# Divergent Dish Pet foods are offered in sophisticated, culinary-inspired formats. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 1, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/divergent-dish ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## What is the Divergent Dish trend? **Divergent Dish:** Pet food brands are changing up their marketing strategies, which often focus on bulk quantities and health. More recently, many brands in this space are creating product lines that prioritize sophisticated, almost adult-like dishes for pets. ## The consumer insight behind the Divergent Dish trend Many pet owners today have approached pet ownership in a way that humanizes their animals to a degree that didn't exist in years past. Largely attributed to delayed milestones and increasingly positive attitudes towards pet ownership, this shift has led to a willingness to spend more on products and services for one's animals. ## At a Glance - Evidence: 4 featured examples - Articles from: May 15, 2017 to Oct 31, 2018 - Published: Nov 1, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Divergent Dish trend ### Humanization of Pets Pet owners today have approached pet ownership in a way that humanizes their animals to a degree that didn't exist in years past ### Luxury Pet Food Products Consumers with high-end food preferences that extends their penchant for luxury to their pet companions to ensure they can enjoy an equally enjoyable eating experience ### Healthy, Natural Pet Food Options Pet parents who are taking the time to invest in their own health and well-being are creating a demand for high-quality 'humanized' pet food made without filler ingredients, by-products or artificial additives ## What the Divergent Dish trend means for industry ### For Pet Food Manufacturing Creating product lines that prioritize sophisticated, almost adult-like dishes for pets in response to pet owners who are investing more in high-quality, natural and luxury pet food products ### For Food Trucks and Mobile Kitchens Launching mobile kitchens for pets with emphasis on healthy, convenient, and quality pet food, inspired by the popularity of food trucks for humans ### For Retail Pet Food Introducing healthy, natural, and luxury pet food options in physical retail locations that prioritize sophisticated, almost adult-like dishes for pets ## Workshop question Conceptualize how your company could rebrand its product/service in a way that caters to the indulgence-minded consumer. ## Trend signals for Divergent Dish Trend score 3.9 out of 10, from popularity 52%, activity 56%, freshness 8%. - Popularity: 52% - Activity: 56% - Freshness: 8% ## Examples of the Divergent Dish trend 4 featured examples from May 15, 2017 to Oct 31, 2018. - [Healthy Dog Food Trucks](https://www.trendhunter.com/trends/dog-food-trucks): The Canine Wellness Kitchen Serves Treats and Refreshing 'Pooch Pints' (Category: Lifestyle) Implication: The success of the Canine Wellness Kitchen suggests an opportunity for pet food manufacturers to expand their product offerings to include healthier and more convenient options fo… - [Sous-Vide Dog Food](https://www.trendhunter.com/trends/human-grade-dog-food): 'Grocery Pup' Connects Pet Owners to Fresh-Prepared, Human-Grade Dog Food (Category: Lifestyle) Implication: Opportunity: The pet food industry can embrace the demand for high-quality, human-grade pet food made with fresh, whole food ingredients. - [Culinary-Inspired Pet Meals](https://www.trendhunter.com/trends/mix-it-meals): Nulo's 'Mix-It Meals' Introduce Premium Recipes for Dogs and Cats (Category: Lifestyle) Implication: The pet food industry can capitalize on the trend of culinary-inspired pet meals by developing and offering a wide variety of high-quality, customisable, and nutritionally balance… - [High-End Feline Entrees](https://www.trendhunter.com/trends/sheba-craft-collection): The Sheba Craft Collection Comes in Three Flavor Varieties (Category: Lifestyle) Implication: Pet food manufacturers can capitalize on the growing trend of high-end, premium pet food products to cater to owner preferences for luxury, real ingredients, and convenience. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)