When Pets Eat Like Us: Inside the Human-Grade Revolution

Pet supplements are evolving from feed-grade fillers to human-grade formulas. At the center: powders that deliver cleaner nutrition, more precise dosing, and real-world compliance.

By La Petite Editorial, ~12 min read

  • Human-grade = supplements made with food-quality ingredients safe for people.
  • Feed-grade chews rely on heat, fillers, preservatives that degrade nutrients.
  • Powders outperform chews by preserving actives and ensuring dose-true delivery.
  • Clean-label transparency builds trust as parents demand human-level quality.
  • La Petite Labs leads with human-grade sourcing, multi-pathway actives, no fillers.

From Feed Grade to Food Grade: A Cultural Shift

Anyone who’s read the fine print on a pet supplement label has seen the quiet divide: “feed grade” vs. “human grade.” Until recently, most products fell into the former bucket—manufactured to minimum standards meant for livestock, not longevity. But as pets have moved from backyard to bedroom, expectations have shifted. Pet parents now want the same ingredient integrity they demand for themselves: no cheap fillers, no artificial flavors, no hidden stabilizers. The rise of human-grade supplements is less a fad than a reflection of that cultural truth.

“If it’s not good enough for me, why would I give it to my dog?”

Pet spending has exploded, mirroring human wellness trends — up 13% from the year prior, as more people began treating pets like children rather than property. Sales of pet supplements alone reached $2.7 billion in 2024 – a 19% jump from 2022 – and are projected to keep climbing at a near 20% annual pace.

From gourmet “fur baby” foods to longevity and wellness powders, a new standard is taking hold: if it’s not good enough for humans, it’s not good enough for Fido or Fluffy. This editorial dives into the human-grade pet supplement revolution, the cultural shifts driving it, and what it means for the future of pet care.

What Does “Human-Grade” Mean in Pet Nutrition?

In pet food and supplements, “human-grade” refers to products made with ingredients and processes that meet the same standards as human foods. This is more than a fuzzy marketing term – it has a specific regulatory meaning. Recent guidelines require that every ingredient and every step of manufacturing must be fit for human consumption.

In plain language, that means a human-grade pet supplement uses only edible-quality ingredients and is produced in a facility licensed for human food, following all the sanitation and safety protocols humans expect in their own food supply.

For example, The Honest Kitchen – a pioneer in human-grade pet food – says “every ingredient in [our] pet food meets the same safety and quality standards required for human food,” with suppliers providing a “Human Food Grade Guarantee” and undergoing audits to verify compliance. In short, if a product carries the human-grade label, nothing in the jar or bag should be something you or I couldn’t safely eat ourselves.

"“Human-grade” now signals not just wholesome intent but verified quality control from farm to bowl."

This marks a stark departure from the industry’s norm of “feed-grade” products. By default, most pet foods and supplements have historically been feed-grade, meaning they use materials considered safe for animal consumption, but not for humans. We’re talking mystery meat by-products, rendered fats, fillers, and parts of the slaughterhouse stream that are perfectly legal in animal feed but would never pass muster in a human grocery.

For instance, feed-grade products might include poultry by-products like necks and feet, or use “4D meats” (from dead, dying, diseased, or disabled livestock) that are explicitly barred from the human food chain.

Such ingredients are often processed at high temperatures, which can create carcinogenic compounds (like heterocyclic amines and acrylamide) in the resulting meat-and-bone meals.

In contrast, human-grade pet nutrition must exclude these low-quality inputs. It adheres to the same rigorous controls that keep “inedible” waste out of our own food.

"Feed-grade products might include '4D meats': from dead, dying, diseased, or disabled livestock."

Pets Are Family: The Humanization Trend in Pet Care

Why are we witnessing this surge in demand for human-grade, clean-label pet supplements? The answer lies in a profound cultural shift: pets have become family. Over the past generation, society’s view of companion animals has transformed from pets as property to pets as beloved children – “fur kids” who deserve the same quality of care as any other family member.

