Londoners spending more on food for their dogs than their own in barking mad trend

"Retailer Ocado said despite the cost-of-living crisis, barking mad owners' love for their pets knows no bounds. Around 47 per cent spent more for whole food-style canine ingredients than what ends up on their own plate. Sales of gourmet-style dinners such as chicken casserole and beef goulash are up a staggering 500 per cent year-on-year. Natural brands such as Lily's Kitchen, Scrumbles, Forthglade, tails.com and Edgard & Cooper lead the competition."

"Ocado's pet food buyer Millie Stevens said: We've seen a shift in how people are shopping for their pets. Customers are increasingly looking for dog food that mirrors the quality and ingredient standards they'd expect for themselves whether that's grain-free recipes, recognisable ingredients, or higher welfare meat. The growth in these cleaner, more natural products shows that owners are thinking beyond just treats they're building full diets that reflect their values."

"The online grocer has even launched a Bark To Basics aisle, where so-called pet parents can get discounted whole food and organic dog food. Marc Jacobson, of Edgard & Cooper, added: Whether it's a Sunday roast for Rex or a calming treat after a ruff day, it's clear that pampered pups are driving the trend. From bowl to tail wag, the whole food dog dining movement has Londoners barking mad."

Half of Londoners splurge more money on food for their dogs than themselves, with around 47% spending more on whole-food-style canine ingredients than on their own plate. Sales of gourmet-style dinners such as chicken casserole and beef goulash have risen about 500% year-on-year. Natural brands including Lily's Kitchen, Scrumbles, Forthglade, tails.com and Edgard & Cooper lead the market. Customers increasingly choose dog food that mirrors human-quality standards—grain-free recipes, recognisable ingredients, and higher welfare meat—resulting in cleaner, more natural full diets rather than just treats. An online grocer launched a Bark To Basics aisle offering discounted whole food and organic dog food, and premium pet brands report pampered-pup demand driving the trend.

Read at www.standard.co.uk