The future of the powerhouse pet food market lies with millennials. Consider this comment by David Lummis, lead pet market analyst for Packaged Facts, in a column for Pet Product News: “Much as computers have always been there for them, millennials know only a world where treating pets like fully entitled family members is normal, if not expected … and expensive.” Indeed. Pets being part of the family is as familiar and ingrained for millennials – something they seldom think about, if ever – as are mobile phones, social media and the air they breathe. It’s second nature for them to feed their pets well and spend on pet food accordingly.