The pet food industry is undergoing a major transformation, driven by increasingly informed pet parents, a growing emphasis on nutrition, health and wellness and rapid innovation in food production and customization. As the director of nutrition programs at Pet Wants, Jeff Rachu has spent decades watching the industry evolve and he’s confident that the next five years will redefine how we feed our pets.

“Pet parents continue to move toward more natural products,” Rachu said. “They really want dry food and so forth that is natural — no dyes, colors or artificial flavors. They’re looking for higher-quality ingredients and staying away from byproducts and corn or wheat fillers. They want to see animal proteins as the first five ingredients because pets utilize those proteins best nutritionally.”

From Kibble to Raw: The Rise of Less Processed Food

Pet Wants boasts seven proprietary formulas of dog food, including chicken, lamb, turkey, white fish and salmon, as well as senior and puppy options. The brand also offers fresh cat food options, including adult cat, lean cat and kitten formulas.

All Pet Wants pet food is prepared in small batches at low temperatures, with a goal of delivering the food to customers within weeks, instead of months. And instead of manufacturing its food in bulk, like most pet food brands, Pet Wants manufactures food every six to eight weeks. This ensures Pet Wants customers buy only the freshest pet food. 

This approach, combined with high-quality ingredients, results in a product that's far more nutritious and fresher than what's typically available. Pet Wants’ pet food is formulated to meet the nutritional levels established by the AAFCO Pet Food Nutrient Profiles for “All Life Stages. 

While traditional dry food will always play a role, Rachu said more consumers are now seeking minimally processed options.

“Dry foods will always have a place in the pet industry,” he said. “But more and more people are looking for less processed foods, like freeze-dried raw products. Sure, they’re more expensive and less convenient, but people want them because they’re a healthier alternative.”

Pet Wants recently launched its own freeze-dried complete products and single-ingredient treats, for example, using a flash-freezing process that never applies heat, preserving both flavor and nutritional value.

Pet Wants has exacting standards when it comes to quality and food safety for all of its products, Rachu notes. “Every raw material gets tested, standards must be met and samples are taken from production runs and tested in third-party laboratories to ensure quality,” he said.

Humanization and Supplements: Meeting Pets' Needs Like Family

Another shift? The way we treat our pets. “Pet humanization is huge,” Rachu said. “People are treating their pets like their children. Whether their kids have grown up or they never had any, their dogs and cats are their family members and companions. As a result, they’re spending more and getting more educated about their pet’s health.”

This shift is driving a boom in targeted pet supplements. “We take supplements for everything as humans, and now we’re doing the same for pets — especially for skin, coat and joint issues,” Rachu said. “Just about every pet company has a supplement line now and that’s only going to continue.”

Pet Wants plans to expand its private-label supplement line to meet those needs. Rachu also pointed to the growing popularity of CBD for pets, for example, while emphasizing the need for caution.

“Pet CBD is gaining momentum, but you have to be careful,” he said. “Some products out there aren’t following the guidelines.”

That’s why Pet Wants partners with trusted vendors like the well-known CBD brand Pet Releaf. Franchisees undergo training with these partners to ensure they can confidently educate customers.

Private Label and Convenience: The New Pet Retail Model

Another emerging trend: personalization and convenience.

“More and more people are moving toward private label products,” Rachu said. “Pet parents want convenience. They want their food, treats and natural chews delivered to them — or they want the option to walk into a store. At Pet Wants, we live in all those spaces: e-commerce, retail and events.”

That omnichannel approach allows Pet Wants to meet customers wherever they are, with customized solutions and wellness guidance that go far beyond selling a bag of food.

“We’re not just here to sell pet food,” Rachu said. “We’re here to offer solutions. We want to know: Does your pet have skin or coat issues? We have hair analysis tests that identify sensitivities, and our franchisees walk customers through that data to develop a tailored nutrition and supplement plan.”

Franchisees as Nutrition Experts: The Pet Wants Difference

What truly sets Pet Wants apart is its commitment to education, which is a direct response to customers wanting to know more about their pet's health.

“Pet Wants franchisees go through hours and hours of nutrition training,” Rachu said. “We bring in top vendors, host monthly webinars and have more educational content on the franchisee’s intranet. It covers everything — how to sell digestive enzymes, pre and probiotics, even our own essential oil spa products. It’s always based on a pet’s specific needs.”

This training transforms franchisees into trusted advisors in their local communities. It’s all part of Pet Wants’ mission to provide lasting impact — not just through products, but through knowledge and partnership.

“We are focused on preventative health care for your pet,” Rachu said. “Our owners know how to ask the right questions and make common-sense recommendations. We don’t diagnose or make medical claims, that’s a veterinarian’s job. But we can help customers avoid ingredients causing common issues and build a plan to keep their pet healthy and happy.”

Innovating for Longevity and Wellness

Looking ahead, Rachu believes innovation will remain key, in product development and customer support.

“We are all about prevention,” he said. “We want to keep innovating, whether it’s food, supplements or wellness tools. We do things differently than other pet retailers. Our focus is on truly understanding nutrition.”

To learn more about Pet Wants and explore franchise opportunities, visit: https://1851franchise.com/petwants/.