CREATIVE PARTNER
Pet Wellness Premiumisation
(Even in a Squeeze)
Pets have become people in the basket. Premium, natural, and functional pet nutrition is growing despite wallet pressure.
Europe's pet market hit €29.3bn in 2025, supported by 139 million pet-owning households. That's a massive, stable base.
Meanwhile, UK Pet Food's latest survey flags a problem, pet obesity is a growing concern. That's driving demand for vet-aligned formulations and proper portion guidance.
Ocado's data reveals what's really happening. Premium brands like Lily's Kitchen, Forthglade, Edgard & Cooper, and Scrumbles saw +34% growth, with some SKUs up ~500%.
Owners report scrutinising ingredients and planning to maintain higher spend even as they trade down in other grocery categories.
This isn't indulgence. It's values and outcomes purchasing. When recipes show protein provenance and grain choices transparently, consumers sustain premium spend despite broader price pressure.
Those explosive growth numbers, digestive treats +205%, calming treats +111%, tell a story about "job-to-be-done" buying.
Pet parents want specific outcomes: gut health, anxiety support, joint mobility. They're buying positive outcomes for their pets in the same way they do for themselves and their family.
This shift moves the category from indulgence to care. But it requires claims discipline - promises need proof, or trust evaporates.
Smart pet brands are reframing premium pricing and proposition.
They're putting digestibility percentages, protein content, and feeding-to-target-weight guidance right on the front of pack.
Then they bundle in practical care tools: weighing scoops to get portions right, body-condition charts to track progress, and discounts on tele-vet consultations for ongoing support.
The proof comes through published results. Before and after weight achievement rates. Customer retention metrics that show people stick around. Real health outcome data that backs up the promises.
This shifts premium from "fancy flavours" to measured wellbeing, harder to copy, easier to defend when budgets tighten.
Baby & Elder Nutrition: Adopt outcome-led labelling (sleep quality, gut health, joint support) plus monitoring tools. Sell subscriptions to outcomes, not just products.
Insurance & Retail Health: Tie product purchases to professional consults. Offer credits for weight checks or dental cleanings. Create loyalty through care continuity.
Pet nutrition is the template for a more caring, outcome-focussed consumer base.
Prove the outcomes - gut health, weight management, coat quality. Package care with the calories. Show the data.
When you deliver measurable wellbeing, shoppers will pay premium prices and stay loyal through 2025's volatility.
The pet category figured it out first: In a squeeze, evidence beats emotion. Proof beats promises. And care outcomes beat clever marketing.
Meanwhile, UK Pet Food's latest survey flags a problem, pet obesity is a growing concern. That's driving demand for vet-aligned formulations and proper portion guidance.
Premium Proof, Not Pampering
Ocado's data reveals what's really happening. Premium brands like Lily's Kitchen, Forthglade, Edgard & Cooper, and Scrumbles saw +34% growth, with some SKUs up ~500%.
Owners report scrutinising ingredients and planning to maintain higher spend even as they trade down in other grocery categories.
This isn't indulgence. It's values and outcomes purchasing. When recipes show protein provenance and grain choices transparently, consumers sustain premium spend despite broader price pressure.
Function First: Treats as Healthcare
Those explosive growth numbers, digestive treats +205%, calming treats +111%, tell a story about "job-to-be-done" buying.
Pet parents want specific outcomes: gut health, anxiety support, joint mobility. They're buying positive outcomes for their pets in the same way they do for themselves and their family.
This shift moves the category from indulgence to care. But it requires claims discipline - promises need proof, or trust evaporates.
Care Focussed propositions
Smart pet brands are reframing premium pricing and proposition.
They're putting digestibility percentages, protein content, and feeding-to-target-weight guidance right on the front of pack.
Then they bundle in practical care tools: weighing scoops to get portions right, body-condition charts to track progress, and discounts on tele-vet consultations for ongoing support.
The proof comes through published results. Before and after weight achievement rates. Customer retention metrics that show people stick around. Real health outcome data that backs up the promises.
This shifts premium from "fancy flavours" to measured wellbeing, harder to copy, easier to defend when budgets tighten.
What Other Categories Should Learn
Baby & Elder Nutrition: Adopt outcome-led labelling (sleep quality, gut health, joint support) plus monitoring tools. Sell subscriptions to outcomes, not just products.
Insurance & Retail Health: Tie product purchases to professional consults. Offer credits for weight checks or dental cleanings. Create loyalty through care continuity.
The Bottom Line
Pet nutrition is the template for a more caring, outcome-focussed consumer base.
Prove the outcomes - gut health, weight management, coat quality. Package care with the calories. Show the data.
When you deliver measurable wellbeing, shoppers will pay premium prices and stay loyal through 2025's volatility.
The pet category figured it out first: In a squeeze, evidence beats emotion. Proof beats promises. And care outcomes beat clever marketing.
Are you a brand that cares?Do you want to communicate your
Let's TalkDo you want to communicate your
purpose even more effectively?
That's why we exist. To create a natural, authentic competitive
edge for the brands that care most in the world.
edge for the brands that care most in the world.
