n the world of pet food, one word
is moving from the sidelines
toward center stage.
“Fresh”—a word that’s become
practically synonymous with “healthy” where
human food is concerned—is infiltrating the
lexicon of pet parents. According to Rockville,
Md.-based Packaged Facts’ January/February
2018 survey of U. S. food shoppers, 75% of dog
and cat owners identified “fresh” as an “espe-
cially appealing” food characteristic.
The American Pet Products Association also recently weighed in on fresh pet
food, which accounted for $30.3 billion of a
record-breaking $72.5 billion in pet product
sales in 2018. That record was due in large
part to the availability of fresh food options,
which is driving increased spending in the pet
This focus on fresh dovetails with two overarching industry trends: the humanization of
the category and what David Lummis, senior
pet market analyst for Packaged Facts, calls
the “mass premiumization” of pet products.
the Pet Aisle
Refrigerated pet food shows promise—but you have
to know your market. By Kathleen Furore
Freshpet’s meals for pets are made
with fresh ingredients.