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After surges in pet ownership during Covid, the category has become sizeable and lucrative.
However, there are concerns that the cost-of-living crisis might force some families to relinquish their pets for rehoming.
It is a category in which a couple of supermarkets have been fairly innovative and an area that the variety discounters have been eager to forge a stronger presence in.
Encompassing areas such as merchandising, brands and private label, shopper marketing, pricing and promotions and International inspiration, this report sheds some light on the endeavours of major UK grocers to capture a bigger share of the category.