Grain-free dog food: Experts caution against feeding into the fad As the demand for personalized nutrition grows, the pet food industry is also recognizing the desire for a more customized approach. “It's [personalization] definitely something that's growing in the marketplace. And I think that we noticed that in the human trends and so to be able to deliver that to the pet, especially on the dog side. It was something that we saw that seemed to be important,” explained Sara McCullough, pet nutritionist at Just Right, a personalized pet food subscription service based in St. Louis, MO. Omega 3 and omega 6 are popular ingredients for skin and coat health, and the market is also seeing an uptick in prebiotics for digestion. Just like the human dietary supplement category, sales of pet supplements also jumped in 2020. Packaged Facts reported that growth rates for pet supplements quadrupled from 2019 to 2020.