Based on a Pet Food Manufacturers Association ( PFMA ) survey, 90% of pet owners know that what they feed their pet affects its health and therefore they want to feed their pets the best-quality food. High-quality premium foods are therefore a growing market sector in the United Kingdom.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.