The fight for sales in the $11 billion premium dog food market is spiking and brands are trying to innovate in a variety of different ways. Namely, these brands are counting on customers being increasingly concerned with the health and wellness of their pets, much as many people are increasingly interested in their own health. Their offerings are commonly unique and try to meet various market niches. Some brands are engineering diets that bring dogs back to their roots with raw meats mixed with probiotic foods, as is offered by the Vital Raw line and seek to better embody the eating habits of dogs during the time period during which they first evolved. This hearkens back to the paleo diet that many people are going after and many feel as if these diets are healthier and more natural than the higher processed foods. Other brands are going for the more natural route and using fresh beef and chicken without preservatives as market pioneer Freshpet is doing. Their sales have recently climbed to over $100 million but many are doubtful of their long-term success as these products are significantly more expensive than alternatives, even in the premium dog food market. With 15,000 refrigerators this represents a large capital outlay though Freshpet is anticipating profit in 2016. Dog food behemoth, Beneful, owned by Nestle, has joined the market with a unique website that allows dog owners to choose their own blends of dog food that can be special designed for their own pet. Each pet in a family can even have their own blend of dog food which is particularly useful for dog owners with different breed dogs with completely different nutritional needs and tastes. Beneful isn’t stopping there, however, and is making specialty dog foods that are designed to provide pet owners with elderly dogs food that is easier to digest and therefore less intrusive for them than normal pet foods. These Beneful foods have triglycerides with fat from coconut oil that is easier for elderly dogs to process and digest. As you have seen there are a wide range of premium dog food options available for dog owners that are different and unique ways to provide your dog with high quality foods.