Sales of own-label petfood are booming as shoppers cut back spend on their pets, analysis for The Grocer has revealed.

Own-label value sales have surged 6.5% compared with 2.8% in the overall category [IRI 52 w/e 17 August]. The growth is partly down to a massive hike in featured space deals on own-label petfood. In the year to 31 August, the big four ran 132 such deals compared with seven the previous year [Assosia].

Price rises have also played a part, but so has increased quality. “Our own-label range has grown significantly, offering customers more choice in the market, without compromising on quality,” said an Asda spokesman.