2025
9
UK Pet Food Market Report 2025
2025-08-28T12:04:01+00:00
REP81134359_F4A9_42A5_86D4_141CBE93122E
2195
186132
[{"name":"Pet Food","url":"https:\/\/store.mintel.com\/industries\/pets\/pet-food"},{"name":"Market Intelligence Reports","url":"https:\/\/store.mintel.com\/report-type\/market-intelligence-reports"},{"name":"UK","url":"https:\/\/store.mintel.com\/markets\/uk-market-research"}]
Report
en_GB
Hydration is having a moment in the wellness space, supported by rising global temperatures. With almost half of owners noting that it's hard to ensure…
UK
Pet Food
simple

UK Pet Food Market Report 2025

"With pet owners starting to trade up again in cat/dog food, there are strong added value opportunities around longevity, nutrient-retaining processes and hydration."

Emma Clifford, Associate Director – Food and Drink

Emma Clifford, Associate Director – Food and Drink

UK Pet Food – Trends and Insights

  • Rising global temperatures and the challenge of keeping pets well-hydrated present significant opportunities in the pet care market. Pet drinks and hydration-focused products, such as broths, yogurts, and iced treats, can inject innovation and meet this growing wellness demand.
  • The trend toward homemade pet food, driven by concerns over ultra-processed foods (UPFs), is creating competition for the core pet food market. However, brands can counter this by highlighting the nutritional benefits of processed ingredients and promoting nutrient-preserving processes as a value-added feature.
  • Nutrient-preserving processes offer a compelling opportunity for brands to shift the narrative around pet food processing. By emphasising the health benefits and added value of these methods, brands can address consumer concerns and build trust.
  • The growing interest in pet longevity creates opportunities for brands to emphasise the role of diet in healthy ageing. Ingredients like plants and fish, known for their healthy ageing benefits, can support demand for products tailored to senior pets, a segment that remains under-catered.
  • With pets living longer, the market for senior pet care is ripe for expansion. Brands can capitalise on this by developing products specifically designed for ageing pets, addressing their unique dietary and wellness needs, and tapping into the rich potential of this underserved segment.

Key Topics Analysed in the Report:

  • The impact of the income squeeze on the market and the outlook for the next five years
  • Trends in launch activity in cat and dog food, and opportunities for further innovation.
  • Pet feeding behaviour, including making pet food from scratch, and purchasing of pet food.
  • Behaviours relating to pet food, including concerns about hydration for pets, and interest in helping pets live longer through diet.
  • Attitudes towards pet food, including towards the relative importance of pet food being nutritious or highly processed.
Report AttributesDetails
Published DateAugust 2025
Market Data Range2109-2030
Measurement MetricsRevenue in £
Consumer Data2,000 internet users aged 16+, May 2025
Number of Pages104
Market SegmentationDog meals, Cat meals, Dog snacks/treats, Cat snacks/treats
Leading Brands in UK Pet FoodButcher’s, Pedigree, Purina Bakers, Purina Winalot, Harringtons, Naturo, Lilys Kitchen, Cesar, Wagg, Iams, Chapppie, Forthglade
Collapse All
  1. EXECUTIVE SUMMARY

