David Sprinkle, publisher for Packaged Facts, explains how developments in the pet food category, though the quintessential and sometimes conservative pet product staple, have been fast-forwarded by the pandemic. In his company’s February 2021 Survey of Pet Owners, nearly three-fifths of respondents indicated that COVID-19 impacted their households’ level of spending on pet food — with a far higher percentage of category buyers increasing their pet food spending (29%) than decreasing (5%). A surge in pet acquisition and adoption helped trigger a boom year for pet food in 2020, but other key dynamics are also in play. This presentation will review these dynamics, drawing heavily on new consumer survey data, including generational patterns, and covering category shopper opinions and expectations in relation to superpremium pet food as the frontline pet health product; natural-positioned vs. science-based foods; novel and alternative protein sources, including ethical sourcing and sustainability; and fresh/refrigerated and other alternative pet food formats.