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.

Animals have become a key part of Australian families, and they’re reaping the benefits. As Australian pet-owners, especially Gen Yers and Zers, embrace the array of new options in the pet-care space, how can brands support pet parents in ensuring their animals are happy and healthy?

While large numbers of retailers worry about their future, Pets at Home has seen its profits increase. The lockdown pet boom saw people adopting kittens and puppies in attempts to curb loneliness and, as a result, they splashed out on pet-parent memberships, accessories, and essentials.

An influx of enquiries into pet adoption has seen the Battersea Dogs and Cats Home rehoming more furry friends during the lockdown period. With people conscious of the positive mental health effects of being around animals, they’re turning to pets for comfort and emotional connection.