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TOP FOUR TASTY TREATS
FROM CRUFTS 2025
This month, Outlaw’s resident dog pawrents Ali and Elissa joined over 155,000 fellow dog lovers and 200,000 dogs at the Birmingham NEC for Crufts 2025. Between meeting (and patting) Afghan Hounds to Xoloitzcuintles and competing in agility, they managed to capture insights for all things Petcare.
Here’s what they saw and heard...
01
One For Me, One For You
We all know that dogs aren’t just pets, they’re fully fledged members of the family. So whatever we’re having, we want them to have too. Whilst pawsecco and dog beer are nothing new, we noticed human inspiration in everything from cocktail flavoured dog food, to Emmi electric toothbrushes to dog-specific airlines like Bark.
Beyond human-inspired innovation, non-pet brands can get in on the action by using shared experiences to create smart innovation that facilitates our desire to share with our pets.
02
Have we Reached Peak Pampered Pouch?
Pampering has entered the chat in a big way in 2025, with an explosion of products bringing the grooming experience home. From straighteners to dry shampoo, paw serums to pet-friendly fragrances; brands are creating products that wouldn’t feel out of home in Boots or Sephora. The likes of Doglyness are also going the extra mile to appeal to Millennial pawrents, creating sustainable products that would fit seamlessly into a human beauty routine.
So if your dog doesn’t already have its own shelf in the bathroom cabinet, it’s time to make some room.
03
Dog Wellness
Whilst supplements for joint care or a glossier coat are nothing new, brands are increasingly looking for ways to address a broader spectrum of health and wellness needs for dogs. Whether it’s aiding early-stage development, hormone balance, cognitive function or anxiety support, brands are both supplementing food and creating standalone products including active ingredients that help our furry friends achieve optimal wellbeing.
As if those unemployed freeloaders weren’t already living their best lives, hey?
04
Hassle-Free Whole Foods
Raw food is gaining in popularity due to its health benefits, but the associated fridge space and higher cost remains a barrier for many. Notable brands are finding smart ways around this challenge, offering the nutritional profile of raw with the convenience of kibble using freeze drying and dehydration methods. Brands like AATU produce single-source 80% protein dried food , whilst Waita Pets are offering a true take on the concept of ‘whole food’ with their dried quail treats.
Maybe one we’re less keen to share with our four-legged friends…
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