Speciality Food Magazine - April 2026

environments are already looking for premium, thoughtfully curated food experiences, and thatmindset increasingly extends towhat they feed their pets.” W hile formany fine food retailers the idea of selling premium pet supplies may seem a step too far out of their comfort zone, those who have taken the leap have found it a profitable venture – formany reasons. Not only are more shoppers than ever being conscientious about their pets’ diet than ever before – choosing to feed themproductswhich are fit for human consumption, not tomentionwell-balanced and nutrient-rich – but these customers often linger, making an occasion out of their visits to the establishmentswho cater to pets’ increasing needs, and in doing so throwa couple of treats for themselves into their baskets, too. This isn’t just a flash in the pan; “the global pet foodmarket is currentlyworthwell over £100 billion”, says Dr Guy Sandelowsky, practicing vet and co-founder of pet nutrition companyOmni, “and in the UK alone it is estimated to beworth around £4 billion,with particularly strong growth in premium and functional nutrition segments.” “Whatwe are seeing is a clear shift frompet food being treated as a basic commodity to something much closer to human grade nutrition,” says Guy. “Pet owners increasingly see their dogs and cats as members of the family, and they arewilling to investmore in products that support long term health, longevity and quality of life.” For speciality retailers and destination food halls, this creates a clear opportunity, says Guy. “Pet owners visiting these 20 You may not think that pet supplies are the right fit for your fine food establishment, but with standards sky high and a passionate customer base backing it, it’s well worth a second glance Pet food and supplies can act as a resilient premiumbasket-builder for fine food retailers because they introduce frequent top-up purchases alongside higher-margin treats and accessories” Vineta Bajaj, group CFO at Holland & Barrett EXPERT VIEW Seasonal gifting is strong, from advent calendars and celebration bakes to “dog- safe” Easter alternatives, which suits destination retail that already does well with special-occasion displays. Sustainability is becoming more concrete, with insect protein options, recyclable packaging, and welfare-led sourcing, and there is steady demand for on-the-go kits for walks, such as collapsible bowls, paw balms, and practical lead and harness upgrades. TimRyman, managing director at Masterclip advises looking beyond food for pets What to stock Seasonal gifting is strong, and suits destination retail that already does well with special-occasion displays FarmShop’s Best Friend Be:Calm Calming & Conditioning Pet Shampoo Bar Deeply conditioning and moisturising goats milk shampoo bar. cotswold-fayre.co.uk Marshfield Farm Scoop’s Ice Cream for Dogs A frozen treat made with reduced lactose milk and added odour aid. marshfield-icecream.co.uk Pooch & Mutt Spring Picnic Limited edition lamb and vegetable treats with collagen and postbiotics. poochandmutt.co.uk Marleybones Boss Beef A wet dog food slow-cooked and packed with probiotics and superfoods. marleybones.com Stock Check 26 “For many shoppers, pets are part of the family, so it feels logical to buy their food in the same place they purchase quality food for themselves,” says Emily Moss, marketing and events manager at Thetford Garden Centre. “Independent retailers can also offer a more considered range rather than overwhelming customers with hundreds of options, making it easier to discover new premium brands, sustainable products and functional treats. “The knowledgeable staff and the ability to talk through products with customers is also something that e-commerce simply can’t replicate. People often come in with questions about their pet’s diet, allergies, and being able to guide them towards high-quality options from trusted suppliers makes a big difference. PET SUPPLIES CAN BE A NATURAL FIT FOR INDEPENDENTS MAKE IT WORK “We also see a lot of enthusiasm for locally made pet treats, natural, sustainable food and seasonal gifting for pets, particularly around Christmas and other celebrations. It reflects the emotional connection people have with their animals and their desire to treat them with the same care and thoughtfulness they apply to the rest of the household.” THE UK PET SUPPL I ES MARKET I S WORTH AROUND £3 BILLION MarketDataPoint