The humanization of pets extends not only to providing human-like treats and food but also to the purchase of other pet-related goods and services. In the realm of pet food, the rapidly growing dog snack segment reflects the humanization of the animal. Another extension of the humanization of animals trend is the transformation of plain, old pet food into health food for animals. Food for overweight pets, for large animals, for young animals and for animals with different health condition is now available. The latest food products include those with added minerals and nutrients to help preserve Fido's joints and those with ingredients that help Fifi avoid hair balls.

As animals become more like humans, most of the pet food introductions in the last two years seem to be ones that would appeal to both the owners and their pets. Foods that replicate human food (snacks that look like real bacon or sausage) and products that have a pleasing aroma or texture are new to the market. Another trend is the "vitaminization" of pet food - just as nutraceutical supplements and enrichment for human food has become popular so too has enriched pet food.