The role of health and wellness in pet food today

Pet owners increasingly deem health and wellness attributes among pet food’s most important benefits, and brands are responding with more related claims.

Debbie Phillips-Donaldson

December 23, 2024

A majority of U.S. pet owners consider pet food an important health product for their furry family members.

A majority of U.S. pet owners consider pet food an important health product for their furry family members.

FatCamera | iStock.com

Pet health and wellness has been a desired, and defining, attribute for pet owners for several years. Since accelerating during the pandemic, interest has only continued to rise.

According to a 2023 survey by ingredients supplier Kerry, pet owners listed several health-related features among their top concerns, including healthy aging, named by 35%; digestive health and dental care, both at 34%; joint health, 32%; and skin and coat care, 28%. Attesting to the ongoing growth of that focus, in summer 2024 80% of U.S. dog owners and 82% of cat owners ranked pet food among the most important health products for their pets, said a new Packaged Facts report, “Pet Food in the US, 18^th Edition.”

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