Premium pet food is booming globally, but private label may be winning even faster.
That tells us something important.
Pet parents still want:
→ Better ingredients
→ Functional nutrition
→ Transparency
But the most wanted I see currently is “Human-grade” quality
However, pet parents still want
AFFORDABILITY.
📊 According to Euromonitor and European market data:
→ Premium pet care continues to drive global growth
→ Private label already represents a major share of Europe’s pet food market
→ Retailers are no longer competing only on price, they’re competing on perceived quality
For pet brands, this means:
➡️ The middle market is getting squeezed
➡️ “Affordable premium” may become the strongest positioning
➡️ Trust, nutrition claims, and emotional branding matter more than ever
For pet parents, it means:
➡️ Premium care is becoming more accessible
➡️ Store brands are evolving faster than many people realize
➡️ Value is no longer just about low price, it’s about *smart choices*
The biggest shift?
It isn’t choosing between premiumisation and affordability.
It’s demanding both at the same time 🧡
LinkedIn original post: https://www.linkedin.com/posts/angels-bosch