    • Opportunities for the cat and dog food market
    • Concerns around hydration present opportunities
    • Tap into the buzz around hydration
    • Interest in longevity holds rich potential in pet food…
    • …supporting demand for ingredients linked to healthy ageing
    • Nutrient-preserving processes warrant more attention…
    • …these helping  to assuage UPF concerns and add value
    • Market dynamics and outlook
    • Market size & forecast
    • Market predictions for the cat and dog food market
    • Value growth will be driven by rising prices and trading up
    • Graph 1: [no title]
    • Cat snacks/treats bucked the value decline in 2024; dog food to see volume growth in 2025
    • Graph 2: value sales of cat and dog food, by segment, 2023-25
    • Most leading dog food brands see values slip in 2024/25; pressure mounts from smaller brands
    • Graph 3: leading brands’ value sales in the dog food market, 2022/23-2024/25
    • Good Boy extends its lead in dog snacks/treats; own label loses share
    • Graph 4: leading brands’ value sales in the dog snacks and treats market, 2022/23-2024/25
    • Felix, Whiskas and own label lose ground in cat food in 2024/25
    • Graph 5: leading brands’ value sales in the cat food market, 2022/23-2024/25
    • Webbox closes the gap on Dreamies in cat snacks/treats
    • Graph 6: leading brands’ value sales in the cat snacks and treats market, 2022/23-2024/25
    • Pet ownership edges up in 2025, but demographic trends hamper ownership
    • Graph 7: pet ownership, 2024-25
    • What consumers want and why
    • Pet food buying declines as more owners take a DIY approach
    • Graph 8: pet feeding behaviours (net), 2023-25
    • Most cat/dog owners buy wet and dry food; a rise in purchasing supplements
    • Graph 9: types of cat and dog food bought, 2025
    • Younger generations are driving usage of alternative diets
    • Graph 10: types of pet food fed to cats and dogs, by age, 2025
    • Longevity and hydration for pets warrant more attention
    • Graph 11: behaviours relating to cat and dog food, 2025
    • Global cuisines and celebrations present opportunities
    • Nutritional benefits outweigh processing; global cuisines present opportunities
    • Graph 12: attitudes towards pet food, 2025
    • Innovation and marketing
    • The gut health trend gathers pace
    • Graph 13: share of pet food launches with claims relating to gut health, 2021-25
    • Adspend jumped by 45% in 2024
    • Graph 14: ATL, online display and direct mail advertising expenditure on pet food, by segment, 2021-25
  2. MARKET DYNAMICS

    • Market size
    • Economising habits drove volume decline over 2021-24
    • Graph 15: total value and volume sales of cat and dog food, 2020-24
    • Values fell into decline in 2024
    • Volumes to tentatively return to growth in 2025
    • Market forecast
    • Value growth will be driven by rising prices and trading up
    • Graph 16: [no title]
    • Trading up to continue amid sustained real income growth
    • Marginal volume growth over 2025-30
    • Graph 17: [no title]
    • Volumes will broadly stagnate as various factors offset one other
    • Market segmentation
    • Cat snacks/treats bucked the value decline in 2024, with volumes and average price rising
    • Graph 18: value sales of cat and dog food, by segment, 2023-25
    • Graph 19: volume sales of cat and dog food, by segment, 2023-25
    • Dog meals and snacks to see volume growth in 2025
    • Market share
    • Most leading dog food brands see value slip in 2024/25; pressure mounts from smaller brands
    • Graph 20: leading brands’ value sales in the dog food market, 2022/23-2024/25
    • Good Boy extends its lead in dog snacks/treats; own label loses share
    • Graph 21: leading brands’ value sales in the dog snacks and treats market, 2022/23-2024/25
    • Felix, Whiskas and own label lose ground in cat food in 2024/25
    • Graph 22: leading brands’ value sales in the cat food market, 2022/23-2024/25
    • Webbox closes the gap on Dreamies in cat snacks/treats
    • Graph 23: leading brands’ value sales in the cat snacks and treats market, 2022/23-2024/25
    • Market drivers
    • Pet ownership edges up in 2025
    • Graph 24: pet ownership, 2024-25
    • Children are the biggest factor driving up ownership
    • Graph 25: pet ownership, by presence of children in the household, 2024
    • Graph 26: pet ownership, by age group, 2025
    • Demographic shifts to put downward pressure on ownership
    • Graph 27: population, by age, 2020, 2025 and 2030
    • Pet obesity is on the rise
    • Real wage growth continues, but many consumers are still catching up
    • Graph 28: CPI inflation rate and total pay growth rate, 2021-25
    • Subdued financial wellbeing drove cutting back and trading down over 2022-24
    • Graph 29: the financial wellbeing index, 2019-25
    • Evidence of trading up in cat/dog food as consumer confidence improves in 2025
    • Graph 30: the financial confidence index, 2019-25
    • Inflation in pet care has risen again over the 12 months to July 2025
    • Graph 31: annual change in RPI of petcare, 2019-July 2025
    • Interest in sustainability to gain ground as income pressures ease
  3. WHAT CONSUMERS WANT AND WHY

