A large percentage of petfood brands received high index scores, making the petfood sector one of the highest ranking sectors for ethics.
Lily's Kitchen scored highest, with an index score of 100, followed by Yarrah (95) and Burns Pet Nutrition (91). Other brands evaluated include Mars' brand, Whiskas; Eukanuba and Iams from P&G Petcare; and Friskies, Felix and Bakers Complete from NestlÃ©.
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.