“We’ve moved from having animals be property to being truly part of our households and families,” observes Dr. Audrey Ruple, a veterinary professor who studies the human-animal bond. Today’s pet owners increasingly call themselves “pet parents,” and it’s not just a cute euphemism. It reflects real behavior changes: people are spending more time, attention, and money on their pets’ well-being than ever before.

The numbers tell the story. In the U.S., pet spending has soared to record heights year after year. Even before the pandemic pet adoption boom, owners were opening their wallets wider – total pet industry expenditures shot up from $90 billion in 2018 to $123 billion in 2021 By 2024 that figure hit around $152 billion, and it’s forecast to reach $157 billion by the end of 2025.

This spending isn’t just on basics like kibble and litter. A growing chunk is for premium offerings that would have seemed extravagant a few decades ago: pet insurance policies, doggy day spas, gourmet foods, and of course, nutritional supplements. In fact, the pet supplement segment has been growing at double-digit rates, significantly outpacing many other pet product categories

Crucially, humanization isn’t just about spending more – it’s about caring more.

loved like family anti-aging supplements for pets are for beloved companions

Underlying this boom is a change in attitude

– a crossover from human wellness culture. Millennials and Gen Z, in particular, are bringing the same health philosophies they follow for themselves to how they care for their pets. These generations, known for valuing organic food, fitness tech, and self-care routines, now extend that mindset to their cats and dogs. The U.S. Chamber of Commerce noted that 32% of millennials and 14% of Gen Z owned pets as of 2021, ensuring the humanization trend “will continue to boost sales” as these cohorts demand premium quality. Ron Coughlin, CEO of Petco, called it “a permanent shift… particularly strong with Gen Z and millennials,” where premiumization – spending more for better quality – is the new normal in pet care.

"Food is Medicine."

“Pet owners aren’t just treating problems, they want to prevent them and support long-term wellness, much like they do for themselves,” explains one pet nutrition marketing director.

Indeed, a motto among many modern pet owners is “food is medicine” for their animals. They believe that through optimal nutrition and targeted nutraceuticals, they can help their pets live longer, more vibrant lives – just as health enthusiasts try to do for themselves.

“We felt very strongly that pet parents increasingly believe food is medicine, just like humans do,” says Dan Schaefer, co-founder of Native Pet, a fast-growing pet wellness brand.

Digestibility and Fillers: The Hidden Divide

  • Dogs on human-grade diets absorbed 82%+ of nutrients, compared to far less from feed-grade meals.

  • Human-grade processing preserves vitamins, antioxidants, and fats.

  • Feed-grade supplements often bulked with cheap starches, sugars, and by-products—nutritional filler that irritates more than it nourishes.

Safety and Palatability: More Than Marketing

  • Feed-grade oversight tolerates heavy metals, mycotoxins, and pesticides at levels barred in human food.

  • Low-grade fish oils may contain mercury and PCBs; rancid fats and protein hydrolysates often smell “off,” leading dogs to spit them out.

  • Human-grade oils are purified to higher standards, making them safer, fresher, and more palatable.

Pioneers of Human-Grade Pet Supplements: Raising the Bar

An assortment of forward-thinking companies have emerged (or evolved) in recent years to set new standards for pet nutrition. These pioneers range from boutique startups to industry trailblazers, but they share a common ethos: pets deserve the same quality of nutrition as humans, delivered in a way that respects pets’ unique needs. Here we profile a few notable players and their approaches – from kitchen-crafted meals to science-driven nutraceuticals – that illustrate the diversity of the human-grade pet supplement movement.

JustFoodForDogs

Founded in 2010, JustFoodForDogs was one of the first to make pet meals in open kitchens using USDA ingredients, effectively creating “restaurants for dogs.” Now expanded nationally with kitchens inside Petco stores, they’ve broadened into supplements such as omega-3 oils and joint packs, all formulated to human-grade standards. Their edge is evidence: university feeding trials showed dogs on their diets had improved immunity and digestion compared to kibble-fed peers, cementing their reputation for transparency and science-led nutrition.

