Half of Londoners splurge more money on food for their dogs than themselves, a new survey suggests.
Retailer Ocado said despite the cost-of-living crisis, barking mad owners’ love for their pets knows no bounds.
Nearly two-thirds of the capital’s residents wouldn’t feed their dog anything they’d not eat.
Around 47 per cent spent more for whole food-style canine ingredients than what ends up on their own plate.
Sales of gourmet-style dinners such as chicken casserole and beef goulash are up a staggering 500 per cent year-on-year.
Natural brands such as Lily’s Kitchen, Scrumbles, Forthglade, tails.com and Edgard & Cooper lead the competition.
Ocado’s pet food buyer Millie Stevens said: “We’ve seen a shift in how people are shopping for their pets.
“Customers are increasingly looking for dog food that mirrors the quality and ingredient standards they’d expect for themselves – whether that’s grain-free recipes, recognisable ingredients, or higher welfare meat.
“The growth in these cleaner, more natural products shows that owners are thinking beyond just treats – they’re building full diets that reflect their values.”
The online grocer has even launched a “Bark To Basics” aisle, where so-called pet parents can get discounted whole food and organic dog food.
Marc Jacobson, of Edgard & Cooper, added: “Whether it’s a Sunday roast for Rex or a calming treat after a ruff day, it’s clear that pampered pups are driving the trend.
“From bowl to tail wag, the whole food dog dining movement has Londoners barking mad.”
