Millions of UK pet owners could be feeding their dog or cat a diet that no longer meets their nutritional needs, without realising it, according to new research from Pets at Home.
Despite 85% of dog and cat owners believing they are providing the best possible nutrition for their pet, one in four (25%) – equivalent to 3.4 million owners – have either never reviewed their pet’s food (14%) or can’t remember the last time they checked it was still meeting their pet’s needs (11%).
The findings reveal a growing pet nutrition blind spot, with many owners confidently sticking to the same food even though a pet’s nutritional requirements can change over time.
The research also found that one in ten (10%) owners don’t know how their pet’s nutritional needs change as they get older, while 9% wouldn’t know the signs that it’s time to review their pet’s diet. More than one in ten (11%) say they don’t actively seek nutrition advice from anywhere.
Dr Samantha Butler-Davies, MRCVS, veterinary director at Pets at Home, says: “Owners care more about their pets’ nutrition than ever before. We’re seeing many of the same trends that have shaped human nutrition, from tailored diets to functional ingredients, making their way into pet food too. But with more products, more claims and more advice online than ever, it’s understandable that choosing the right food can feel overwhelming.
Every pet is different, with many variants like breed and exercise levels affecting what nutrition your pet needs. What suits them at one stage of life might also not be the best fit later. That’s why it’s
While vets remain the nation’s most trusted source of nutrition advice, with almost a third (32%) of owners turning to them first, advice has become far more fragmented, with owners relying on pet food packaging (11%), friends and family (9%), pet retailers (8%), online articles (7%), brand websites (5%) and social media (5%).
The findings also highlight why owners may struggle to stay on top of their pet’s nutrition; 15% say there are simply too many pet food options to choose from, 10% feel there’s too much conflicting advice available, 9% find information online confusing, and 7% struggle to even understand pet food labels.
Despite appearing confident, two in three (60%) admit they’re not completely confident they are feeding their pet the right food. Pets at Home is debunking some of the biggest pet nutrition myths:
- Myth: Grain-free is always healthier.
- Reality: Most healthy dogs can digest grains well, and they provide valuable energy, fibre, vitamins and minerals.
- Advice: Don’t focus on a single ingredient. Compare the overall nutritional value and quality of the complete diet.
- Myth: Raw is always best.
- Reality: Raw diets can be a great option when they’re
complete, balanced and handled safely, but they aren’t automatically healthier than other high-quality diets. - Advice: Compare all feeding options based on nutritional balance, food safety and what best suits your pet’s individual needs.
- Myth: Science-led diets are only for pets with health problems.
- Reality: Many are designed to support everyday health and wellbeing at every stage of a pet’s life, not just manage illness.
- Advice: Look for diets developed to support your pet’s life stage, lifestyle and long-term wellbeing, not just the latest feeding trend.
- Myth: Home-cooked meals are always the healthiest option.
- Reality: Without careful planning, home-cooked diets can lack essential nutrients that pets need to thrive.
- Advice: If you’re thinking about home cooking, seek professional nutritional advice, to help ensure your pet gets everything they need.
Pet owners can access tailored nutrition advice from trained Pet Care Advisors in every Pets at Home store, while any concerns relating to weight management, health conditions or other medical matters should be discussed with a veterinary professional.
