Covid Lockdown saw the rise in luxury treats for dogs like caviar or buffalo, but experts agree that most dogs prefer to be out on walks.

  • Dog lovers are enjoying lovely treats as more people spend time with their dogs.
  • The Kennel Club experts say that pets do not need fancy treats to be happy.
  • More than 50% of pet owners bought extra treats to their animals during the pandemic 










Luxury dog treats have boomed during the pandemic but experts are reminding owners what our pets really need – love, attention and walks.

Dog owners who are wealthy can enjoy a gourmet menu featuring canine caviar and grass-fed buffalo tails.

The Kennel Club has reminded dog owners that they can thrive without expensive treats.

Thrive ProReward 100 per cent Liver dog treats sell for £7.60 per 100g (£76 per kilo), compared with a human alternative at Marks & Spencer, Scottish Lamb’s Liver, which costs around £4 a kilo.

More than half of owners bought more pet treats during the pandemic, market research group Mintel found

Mintel’s market research found that over half the owners purchased more pet treats in response to the pandemic.

At Ocado, Woofs’ Cod Fingers dog treats sell for £4.85 per 100g (£48.50 per kg). A packet of regular cod fingers at the same store costs £1.75 (£7 per kg).

The Kennel Club’s Bill Lambert said: ‘Dogs don’t need artisan treats, expensive luxuries or any extensive pampering.

‘They are at their happiest when owners give them love and attention and provide for all their needs.’

Mintel market research found that over half the owners purchased more pet food during the pandemic.

Manufacturers can justify the high price of their products by saying that they use only premium ingredients and undergo advanced food manufacturing.

The Innocent Pet Care Company, owner of The Innocent Hound, whose treats are also sold at Ocado, said: ‘The price of our treats reflects the quality of the ingredients that we use, as well as our gentle air-drying process.

‘We use freshly prepared British, human-grade meat and our gentle air-drying process ensures the nutrients are not destroyed.

‘We won’t compromise our values and quality by substituting our ingredients for cheaper alternatives.’

At Ocado, luxury dog treats including Woofs’ Cod Fingers Dog Treats, sell for £4.85 per 100g (£48.50 per kg) and the supermarket retails The Innocent Hound’s lamb with yellow split pea ‘Puppy Training Treats’ for at £5 per 100g (£50 per kg).

The surge in sales suggests that pet owners are not afraid to spend big on their animals, which experts call another popular consumer trend during the pandemic.

More than 3.2million households in the UK have acquired a pet since the start of the pandemic, according to the Pet Food Manufacturers’ Association.

Mintel reports that more than half of pet owners bought additional treats for their pets during the pandemic.

The researchers found that 63 percent of pet owners would rather spend less money on pet food than their own.

A Mintel spokesperson said: ‘People sought out antidotes to the emotional toll of the pandemic – snacking and self-treating increased.’

‘This appears to be translating into a heightened desire among pet parents to similarly treat their dogs… While not limited to food, that 54 per cent of pet owners say they have looked to treat their pets more is clearly playing out in increased purchasing of snacks/treats, as well as trading up in this segment.’

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