Pet parents are increasingly seeking out fresh, human-grade food for their pets and in response to this, Petco and JustFoodForDogs co-developed new WholeHearted Fresh Recipes. This new line is optimized to deliver frozen nutrition for dogs that's high in quality and minimally processed. The WholeHearted Fresh Recipes line helps to support a dog's ideal weight and gut health with meals made chicken, beef or fish and vegetables.
The human-grade pet food recipes share vet-crafted formulas that are affordable, with prices starting at just $6.79.
Petco CEO Ron Coughlin said, "Led by Millennial and Gen Z pet parents who are hyper focused on their pets' health and wellness, we're seeing the premiumization and pet humanization trends continue to grow. WholeHearted Fresh Recipes will help meet this demand toward high-quality food."
What's Driving This Trend
- Fresh Human-grade Dog Meals
- Opportunity for companies to create more fresh and minimally processed pet food options that cater to the growing demand for high-quality pet food.
- Affordable Vet-crafted Formulas
- Opportunity for companies to develop affordable, high-quality pet food options that are accessible to a wider range of pet owners.
- Premiumization and Pet Humanization
- Opportunity for companies to continue to offer premium and human-like experiences for pets, as the trend towards pet humanization continues to grow among millennial and Gen Z pet owners.
Who This Affects Most
- Pet Food Manufacturing
- Companies in the pet food industry can capitalize on the demand for fresh and minimally processed pet food formulas that are affordable and high quality.
- E-commerce and Home Delivery
- Online retailers can offer fresh and frozen human-grade pet food for delivery, thereby catering to pet owners who prefer the convenience of home deliveries and avoiding supermarket visits.
- Pet Health and Wellness
- Companies that focus on pet health and wellness can develop pet food formulas that cater to specific health concerns, providing additional value for pet owners seeking to improve their pets' well-being.
