New Generations of Pet Owners Are Ditching Cheap Pet Food Brands for Premium Kibble

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The trends in the pet industry closely follow those in human-oriented markets, and nutrition is no exception. Healthy and organic foods are soaring in popularity for the last few years, with more and more people being conscious of their eating habits. Similarly, millennial pet parents are re-thinking what a healthy diet means for their four-legged companions and putting mainstream pet food brands out of business in the process.

According to a report put together by The Wall Street Journal, many pet food brands that were the primary choice of pet owners for years are seeing a dramatic drop in sales. Nestle’s Purina, Smucker’s Gravy Train and Kibbles ’n Bits, and Mars’ Pedigree are all being tossed aside in favor of premium pet foods, such as Blue Buffalo, Nutrish, or Castor & Pollux, to name a few. The growing consciousness about the nutritional needs of our pets is certainly to “blame” for this spending trend, as pet owners are realizing that opting for cheap diets will cost them much more in the long run- in vet bills.

Fortunately for cats and dogs everywhere, millennial pet owners dictate the market trends, so we’re set to see even more human grade and healthy pet foods entering the arena. And that’s not surprising. After all, not only that millennials now make up the majority of pet parents in the United States, but they’re also the group that spends the most on their fur babies. They demand only the best for their four-legged companions, and the companies are racing each other to be the one to provide.

Whether you’re a millennial or not, it’s your duty as a pet owner to make sure your pet has a well-balanced diet. You might cook your pet’s meals at home, opt for exotic foods such as kangaroo meat kibble, or feed your pet raw– the important thing is to always consult with a vet, especially if you’re unsure what’s the best choice of food for your cat or dog.


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