UK Edition
Is your dog gluten intolerant? Clean-eating trend hits pet food market
The clean-eating movement, which promotes the importance of fresh and unprocessed food, has mushroomed over the past couple of years, so much so that the craze has moved on to the beloved pets of British owners nationwide.
Data released by analysts GfK last year show that natural pet food made up more than a third of the UK's total $1.3bn (£940m) spend within the pet specialty market, while grain-free food accounted for 15pc.
Tapping into this growing market, Sainsbury's has launched its own range of hypoallergenic food suitable for cats and dogs with food allergies or intolerances, with recipes free from ingredients such as wheat, grain, dairy, eggs and soya.
It is the biggest investment the retailer has made in its pet food range, and will be available from the end of this month.
Lucy Taylor at Sainsbury’s, said that as customers become more aware of the ingredients in the food they eat, there has been a noticeable shift in buying habits within the pet food market.
“Responding to this emerging trend, we’ve removed artificial colours and flavours across our pet food ranges and introduced recipes made without grain, wheat and other common allergens," she said.
While Sainsbury's is taking hypoallergenic pet food to the mainstream, specialist firms have been selling nutritious meals for dogs and cats for a while.
Gourmet pet food company Lily’s Kitchen, for instance, sells grain-free, low-fat and organic kibble for dogs, while Norfolk-based NatureDiet uses "hypoallergenic and holistic recipes" that include steam-cooked meals free of wheat, gluten and "anything artificial".
According to figures from the Pet Food Manufacturers’ Association (PFMA), around 45pc of UK pet dogs are overweight or obese, which lead to numerous health issues, such as arthritis or diabetes.