Traditional pet food manufacturing processes are no longer acceptable to a new breed of pet parents who are projecting human values around health and wellbeing on to their animals. The Honest Kitchen is catering to this expectation with food that’s good enough for people to eat.

Gone are the days of feeding Fido leftovers from dinner. As people increasingly see their pets as part of the family, many are looking to splash out on foods with added benefits. Catering to this, Pooch & Mutt is a high-end pet food brand that claims to benefit pooches’ physical and mental health.

Increasingly dedicated pet parents are looking for ways to take care of their pets’ emotional and physical health. As owners turn away from ‘unwholesome’ store-bought pet food, Butternut Box, a dog food subscription service, offers meals good enough for owners to tuck into themselves.

The pandemic has caused significant changes to Britons’ relationship with their pets – from the use of tech to alleviate separation anxiety to the rise of sustainable pet food. Canvas8 spoke to eight pet owners from across the UK to understand how their concerns and expectations have evolved.