Pet food is unrivalled as the pet health and wellness product considered most important by consumers. As shown by Packaged Facts January 2026 survey data, pet food is ranked among the most important pet health and wellness products by 74% of pet owners, with flea/tick medications a somewhat distant second at 51% and pet treats following closely at 47%. Moreover, the priority on pet food as a pet health product rises up the generational ladder, tying in part to a greater likelihood of having senior pets.
In this context, pet food dollar sales growth for many years has mainly been a function of marketers upselling pet owners on higher priced fare, with “natural” formulations positioned as more healthful at the forefront of this premiumization strategy. This more natural, more healthful positioning hasn’t become outdated, but it has become insufficient.
