A Tractor Supply survey shows that 51% of dog owners now purchase premium, fresh, or organic food for their pets, with Gen Z owners spending significantly more than older generations. Dog owners spend an average of $101 monthly on food, with most willing to pay even more if confident it would improve their dog's health.
- 51% of dog owners now buy premium, fresh, or organic dog food, with the average owner spending $101 per month or $1,200 annually.
- Gen Z owners spend 24% more on dog food monthly ($107) compared to baby boomers ($86), and would pay up to $148 monthly if confident it improves health.
- 40% of dog owners follow more specialized or restricted diets for their dogs than for themselves, with 22% monitoring their pet's diet more closely than their own.
- Dog owners and veterinarians disagree on premium signals: 39% of owners cite no artificial additives versus only 24% of vets, and 35% avoid fillers compared to 12% of veterinarians.
- Veterinarians are the top information source for 74% of dog owners, followed by online reviews (47%) and scientific research (46%).
According to a survey from Tractor Supply Co., 51% of dog owners now purchase premium, fresh or organic food for their pets, with generational and demographic differences shaping spending habits and ingredient preferences.
- Two in five dog owners (40%) follow a more specialized or restricted diet for their dog than they do for themselves.
- Gen Z dog owners spend 24% more per month on dog food than baby boomers, at $107 compared with $86.
- Nearly a quarter of dog owners (24%) purchase organic food for their dogs more often than they do for themselves.
- Twenty-two percent of dog owners monitor their dog's diet, weight or caloric intake more closely than they do their own.
- The average dog owner spends $101 a month on food, or more than $1,200 a year, with $86 of that going toward premium, fresh or organic options.
- When choosing premium dog food, owners weigh brand recognition and veterinarian recommendations equally, with 30% citing each as a top factor.
Spending on food
Gen Z dog owners are the most likely generation to prioritize their dog's diet over their own, at 41%, and 51% of dog owners already purchase premium, fresh or organic dog food.
Owners said they would be willing to pay a median of $137 a month — $36 more than they currently spend — if they were confident the food would meaningfully improve their dog's health. Gen Z owners spend the most on dog food today, at $107 a month, but said they would pay up to $148 a month if confident it would improve their dog's health, a $41 gap between current and maximum spend that is the largest of any generation.
Owner formulation preferences
Owners and veterinarians differ on what signals a dog food is premium, according to the survey. Thirty-nine percent of owners cited food free from artificial additives as a top factor, compared with 24% of veterinarians. Thirty-five percent of owners said they avoid fillers such as corn, wheat and soy, compared with 12% of veterinarians.
Other factors dog owners consider when choosing premium dog food include a named protein as the first ingredient (29%), human-grade ingredients (29%) and a limited or minimal ingredient list (25%).
Both owners and veterinarians ranked fresh frozen ingredients last as a premium signal, at 9% and 2%, respectively. Certified organic or non-GMO status also ranked low for both groups, at 15% for owners and 2% for veterinarians.
Ingredient count trends
Most consumers said dog food with more than six ingredients is no longer premium or high-quality, according to the survey. That threshold varies by generation: Gen Z owners tolerate up to seven ingredients, millennials six, and Gen X and baby boomers five.
Generational formulation preferences
- Gen Z owners prioritize food free from artificial preservatives, colors or flavors (45%).
- Millennial owners favor limited or minimal ingredient lists (28%).
- Gen X owners prioritize a named protein as the first ingredient (33%).
- Baby boomer owners prioritize made-in-USA or country-of-origin transparency (26%).
Additional findings
Premium or specialized dry kibble is the most popular food type among dog owners, at 27%, followed by standard commercial kibble (24%) and a combination of multiple food types (20%). Seven percent of owners feed their dogs food prepared at home, and another 7% feed fresh or refrigerated food.
Veterinarians are the top source of information owners consult when making decisions about their dog's health or nutrition, cited by 74% of owners, followed by online reviews (47%), scientific or peer-reviewed research (46%) and friends and family (41%). Thirteen percent of owners consult social media pet accounts or influencers, a figure that rises to 18% among Gen Z owners.
