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7.5 million Brits now feed dogs popular ‘superfoods’ as pet diets mirror their owners

7.5 million Brits now feed dogs popular ‘superfoods’ as pet diets mirror their owners

• Turmeric, bone broth and kefir are among the human wellness foods dog owners are embracing to boost pet nutrition

• Britain’s dog owners are investing £33 per month on ‘human food’ exclusively for their dog

• Pets at Home enters the culinary pet food space with Ruff’s Recipes, its own-brand range inspired by real home cooking

Handforth, UK - 11th March 2026 - As concerns around health and ultra-processed food in our diets rise, expectations of pet nutrition are changing too. New research from Pets at Home finds almost seven in ten dog owners (68%) - ¹nationwide - are adding “superfoods”, popular in human diets, to their dog’s main meals.

From “salmon oil” and “watermelon” to “tuna brine”, a new generation of health-conscious pet parents are replicating their own eating habits in their dogs’ diets. Functional, nutrient-rich ingredients once reserved for human wellness routines are now becoming everyday additions to pet meals. The most popular include:

1. Sardines (26%)

1. Bone broth (22%)

1. Blueberries (20%)

1. Greek yogurt (20%)

1. Turmeric (7%)

1. Kefir (6%)

1. Chia seeds (6%)

Owners are scrutinising what goes into their dogs’ meals more than ever, with seven in ten (71%) now checking for simple, whole-food ingredients. The focus on quality is reflected in spending, with owners investing an average of £33 a month on fresh “human food” exclusively for their dogs. Over a third (35%) say they would even cut back on their own food budget to maintain or improve the quality of their dog’s meals.

Re-defining pet nutrition

The shift in how Britain feeds its dogs reflects a deeper cultural trend: pets are now held to the same food standards as their owners. Over eight in ten (83%) say feeding their dog is just as important as their own diet, while more than half (55%) want their dog’s meals to look and taste home cooked.

The same anxieties reshaping the human food shop are now influencing pet aisles too. As scrutiny around ultra-processed foods intensifies, expectations of pet nutrition are rising:

• 76% expect their dog’s food to meet the same quality standards as their own

• 69% are concerned about ultra-processed dog food

• 50% say whole-food, fresh ingredients make their dog enjoy mealtimes more

Dishing up Ruff’s Recipes

While many owners prioritise their dog's nutrition, two in five (43%) admit that preparing meals from scratch isn’t realistic every day. This finding comes as Pets at Home launches its own-brand dog food range, Ruff’s Recipes. Inspired by home-cooking, the range brings British favourites to the dog bowl, including Chicken Casserole, Salmon Bake, Lamb Hotpot and Duck & Venison Game Stew, all made with freshly prepared meat or fish, vegetables, plus vet approved herbs and botanicals.

Commenting on the launch, Anja Madsen, Chief Operating Officer at Pets at Home, says: “An exciting shift is underway in pet nutrition, driven by the same food values transforming our own plates. Growing discussions around ultra-processed food, ingredient quality and transparency that shape our diets are now influencing what we serve our dogs and cats.

What we feed our pets is an extension of care. Ruff’s Recipes was created for this new mindset - delivering home-inspired, nutritious meals in a way that fits everyday life, and brings joy to every bowlful.”

Developed in partnership with Tetra Pak, Ruff’s Recipes wet meal cartons use gentler steam-cooking methods to help retain more vitamins and proteins while preserving natural texture and flavour.  These cartons can be stored at room temperature and once opened can be resealed and stored in the fridge – no mess or smell. Dog owners can place these empty cartons in their household recycling for kerbside collection².

“As pet owners become increasingly focused on ingredient quality and nutritional value, how food is prepared and packaged matters more than ever,” says Ivanna Skrypnichenko, Marketing Director at Tetra Pak North Europe. “Our packaging is designed to help preserve the quality and taste of the products, while our gentle steam‑cooking methods support the natural retention of nutrients in the ingredients. As expectations around pet food continue to rise - with many owners now seeking the same standards they apply to their own meals - this partnership reflects evolving feeding habits and supports the drive for higher quality and nutrition in the category.