    • Pet feeding behaviours
    • Pet food buying declines as more owners take a DIY approach
    • Graph 32: pet feeding behaviours (net), 2023-25
    • UPF concerns and positive views of ancestral diets drive the popularity of homemade pet food
    • An ongoing need to address UPF concerns; pet food can tap into the appeal of “wild diets”
    • Most cat/dog owners buy wet and dry food
    • Graph 33: types of cat and dog food bought, 2025
    • Growth in supplements purchasing…
    • Graph 34: types of cat food bought, 2023-25
    • Graph 35: types of dog food bought, 2023-25
    • …linked to changing pet feeding habits and NPD
    • Sizeable minorities feed their pets ‘alternative’ food
    • Graph 36: types of pet food fed to cats and dogs, 2025
    • Younger generations are driving usage of alternative diets
    • Graph 37: types of pet food fed to cats and dogs, by age, 2025
    • Behaviours relating to cat and dog food
    • Almost half of owners say it’s hard to ensure their cat/dog stays hydrated
    • Graph 38: behaviours relating to cat and dog food, 2025
    • Pet owners’ concerns over pets’ hydration mirror those about themselves
    • Hydration could be the next frontier in pet health
    • Purina One Hydralife creates a hydration-focused line for cats
    • Enhanced hydration products are rare in the pet market
    • Pet food products can also tap the appeal of hydration benefits
    • Longevity for pets warrants more attention
    • Years puts longevity front and centre
    • Senior pets are overlooked
    • Graph 39: share of pet food launches, by lifestage, 2020-25
    • Certain functional benefits will become increasingly desirable
    • Graph 40: health benefits pet owners would most like to see in pet food, 2025
    • Interest in longevity bodes well for healthy ageing and age-specific supplements
    • Interest in longevity will support demand for products featuring plants and fish/seafood
    • The buzz around ‘blue zone’ diets could be leveraged in pet food
    • Interest in longevity could put more focus on weight management
    • Attitudes towards pet food
    • Nutritional benefits outweigh processing for three-quarters of pet owners
    • Graph 41: attitudes towards pet food, 2025
    • Nutritional benefits can counterbalance processing concerns
    • Nutrient-preserving processes are well-placed to assuage UPF concerns and add value…
    • …and are becoming more of a focus within NPD
    • A host of other factors can make processed ingredients acceptable
    • Graph 42: outcomes and attributes that make highly processed ingredients OK in a food/drink product, 2025
    • More humanisation opportunities: global cuisines
    • Pet food inspired by global cuisine
    • Interest in less common types of meat can be mined by global-cuisine-inspired pet food
    • Global celebrations are an untapped opportunity
  4. INNOVATION AND MARKETING TRENDS

