There is a wide variety of dog and cat foods on the market. Industrially prepared pet food comes in different brands and forms and with different prices and claims. How a product will be advertised and sold relates to the marketing concept. Contrasting, basic marketing concepts for pet food can be identified. Among these concepts there can be modifications, combinations and crossovers. Fully grown markets with a high percentage of pets consuming commercial foods have close to flat volume sales. In order to increase sales money value, pet food manufacturers launch more expensive products founded on new designs and nutrition trends. The selling points of products may concern price, exclusive ingredients, animal category, animal health or the owner’s view of life. Mature pet food markets are dominated by natural foods and their grain-free subclass. Natural foods are not allowed to contain chemically synthesized substances, except for vitamins and minerals. Grains are pushed into unnatural, unhealthy and unsuitable, but the arguments are false. At the same time, well-formulated grain-free foods are nutritionally adequate. Organic and holistic pet foods usually are grain-free or wheat- and corn-free. Organic plant and animal ingredients must meet defined criteria as to production and processing. For commercial pet foods the predicate holistic has no clear meaning. Ancestral, evolutionary, instinctive or wild foods claim to simulate what dogs and cats would eat in nature. The extruded dry foods normally are grain-free and high in animal protein. Ancestral frozen and freeze-dried foods feature raw as additional claim.