Pets at the table?
New research by Sonoco reveals generational shift in mealtime habits for UK pet owners
40% of millennials eat with their pets, versus just 13% of over-55s
51% of millennials say they do so because their pet is a family member
Men are twice as likely as women to eat with their pets (38% vs 20%)
25% of UK pet owners share all mealtimes with their cats or dogs
Millennials are the biggest fans of single-serve formats and most likely to feed pets on the go (35%)
A new lifestyle: pets at the centre of the home
London, UK – DINKWADs (dual income, no kids, with a dog) are emerging as a new and trending lifestyle category in the UK. Defined by choice more than circumstance, they place dogs at the heart of family life — a shift that is now reshaping spending habits, with new data revealing their influence extends all the way to mealtimes. With 60% of UK households owning a pet (UK Pet Food, 2024), new research* commissioned by Sonoco Consumer Packaging EMEA/APAC reveals that 25% of cat and dog owners eat all meals together with their pets – a habit most common amongst younger generations.
A clear generational divide in mealtime habits
The new study highlights a sharp generational divide. 40% of millennials share mealtimes with their pets, compared with just 13% of over-55s. For many younger owners, 51% say they share mealtimes with their cat or dog because they see their pet as a family member, while only 14% of over 55s share this sentiment. Men are also more than twice as likely as women to eat alongside their pets (38% vs 20%).
Emotional drivers behind eating with pets
The research found the top reasons for eating with pets were emotionally-driven – the most common reasons cited were that it makes owners feel relaxed (54%), happy (54%) and more bonded with their pet (37%). And these behaviours have been found to be influencing supermarket shelves. Millennials are driving demand for single-serve pet food formats to match their mealtime habits, with pet owners in this age group citing convenience (42%), portion control (35%) and reduced waste (41%) as their top reasons for opting for single serve packaging. They are also the most likely to feed pets outside the home, for example in cafés and parks (35%).
Expert perspective on the humanisation of pets
“This research shows just how deeply pets are being woven into our lives,” said Kieren France, Commercial director North Europe at Sonoco Consumer Packaging EMEA/APAC.
“Eating together is becoming an increasingly shared experience between pet and pet owner – and this cultural shift is reshaping what is already a highly competitive pet food market. For brands in this sector, it’s a huge opportunity to evolve their product offering to respond to the increasing humanisation of pets – with younger generations leading this trend, we can only expect shared dining habits to become an increasing norm.
“We’re also seeing metal packaging play a central role in supporting these lifestyle changes. Younger consumers, in particular, are highly educated on recycling and increasingly conscious of the impact different materials can have on our planet. They expect packaging choices that align with their values. Metal cans are infinitely recyclable and already compliant with upcoming Packaging and Packaging Waste Regulation (PPWR) requirements, making them a future-proof choice for wet pet food.”
“To keep pace with demand and the findings from this research, we’re investing in new production lines for 85g formats for pet food next year, reinforcing our own commitment to innovative, sustainable solutions for brands navigating both consumer expectations and regulatory change. Ultimately, what this research reveals is that every choice pet owners are making for their pets, whether that’s how they feed their pet or the food they buy, is an expression of connection and care.”
Innovations responding to new behaviours
As pet owners increasingly feed their animals like family members, packaging is evolving to match these lifestyles. One solution gaining traction is Sonoco’s Nomad Pet Food Bowls, designed for life on the move. These refillable bowls with smooth edges let pets eat directly without mess – a practical answer to the rise in outdoor feeding.
Meeting demand for variety, freshness and safety
At Sonoco, we are responding to younger owners’ demand for variety by developing meal sets bundled in paper packaging, offering different flavours and nutrients for every meal. Research shows freshness and safety remain top concerns in consumer purchasing decisions, with 28% of respondents citing these as the main reasons they choose metal packaging.
Innovation for treats market
The humanisation trend is also shaping treats. Sonoco’s Greencan® paper solutions are enabling brands to launch plant-based and functional snacks in fibre-based packaging, as seen in recent collaborations with DoggyLove and NaturDrops – tapping into the same health-conscious values driving change in human diets.
Sonoco’s leadership in sustainability
Sonoco’s leadership in sustainability is underpinned by its Pet Sustainability Coalition certification, demonstrating progress in environmental stewardship, social responsibility and transparent reporting.
As pet ownership continues to evolve, younger generations are redefining what it means to have an animal in the home. For brands, understanding this cultural shift will be key to staying relevant in one of the fastest-changing consumer categories.