Why the correct diet matters: tackling dog obesity in the UK

Obesity has become one of the most common health issues affecting dogs in the UK. While many owners show love through food and treats, overfeeding and poorly balanced diets can have serious consequences for a dog’s long-term health. Maintaining the correct diet and portion sizes is one of the most important ways owners can support their pet’s wellbeing.

Research from the UK veterinary charity PDSA in 2023, suggested that a significant proportion of dogs in the UK are overweight or obese. Although excess weight may not always seem immediately harmful, it can lead to a range of health problems that affect both quality of life and life expectancy.

Why Obesity Is a Serious Health Concern

Carrying excess weight places considerable strain on a dog’s body. Over time, this added pressure can contribute to a number of medical conditions. Overweight dogs are more likely to develop joint problems, reduced mobility, and breathing difficulties. Extra weight can also increase the risk of developing conditions such as Type 2 Diabetes, as well as cardiovascular issues.

In addition to these health risks, overweight dogs often experience reduced energy levels and may struggle to enjoy normal activities such as walking, running, and playing.

Studies have also shown that dogs kept at a healthy weight can live significantly longer than those that are overweight. Even a small amount of excess weight can have a measurable impact on overall health.

Because obesity tends to develop gradually, many owners may not realise their dog has gained too much weight. This is why understanding how to assess a dog’s body condition is so important.

Understanding Body Condition Scoring

Veterinary professionals often use a system known as Body Condition Scoring (BCS) to determine whether a dog is underweight, at an ideal weight, or overweight. The method assesses a dog’s body shape and the amount of fat covering key areas such as the ribs, waist, and abdomen.

Most BCS systems use a scale of 1 to 9, where:

· 1–3 indicates an underweight dog

· 4–5 represents an ideal body condition

· 6–7 indicates that a dog is overweight

· 8–9 indicates obesity

Organisations such as the British Veterinary Association encourage pet owners to become familiar with body condition scoring, as it can help them monitor their dog’s weight between veterinary visits.

How to Tell if Your Dog Is the Right Weight

While veterinary guidance is always valuable, there are several simple checks that owners can carry out at home to get a general sense of their dog’s body condition.

1. Feel the ribs

You should be able to feel your dog’s ribs easily with light pressure, with only a thin layer of fat covering them. If the ribs are difficult to feel, this may indicate excess body fat.

2. Look for a visible waist

When viewed from above, a dog should have a noticeable waist behind the ribcage. If the body appears oval or straight with no narrowing, the dog may be overweight.

3. Check the abdominal tuck

Looking from the side, a dog’s abdomen should slope upwards from the ribcage towards the hind legs. A hanging or sagging stomach can be a sign that the dog is carrying too much weight.

These checks are simple but effective ways to monitor changes over time and identify when a dog may need adjustments to its diet or exercise routine.

The Role of Diet and Feeding Habits

Diet plays a central role in maintaining a healthy weight. Even high-quality food can contribute to weight gain if portion sizes are too large or treats are given too frequently.

Owners should ensure that they are feeding the correct portion sizes for their dog’s breed, size, age, and activity level. Measuring food rather than estimating portions can help prevent accidental overfeeding. Treats should also be given in moderation and ideally factored into the dog’s overall daily calorie intake.

Regular exercise is another key factor. Daily walks, playtime, and mental stimulation all contribute to maintaining a healthy weight and preventing boredom-related overeating.

Seeking Professional Advice

If owners are unsure whether their dog is at a healthy weight, consulting a veterinarian is always recommended. A vet can assess the dog’s body condition, provide guidance on appropriate feeding amounts, and suggest dietary adjustments if needed.

Maintaining a healthy body condition is one of the most effective ways to support a dog’s long-term health. By paying close attention to diet, portion sizes, and body condition, owners can help ensure their dogs remain active, comfortable, and healthy throughout their lives.

No Time to ‘Paws’ – Keeping Pet Food Product Development Moving

Why Sensory & Consumer Insight Is the Missing Link in Confident Pet Food Growth

The pet food market has never been more competitive or more emotionally charged.

Pet parents are scrutinising ingredients, questioning claims, comparing formats and expecting products that deliver on nutrition and enjoyment. At the same time, brands are under pressure to innovate faster, justify price points and stand out in increasingly crowded categories.

Yet one challenge persists across the sector:

Too many pet food decisions are still driven by assumption rather than evidence.

The Hidden Cost of Assumptions in Pet Food Development

In pet food, “we think it’s OK, I’m sure pets will like it” just isn’t good enough.

Products fail not because they are unsafe or poorly formulated, but because:

· Pets don’t consistently accept them

· Owners don’t perceive sufficient value

· Claims don’t resonate or can’t be substantiated

· The product doesn’t clearly outperform competitors

When that happens, the cost goes far beyond slow sales:

· Reformulation and re-testing

· Packaging and messaging changes

· Lost retailer confidence

· Missed trust with pet owners

The most expensive mistake a pet brand can make is launching without truly understanding both the pet and the pet parents.

Sensory Insight vs Consumer Insight: Why Pet Food Needs Both

One of the biggest misunderstandings in pet food research is assuming that acceptance equals success.

It doesn’t.

· Sensory insight helps you understand how a product performs on attributes such as aroma, appearance, texture, crunch, or mouthfeel, often assessed via trained panels or structured methodologies.

· Consumer insight tells you how pet owners perceive, choose and repurchase and how those perceptions influence trust and loyalty.

In pet food, success sits at the intersection of:

· Pet response

· Owner belief

· Emotional reassurance

When these insights are connected, brands can:

· Identify what genuinely drives acceptance and preference

· Understand trade-offs between health, indulgence and enjoyment

· Optimise recipes without undermining trust or claims

Claims in Pet Food: Powerful but will come under Scrutiny

“Highly palatable.” “100% Organic – Grain Free” “Loved by 8 out of 10 dogs.” “Healthier without compromise – Nothing Artificial”

These statements matter, especially in pet food, where trust is everything.

But today’s market demands:

· Robust competitive benchmarking

· Transparent methodologies

· Defensible evidence behind performance claims

Retailers, regulators and increasingly informed pet owners expect proof, not promises.

Insight is no longer just about learning – It’s about credibility and protection.

Why Early Insight Creates Better Pet Food Innovation

The most confident pet brands don’t wait until launch to listen.

They use early-stage sensory and consumer insight to:

· Screen concepts before full development

· Optimise recipes early, not reactively

· Compare against real competitors—not internal benchmarks

· Make braver, faster decisions on what to progress or pause

Early insight doesn’t slow innovation in pet food.

It reduces waste, shortens development cycles, and improves success rates.

Putting Insight at the Heart of Pet Food Strategy

Insight should not be a final hurdle.

It should inform:

· Go / no-go decisions

· Range renovation vs new innovation

· Format and flavour expansion

· Premiumisation and value positioning

When used properly, sensory and consumer research becomes a commercial growth tool, not a cost line.

The pet food brands winning today aren’t guessing what pets and owners want.

They’re listening earlier and acting with confidence.

A Final Thought

If you’re making big decisions about formulation, palatability, claims or renovation this year, the question isn’t:

“Do we need more research?”

It’s:

“Do we truly understand what drives acceptance, trust and repeat purchase?”

At Wirral Sensory Services, we help pet food brands turn sensory and consumer insight into confident, evidence-based decisions, reducing risk and strengthening performance in market.