The growing market for premium pet food is changing what Filipino pet parents expect from the brands filling their pets’ bowls, with ingredient lists alone increasingly no longer enough.
As shelves fill with products carrying claims about natural ingredients, digestion, nutrition, and healthier coats, consumers are becoming more interested in where pet food ingredients come from and how they are sourced.
The 2025 ADM Pet Insights Report points to rising demand for greater ingredient visibility, particularly among consumers buying premium pet nutrition products.
“True transparency goes beyond simply listing ingredients. Pet parents are increasingly interested in understanding where those ingredients come from, how they are sourced, and the standards behind the food they give their pets,” said Romy Sia, managing director of Bow & Wow Philippines.
That shift is creating opportunities for brands that can provide more information about their supply chains.
Open Farm, a premium pet food brand now available through Bow & Wow, has built its products around nutrition, animal welfare, sustainability, and ingredient traceability. Its recipes use ethically sourced animal proteins alongside non-GMO fruits and vegetables, naturally occurring prebiotic fiber, and other ingredients selected according to sourcing standards.
The brand also allows customers to check the origins of ingredients used in specific batches of its products. Through Open Farm’s transparency platform, pet parents can enter a lot code found on the packaging and access sourcing information.
For retailers, the trend is also changing how pet food is sold.
Bow & Wow said its Pet Care Advisors consider a pet’s individual needs, formulation, ingredients, sourcing, and production practices when helping customers choose products.
“Every pet is different, so choosing food should go beyond simply picking the product with the most appealing claims,” Sia said. “Our role is to help pet parents understand their options, ask the right questions, and find a food that fits their pet’s individual needs.”
As the pet care market expands, the definition of premium is becoming more demanding. A higher price and attractive packaging may still catch attention, but increasingly, pet parents want the information behind the product to stand up to scrutiny.
