The Humanization of Pet Food

There isn’t much people won’t do for their pets, and this sentiment has only strengthened over the past few years. Increasingly, consumers desire higher quality pet foods—favoring options that address the same health concerns currently influencing human food production, such as unnatural preservatives and genetically modified ingredients. By testing thousands of product concept alternatives with pet owners, Nielsen explored how far consumers are willing to take this trend—identifying areas of opportunity for "humanized" pet foods, both in terms of product development and positioning.


  • Which "humanized" pet food claims and benefits are gaining popularity with consumers
  • How to incorporate "humanized" elements into actual product concepts most effectively
  • Product elements that are more resistant to this trend, where innovation may not be as successful right now

Includes data from 3,562 U.S. and French consumers who own at least one dog or one cat.