The field of veterinary nutrition is often being pulled between the science of nutrition and the psychology of marketing and nowhere is that more evident than in the rise of premiumization in dog foods. In the early post-World War II years of the petfood industry, convenience and ease of preparation were the driving forces behind the pet food market. People's attitudes towards a particular dog food were dependent on whether the food was nutritionally balanced and how rapidly the dog finished its meal.1 Today, meeting nutritional requirements and being palatable are minimal expectations. With advances in manufacturing technology, growth in the field of nutrigenomics, and identifications of breed specific nutritional requirements, pet owners are seeking diets that optimize health and wellness in companion dogs and are willing to pay more for ones they feel provide these benefits.
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