As pet ownership among boomers declines, pet food brands are turning their attention to millennial and Gen Z consumers. These younger generations are quickly redefining what it means to be a pet parent, including everything from how they bond with their pet to how they shop for them.
While millennial shoppers continue to gravitate toward more healthful and sustainable options for their own food, they’re also looking for those same qualities when shopping for their four-legged friends — and they’ve shown that they’re willing to pay for these added benefits. According to a global study by Nielsen, almost three out of four millennials said they are willing to pay extra for sustainable offerings.