The pet food industry is a growing business launching a variety of new products in the market. The acceptability or preference of pet food samples has traditionally been measured using either one-bowl or two-bowl tests. Academic researchers and professionals in the pet food industry have explored other methods, including the cognitive palatability assessment protocols and the ranking test, to evaluate more than two samples. A variety of approaches and perspectives were also utilized to predict palatability and key sensory attributes of pet foods, including descriptive sensory analysis by human-trained panelists and pet food caregivers' perceptions of pet food. This review article examined a range of testing methods for evaluating the palatability of pet foods, specifically targeting products for dogs and/or cats. It outlined the advantages and disadvantages of each method. Additionally, the review provided in-depth insights into the key sensory attributes of pet foods and the methodologies for assessing palatability. It also explored pets' behavioral responses and facial expressions in relation to different pet foods. Furthermore, this review discussed current challenges and future opportunities in pet food development, including the use of instrumental analyses and artificial intelligence-based approaches.