The cost-of-living crisis and rapid inflation in pet food saw volume sales of cat and dog food drop significantly over 2022-24, as owners made cutbacks across all segments, with wet meals faring the worst.
Mintel’s UK pet food market analysis shows that UK pet owners have made cutbacks across pet food due to a challenging economy. Concerns over ultra-processed foods has also had an impact on the UK Pet food market. Brands that can assuage these concerns will benefit.
The cost-of-living crisis and rapid inflation in pet food saw volume sales in the cat and dog food market drop significantly over 2022-24, as owners made cutbacks across all segments, with wet meals faring the worst. Volumes are expected to return to slow growth from 2026, as strengthening real incomes will see some economising habits reverse. Improving household finances will also give more momentum to the premiumisation and humanisation trends, and create more added value opportunities around health, convenience and sustainability, the meat reduction trend offering especially ripe potential.
Challengingly, concerns over the healthiness of ultra-processed food have made manufactured pet food less appealing for half of pet owners. Brands that tap into and assuage these concerns, for example through greater transparency about how the meals are made and what goes into them, will benefit. There will be growing opportunities for fresh pet food (either chilled or frozen), as well as products/services that make homemade pet meals more convenient, such as meal kits and subscription recipe boxes.
The impact of pet food on stool quality is currently largely overlooked in pet food marketing. However, almost two-thirds of pet food buyers in the UK think about this when choosing what pet food to buy, signalling that more brands should focus on this sought-after benefit.
The market size in this Report comprises UK retail sales of pet food for cats and dogs through all retail channels, including direct to consumer. Food is categorised as dry, wet, snacks and treats. Cat drinks are also included.
Excluded are healthcare and accessories such as items for home grooming, collars, leashes, toys, chews, bedding, feeding equipment and litter, and over-the-counter flea/tick treatments and prescription medicines. Pets themselves, as well as services for pets, such as boarding, grooming, training and veterinary services, and pet insurance are also excluded from the market size and from this Report.
This report was written by Emma Clifford. Emma joined the Food and Drink team in June 2012 and is responsible for researching and writing food reports. Before joining Mintel, Emma worked as a marketing information analyst at Marketforce and gained retail experience from her time working as a fashion distributor at Debenhams head office.
The cost-of-living crisis saw volume decline accelerate in 2023. Concerns over UPFs must be addressed amid the growing threat from homemade pet food.
Emma Clifford
Associate Director – Food and Drink
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