Most owners want what’s healthiest for their dog and when looking at the list of ingredients on a grain-free dog food, it looks healthy. Humans are going grain-free/gluten free, so the perception is that they can feed their dog something similar to what they are eating, because it’s the healthy thing to do. Also, the public has a negative perception of big brand dog foods like Purina, Hills and Royal Canin when in reality, these foods are okay to feed your dog.