India’s big bet on premium pet food

From stainless steel bowls in quiet corners to gourmet meals delivered via subscription, India’s pet food journey is undergoing a transformation like never before. What was once a niche segment is now one of the fastest-growing consumer categories in the country. And at the heart of this evolution lies a powerful emotional shift pets are no longer on the sidelines of our lives; they’re at the very center of our homes and families.

For decades, pet food in India meant home-cooked meals, a bit of milk, and a generous dose of affection. But the modern Indian pet parent is rewriting that rulebook. The humble, generic bag of kibble is being steadily replaced by meticulously crafted, nutritionally balanced, and often specialized diets. Along with the changing consumer preferences, this shift reflects a deeper cultural transformation.

This emotional connection is steadily fueling a booming market. India’s pet food industry is currently valued at approximately USD 773.7 million, with most projections estimating it to double by 2030, with CAGR ranging from 9.6% to over 16%. This surge coincides with India’s rising per capita disposable income, estimated at INR 314,166 million in 2025, providing consumers the confidence and capacity to prioritize quality and wellbeing over cost.

“Pawrent” revolution

We cannot talk about these changes without highlighting the "pawrent" revolution. Pet owners, particularly in urban centers, are no longer just that; they are "pet parents". It may sound like a fancy new term, but it’s a fundamental shift in mindset. Pets, once seen as companions or guard dogs, are now cherished members of the family, sharing spaces, celebrations, and emotional bonds.

This redefined role is leading to greater investments in pet health, comfort, and lifestyle. Just as parents seek the best for their children, new-age pawrents are willing to spend more on their furry family members' well-being. This has, in turn, created a fertile ground for premium pet food brands to thrive.

A confluence of socio-economic factors is also at play. As mentioned earlier, rising disposable incomes, particularly among the middle and upper-middle classes, are enabling consumers to move beyond basic, economy-priced options to products that prioritize quality and specialized care. Further, urbanization and the rise of nuclear families mean that pets now serve as emotional anchors in compact city apartments, further deepening their role within households.

What pet parents want

Millennials and Gen Z are largely leading this charge, driven by a desire for high-quality products that also align with their values, such as natural ingredients, ethical sourcing, and sustainability. Brands are adapting quickly to meet these expectations by focusing on:

Scientific Nutrition: Formulations supported by research, tailored to a pet’s age, breed, and health needs

Ingredient Transparency: Clear labelling and natural, high-quality components

Specialisation & Personalisation: From breed-specific formulas to diets for sensitive stomachs, pet food is becoming deeply customized

Outcome-Oriented: Products that promise and deliver visible health benefits – shinier coats, improved energy, better digestion

Social media plays a pivotal role in shaping these preferences. Platforms like Instagram and YouTube act as discovery engines, with over 70% of urban pet parents first learning about new products online. Influencer-led content, especially from micro-influencers, has built trust through unboxing videos, vet reviews, and before-and-after stories. This is speeding up both trial and loyalty, particularly in urban markets.

What next?

From an industry standpoint, the pet food segment in India is no longer just about catering to a trend, it’s about building long-term value through trust, science, and empathy. The market is poised for the next leap: functional diets targeting specific health concerns like gut health or joint support, tech-enabled customization using AI to recommend personalized meal plans, and stronger integration with veterinary professionals for guided nutrition choices. These innovations could redefine how Indian consumers approach pet wellness.

India’s big bet on premium pet food goes beyond evolving consumer habits; I believe that it’s a reflection of a society that is evolving in its empathy and care for animals. As the bond between humans and their pets grows richer, the choices consumers make will continue to drive innovation, quality, and compassion in this fast-growing category.

(The writer is Business Head, Pet Food, Allana Consumer Products Ltd.)