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 19 dog owners (68%) – nationwide – 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:
- Sardines (26%)
- Bone broth (22%)
- Blueberries (20%)
- Greek yogurt (20%)
- Turmeric (7%)
- Kefir (6%)
- 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 collection.
“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