    • Launch activity and innovation
    • Overall functional claims are stable…
    • Graph 43: share of pet food launches carrying functional pet claims, 2021-25
    • …but the gut health trend gathers pace
    • Graph 44: share of pet food launches with claims relating to gut health, 2020-25
    • Products putting gut health front-and-centre
    • More emphasis on processes that preserve nutritional value
    • Raw pet food attracts more launches
    • ‘Human-grade’ pet food: niche but rising
    • Graph 45: share of pet food launches which are described as ‘human-grade’, 2020-25
    • A growing array of human-esque pet snacks
    • Sustainable/ethical claims rise
    • Graph 46: share of pet food launches carrying ethical and environmental claims, 2020-25
    • More activity in alternative proteins
    • Supplements become a hotbed of activity
    • Graph 47: share of launches of supplements within pet food and pet supplements, 2020-25
    • More pet food brands move into supplements
    • Advertising and marketing activity
    • Adspend jumped by 45% in 2024
    • Graph 48: ATL, online display and direct mail advertising expenditure on pet food, by segment, 2021-25
    • Phenomenal adspend growth from Butternut Box
    • Graph 49: ATL, online display and direct mail advertising expenditure on pet food, by leading advertisers, 2021-25
    • Butternut Box takes the lead in adspend in 2024
    • Butternut Box’s ‘Don’t Feed Me This Way’ TV ad
    • Butternut Box raises its profile through OOH activity in 2025
    • Nestlé ramps up support for Felix
    • Mars Petcare advertising focuses on cats’ satisfaction…
    • …with Whiskas transporting cats to ‘Purradise’
    • Influencer activity in the pet food market
    • Carnilove taps into dogs’ wild side
    • Carnilove’s ‘Instinct Calls for Meat’ campaign
    • Brands tackle pet obesity and promote the importance of joint care
    • YuMove’s ‘Harder to Catch’ campaign
    • UK Pet Food solidifies its role as a trusted source in pet nutrition
  5. APPENDIX

    • Market share
    • Leading brands’ value sales and shares in the dog meals market
    • Leading brands’ volume sales and shares in the dog meals market
    • Leading manufacturers’ value sales and shares in the dog meals market
    • Leading manufacturers’ volume sales and shares in the dog meals market
    • Leading brands’ value sales and shares in the dog snacks and treats market
    • Leading brands’ volume sales and shares in the dog snacks and treats market
    • Leading manufacturers’ value sales and shares in the dog snacks and treats market
    • Leading manufacturers’ volume sales and shares in the dog snacks and treats market
    • Leading brands’ value sales and shares in the cat meals market
    • Leading brands’ volume sales and shares in the cat meals market
    • Leading manufacturers’ value sales and shares in the cat meals market
    • Leading manufacturers’ volume sales and shares in the cat meals market
    • Leading brands’ value sales and shares in the cat snacks and treats market
    • Leading brands’ volume sales and shares in the cat snacks and treats market
    • Leading manufacturers’ value sales and shares in the cat snacks and treats market
    • Leading manufacturers’ volume sales and shares in the cat snacks and treats market
    • Advertising and marketing activity
    • ATL, online display and direct mail advertising expenditure on pet food, by leading advertisers, 2021-25
    • ATL, online display and direct mail advertising expenditure on pet food, by media type
    • Market segmentation
    • Market forecast data and methodology
    • Market forecast
    • Market forecast and prediction intervals (value)
    • Market forecast and prediction intervals (volume)
    • Forecast methodology
    • Report scope and definitions
    • Market definition
    • Abbreviations and terms
    • Consumer research methodology
    • Nielsen Ad Intel coverage

Market Intelligence Made Easier With Mintel

The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:

  • Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
  • Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
  • Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
  • Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.

What goes into a Mintel Market Intelligence Report?

Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.

The Four Pillars of Our Research

We use a combination of four main research methods when creating our reports, each adding a valuable perspective:

  • Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
  • Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
  • Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
  • Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.

Bringing It All Together

Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.

Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.

For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
  • Download today with instant access
  • Multiple formats provided
  • Interactive databook included
Add to cart

Next Starts Here

Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.

Learn more

Trusted by global industry leaders

Tenth Wave logo

Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.

When carrying out background research, I find Mintel an excellent starting point.

The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.

Ben Zeidler, Director - Research and Analytics, Tenth Wave
Bauer Media Group logo

We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.

They’re an innovative company, with a client-focused team that always delivers.

Abby Carvosso, Group Managing Director, Bauer Media Group
VML logo

We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.

Mintel gives us all that. It’s a great brand and one that is trusted by clients.

Marie Stafford, European Director, The Innovation Group, VML
VocaLink logo

We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.

 

Andrew Neeson, Market Intelligence Manager, VocaLink
Wincanton logo

When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.

They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.

So overall, it’s the level of detail and the quality of forecasting that really stand out for me.

Rebecca Green, Market Insight Manager, Wincanton

Next Starts Here

Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.

Learn more