An Appetite for Change: The UK Pet Food Market in 2024
The UK pet food industry has undergone remarkable transformations in 2024, fuelled by shifts in market dynamics, consumer behaviour, and groundbreaking innovations. With pet ownership on the rise and evolving consumer priorities, this sector is not only thriving but redefining what it means to care for our furry friends.
Market Overview
Valued at approximately £4.1 billion in 2024, the UK pet food market is a powerhouse of growth and innovation. An estimated 17.2 million households, representing 60% of the country’s population, own one or more of the country’s 36 million pets. These staggering figures highlight the deep bond Brits share with their animals and underline the significant role pets play in daily life.
Despite economic challenges, the market is projected to grow steadily, with forecasts suggesting it will expand from USD 7.71 billion in 2024 to USD 8.84 billion by 2029. The dog food segment alone is anticipated to increase from USD 3.41 billion to USD 3.97 billion in the same period, reflecting a compound annual growth rate (CAGR) of 3.09%. This growth is driven not only by a love of pets but also by the industry’s ability to adapt to consumer preferences and regulatory changes.
Consumer Trends
Economic pressures have moved pet owners to make budget-conscious decisions, affecting sales volumes across all pet food segments. However, a growing focus on health and sustainability is reshaping purchasing patterns. Concerns over ultra-processed foods have led to a surge in demand for natural, transparent, and health-focused products – a pet food trend that reflects the UK’s food and beverage market. And it’s no surprise that brands prioritising these values are emerging as consumer favourites.
Sustainability remains a key driver, with many pet owners seeking eco-friendly packaging and alternative protein sources. A groundbreaking milestone was reached this year when the UK became the first European country to approve lab-grown meat for pet food. Companies like Meatly have taken the lead, producing cultured chicken that aligns with ethical and environmental concerns while meeting pets’ meat-driven nutritional needs.
A Deep Dive into the UK’s Innovative Pet Food Brands
The UK pet food market is brimming with innovation. It’s led by companies that are redefining pet care through transparency, sustainability, and personalised nutrition. Let’s explore some of the standout players.
Scrumbles: Natural Pet Food with a Purpose
Founded in 2018 by passionate pet lovers, Scrumbles has quickly become one of the fastest-growing pet food brands in the UK. The company’s focus on gut health, natural ingredients, and sustainability resonates with modern pet owners. Their annual sales have soared by over 100% in recent years, with revenues reaching £13.6 million in 2023.
With recyclable packaging and ethically sourced ingredients, Scrumbles exemplifies a brand that combines profit with purpose. Expansion plans into European markets, including France and the Benelux region, highlight their ambition to bring high-quality pet nutrition to an even broader audience.
Butternut Box: Tailored Meals for Every Pet
Butternut Box has revolutionised pet nutrition with its subscription-based service offering personalised, fresh meals for pets. Using human-grade ingredients, the brand tailors meal plans to each pet’s specific dietary needs, a feature that has won the loyalty of countless pet owners. Their impressive 2023 revenue, exceeding £100 million, highlights their strong market presence The convenience of home-delivered, tailored meals aligns perfectly with the growing trend of humanising pet diets, making Butternut Box a leader in premium pet care.
Different Dog: Pioneering Fresh Pet Food
Different Dog offers a unique approach with freshly cooked meals that rotate weekly, keeping pets’ diets exciting and nutritious. Their newly opened factory in Shropshire is part of a £4 million growth strategy and exemplifies their commitment to scaling operations without compromising quality.
This state-of-the-art facility incorporates eco-friendly practices, reinforcing the brand’s dedication to sustainability. As demand for fresh, nutrient-rich pet food continues to rise, Different Dog is well-positioned for future growth.
Untamed: For the Cat Connoisseur
Untamed has carved out a niche in the market by offering high-protein, meat-first recipes tailored to feline dietary needs. With a focus on simplicity and ethical sourcing, Untamed’s products are free from grains, fillers, and artificial additives. Their year-on-year revenue growth of 50% reflects the rising demand for premium cat food that prioritises health and quality.
Wild Pack: Georgia Toffolo’s Vision for Pet Wellness
Launched in 2023 by TV personality Georgia Toffolo, Wild Pack combines premium nutrition with a lifestyle-oriented approach. Targeting a younger demographic, the brand’s playful ethos and eco-conscious practices have struck a chord with modern pet owners. Early sales figures have exceeded expectations, solidifying Wild Pack as a rising star in the industry.
Meatly: The Future of Vegan Pet Food
As the first UK company approved to produce lab-grown meat for pets, Meatly represents a groundbreaking shift in the industry. Specialising in cultured chicken, Meatly addresses environmental and ethical concerns while providing pets with nutritionally complete meals. With £2 million in recent funding, the company is set to expand its product line and production capacity, leading the charge in sustainable pet food innovation.
Conclusion
The UK pet food industry in 2024 is defined by innovation, resilience, and a deep understanding of modern consumer values. Brands like Scrumbles, Butternut Box, Different Dog, Untamed, Wild Pack, and Meatly are not only meeting the nutritional needs of pets but also addressing broader concerns like sustainability, ethical sourcing, and personalisation. With impressive growth metrics and strategic investments, these trailblazers are shaping the future of pet care, ensuring our beloved four-legged friends live healthier, happier lives.
If you'd like to get in touch to discuss recruitment for your business, please contact [email protected]
