The humanisation trend in pet care means that owners feel inclined to feed pets with better food then they eat, states Paula Flores, head of pet care research at Euromonitor International. Examples of wellness in the pet food industry can be seen in new pet food product launches that feature portion control. Organic food choices are also now available by some brands. Health and wellness is set to grow in the coming years, so prospects are good for healthy human and pet alike.

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