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The Factors that Explain Growth in Demand for Premium Pet Food

As I write this, my beloved black labrador is sat under the table grazing gently on some organic, gluten-free kale and spinach nibbles, to be washed down with a craft lemon and kipper sorbet....

Actually, I'm being conservative with the truth. Black labradors rarely even see the food they eat before it disappears inside them, let alone appreciate my desire to offer them the very best in posh pet food. So scraps from tonights ready-meal it is.

However, for an increasing number of pet owners - particularly those with large disposable incomes - offering their pets food from the premium segment is the way forward.

This excellent FT Business video explores the growing demand for premium pet food and examines some of the factors that have made the premium segment the fastest-growing one in the market.

The pet food industry is dominated by two MNCs - Nestle and Mars - who have substantial marketing and product research budgets which act as a barrier to entry to the mass market pet food segment.

However, some successful startup pet food businesses are featured. Take a look to see how they position themselves in the market.

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