With global rates of pet ownership at an all-time high, it’s no surprise that this lucrative category is witnessing a flood of innovation.
In the UK and Germany, Mintel data shows that more than half of consumers now have a furry friend. This is even higher in the US and Brazil, with rates of 73% and 71% respectively.
At the same time, more and more people are viewing their pet as part of the family, with figures from the Royal Veterinary College in the UK showing the majority (99%) regard them in this way.
This has driven a trend known as ‘the humanisation of pet food’, fuelling rising demand for more human-like dishes for our animal companions.
Mark Baggaley, who previously served as operational manager and a board member at Butcher’s Pet Care (before it was acquired by Inspired Pet Nutrition last year), told Food Manufacture: “During my time at Butchers the pet food category was evolving just like the human food category, more enforces on cleaner decks, healthier options, etc.
“Our pets are an extension of our family but unfortunately don’t have the voice to be able to tell us what they want,” said Baggaley.
"To have a wider variety of options especially around health-solution-pet-food (e.g. Butchers) and to have pet food recipes with human grade ingredients (e.g. Butternut Box and Blink Catfood) has helped ‘premiumise’ and disrupt the category, creating healthy choices other than the run-of-the mill brands which the category was full over 3-5 years ago. Also, it will allow pet parents to help play a big part in their pets’ health other than exercise.”
Halal cat food lands in UK
A recent example of this is Hurayra Halal Pet Food, which has made history with its nationwide launch of the UK’s first HMC halal-certified premium cat food.
The Yorkshire-born company secured a landmark deal to stock its flagship dry cat food in a selection of Morrisons supermarkets ahead of the product landing in the UK.
The deal signals a growing appetite for ethical pet care options, both in the UK’s £3 billion pet food market and among the global Muslim community.
This year will also see Hurayra launch in multiple countries across the globe including the Middle East, India, and Europe.
Amy Imeson, head of cat food buying at Morrison’s said: “Our customers are more aware than ever of what goes into their food—and they want the same standards for their pets. Hurayra brings something genuinely new and meaningful to our shelves. Aihtsham’s passion and dedication really stood out to us, and we’re excited to introduce Hurayra cat food in stores this September.”
Plant-based pet food
The last few years have also seen the rise of alternative options for dogs, with plant-based food.
Around 20% of those with cats said they have purchased vegan cat food in the past, with 14% saying they believed their cat was enjoying it.
Almost half (49%) said they’d be interested in purchasing vegan cat food; and of these, 32% said they would buy it as long as it was healthy and suitable for their cat.
Meanwhile, 24% of dog owners revealed they’d purchase vegan dog food before, with 16% stating their dog enjoyed it.
In 2022, pet food brand Lily’s Kitchen launched a range of plant-based dog food, which included two treats – Tropical Mango Jerky and Succulent Sweet Potato Jerky with Jackfruit – and two wet products – Mighty Burrito Bowl with Jackfruit, and Vibrant Rainbow Stew.
“Pet parents who are looking to introduce a plant-based meal to their dog’s diet can rest assured that apart from increasing their intake of fruit and veg, having dogs join in Meat Free Mondays may offer health benefits, particularly for dogs with sensitive tummies, or who have sensitivities to specific animal proteins,” Rodney Zasman, resident vet at Lily’s Kitchen, told British Brands Group.
More recently, fellow pet food brand, Omni – which focuses on novel protein, allergy friendly nutrition and supplements – was featured on Dragon’s Den, securing a £75K investment from Deborah Meaden and Steven Barlett.
While Pets at Home shelves welcomed the UK’s first cultivated meat dog treats – produced by Meatly.
Obesity rates in pets
This demand for humanisation is mostly a result of wanting the best for our pets. Of course, the humanisation of food doesn’t automatically mean healthier (it is worth noting that veterinary advice states cats should be fed a carnivorous diet, for example).
During the pandemic pet obesity saw a rise in Europe; and according to Mintel data, this led to more than half of pet owners in the continent recognising that their pets ‘could benefit from losing weight’.
Recent reports suggest that 1 in 2 UK dogs are overweight. Excess weight not only affects mobility, it reduces overall quality of life and can even shorten a dog’s lifespan. Overweight dogs often suffer from joint pain, reduced energy, and a higher risk of more serious chronic diseases.
The investment into pet care – including dietary – has seen a big uptick. In the US alone, consumers spent $123 billion in 2021. Market analysts at Morgan Stanley predict this to reach $275 billion by 2037.
Meanwhile in the UK, the annual expenditure on veterinary and other pet services witnessed a 54% increase in just six years, shooting up from £2.6 billion in 2015 to £4 billion in 2021.
Health for Animal’s Global State of Pet Care report also shows significant growth in the pet healthcare market for pet owners in the EU, who spend close to €22 billion annually, with an annual growth rate of 2.8%.
Weight loss supplements for dogs
Inspired by human weight loss drugs, Omni has developed a supplement LeanPaws.
This is a drug-free alternative to GLP-1 medication designed to help humans manage excess weight in their dogs.
Having been developed over two years by Omni’s veterinary and nutrition science team, the supplement works by combining naturally derived amino acids, unique fibres and gut-friendly pre and probiotics.
Together, they’re designed to increase metabolism, regulate blood sugar, and promote satiety. Unlike medication, LeanPaws is also non-prescription, and designed to be diet-compatible (including fresh, wet, raw and high-fat diets) and natural, with ‘minimal side effects’.
LeanPaws has undergone a blinded, placebo-controlled study in Norway involving veterinary assessments and monitoring. Dog owners didn’t know if their dogs were given the supplement or placebo, with Omni reporting that 80% of the canines lost weight.
Omni is now working with Nottingham Vet School to co-author a scientific paper and present the findings at a major veterinary conference later this year. The LeanPaws supplement is set to be launched in 2026.
“We’re really excited about this product as we’ve spent over two years researching and refining this formula. It’s incredibly encouraging to see such consistent weight loss across dogs in the trial particularly without notable side effects. There’s a real gap between dietary advice and practical, scalable tools for weight management in pets, and we believe this supplement could be a real game changer,” commented Dr Guy Sandelowsky, veterinarian and co-founder of Omni.
At-home gut health kits for dogs
Meanwhile, Pooch & Mutt has launched an at-home gut health test alongside ‘science-backed’ and ‘tailored’ supplement plans for dogs.
The gut health test is powered by BIOME9 – a key player in the canine microbiome analysis market. Pooch & Mutt acquired the company in January as it looks to reinforce its commitment to ‘science-backed, accessible pet health’.
The gut health kit is available to consumers across the country online at a RRP of £69.99. It uses scientist research combined with AI to deep dive into dogs’ unique microbiomes and identify gaps or imbalances.
The complementary supplement range includes seven products, with products aimed to tackle common symptoms. It includes Gut Detoxifier, Gut-Joint Matrix, Microbiome Support, Immunity Support, Fibre Support, Vitamin Complex, and Gut Skin Support.
Personalised product subscriptions and one-off bundles are offered to users following the test – with incentives in place. The range is available online for a RRP of $18.99.