Launching nationwide in all 450-plus Petcare Centres and online from today, Ruff’s Recipes offers variety across everyday feeding occasions while remaining accessible in price. Prices start from just £1.39 for single-serve wet meals in aluminium trays.

The full Ruff’s Recipes range can be found here, and includes:

• Wet meals – include gently steam-cooked recipes in recyclable Tetra Pak cartons³, as well as single-serve aluminium trays all with a minimum of 60% meat or fish, vegetables and herbs
• Dry food – grain-free recipes made with no meat meal and at least 30% freshly prepared ingredients, available in adult and puppy options

• Wet and dry foods – both include a veterinary-approved blend of 12 herbs and botanicals chosen for their health benefits, as well as great-tasting

• Treats – biscuits and bakes made with clean, recognisable ingredients such as oat flour, coconut oil and fruit. Range includes Breakfast Bakes, Minty Moments and Sleepy Snacks

• Snacks and Toppers – include Butcher’s Bites and Barking Bangers, plus Sunday Gravy topper with chicken broth and thyme

by mike

TGM's GROOMER OF THE MONTH

Juju Grooms

We spoke with Owner and Lead Groomer, Juju Castelo (she/her), and Branding and Social Media Coordinator, Britney Bentick (she/her) of Juju Grooms, Shop Juju and Kitty Korner.

What can you tell me about your grooming business?

Juju Grooms started off in our two-bedroom apartment. At the time, the business was named TwoTails. In 2020, we decided we wanted to open a brick-and-mortar store and opened that December. We have now been in that location for five years!

We have built a reputation based on trust, transparency, and transforming your pets’ experience with the process of being groomed. Juju Grooms was founded on the principles of positive reinforcement, low-impact grooming. We make it a point to hire like-minded individuals. Everyone has a different way of grooming, but our approach and business ethos is non-negotiable. Our team’s focus is on the pets’ best interests and overall experience.

After three years of being in business, we opened our second location in 2023, Shop Juju. And then in 2024, we opened Kitty Korner, Toronto’s first exclusive cat grooming salon. We are so proud of the work that we have done rehabilitating dogs and cats that others have labeled as “difficult” the “ungroomable”.

Because of our efforts, Juju Grooms is an award-winning pet grooming salon that has been recognized for its efforts in the Toronto Star. Shop Juju has also been honored to have been featured in British Vogue, Glamour and British GQ.

What would you say is your unique selling point?

There are certain traits, as a groomer, that cannot be taught. I believe our groomers possess those traits. Each one of our groomers has an unbelievable level of patience and calming energy. Because of those traits, our groomers are able to handle what others would call difficult, aggressive, and challenging pets, with a level of care that is hard to find.

This is what I think makes our businesses so unique. We take on the dogs and cats that have been turned away from other salons, the ones that are seen as impossible to groom.

We rehabilitate a lot of our clients and get them to a point where they are comfortable, happy or at the very least no longer stressed by the grooming process. We approach grooming knowing that not every groom can be aesthetically pleasing. Sometimes, the most important thing is that your pets are comfortable, and that doesn’t always look the prettiest.

What can you tell me about how you trained to be a dog groomer?

Juju started off her career studying to be a nurse. When she was studying, she took a job as a dog bather at a salon. As she worked there, she fell in love with her job and fell deeper in love with dogs.

Grooming became her passion, so she asked to be trained as a groomer. A senior groomer took her on, and she began the process. Over time, she developed an interest in cat grooming as well. She found a program that taught her how to be a Master Certified Feline groomer in the states, hopped on a plane and learned from the best.

Juju has never been one to sit still or to stop her education. As time has passed, she has continued to further her grooming education, going to seminars, flying to grooming conventions in the States, and flying to Korea with her groomers to take an Asian Style grooming course.

Do you have any “hidden gems” you’d like to share with our readers?

Never underestimate the importance of branding, style and what your space looks and feels like. A lot of what helps us stand out as a business before people get to know what we do is what we look like.

Each of our stores has a specific feel, Juju Grooms is relaxed, calming, modern, and clean. Calming greens and natural wood tones help evoke the feeling of trust and calm. Shop Juju is fun, modern, punchy; pink, yellow, green, blue, purple and light wood tones make for an exciting shopping experience. Kitty Korner is bright, happy and calming; creams and yellows make for a warm and inviting space.

