Pet food in 2026: Premiumisation and ‘humanisation’ drives growth
The market expands as consumers increasingly see pets as equal parts of the family
Pet food market growth summary
- Global pet food market grows driven by ownership and premiumisation
- Humanisation trend leads owners to project personal health preferences onto pets
- Demand rises for natural, minimally processed and tailored nutritional pet products
- Sector faces cost pressures, rising competition and growing sustainability expectations
- Brands must adapt quickly as consumers prioritise wellness-focused premium offerings
The pet food sector is seeing significant growth. With global pet ownership rising, demand for pet food is strong.
According to statistics platform Statista, global pet food growth is significant, with the market currently valued at $161.72bn (€138.2bn). It is expected to grow at a CAGR of 5.01% between 2026 and 2030.
While growing pet ownership is a driver for this growth, another significant factor is the premiumisation of pet food, driven by the ‘humanisation’ of pets.
‘Humanisation’ of pets
Pet food is not a new category. Humans have had pets since before the invention of agriculture.
Nevertheless, it is changing, as more and more consumers see pets as fully fledged family members, and treat them as such.
“The ‘humanisation of pets’ describes the psychological, moral and consumer view of owners perceiving their pets as family members,” explains Beatriz Luz, data researcher for consumer goods at Statista.
This means that human owners often project their own health expectations and preferences onto their pets. Human food trends, such as natural, organic or even vegetarian, are being expanded to pets. Consumers are seeking products that enhance mental and physical wellbeing for their furry friends.
Also read → Who are the biggest players in pet food?
The trend is already widespread. According to Statista, a 2023 survey found that in the US, 67% of baby boomers and more than 80% of millennials saw their pets as their children.
Humanisation drives premiumisation
Pet food premiumisation is also driving market growth, pushing up the prices of individual products.
Because so many consumers see pets as family, they often want to supply them with good quality, healthy food. This is a perfect opportunity for premiumisation in pet food.
In just one example of this, a 2024 Statista survey found that 42% of US pet owners saw high protein as a key factor when choosing a pet food brand. Other health benefits, such as digestive health, mobility, weight control and immunity, are also sought after by pet owners.
“The premium trend derives from the ‘humanisation of pets’, which drives demand for products with natural or minimally processed ingredients, specific life-stage formulas and tailored nutrition. Such attributes typically sit at premium price ranges,” says Luz.
Challenges faced by pet food
Nevertheless, the sector is not free of challenges. For example, pressures from energy, rising raw material costs, packaging and logistics can diminish profit margins.
The sector is also experiencing fragmentation and increasing competition. Giants such as Mars Petcare and Nestlé Purina Pet Care must face off against a number of niche premium players and even private label brands.
Meanwhile, global e-commerce revenue has been rising, providing a threat to established players.
Finally, there is a pressure for the industry to be sustainable. The demand is there – according to Statista, around 64% of cat owners globally prefer sustainability when choosing cat food.
“Pet food companies must react to consumer demands to keep their relevance in the presently challenging pet food sector,” concludes Luz.
Fonte: foodnavigator.com
