Standing in the pet food aisle, you contemplate the various options presented to you. From the budget-friendly items at the back, to the more luxurious selections at the front, it's difficult to discern the superior option. Is the price tag indicative of a healthier product? You ponder the possibilities. 

To understand the idea of "premium" pet food, we must investigate the concept of "premiumization," a marketing term initially popularized in the alcoholic beverages industry and now applied to clothing, healthcare, food, and pet products. It allows for luxury goods to be offered for a greater price, even if the quality is no different than the average. That being said, consumers are often willing to pay more for what they perceive as a superior item.

A 2007 study conducted at both the California Institute of Technology and Stanford University revealed that pricing and marketing can significantly affect our cognitive process and opinions regarding a product. Participants were placed inside an MRI scanner and given wine samples that were identical in composition, but priced differently between $5-10 or $45-90. The results showed that the volunteers not only believed that the more expensive wine tasted better, but their brain scans also illustrated an activation of certain areas with increasing reported price. Thus, the study proved that price can change our perception of a product.

The pet food industry has grown significantly over the past two decades. In 2001, premium pet food sales accounted for $5.7 billion of the total $12.9 billion (44%), and by 2015 that number increased to $14.5 billion of the total $23.7 billion (61%). While pet owners may be paying more for pet food, it's not clear if this is leading to higher levels of pet health.

The designation of pet food as “premium” is merely an advertising decision, with no clear standards required for the designation. Nonetheless, many premium dog food brands often align with popular trends, like avoiding grains and by-products, incorporating fruits, vegetables, herbs, and probiotics, and featuring meat as the first ingredient. But do these changes make the food any healthier?

Though there are perceived differences between foods based on emotion, nutrition or scientific evidence is likely to have minimal impact. Even when comparing "premium" with super premium foods, there is not much variance. Ingredients such as caviar, smoked salmon, and blueberries are often included in pet food, but these expensive foods only appeal to the owner since they provide only minor nutritional value. Additionally, there is no evidence that the presence of probiotics (beneficial bacteria) improves pet health, and a study showed that the bacteria could not be detected in the diet despite being listed in the ingredients. In many cases, the manufacturer’s goal is to increase profits, not necessarily the pet's health, and in turn justify the higher cost.

Evaluate your budget and determine just how much you can realistically spend on pet food. Brush aside marketing ploys and don't be fooled by high-priced items. It's more important to focus on the brand, their history and the quality of ingredients. This practice will help make sure you get the best product for the best price