What advice would you give to other dog groomers who are just starting out in the industry?

The best advice I could give would be to find a good salon that allows you to grow and has an interest in educating its groomers. I would also recommend that YOU never lose your interest in learning more. No one can ever know everything, so keep learning and keep growing throughout your career. This industry is always evolving, and there is always something new to learn.

Are there any general thoughts you’d like to share?

I believe groomers and business owners should be working together as a whole to have the same goals, which is providing safe, stress-free environments for our clients. Grooming is a stressful process, no matter how you look at it. I believe it’s our responsibility to make the experience as stress-free as possible.

Transparency and communication are very important to a client, and if we are able to effectively communicate with them, it allows for both them and their pets to feel more at ease.

Animals can sense our emotions, and if their owners are calmer, they will be too.

by mike

KATIE’S KAT COLUMN - Springtime

This month celebrates my third year of writing this column, and I hope you are enjoying it. We are coming into Spring (thankfully for us humans!). By Katie Gwilt - The Kat Lady

With the weather hopefully getting a little warmer, let's talk about cats and shedding their fur, along with some of the problems it can cause, as well as other springtime concerns.

Shedding season

In the yearly cycle of a cat's typical fur growth, there are two main times they do a full shedding. One is Autumn, when they start to grow their thick winter coat and shed their summer ones, and the other is now. Spring is usually the bigger of the two shedding seasons as they are letting that big, thick winter coat go and growing in a lighter, less dense summer coat. They are dropping lots of fur, which is also getting stuck against their skin, causing matting and pelting. Even short-haired cats can get matted around this time of year if not given some extra TLC. For cats who go outdoors, this is more noticeable as they are more sensitive to changes in temperature.

What does this mean for cat groomers?

One of the main things I am seeing at the moment is a lot of cats with dense fur are really struggling with shedding their fur and not having it get stuck against their skin. Cats that don’t usually knot easily are becoming matted and pelted. It is so easy to miss this type of shed fur for their humans as it is right at skin level and often feels like regular skin if you don’t know what matting feels like. It can go unnoticed until it is widespread and a real problem. Sometimes, people will try and clip the matting out themselves, which can lead to injuries and worse.

What can cat groomers do about it?

A lot is about the education of your clients. Making sure that they are using the right combs and brushes for their specific cat's fur is vital. People will take the time to brush their cat and then wonder why there are mats occurring, so let’s show them a few techniques they can use between visits. A lot of marketed brushes for cats will only comb the very top of the fur and not get to the roots, which is imperative at this time of year especially.

As cat groomers, we want to take extra time with those fluffy and dense cats in particular, especially if they are older or sick and aren’t able to groom themselves as well. Getting as much of that undercoat out is essential, and for some clients, it may mean increasing the frequency of their grooms at this time of year.

Clients may be noticing more fur balls at this time of year, too, so a really good brush is needed to prevent fur building up inside the cat's body. Bathing cats will help to remove excess shed fur where possible.

Personally, I don’t bathe many cats as I find most do not tolerate the drying process well enough for it to be overall beneficial. I always do a test with the drier before bathing a cat, and you may need to be extra careful of elderly cats, cats with heart problems or are brachycephalic (flat-faced) and may struggle to breathe under a drier.

Lion Cuts Yes or No

I find that clients start to ask for lion cuts around this time of year and in the summer to help cats keep cool. Again, education is key here. Cat fur is thermoregulating and is designed to help keep them both warm and cool. The UK isn’t usually too extreme in weather changes (although this year we have already had two storms!), plus a lion cut takes away a level of protection from the sun and the harmful UV rays.

I do find myself doing more lion cuts in the spring, as by the time the matting has been noticed, it is usually widespread across the cat's body. Again, I try to educate so it doesn’t happen again in the next year.

I make judgement calls depending on the cat's health and habits. Outdoors cats, I will try to avoid a full shave if possible as we still have quite a few cold spots, and they are exploring unknown environments like prickly bushes.

