Changes in demand for pet food, as a result of the increasing humanisation of pets and an increasing interest in the nutritional and health requirements of animals, are creating significant opportunities for manufacturers to develop higher value products. The days when owners fed all dogs the same dog food and all cats the same cat food are long gone.

Palatability is a term used to describe how well a dog or cat likes the taste, smell, and texture of a food. A premium pet food manufacturer spends a considerable amount of time conducting controlled feeding studies to determine the right combination of ingredients and processing techniques to produce a nutritious, palatable food.