2025, about developing premium pet food and treat products. His explanation of what “premium” used to mean and may mean now may provides some insights as our market continues to evolve.
Premium, super-premium: In the eyes of the consumer
“If we go back a few decades, premium used to mean it was an exclusionary diet, for one thing, or it had some fresh meat in it,” Henry said. “Any level of fresh meat, that was a premium diet. So, to your point, the definition of premiumization has changed drastically, because now, fresh meat in the product doesn’t always, in the mind of the industry, mean it’s premium.”
It depends on the presence of other ingredients, he explained — for example, corn. “Corn has a stigma. Nobody wants corn and soy these days, which is fine. I should say not everyone, but there are groups; that, I think, in the sense of the market, takes it out of the premium area.
“What I see today, in terms of what defines premium, is obviously the quality of your ingredient deck,” he continued. “Nice, wholesome ingredients. Ingredients with less than five syllables always appear better on the label. If the consumer can pronounce it, and they understand what it is, to them, I think they see that this is a premium diet, this is a good diet. If it has, you know, fresh vegetables and fruits in there, that’s always a bonus.”
He added that functional diets and sustainability features also play into the premium picture, then delved into the fresh meat factor with more detail. “I think the industry standard from what we see, in terms of our R&D, is about a 30% inclusion level of fresh meat is nominal. These days, that’s almost standard. You start talking about inclusion rates above 50%, 70%, where you’re getting at least close to that 50-50 range of fresh meat and other [ingredients], those are going to be considered premium diets, because they’re a more complex diet. There’s a lot more in the eyes of the consumer: ‘That’s a more wholesome, natural protein that my animal, historically, is used to consuming.’”
That holds true for super-premium products, too, Henry said; the definition depends on the consumer’s perceptions. The cost of ingredients plays a significant role, whether it’s with the level of fresh meat or the inclusion of other ingredients like specialty binders and ancient grains.
“We all make our own decisions” as consumers, he added. “What’s important to me, and what I feed my pets, what I consider premium, super-premium, may not fit in with my neighbor down the road. So, it really is a personal experience; it’s a personal decision of what we’re looking for, and that’s why you see so many options out there, in terms of how we produce and make a super-premium diet.”
What this means for product development
Keeping in mind what your target consumers consider premium, or super-premium, to be is key, especially when it comes to developing a new pet food or treat, Henry explained; you have to start the development process by knowing your product vision and differentiator(s), along with the marketplace position you’re aiming for. Stay tuned for more information and tips on the product development process in about a week!
(Note: Also stay tuned for announcements about the keynotes and other speakers for Petfood Forum 2026, which will look at how premiumization and innovation are changing, as well as how to elevate your brand in this current environment.)
