Millennials are spending more than ever on their fur babies, and brands are cashing in.

Millennials are spending more than ever on their fur babies, and brands are cashing in. Petco is staffing in-store kitchens with pet food chefs, Walmart is opening vet clinics in 100 stores, and Purina has unveiled a gourmet line of Pioneer Woman pet treats. Purina’s senior brand manager says, “Millennials are bringing pets into their household earlier than the previous generation” and that human food trends, like sustainability and wellness, are affecting pet food trends faster than ever. (Business Insider)