The rise in demand for customised pet food in the UK

As people adjust their own diets to influence their health, pet owners want to do the same for their pets. A 2022 FMCG Guruz report stated that 40% of pet owners worldwide turn to pet products to support their pets’ wellness. Another report by FMCG Guruz found that 63% of consumers were interested in customised products to meet their individual needs. Harry Bremmer, founder of Tuggs pet food, which specialises in customised fresh pet food meals, agrees that the premiumisation or the rise in demand for pet wellness has been largely driven by trends in the human health industry. He says: “Over the last couple of decades, there’s been such a big change in our perception of human wellness, along the themes of mindfulness, prioritising sleep, work life balance, and considering the use of probiotics, prebiotics, vitamins and multivitamins to improve your microbiome. And over the last 10 years or so, this same mindset has seeped into the pet food industry.’

“This is further heightened by the fact that now more people in the UK or in the western world opt to own a pet rather than have children. As a result, a lot of families view their dog as their family member and want the best for their dog in terms of wellness. This has led to a big change in how people perceive dog food,” he adds. In 2023, the UK spent over £3bn on pet nutrition alone.

Patrick Nestel, one of the co-founders of Boost Pet Food, also adds that with the rise in awareness among pet owners, they expect pet food companies to be transparent about the ingredients in pet foods. He says: “Just like how people wouldn’t eat something without knowing what’s in it, pet owners have also become increasingly cautious about what their pets are being fed. Often a traditional canned pet food will say the product contains chicken, but it won’t tell you what type of chicken or they will use barely 20% of chicken in the food. Today there is this awareness among people and they tend to ask the same questions they would ask for themselves when it comes to wellness.”

Nestel also states that another reason why customised or tailored pet food is gaining more popularity is because some pets might have certain dietary requirements or health issues. For instance some pets might have a skin and coat issue, or a joint issue, or some might even be allergic to certain ingredients, in these instances a personalised meal can ensure your pet gets the necessary nutrition. Thirdly, Nestel highlights that many people choose a tailored meal for their pet because of portion sizing. However, according to Nestel, that is quite questionable. He explains: “The reason I say this is because the way nutrition works for weight management is about how much you eat versus how much exercise you do, and unless you can properly manage exactly how much your pet is exercising, portion control is really something that needs to be done on a flexible basis. So although there’s an element of theme to personalised or customisable pet food that’s occurring, I do think that even with all the smarts in the world, portion sizing is impractical to achieve. But I think it’s those first two pillars that I spoke of that are causing the rise in demand for personalised pet food meals.”

The demand for personalised meals is increasing because it addresses specific health concerns, preventing future issues, or simply supporting their overall health. According to Bremmer, over half of the dogs in the UK are obese and having a personalised plan, owners can be sure that they are feeding their dog the correct amount of food, and not underfeeding or overfeeding them. Because the food is tailored to the dog’s needs it also gives the owner a piece of mind. He also adds that customised meals are a lot more convenient as most of the pet food brands doing custom meals have subscription services which deliver your order at your doorstep.

He says: “It means that buying dog food isn’t a chore anymore. It’s something that you can make work for you based on your flexibility. Pet owners can decide when the food should arrive, where they want it to arrive, and for how many weeks the food should suffice. So I think it all comes down to convenience and peace of mind that you know that you’re feeding your dog correctly.”

Nestel explains more and more diagnoses in pets have been revealed than there ever was before, which is probably segwaying into why there’s so much personalised and customised feeding.

With more pet owners choosing customised pet food meals, companies are eager to stand out in this highly competitive and lucrative market. But how are they staying on top of this trend? Many businesses are now investing in advanced technology, such as data analytics and AI-driven platforms. Bremmer said that at Tuggs they have come up with an algorithm that takes notes about each dog, including breed, weight, nutrition status, activity level and body type and based on this data the group works out how many calories per day your dog needs. They then send out a personalised meal for your pet every month via their subscription service. Other companies such as Tails.com and The Farmer’s Dog also allow pet owners to input detailed information about their pets, generating customised meal plans that meet individual health goals, allergies, or preferences.

Some manufacturers are expanding their range of ingredients to include hypoallergenic, grain-free, and organic options, catering to pets with specific sensitivities. For instance at Tuggs the brand uses only fresh ingredients, such as meat, fish, vegetable and insects, which is a little bit of a differentiator. “We use insects, not just because they’re very sustainable as a protein source, but because they are very dense in nutrition and minerals and they are easily digestible. So the type of product we make is catering to this premiumisation,” Bremmer says.

Additionally, subscription-based models are also gaining popularity, ensuring that pet owners receive fresh, pre-portioned meals delivered directly to their homes. Businesses are also leveraging sustainability trends, offering eco-friendly packaging and ethically sourced ingredients to appeal to environmentally conscious pet owners. Bremmer said: “By prioritising personalisation, convenience, and health, pet food producers are aligning their offerings with the evolving expectations of modern pet owners, creating a more tailored and fulfilling experience for both pets and their caregivers.”

Looking ahead, pet food manufacturers are predicting that factors such as health concerns, allergies, and lifestyle preferences will drive more owners toward bespoke meal plans tailored to their pets’ unique needs. Bremmer notes: “It just makes more sense than trying to guess how much to feed your pet. I also think the personalised subscription model plays into that, because it’s essentially the idea that you can sit at home and just have your dog food delivered straight to you conveniently whenever you want it. So I think the subscription box market itself is growing really quickly.” He also affirms that as everything is becoming digitised people are becoming more and more accustomed to subscriptions. He jokingly states that “ today people even have subscriptions for their toilet roll, so having a subscription for your dog food kind of just falls down that same path.”

Meanwhile, Nestel believes that the demand for customised pet food will continue to rise because it addresses the call for transparency in pet food products. He concludes: “If you pick up the average pet food can in the aisle, it probably doesn’t tell you more than 60% of what’s in the can, which is shocking, especially if you add up the percentage of ingredients. So I think this is something that will change as people become more health conscious.” Overall, pet food manufacturers expect the trend of customised meals to continue expanding, with convenience and health as the key drivers shaping the future of the industry.