The Honest Kitchen

Launched in 2002, The Honest Kitchen pioneered the legal use of the “Human Grade” label in pet nutrition after proving its compliance with human food standards. Specializing in dehydrated and freeze-dried meals plus supplements like probiotic goat’s milk and herbal digestive aids, the brand emphasizes whole-food transparency and gentle processing. With nationwide retail presence and a reputation for ingredient sourcing integrity, it helped define human-grade as a credible, mainstream category rather than a boutique claim.

Fera Pet Organics

Veterinarian-founded in 2017, Fera Pet Organics focuses solely on supplements that merge Eastern and Western medicine—combining glucosamine with turmeric and frankincense, or probiotics with calming herbs like ashwagandha. Their formulas are short, potent, and human-grade, with fish oils purified to higher standards and no filler ingredients. Backed by NASC accreditation and sustainability pledges, Fera’s rapid growth—and recent acquisition by General Mills—shows how vet-driven, clean-label supplements can scale without sacrificing rigor.

Native Pet

Emerging in 2017, St. Louis–based Native Pet takes a food-first approach, offering airy powders like pumpkin fiber or bone broth protein and air-dried chews made with minimal, human-grade ingredients. By avoiding glycerin-heavy soft chews and instead leaning on recognizable foods—chicken, pumpkin, blueberries—they blend efficacy with culinary appeal. Their expansion into Target and strong venture backing underscores how clean-label simplicity resonates with modern pet parents who treat supplements like pantry staples.

leap years dog supplement compared to hollywood elixir

La Petite Labs

A new entrant defining the high end, La Petite Labs applies human nutraceutical standards to pets: NSF testing, transparent dosing, and formulations developed by veterinary pharmacologists. Its flagship, Hollywood Elixir, blends 16 actives—from NAD+ precursors like Nicotinamide Riboside to antioxidants like glutathione and Reishi mushroom—into daily sachets that protect sensitive nutrients from oxidation. By pairing human-grade sourcing with research-driven design, La Petite Labs positions itself as the benchmark for where pet supplements are headed: indistinguishable in rigor from high-end human wellness products, save for the paw print on the label.

“La Petite Labs transforms ‘human-grade’ from a buzzword into a verified standard—where clean inputs meet clinical dosing, species-specific science, and third-party proof.”

A Pet Parent’s Guide to Safer Supplements

The surge of “all-natural” and “human-grade” options makes shopping confusing, but a few rules cut through the noise.

Read labels—short, recognizable ingredient lists beat long strings of fillers like corn syrup or vague “animal by-products.”

Look for proof such as the NASC Quality Seal, NSF/USP testing, or a Certificate of Analysis showing purity and potency.

Check sourcing: wild-caught, free-range, or organic ingredients from regions with strong food safety standards are safer and more ethical than generic “meat meal.”

Mind dosing: dogs and cats need species-specific formulas, not human pills. And above all, be wary of hype—claims like “miracle cure” are red flags. Trial new products carefully, buy small sizes first, and observe your pet’s response. Transparency and veterinary involvement are the strongest signals of trust.

The Limits of “Human-Grade”

Human-grade improves safety and purity, but it doesn’t erase biology. Some human “superfoods” are dangerous for pets—acai (theobromine) is toxic to dogs, alpha-lipoic acid is fine for dogs but lethal for cats, and white willow bark can poison felines. Even wholesome ingredients can unbalance a diet if overdone (e.g., too much chicken breast without calcium, or overdosing fish oil).

The best products pair human-quality inputs with species-appropriate formulation, balanced nutrition, and palatability—because even the cleanest supplement fails if a cat won’t touch it. Research depth also matters: glucosamine and probiotics are well studied; trendy botanicals less so. In the end, human-grade is progress, but not a substitute for veterinary guidance, moderation, and common sense.

Setting the Benchmark: Beyond “Human-Grade”

La Petite Labs distinguishes itself by taking the promise of “human-grade” further than most. Every ingredient is sourced from the human supply chain, but the company layers on NSF testing, transparent dosing, and species-specific formulation to address the very limits that make “human-grade” alone insufficient.

