As pets are increasingly being considered cherished members of the family, consumers are more willing than ever to invest in their well-being.

This shift in attitude is driving demand for premium pet food products that are not only nutritious but also sustainably sourced.

Pet owners are prioritising high-quality ingredients and ethical production practices, reflecting the same care and standards they would apply to their own diets.

In 2023, 25% of households owned at least one cat or dog in Ireland, according to a Statista report titled ‘Cat and dog owning households in Ireland 2010-2023’, which was published last year.

Bernard going for a countryside stroll

It comes as no surprise that Ireland’s pet care market is expected to grow by around 4% between 2025 and 2030, according to a Strategh.com report titled ‘Ireland Pet Care Market 2025’, as it adapts to a landscape shaped by rising inflation, growing sustainability concerns, and the increasing humanisation of pets.

The research shows that sustainability has emerged as a dual frontier for innovation, reshaping both product ingredients and packaging.

‘The proliferation of alternative proteins – including insect-based formulations in dog food– reflects alignment with pet owners’ eco-conscious lifestyles, mirroring trends in human food consumption,’ the report outlines.

‘Simultaneously, manufacturers are adopting recyclable or biodegradable packaging to cater to Ireland’s environmentally aware consumer base, which prioritises reducing pet care’s ecological footprint.

This shift is further amplified by retailer commitments to ESG (environmental, social, and governance) goals, with major chains expanding shelf space for sustainable pet care lines.’

Statista noted that humanisation remains the linchpin, fostering demand for functional treats, organic ingredients, and veterinary-recommended diets.

‘Success for brands hinges on balancing accessible pricing with aspirational health claims, particularly as hybrid shopping behaviours – mixing premium and budget purchases – become entrenched,’ it added.

Pet humanisation is still the key driver, increasing demand for healthy treats, natural ingredients, and vet-approved diets.

Retailers should stock up to keep up with this trend.

‘Delight your cat’s senses’ with Felix 

Felix is the number one Wet Cat Brand in the Irish Market with 20.8% market share.

Felix has built up its success over time through its core pillars of mischief and taste, delivering delicious, varied food to shoppers’ pets through a lovably mischievous animated cat personality.

Felix offers tasty meals that look like food you might have cooked yourself, with sensational combinations of textures and flavours to delight your cat’s senses.

From Creamy Soups, Deliciously Sliced, Tasty Shreds, Doubly Delicious, and even as good as it looks, it’s hardly surprising that clever cats get Felix. 

In 2024, Felix launched a Dry Cat Food range, Felix Doubly Delicious Dry, and was awarded Product of the Year 2025! 

Felix Doubly Delicious Dry is a tasty range of meals that will appeal to your cat’s senses with an exciting combination of delicious crunchy pieces and softer, more tender chunks.

These tasty meals also contain a proper combination of minerals and vitamins to satisfy 100% of your cat’s daily needs. ​

Felix is hitting the road with global superstar Robbie Williams as the headline sponsor of his 2025 European Tour.

This is the first time a cat food brand has sponsored an A-lister music tour, bringing the pet and music industry together like never before.

The tour marks the continuation of the partnership between the brand and the internationally acclaimed recording artist, with Robbie Williams writing a song, ‘It’s Great to Be a Cat’, exclusively for the brand’s advertising campaign last year.  

The mischievous duo will be visiting 18 countries in Europe and playing in Croke Park, Dublin, on Saturday, 23 August 2025.

A natural dog food range  

At Naturo Natural Pet Foods, it is Naturo Natural Dog Food is 100% natural, made with high-quality ingredients and supplemented with essential vitamins, minerals, and oils.

No artificial colours, flavourings, or preservatives are used in any of Naturo Natural’s recipes.

It’s natural dog food range offers a selection of recipes to cater for your dog’s needs with grain-free, gluten-free, and rice options from puppy to adult, to senior dogs.

So why choose Naturo Natural Dog Food? Its recipe is 100% natural, made with high-quality ingredients and supplemented with essential vitamins, minerals, and oils. 

No artificial colours, flavourings, or preservatives are used in any of its recipes. 

It’s natural dog food range offers a selection of recipes to cater for your dog’s needs with grain-free, gluten-free, and a rice option from puppy, to adult, to senior dogs –

committed to providing your dog with high-quality, nutritious meals that support their overall health and well-being.

Its range of natural dry dog food is made from 100% natural ingredients, offering a balanced meal for your dog.

