More than half of the UK population (56%) have treated their pets to premium or gourmet foods over the last three months, according to new research conducted by Product of the Year, the UK’s biggest survey of product innovation.
Conducted online last month, UK consumers were asked how they have cared for their pets recently, with 22% saying they bought their pet a new item of clothing (the second most popular response after gourmet pet food) while health foods/supplements and pet-tech came neck and neck, both receiving 11% of the votes.
After a year in and out of lockdown, pet care has taken on new heights, Product of the Year organisers say, with owners having more time to focus on the wellbeing of their companions.
The pet industry is offering an increasingly diverse selection of products and services, with businesses now offering a wide range of ‘pampering’ products from ‘Canine Cottages’, ‘cat facials’ and ‘PET-icures’ to organic/wholegrain foods that aid digestion, according to Product of the Year. In a world where you can buy your cat a glass of ‘Catbernet’ wine, the line between pet and person is blurring as we become increasingly aware of the emotional wellbeing of animals as well as the physical.
“Every year, pet products win multiple awards.” said Helga Slater, MD, Product of the Year. “And every time these products come through the door, we are continually impressed with the calibre and the diverse ways in which they meet the wants and needs of the modern consumer.
“Our 2021 winners: Vanish Oxi Action Urine Destroyer Pet Expert and Sheba Fine Flakes in Gravy, demonstrate the level of innovation we’ve come to expect at Product of the Year.”
Winning products are chosen by more than 10,000 UK consumers (conducted in partnership with Kantar).