A new survey of nearly 10,000 U.S. dog owners reveals shifts in consumer behavior and priorities within the pet food market, with owners demonstrating unprecedented financial commitment to their pets' nutrition and changing trust patterns for food advice.
The 2025 Dog Food Advisor Survey found that 52% of owners would skip their own meals to feed their dogs, while 92% would go into debt for emergency veterinary care. Additionally, 96% said they would never surrender their dog due to financial constraints.
Consumer preferences are increasingly aligned with human food trends, with 56% believing their dogs should eat clean, organic and balanced diets. More than half of respondents (53%) report caring more about their dog's nutrition than their own, while 55% provide daily supplements and 50% have prepared homemade meals due to commercial product concerns.
"These findings show just how emotionally and financially committed Americans are to their dogs," said Andrew Dickens, editor at Dog Food Advisor. "From skipping meals to cooking homemade diets, pet parents are applying the same health and wellness standards they use for themselves — organic, transparent, functional nutrition."
Ingredient sourcing preferences show strong domestic bias, with 92% willing to feed American ingredients and 64% accepting Canadian sources. However, acceptance drops significantly for European Union ingredients (less than 50%), Mexican ingredients (20%) and Chinese ingredients (6%).
The Dog Food Advisor survey also noted that trusted sources for nutrition advice are shifting away from traditional veterinary guidance, with only 25% relying on veterinarians compared to 56% influenced by Dog Food Advisor reviews. Social media influence affects 30% of respondents, particularly younger demographics.
Online purchasing through Chewy captures 35% of dog food sales, indicating continued growth in subscription and e-commerce models within the pet food sector.
Consumer attitudes toward specialized diets remain mixed. While 25% consider all grain-free food dangerous, 60% would not feed lab-grown meat to their pets. Insect-based protein shows emerging acceptance among 21% of owners, particularly younger, environmentally conscious consumers.
Dog Food Advisor, founded in 2008, said it has rated thousands of dog food recipes and reaches millions of pet parents monthly with product reviews and nutrition information.
