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.

As people prioritise their pet's health and wellbeing, many people are seeking food that’s functional and sustainable. By providing products that emphasise pet wellness through plant-based nutrition, The Pack is re-energising the sector while also tackling the industry’s sustainability problem.

Canadian food technology company CULT Food Science has announced the launch of three brands that will deliver cultured meat products for pets. With cat and dog owners increasingly drawn to sustainable and cruelty-free food options, lab-grown goods could stand out on pet store shelves.

Mars Petcare has launched Lovebug, the first 100% insect-based cat food in the UK. Brands are increasingly creating pet foods and products that align with owners’ values, with sustainability and concern for the environment being among the top consumer concerns.