Working environment for cat grooming

As there is so much fur flying around at the moment, make sure the space you groom in is well-ventilated. You don't want to be ingesting all that fur, either! If needed, you could wear a face mask to protect your airways, but be aware many cats can find these intimidating.

Keep a spare uniform with you if you need to change between extra fluffy cats, and have some decent lint rollers and other products that safely remove fur from your clothes.

On the subject of cleaning, give your washing machine some extra care, too. Check it for clogged hair and give it a good clean-out. There are products that dissolve animal fur, but always check if they are safe to use with cats specifically. With cleaning products, always carefully check ingredients and stick to unscented or neutral smells like oatmeal where possible.

Health check

Shedding is part of the natural life cycle of a cat's fur and is a normal process. It keeps their skin and coat healthy. It is always worth reminding people, though, that excess shedding can sometimes be an indication of a medical issue like hyperthyroidism or diabetes as well as underlying problems with the kidneys, lives, adrenal glands and even some types of cancer. If in doubt, always refer the cat to the vet for a full check-up.

Watch out for fleas!

As it gets warmer, the dreaded flea season really gets going, too. They can hide in matted fur to escape the reach of chemical treatments.

Now is a good time to check what precautions you have in place to deal with fleas in your workspace and what you will do if you groom a cat that you find fleas on.

Remember, you are not a vet and cannot diagnose a medical condition (including fleas), but you can point out signs and suggest a vet visit. Most flea and tick medication is now on a prescription basis, and the cat will need a vet to sign off on any treatment.

by mike

The Grooming Goddess Academy

In early 2023, fourteen years into my grooming career, I noticed a worrying trend among fellow groomers—forums were flooded with business questions about pricing, marketing, and customer service, alongside heartbreaking mentions of burnout and salon closures. For some, the dream of grooming had turned into a burden.

I’ve been there myself. At one point, I nearly walked away from it all. But I found a way back—achieving work-life balance, financial stability, and a diary full of ideal clients while rediscovering my love for grooming.

Confession: I don’t think traditional business advice always works for women in our industry. We don’t thrive on hustle culture or constant pressure to push, push, sell, sell!

I believe women can build thriving businesses in alignment with what feels good to them—attracting their dream owners instead of chasing them. I know because I did.

That’s why I created The Grooming Goddess Academy, originally a social media page, but now an online membership, designed for female dog groomers ready to make small tweaks or big changes in their business but unsure where to start.

With monthly modules on Pricing, Branding, Social Media, Marketing, and more, we can slowly start pressing the “reset” button on the areas of our business that we want to change.

We provide monthly templates to plug straight into your business, monthly Zoom Q&As, and expert interviews. Plus, our private members’ forum and the ‘Inner Work & Mindset Area’ are there to help women slowly battle imposter syndrome, establish boundaries and feel worthy of every business move they make.

I do a happy dance every day when I get a notification a new member has joined. To see women taking hold of their businesses and demanding more for themselves will never not be the best feeling ever.

Karen Fisher

Founder of ‘The Grooming Goddess Academy”

by mike

Treats to guarantee good behaviour!

Wilsons are famous for making natural nutritious meals for dogs, but the Scottish pet food makers also offer an extensive range of natural treats. Ideal for training, rewarding or providing enrichment and stimulation.. The entire range is free from additives, colours, preservatives, fillers, or allergens.

Tempting Bites 

Wilsons Bites are 100% single-source protein and come in eight delicious varieties of meat or fish, they each offer health benefits too. Options such as Goat Bites, Duck Bites and Wild Boar Bites are  great for allergy support, improved skin and coat, and joint care.  The popular Pheasant Bites aid immune support, vision care and joint care; and the protein-packed Venison Bites are rich in Omega 3 and iron.  RRP from £7.99 to £8.99 for 200g bag and they are available in 1kg.