Its flagship Hollywood Elixir™ exemplifies this philosophy: 16 actives—including NAD⁺ precursors, antioxidants, and adaptogens—are listed in full clinical doses, then sealed in daily sachets to protect fragile compounds from oxidation. By combining clean inputs with rigorous veterinary science and third-party validation, La Petite Labs positions itself not just as another premium player, but as the benchmark of credibility in a crowded market where labels too often outpace substance.

The next 5–10 years will likely bring pets even more fully into the “clean living” lifestyle."

Our pets, in a sense, might lead the way in demonstrating the power of preventative nutrition – because when an 8-year-old Great Dane is still bounding around like a puppy, or a tabby lives to twenty with hardly a sick day, it’s hard to ignore the role of better nutrition and care.

The human-grade pet supplement movement is not a passing fad; it’s part of an enduring redefinition of pet ownership. By treating pets as family, we are rewriting the rules of pet health and longevity. If current trends continue, tomorrow’s pet parents will look back in disbelief that there was ever a time we accepted “feed-grade” mystery meal for our cherished companions. The bar has been raised: clean, transparent, and scientifically informed nutrition for pets is here to stay. And ultimately, the winners are our pets themselves – living healthier, happier, and perhaps longer lives by our sides as beloved family members, fueled by the very best we can give them,

FAQs: Human-Grade & Clean Pet Supplements

What does “human-grade” actually mean in pet supplements?

“Human-grade” means that every ingredient is edible by humans and the supplement is manufactured in a human food facility under FDA human food regulations. It’s an all-or-nothing claim: if one ingredient or one step is not human-quality, the product cannot be labeled human-grade.

How is “human-grade” different from “feed-grade”?

Feed-grade products meet only the standard of “safe for animals,” which can include by-products, rendered fats, and ingredients barred from human food. Human-grade products must exclude those and adhere to human food processing and sanitation standards, offering higher safety, purity, and traceability.

Are human-grade supplements really better for dogs and cats?

Yes—when paired with species-appropriate formulation. Human-grade inputs are typically fresher, less degraded, and more nutrient-dense, meaning pets may absorb more. For example, one study showed dogs on a fresh, human-grade diet digested 82% or more of nutrients, far higher than kibble. However, human-grade alone is not a health claim; formulation and dosage remain critical.

Can I just give my pet the human supplements I take myself?

Generally, no. Even if the ingredients are human-grade, dosages and species needs differ. Some human ingredients are toxic to pets—alpha-lipoic acid is safe for dogs but toxic to cats, and acai berries contain theobromine, dangerous for dogs. Always choose supplements formulated for your species and consult a veterinarian.

What ingredients should pet owners avoid in supplements?

Watch for xylitol (toxic to both dogs and cats), excess sugars or salts, vague “animal by-products,” artificial colors and flavors, and preservatives like BHA/BHT. Also avoid botanicals not tested in pets (e.g., white willow bark for cats) and supplements lacking clear dosing information.

How can I tell if a brand is trustworthy?

Look for the NASC Quality Seal, NSF/USP or third-party lab testing, and transparency about ingredient sourcing (e.g., “wild-caught Alaskan salmon oil”). Brands that publish Certificates of Analysis, list exact active doses, and involve veterinary professionals in formulation are generally more reliable.

Is a GMP or FDA-certified facility automatically human-grade?

No. GMP ensures good manufacturing practices, but a facility could still be making feed-grade pet products. Only facilities licensed for human food production—combined with human-edible ingredients—qualify for human-grade claims.

Do clean-label or human-grade supplements prevent disease?

They are not cures or drugs. The value lies in preventive wellness: higher absorption, fewer contaminants, and reduced irritants can support long-term health. Supplements should complement, not replace, balanced diets, exercise, and veterinary care.

Why is palatability mentioned in discussions of quality?

Pets won’t benefit from a supplement they refuse to eat. Feed-grade products may use rancid fats or hydrolysates that smell “off,” leading dogs to spit them out. Human-grade, fresher inputs tend to be more palatable, improving compliance and consistency of use.

What’s next for human-grade pet supplements?

Expect human-grade to become the new baseline in premium products. The next frontier is traceability (QR codes linking to sourcing and test results), sustainability commitments, and vet-integrated preventive care. Supplements will likely become as routine as annual check-ups for many pets.