Pet food manufacturers must recognize that 90% of consumers view their pets as family members, fundamentally reshaping product development and marketing strategies across the category, according to Madelyn Mitchell, account manager at Innova Market Insights, who presented at the American Feed Industry Association’s (AFIA) Pet Food Conference during the International Production & Processing Expo (IPPE) 2026 in Atlanta, Georgia, U.S.
“Any brand that isn’t using this lens to frame their products and marketing is quite simply doing it wrong,” Mitchell said, noting that younger consumers demonstrate the strongest familial bonds with their pets.
This humanization trend drives three key market shifts: increased focus on preventative care and longevity, growing demand for functional nutrition, and tension between premium product desires and price sensitivity.
More than half of pet owners have at least one health concern for their pets, creating opportunities for brands that clearly connect ingredients to long-term health outcomes. Mitchell emphasized that pet owners increasingly think about how food choices support digestive health, mobility and overall vitality over time.
Generational differences shape feeding habits, with millennials and Gen Z prioritizing variety, freshness and texture while favoring supplements and natural formats. Boomers and Gen X prefer traditional dry food for reliability and simplicity. “Millennials and Gen Z are reshaping feeding norms with a focus on personalization and health-driven solutions,” Mitchell said.
For cat food, complete and balanced nutrition with high protein content remains non-negotiable, while clean label ingredients and minimal processing increasingly influence purchase decisions. Grain-free claims lead cat food launches, with functional ingredients showing strong growth when attached to specific health outcomes.
Dog owners demonstrate even greater interest in customization, with approximately two-thirds adapting store-bought food at home or making their own. Mitchell noted that brands can support this trend through variety, bundling suggestions and layered functionality.
Ethical claims related to sourcing and packaging are rising across both categories, building consumer trust and confidence. Mitchell pointed to breed-specific formulations, precision wellness products and innovative formats as examples of brands meeting evolving consumer expectations.
“As prices rise, consumers will continue to be forced into difficult decisions, so making sure the value is there is always important,” Mitchell said, noting that while pets are worth the financial investment, price still plays a significant role in purchase decisions.
