pets

Petfood isn’t what it used to be. Not long ago, a bowl of Pedigree was considered a bit of a treat. Today it’s not just dogfood, it’s ‘dog nutrition’. Thanks to a swathe of online, direct-to-consumer startups, pet owners can choose from a range of all-natural, slow-cooked recipes - all personalised to their individual needs.

True, these businesses still represent a small portion of the market (Brits bought over one billion kg of petfood through the multiples last year), but this online revolution is forcing big brands to up their game. The most high-profile example is Nestlé Purina’s acquisition of a majority stake in Tails.com in April, giving it access to the fast-growing online market.

Changes are happening in store, too. Mars’ Perfect Fit brand, for example, offers a “holistic” approach to food, giving advice on exercise and mental stimulation.

All this taps the increasing humanisation of pets. Owners are just as choosy over their pet’s nutrition as their own. They want food that is tailored - and if it’s raw, all-natural and organic, then all the better. That standard tin of dogfood may not cut it for much longer.

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