Dog and cat owners are increasingly turning to expensive 'human-grade' pet food, moving away from traditional kibble. This shift is driven by a desire for higher quality ingredients and tighter regulations now defining the term 'human-grade' in the UK, US, and Europe.
One example is Amy Barkham, who adopted a German Shepherd-Husky mix named Wednesday. After her dog refused premium grain-free kibble and lost weight, Barkham discovered fresh, gently-cooked dog food from UK brand Tuggs. The food, which includes recognisable vegetables and proteins such as cod, pork, beef, chicken, and insects, appealed to Barkham for its nutritional benefits and sustainability pledge. Wednesday loved it.
The cost is significant: Barkham now spends around £90 per month on the food alone, plus treats, totalling £150 for a direct-debit delivery. She says the expense is worth it, despite sacrifices like fewer takeaways and limited freezer space for human food.
The pet food industry is vast, with Americans spending $58.1bn in 2022 and UK expenditure at £3.8bn in 2023. However, premium human-grade options are a relatively new phenomenon. Historically, pets were fed kitchen scraps, and commercial kibble only emerged in the 1950s.
A key turning point was the 2007 global pet food recall due to melamine contamination, which spurred interest in alternative diets. Today, subscription-based ecommerce start-ups like The Farmer's Dog and Smalls are capitalising on this trend, offering nutrient-rich foods that resemble human meals.
