Among the many transformations in human relationships in this century, the role of domestic animals has demonstrated a singular expansion in meaning, the current connections between human and animal have evolved, assuming characteristics of social relationships. The consequent repercussion of this phenomenon is observed in the market of products and services. The food offered to animals for decades, dry food, is now being questioned and attributes previously associated only with humans are now also sought for pets. Pet owners started to adopt natural food, as a healthier alternative. This work through qualitative thematic exploration, offers a deeper vision of the characteristics and lifestyle, the motivations, and implications of this decision. As an opportunity to determine more assertive satisfaction strategies for these tutors.