SuperValu Insurance launches pet insurance as it continues strategic expansion  

SuperValu Insurance has recently announced the launch of its pet insurance product, in partnership with trusted global insurer Cover-More.  

SuperValu Insurance’s strategy expands into new areas and follows the recent launch of life insurance.

Life insurance and mortgage protection were added last year and relaunched in June 2025 with Ireland’s leading life insurer, Irish Life, helping the business to deliver continued growth. 

The launch of SuperValu pet insurance is expected to increase SuperValu’s overall insurance customer base.

This growth has meant SuperValu Insurance now stands as one of the largest intermediaries in the Irish personal insurance sector.

This new offering provides lifetime cover for pets — a significant advancement in protection for pet owners.

It also includes vet fee cover up to €6,000, the highest level of veterinary cover currently available in the Irish market.

Policyholders also have access to SuperValu’s 24/7 PawsOnCall Careline for round-the-clock support when needed. 

SuperValu Pet Insurance will support pet owners not only through illness and injury, but will also offer a range of perks to all new policyholders, including:

• A €40 SuperValu voucher to cover your pet essentials 

• Access to a lost and found pet reward service, ensuring support if pets go missing 

• A host of additional reward benefits, including multi-pet discounts, are also on offer

Speaking about the launch of SuperValu Pet Insurance, Garry O’Sullivan, head of SuperValu Insurance, said: “We’re delighted to bring a market-leading pet insurance product to the market in Ireland. At SuperValu Insurance, we understand that pets are an important part of many families around Ireland. Being able to offer the highest level of vet fee cover in Ireland is a strong proposition, and this will help drive further growth in the SuperValu Insurance business. Our strategy of competitive pricing coupled with a wide range of customer perks has helped drive growth across our portfolio, and we will continue to explore the addition of new business lines.”

Jason Whelan, chief product officer, Cover-More Europe, added: “CoverMore Europe has been providing pet insurance in Ireland for nearly ten years through our trusted distribution partners. We’re excited to work with SuperValu Insurance to ensure their customers have access to lifetime cover for their cherished pets”  

Ireland’s ‘super premium’ pet nutrition brand 

Harley & Marley Dog Health Range 

Harley & Marley is a proudly Irish brand leading the way in super premium, all-natural fish-based pet nutrition.

Founded with a mission to provide pets with the best possible start and support at every life stage, we’ve developed a complete range of nutritionally advanced dog food and functional health treats that meet the highest standards of quality, sustainability, and taste.

It’s award-winning dry complete dog and cat food ranges are crafted using responsibly sourced, Irish fish – a highly digestible and omega-rich protein that supports everything from joint health to skin and coat condition.

With no artificial additives or fillers, its recipes are grain-free, hypoallergenic, and expertly formulated for long-term health and wellbeing.

Retailers across the country have seen strong repeat sales driven by pet parents who want the very best – and are seeing the difference in their dogs and now cats.

Complementing its food range is its innovative Functional Health Treats Collection for Dogs – including dental, calming, puppy, skin & coat, gut health, cognitive, and joint health; as well as its beautifully bottled Finest Irish Fish Oil – each packed with purposeful ingredients and veterinary-approved benefits. Designed to support targeted health needs, these treats and oils offer retailers an easy upsell opportunity and appeal to today’s informed, ingredient-savvy shopper.

Harley & Marley also offer a growing Dog Health Range, including skin and coat boosters that deliver visible results and reinforce brand loyalty.

At the heart of Harley & Marley is a commitment to the circular economy.

The brand prioritises local supply chains, sustainable ingredients, and minimal waste – aligning with Irish consumers’ increasing demand for ethical, planet-friendly choices.

With eye-catching packaging, a growing customer base, and exclusive partnerships, Harley & Marley is fast becoming the go-to choice for retailers who want to offer something truly special.

Join Harley & Marley in shaping the future of pet wellness – Irish-made, naturally better.

Pet food a ‘main reason to shop’

Reach engaged pet owners by highlighting nutritious, trusted, and premium pet food offerings in this high-growth category. 

Pet food is a key category for ‘driving traffic’ into the store. It is a ‘main reason to shop’ and it is also important for shoppers that they ‘don’t run out’ of Petfood at home.

So, it really is a ‘top of the shopping list’ item. That said, once they get in-store, they have a specific brand in mind, and if that one isn’t there, they walk away!

Unfortunately, Petfood shoppers also tell us that their ‘satisfaction’ with availability is low in the category.

So, are retailers losing out on sales and maybe driving shoppers elsewhere due to out-of-stocks?

This appears to be a really important category to get right.

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