Wee Salmon Crunchies

You can’t get more Scottish than Wilsons Wee Salmon Crunchies! These delightful and delicious freeze-dried, 100% natural whole Salmon treats are a fully Omega-loaded treat for dogs. The ultimate super-snack that promotes a healthy immune system and healthy skin and coat, as well as supporting joint health. 70g bag, RRP £7.99

Enriching Treats

For treats ideal for enrichment games and something dogs can really get their teeth into, Wilsons have eight additional treats.. Choose from Beef Liver, Beef Tripe, Baltic Sprats, Chicken and Duck Necks, Rabbit Ears, Pig Ears, and Chicken Feet.  Health benefits include support with dental hygiene, aiding healthy joints and bones and providing a protein boost.  Prices start from £6.99 for 200g,  also available in 1kg.

Wilsons treats are available in gluten free and grain free options. They are suitable for dogs aged four months+ and available in resealable, fully recyclable bags. Learn more at wilsonspetfood.co.uk or contact the team at trade@wilsonspetfood.co.uk for stockist detail.

by mike

DotDotPet goes from strength to strength.

DotDotPet goes from strength to strength as they launch new Multifit Gummies treat range for cats and dogs and are nominated for the Best in Show Spotlight Finals at Petcare Innovation Europe in Berlin and the PIF Innovation Award.

Eco conscious wellness and lifestyle brand, DotDotPet is going from strength to strength since its launch at PATS Telford last year. Following a successful Crufts and appearance recently at Cosmoprof in Bologona where DotDotPet was introduced to distributors, cosmetic retailers and pharmacists who are looking to expand their pet offering in their stores by introducing high quality brands company founder, Harry Chapman is now off to Berlin having made the 10 finalists for the Best in Show Spotlight Awards at Petcare Innovation Europe 4-5 June.  Petcare Innovation Europe is a must-attend event for anyone in the pet care industry looking to stay up-to-date on the latest trends, innovations, and best practices in the industry. They have also been nominated for a PIF Innovation Award.

On top of pushing their brand across Europe, DotDotPet has also introduced their new Multifit Gummies treat range for cats and dogs. Multifit Gummies are functional treats that naturally boost your pet’s immune system and fight inflammation. They contain NutraPlasm, a whole-body health formulation with scientifically proven benefits for joints, muscle, skin & coat, gut and brain health as well as relieving anxiety. Multifit Gummies Dog and Cat Treats are packed with essential vitamins, minerals, amino acids and functional proteins, containing only natural sustainable ingredients. A unique highly palatable low fat sugar free gummy formulation that dogs and cats will love. They are non-sticky, non-greasy, and easy to chew and digest. 30 gummies in a pouch.

RRP £13.99 for cat version and £14.99 for dog version.

If you are interested in the products or becoming a stockist then visit www.dotdotpet.com

by mike

Pawer Water secures Pets at Home UK as stockist.

Premium canine hydration supplement brand, Pawer Water, are delighted to announce that they are now available online with renowned pet retailer, Pets at Home.

Pets at Home is set to begin stocking the innovative product Pawer Water on their online marketplace as of May 2024, introducing the premium supplement to a significantly wider range of UK pet owners.

The product stocked at Pets At Home is Pawer Water pack of 5 at £9.99.

The 4.5g stick of soluble wellness powder can be added to dogs’ water to drastically improve not only their bones, skin, and fur condition but also their overall well-being and happiness; something that is intrinsically important to any dog owner. This powerful mix of premium human-grade ingredients such as collagen, vitamins, biotin, antioxidants, and electrolytes has been formulated by a certified nutritionist and is backed by thorough research and scientific studies.

The development of its hydration wellness supplements has involved relentless work from Pawer Water team to create a product that is not only premium but also uniquely distinct. This collaboration with Pets at Home represents a wonderful milestone for the brand and offers an
excellent chance to grow the brand's reach with pet lovers, further establishing its position in the market. Excitingly, the brand is also preparing to launch two new functional drinks, by the end of Q3, each featuring a distinct new flavour.

"Pawer Water has achieved great success by bringing a refreshing new approach to the pet wellness space," says Nathalie Ohana, CEO and founder of Pawer Water. "Our partnership with Pets at Home is a pivotal step for our brand. Collaborating with such a respected name in the industry is an exciting challenge. We're confident that our unique wellness elixir will make a significant impact and we look forward to its debut in their online marketplace."

RRP: £2.50 per stick / £9.99 pack of 5 / £22.50 pack of 12

by mike