Poor old Pedigree has been left out in the cold as pet owners have been encouraged to trade up

pedigree dog

Last year’s ranking: 32

Sales: £183.4m (-6.6%)

Poor old Pedigree has been left out in the cold as pet owners have been encouraged to trade up to premium health-orientated products and wet dogfood in convenient pouches. This, says senior Pedigree brand manager Arthur Renault, has taken a big bite out of the brand’s sales of formats such as cans and big bags of dry food. In response, the brand is focusing its efforts on wet pouches, which Renault says are up 8.6%, and oral health, with the relaunch of the Dentastix range.

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