The shifting trends in European pet food

Across Europe, how we feed our pets is beginning to reflect how we feed ourselves. Health, transparency, sustainability, and convenience are reshaping purchasing decisions, causing the pet food aisle to change rapidly.

Our Head of Strategy, Chris Moody, recently shared his analysis for the European Supermarket Magazine, exploring what these shifts mean for brands and retailers navigating a rapidly evolving market.

As humanisation moves from niche trend to mainstream expectation, the dynamics of the category are changing fast. Premium and private label are both growing while mid-market brands face mounting pressure from both ends.