With food labels like “organically grown” and “all natural” making their way onto grocery shelves and in menus of restaurants across the country, it’s reasonable to assume that the general population is starting to catch on to the benefits of healthy eating. Whether you’re a baby boomer or a millennial, the fact is we’re taking great care in our health and wellness through better lifestyle choices, and this is now reflected in how food brands are marketing their products. There’s good reason for it – the sales of organic foods is rising about 20 percent every year.

It’s also reasonable to expect that we would want to take the same great care for our furry companions.

After all, with approximately 65 percent of households owning cats or dogs, pet ownership is on the rise — and so is the amount we’re spending on them. In 2016, we spent an estimated $62.75 billion on everything from pet supplies to vet care and grooming and boarding. This is a significant jump from 20 years ago, where we spent just $21 billion on pet products and services.

With that said, pet food brands are looking to follow many of the same food trends that healthy food brands, and even traditional food brands are incorporating. What are these major food trends? According to Innova Market Insights, there’s three to watch out for:

  • Keeping things “clean”: In particular, food labeling that incorporates ingredient origin and processing, or the lack of it. Some common labeling in this regard would be “gluten-free” or “grain-free.”
  • Plant-based ingredients: We’re seeing this trend across the board in both food and beverage, especially with the rise of meatless alternatives and vegan dishes. The number of new food products launched worldwide with a plant-related claim increased from 100 in 2011 to nearly 700 in 2016. This should only continue to rise for pet food brands.
  • Sowing the seeds: Pet food brands are increasingly adding healthy ingredients like chia seeds, and even ancient grains like quinoa and millet.

It seems the pet food brands are starting to keep our pets’ health top of mind, as we would our very own!