Sainsbury’s takes aim at £430 million hypoallergenic pet food market


Sainsbury’s announce they are to launch a new Hypoallergenic pet food range with customers now able to access healthier and natural pet food products.

Sainsbury’s is set to take on the £430 million healthy and hypoallergenic pet food market with the launch of its Hypoallergenic range. The range, part of a wider investment in the pet food aisles, has been created to cater for cats and dogs with food allergies or intolerances.

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Lucy Taylor, Product Developer for Pets at Sainsbury’s said: “As our customers become more aware of the ingredients in the food they eat, we’ve also seen a shift in buying habits within the pet food market.

“Our development focus has been to offer a nutritionally-sound product range to satisfy the numerous pet dietary needs – something we’ve identified as increasingly important to pet owners.

“Responding to this emerging trend, we’ve removed artificial colours and flavours across our pet food ranges and introduced recipes made without grain, wheat and other common allergens.”

The range, developed with pet nutrition experts, is aimed to address a growing demand for pet food that is free from ingredients commonly known to cause intolerances or allergies in dogs and cats.

Lucy added: “The work we’ve done in the pet aisle makes this type of specialist pet nutrition more accessible, offering products that are not only more widely available, but also more affordable.”

Sainsbury’s Hypoallergenic Range boasts recipes that are made without ingredients such as wheat, grain, dairy, eggs and soya. The retailer has also created a new range of pet treats made without added sugars, which can contribute to a number of health issues such as pet obesity and diabetes.

Natural pet food now accounts for over a third of the UK’s total spend within the pet speciality market.  In the US, where consumer trends run ahead of UK behaviours, grain-free dog and cat food accounts for one-third (34%) of all pet food sales.

The new Sainsbury’s range will be available in the Colchester Stanway store and is the biggest investment the retailer has ever made in its pet food range.