A new survey reveals that 51% of dog owners now buy premium, fresh, or organic food for their pets, marking a shift in how pet nutrition is prioritized. Spending habits vary sharply by generation, with younger owners willing to pay far more for what they believe is better-quality food.
The average dog owner spends $101 a month on food, totaling over $1,200 annually. Of that, $86 goes toward premium options. Gen Z owners lead spending, dropping $107 monthly—24% more than baby boomers, who spend $86. If convinced a product would improve their dog’s health, Gen Z owners would pay up to $148 a month, a $41 increase over their current spending, the largest gap among generations.
Owners also show a surprising level of dietary discipline for their pets. 40% follow a more specialized or restricted diet for their dogs than they do for themselves. 22% monitor their dog’s diet, weight, or caloric intake more closely than their own. Nearly 24% buy organic food for their dogs more often than they do for their own families.
Owners vs. vets: What defines premium pet food?
Yet there’s a disconnect between what owners consider “premium” and what veterinarians do. 39% of owners say food free from artificial additives is a top factor, but only 24% of vets agree. 35% of owners avoid fillers like corn, wheat, or soy, while just 12% of veterinarians list that as a priority. Both groups rank fresh frozen ingredients and organic or non-GMO labels as low signals of quality—9% for owners and 2% for vets.
Owners and vets also differ on what makes a food high-quality. 30% of owners cite brand recognition as important, matching the 30% who trust veterinarian recommendations. Other key factors for owners include a named protein as the first ingredient (29%), human-grade ingredients (29%), and a limited ingredient list (25%).
Generational preferences shape these choices. Gen Z owners prioritize food free from artificial preservatives, colors, or flavors (45%). Millennials favor minimal ingredient lists (28%), while Gen X owners focus on a named protein first (33%). Baby boomers value transparency about where the food is made (26%).
Owners also have clear limits on ingredient counts. Most consider food with more than six ingredients not premium, though tolerance varies: Gen Z accepts up to seven, millennials six, and Gen X and boomers five.
How trust and trends shape pet food decisions
When deciding on food, 74% of owners turn to veterinarians first, followed by online reviews (47%), scientific research (46%), and friends and family (41%). Social media pet influencers play a role for 13% overall, but 18% of Gen Z owners consult them.
Owners are also open to spending more if they believe it will benefit their pets. The median willingness to pay rises to $137 a month, $36 more than current spending, if they’re confident in the health improvements. This suggests trust in premium products is growing, even as definitions of “premium” remain fluid.
Dry kibble remains the most popular food type (27%), though 20% mix multiple types. 7% prepare food at home, and another 7% use fresh or refrigerated options.
