By Aislin Johnston
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Pets are more a part of the family today than ever before and domestic animal care is expanding to meet new preventive healthcare, advanced nutrition and increased wellness demands.
Pet feeding has changed considerably over the past century. In the early 1900s, dogs and cats ate mostly table scraps. Canned food and kibble became popular in the mid-20th century, followed by specialized foods in the 1980s. Today, owners increasingly want high-quality food that meets their pets’ nutritional needs and addresses specific health concerns.
Pet food providers are responding to these expectations with a wider range of options. In addition to high-nutrition food, owners are seeking products that support immune function, mobility and digestive health, or address sensitivities and allergies.
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“People are realizing that what we now know about health and longevity applies to dogs too: Real food and less processing matter,” said Jonathan Regev, co-founder and CEO of The Farmer's Dog.
Functional nutrition is arguably one of the fastest-moving categories, with previously considered niche diet options increasingly being sought out. Foods with that designation supply nutritional fuel to animal bodies that helps them live their healthiest lives rather than simply filling their stomachs.
Ground flaxseed in dog food, for example, provides omega-3 fatty acids and fiber to support healthy skin and coat, digestive function and overall wellness.
Similarly, small amounts of peanut butter (without xylitol or added sugar) can provide healthy fats and protein, making nuts and seeds a functional ingredient rather than simply a source of calories.
Pet food science is evolving from meeting basic nutritional requirements to maximizing advances in microbiome research, bioactive ingredients and targeted nutrition to support specific health functions and long-term wellbeing.
“Pet food becomes less like packaged food and more like good healthcare, with an opportunity to change not just what dogs eat, but how long and how well they live,” said Regev. “Now that the science is catching up, fresh will become table stakes for every company,”
Preventive healthcare is moving apace; rather than waiting for symptoms to appear, owners are opting to create the best possible conditions for a long, healthy life for their pets.
Dan Voetmann, CEO of Dr. Bill’s Pet Nutrition, told Newsweek: “They’re thinking about digestion, mobility, cognitive health and overall wellness before there is a significant problem, rather than only reacting once something changes.”
It’s a concept Dr. Bill's has worked to for four decades: “We’ve always believed that prevention is less expensive than a cure.”
While food with higher nutritional value is often more expensive than its stomach-filling counterparts, industry leaders are mindful of the challenges of paying for the high-quality food.
“We know the pet parent is stretched, so we work with our suppliers to develop formulas that we know consumers want and need at prices that won't give them sticker shock,” Dave Ratner, owner and founder of Dave's Pet Food, told Newsweek.
Ratner credits this commitment to looking out for his customers to being an independent organization. “Dave's whole reason for being is to make great food at a reasonable price. We are a family-owned business, so we thankfully don't have anyone demanding certain profit margins.
"We know the consumer is stretched, so we work with our suppliers to develop formulas that we know pet parents want and need at prices that won't give them sticker shock,” he said.
Newsweek's ranking of Most Loved Pet Brands 2026 highlights companies that support the wellbeing of pets through products and services spanning nutrition, health care, grooming, travel and everyday care.
“Pets are part of the family, and choosing what goes into their food bowl deserves the same care and attention we give to other family decisions,” said Karim Lahlou, vice president of research at Plant-A Insights, who led the study with Dr. Saima Hasan.
“With so many pet food brands available, the choices can feel overwhelming. Our Most Loved Pet Brands ranking gives families a starting point to explore their options and make more informed decisions. Every pet has different nutritional needs, so the right choice should also reflect their age, health, and a veterinarian’s guidance. Ultimately, families want food they feel confident serving and that helps their pets thrive.”
The devotion to furry companions is reflected in the rising number of owners who truly consider their pets to be members of the family, even adjusting their homes to accommodate their needs.
Jackson Galaxy, cat behavior expert, author and president of Jackson Galaxy Enterprises, said: “When we're serious about calling someone family, we design our homes, our spending and our healthcare around them, and cats deserve the same.
"We set out to show that you can have a home that doesn't look like you handed it over to the cats, but doesn't ignore them either. Cats aren't part of the furniture. They're family members who need furniture of their own, nutrition of their own, a wellness plan of their own,” he said.
Galaxy believes younger generations are even more dedicated to their pets than the older generation: “I see this most in cat guardians under 30. Many of them aren't rushing to have human children, and their animal families are their families.”
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