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. 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.
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. Ratner credits this commitment to looking out for his customers to being an independent organization.
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.
Extract — continue reading at the source.
