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Paws for thought, before you bark up the wrong tree

The £2.6bn UK pet food market is rapidly evolving to meet owners new mindset around what they feed their pets. Brandality takes a closer sniff.

Pet food market segmentation according to size and age is well-established, particularly in dog and cat categories.

However, as owners increasingly think of pets as extensions of their human family, they expect to find similar food choices in pet food as in their own supermarket aisles.

This growing demand for specialist, premium products is creating extensive opportunities for smaller brands outside the big five global players that currently dominate just over 40% of the market.

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