Majority of Brits are unaware of the ingredients in their pets’ food

Nearly three-quarters, or 74%, of respondents reported being unaware of the ingredients in their pets’ food.

Pet parents in Northern Ireland (40%) and London (37%) displayed the highest awareness, according to a survey commissioned by pet food company Bella & Duke. 

Pet parents in Wales (20%) were the least aware. Respondents from Yorkshire and the Humber, Scotland and the East Midlands (21% each) followed.

The research, carried out by market research company OnePoll to 2,000 British adults in February 2024, also found that 28% of respondents believed that pet food labeling is unclear. In Northern Ireland, this sentiment was even higher at 33%.

Human-grade pet food

Half of the respondents agreed that pet food quality should match human food. Londoners (58%), Scottish and West Midlanders (54% each) agreed the most with this sentiment.

Almost two-thirds (63%) of the surveyed pool reported feeding their pets the “best food and nutrition” for the “happiest and healthiest life,” spending an average of £45.16 ($57.4/€52.9) per month.

However, 17% reported confusion about what food is best for their pets, with Londoners (27%) and Welsh pet parents (22%) being the most confused.

Feeding unhealthy foods

Bella & Duke identified several foods that may cause health issues and reported the percentage of pet owners who use them.

According to the findings, 86% of respondents to the survey fed their pets gravy, 63% treated their pets to lactose-high cheese, 50% offered their pets onions, and 49% gave raisins and grapes to their furry friends.

Londoners displayed the lowest use of the foods mentioned above apart from gravy, where they were the third-highest group after residents from the East of England and the North East.