Pet food brand Royal Canin has launched a new educational initiative using social media to bridge the gap between veterinary professionals and pet owners’ understanding of obesity.
The #ScalingTheConversation campaign aims to improve knowledge about pet obesity, and follows a survey by the brand indicating that 40% of adult cats and dogs globally are considered overweight or living with obesity, with just over a quarter of pet owners saying they lack understanding of what a healthy pet weight is.
The global survey, carried out by Censuswide in March 2025, quizzed 14,016 dog and cat owners aged 18+ and 1,750 veterinary professionals in the UK, France, China, India, Mexico, Spain, Portugal, and Brazil, including a sample of 2,000 owners in the UK.
It found that 38% of pet owners underestimate the risks associated with obesity and thus are often reluctant to take the necessary steps to make positive changes. At the same time, 50% of vets believe pet obesity has increased since the Pandemic with 32% of UK based professionals saying it’s one of the biggest barriers that prevents them from having constructive conversations with pet owners about healthy pet weight.
While vet professionals remain the most trusted source of pet health information by pet owners, many pet owners, particularly among Generation Z, have been turning to social media to look for advice regarding their pet’s wellbeing, the survey found.
The #ScalingTheConversation campaign, which is supported by a panel of experts and creators, is designed to “reshape the discussion” about pet nutrition and weight management. Through science-backed storytelling, creator-led education, and interactive content across social media, the campaign is designed to support pet owners – particularly digital-first generations such as Generation Z – and provide veterinary professionals with tools to help guide these conversations, explained Royal Canin.
Dr Tabitha Hookey, veterinary nutritionist and member of the obesity and diabetes R&D team at Royal Canin, said: “At Royal Canin, we believe that better health starts with better conversations.
“Through providing accessible and credible information, we’re aiming to support pet owners with clear, science-based advice to help more pets live their healthiest lives. Through partnering with an expert panel and using social media to maximize our outreach, with this campaign we hope to be able to empower even more pet owners with a better understanding of healthy pet nutrition and weight management, and ultimately, to promote dialogue with the veterinary professionals that care for their pets.”
