“It’s Big Business”: Why American-Made Dog Food Now Tastes Like It Came From a Fancy Butcher

My dog, Kiki, is not a “morning person” — but a quick crackle of her bag of freeze-dried raw dog food is enough to wake her from a dead sleep. I’m actually convinced she’d commit petty crimes to wrestle the final meaty nugget from the bag. It’s inspiring, really, because it always makes me wonder when the last time was that I jumped out of bed for really … anything.

A dog looks at the camera. — Credit: Mackenzie Filson

Providing Kiki with such joy-inducing eats has turned my grocery list into our grocery list. In her column you might find unsweetened plain kefir for her “pupsicles,” a fish fillet or two to top her kibble, and watermelon for freezing into a post-walk snack. She, like me, also lives to eat.

The dog food boom is no passing fad, either — nor is it just about reserving table scraps or leftovers. Almost half of American pet owners reported that they have a defined mealtime ritual for their dogs in a recent study. The “humanization” of pet food is mimicking wider food trends, too: Snack pouches, kibble sauces, probiotic supplements, butcher-grade meat, grab-and-go fresh meals (made with the same ground turkey brand I cook with), and bone broth Popsicles are all made for dogs. (Kiki gets a Woof dental pupsicle, which are often filled with the same nutrients I take myself, like magnesium and colostrum, pretty much every day.)

Frozen dog food of — Credit: Mackenzie Filson

This past February, Rob Lowe became the “chief pet advocate” for Ultimate Pet Nutrition, which had me wondering if perhaps pet food is the next celebrity-backed tequila or protein popcorn? Love for our fur-covered friends has also become BIG business. With 152 billion dollars in pet industry expenditures in 2024 alone, the industry shows no signs of slowing down.

Even as economic uncertainty has shifted some of our budgets, 77% of pet owners say it has not changed their pet ownership or spending habits — and it shows. Many millennials are opting out of traditional parenthood altogether, and choosing instead to welcome a dog or cat into their home.

Green container of dog supplement labeled — Credit: Mackenzie Filson

While some might say this is mostly just another clever way to capitalize on “man’s best friend,” the trend does have some merits, although it depends on your pet’s nutritional needs. I experienced this firsthand when I adopted a senior cat with diabetes. After I switched her to a surprisingly affordable raw food, she went into diabetic remission and continued to live a long, luxurious life. Even her vet was in shock that a 15-year-old cat had such impressive bloodwork.

I’ve taken this to heart with all of my pets since. Kiki still gets her all-important kibble as the base, which is full of its own crucial nutrients, but with a fillet on top. She earned the nickname “gummy bear” from her tendency to energetically bounce up and down upon spotting another dog. It’s something that only started happening after her Special Salmon Dinner days.

Have you noticed the upgrade in pet food options? Tell us about it in the comment section below.