Study Finds Which Dog Food Health Claims Bring the Highest Prices

The Problem

Trends of “premiumization” and “humanization” have transformed the pet food market. Premiumization reflects consumer demand for high-quality, specialized products, while humanization refers to treating pets as family members. As a result, health-focused pet foods have become a growing segment. Between 2012 and 2022, the global pet food industry nearly doubled in value — from $65.9 billion to $123.6 billion — with the United States leading at over $53 billion in annual sales. Despite the surge, little research has examined how specific health and wellness claims affect product pricing.

The Work

Researchers with the Arkansas Agricultural Experiment Station partnered with researchers at Kansas State University to investigate which health attributes carry the highest premiums in dry dog food. The researchers analyzed 1,268 dry dog food products listed on Chewy.com in January 2023, spanning more than 60 brands. Using a pricing model that isolated product attributes from brand influence, they compared how features like “sensitive digestion” or “allergy relief” correlated with average prices per pound.

The Results

Among health-related claims, “allergy relief” commanded the highest average price of $3.89 per pound, followed by “weight management” at $3.52 per pound and “sensitive skin” or “sensitive digestion” at $3.19 per pound. By contrast, products labeled for “dental breath care” ($2.63) or “immune support” ($2.74) sold at lower average prices. The study found that products marketed for digestive health appeared most frequently and still commanded a 3.7% price premium, suggesting strong consumer demand. Conversely, the high price but low availability of “allergy relief” products (just 2% of listings) may reflect supply-side factors such as added ingredients or production costs.

The Value

The findings reveal how health claims shape market pricing in the growing pet food sector. For manufacturers, the data can guide product development and marketing. For example, they could combine premium-associated attributes like “sensitive digestion” and “allergy relief” for specialized formulations. For pet owners, the research provides insight into pricing patterns related to advertised health attributes. Lower-priced products with claims such as “dental care” may still offer strong value depending on health priorities.

About the Researchers

Andrew Anderson, a former Assistant Professor of Agricultural Economics and Agribusiness with the Arkansas Agricultural Experiment Station, and Lonnie Hobbs Jr., an Assistant Professor in the Agricultural Economics Department at Kansas State University, were co-authors of the study.