In recent years, the pet food industry has witnessed a remarkable transformation fueled by two powerful consumer trends: premiumization and humanization. Pet owners today are more invested than ever in the health and well-being of their companion animals, fueling demand for products that go beyond basic nutrition to offer targeted health benefits. A new study, published in the Journal of Agricultural and Applied Economics, delves deep into this evolving market by analyzing the implicit pricing of various health and wellness claims on dry dog food products. By harnessing an extensive dataset and sophisticated hedonic pricing models, researchers shed light on which health attributes command higher market premiums and what this means for both manufacturers and pet owners.
The study leverages data from over 1,200 dry dog food products available on a leading online retailer, thus capturing an important slice of the market dominating the global pet food landscape. Dry dog food was chosen for its largest market share relative to wet food and other categories, ensuring results that are broadly representative. By isolating pricing effects attributable solely to health and wellness claims—independent of brand names or marketing efforts—the researchers provide an unvarnished look into how consumers value specific product attributes.
Among the array of health-related claims populating dog food labels, certain attributes emerge as particularly significant in shaping prices. “Allergy relief” takes the lead, with products bearing this claim carrying an average price per pound of $3.89. This elevated price could stem from specialized ingredient formulations, such as added antihistamines, designed to alleviate allergic symptoms in dogs. Following closely are foods marketed for “weight management,” which average $3.52 per pound, reflecting growing awareness of obesity and associated health risks within the pet population.
Interestingly, some relatively common attributes also command notable premiums. “Sensitive skin” and “sensitive digestion” both command average prices of $3.19 per pound, with the former often formulated to address inflammatory dermatological conditions and the latter aimed at enhancing gastrointestinal comfort. However, the study cautions that many of these premium claims are present in a small percentage of products, typically less than 6%, meaning sample sizes for these categories are limited and should be interpreted carefully.
At the opposite end of the pricing spectrum, claims such as “dental breath care,” “muscle care,” and “immune support” fetch lower average prices per pound, ranging approximately between $2.63 and $2.74. These discounts could reflect a range of market dynamics, including greater prevalence and lower perceived value by consumers or potentially less costly ingredient profiles in these formulations. Notably, the “dental breath care” claim, despite its lower cost, may represent an important complementary feature rather than a primary reason for purchase.
One of the study’s more nuanced discoveries involves differentiating between demand-driven and supply-driven pricing patterns. For example, “sensitive digestion” products, present in nearly a quarter of the market, show both high volume and a modest premium, suggesting strong consumer demand for these formulations. By contrast, “allergy relief” is less common but commands a steep price premium, possibly reflecting supply-side constraints such as specialized ingredient sourcing or more complex production processes.
These distinctions highlight the complex interplay between consumer preferences, ingredient availability, and manufacturing costs that ultimately shapes the pet food marketplace. Understanding which attributes are primarily demand-driven versus supply-limited can inform more nuanced product development and marketing strategies for manufacturers aiming to capitalize on health-focused consumer trends.
The implications for pet owners are equally significant. As research underscores the prevalence of chronic health issues among dogs — including obesity, skin conditions, and digestive disorders — the availability of targeted health formulations provides new pathways for managing pet wellness through diet. According to the Association for Pet Obesity Prevention, nearly 59% of dogs in the United States are overweight or obese, emphasizing the critical importance of nutritional interventions focused on weight management.
Similarly, epidemiological data from the United Kingdom, which surveyed more than 22,000 dogs across veterinary clinics, revealed that approximately 66% of dogs suffer from at least one health disorder, such as dental problems or skin diseases. These widespread health challenges underscore the growing need for specialized pet food products with scientifically validated benefits, enabling owners to make more informed choices aligned with their pets’ health needs.
From a marketing perspective, the findings offer valuable insights for innovation and competitive positioning within the pet food sector. Product developers may consider integrating multiple premium health attributes, such as combining “allergy relief” with “sensitive digestion,” to capture synergistic benefits and justify higher price points. Conversely, attributes that currently carry price discounts, like “dental care,” may be better positioned as ancillary features that complement rather than define product offerings.
Moreover, the analysis emphasizes the power of online shopping platforms, where buyers can filter products by health attributes, compare prices, and review customer feedback in a streamlined manner. This digital empowerment enables pet owners to tailor purchases to their pets’ unique health profiles and budgets, accelerating the trend toward personalized pet nutrition.
Ultimately, this comprehensive hedonic analysis offers a rare window into how health-driven product attributes shape pet food pricing, reflecting complex consumer behavior and market forces. As pet owners increasingly view their companions as integral family members, demand for transparent, health-promoting food options will likely continue to rise, reshaping the industry landscape.
The University of Arkansas System Division of Agriculture and Kansas State University led this rigorous, data-driven inquiry, marking a significant contribution to both agricultural economics research and practical understanding of the evolving pet food marketplace. The research not only supports industry stakeholders in crafting better product strategies but also equips pet owners with evidence-based information to make informed purchasing decisions.
As the pet food market flourishes, projected to have grown from $65.9 billion in 2012 to an impressive $123.6 billion in 2022 globally, research that untangles consumer valuations of health claims is more vital than ever. With the United States alone generating over $53 billion in pet food revenue annually, the economic impact of understanding these implicit price signals reverberates throughout the supply chain and end-user experience.
Through ongoing collaboration and intersectional research into economics, animal health, and consumer trends, studies like this highlight the sophisticated shift toward premiumization and humanization driving pet food innovation. They also lay the foundation for future research exploring the biological efficacy of health claims and longitudinal effects on pet health outcomes.
In conclusion, as pets increasingly occupy central roles within families, their dietary needs are evolving in parallel. This study shines a spotlight on the nuanced economics of health-attribute claims in pet food, revealing which features command market premiums and how these findings can help shape smarter product development and more informed purchasing behavior. The age of simple pet food is giving way to a consumer-driven era of personalized, health-optimized nutrition—one where economics, science, and love for pets converge.
Subject of Research: Not applicable
Article Title: Assessing the Implicit Prices of Health and Wellness Product Attributes in Pet Food: A Hedonic Analysis Approach
News Publication Date: 28-Apr-2025
Web References:
- Journal Article DOI
- Arkansas Agricultural Experiment Station website
- ArkAgResearch on X
- Food, Farms and Forests podcast
- Arkansas Agricultural Research Report
- University of Arkansas Division of Agriculture homepage
- AgInArk on X
- Arkansas Cooperative Extension Service
Image Credits: U of A System Division of Agriculture image
Keywords: Marketing research, Economics
