Generation Z keen on personalised pet food

Health trends from the human sphere, such as weight loss and stress management, play an increasingly important part in the pet sector, too. This is the finding of market research company Global Data in a study of the online subscription business of Tails.com.

Global Data learned from a consumer survey that 66 per cent of pet owners are always or often influenced by how well a product is attuned to their pet's specific needs and personality. The greatest interest in personalised and individually created pet food was shown by the so-called Generation Z, who were born between 1997 and 2012.