The Pet Parent Revolution: How Consumer Awareness is Shaping the Future of Pet Nutrition

Clayton interviews Peter Roy, the managing director of the Nutriment Group, who shares his extensive experience in the pet food industry, particularly in raw feeding. Peter discusses his journey from working as a consultant to leading significant companies in the raw pet food market, including the transformation of Angler Meat Products into Nature's Menu. He highlights the evolution of raw feeding from a niche market to a mainstream choice, emphasizing the importance of convenience and education for consumers. The conversation also touches on the growing supplement market, the differences between dog and cat food consumers, and the challenges of transitioning cats to raw diets. Peter underscores the significance of supporting independent pet retailers and the ongoing innovation within the industry, as Nutriment continues to expand its product offerings and market presence. KEY TAKEAWAYS  Evolution of Raw Feeding: The raw feeding market has significantly evolved since 2010, growing from a niche market to a mainstream option available in major grocery chains.  Consumer Education and Confidence: There has been a notable increase in consumer confidence regarding raw feeding.  Importance of Independent Pet Retailers: Independent pet stores play a crucial role in the pet food market by offering specialized products and fostering customer relationships.  Market Trends in Treats and Supplements: The treat market has exploded, with a significant increase in demand for natural and premium products.    BEST MOMENTS "Raw feeding is fantastic for the animal, but it's really inconvenient." - Peter  "We changed the name to Nature's Menu, and we were the first to involve the word nature in pet food." - Peter  "The complete and balanced market went from nothing in 2010 to about 50% of the market share by 2021." - Peter  "The treat market is something that blew up; it's massive." - Clayton HOST BIO Clayton Payne is an industry veteran of three decades of working in the pet industry. Brought up working in his parents' pet store, Clayton has seen the industry evolve over five different decades and has been on the cutting edge of the industry since the nineties. Building pet businesses from scratch, establishing multi-national distribution chains and having worked in every aspect of the industry, Clayton has a rare insight into the Pet Industry that is rivalled by few.  Clayton has been the spearhead of many of the industry's changes and has introduced numerous new concepts to market with a trail of success behind him. He has worked in numerous countries within the pet industry, speaks four different languages and has established both import and export relationships on all continents (excluding Antarctica). As well as being COO of one of the UKs fastest growing insect technology companies, Clayton is a Pet industry consultant who has consulted for many household brands and delivers sales training to pet trade professionals. https://www.linkedin.com/in/clayton-payne-a6772244/ https://www.tiktok.com/@petbusinessdisruptors https://www.youtube.com/@PetBusinessDisruptors