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DCS Group Partners with Inspired Pet Nutrition (IPN) to Drive Growth in the Pet Category

DCS Group is pleased to announce its partnership with Inspired Pet Nutrition (IPN), offering an exciting opportunity to support growth in the Pet Category. Explore how this collaboration aims to cater to diverse consumer needs and capitalise on the booming pet market.

Lauren Graham - Commercial Team Leader

2 Minutes

/ 7th June 2023
  • Sales & Distribution
  • Category Insight

DCS Group are pleased to announce the launch of our latest supplier partnership with Inspired Pet Nutrition (IPN).

Our partnership with IPN offers an extremely exciting opportunity for us to support growth into the Pet Category amongst our large customer base, as we support IPN on their clear vision ‘to become the nation’s most sustainable, most loved home of pet nutrition brands’.

IPN have multiple brands within their portfolio, catering to all consumer need-states. DCS will focus on the top two brands ‘Harringtons’ and ‘Wagg’, which boosts premium quality products at an accessible price point. Within these brands, we have a portfolio of Wet and Dry Dog & Cat Food, Dog Treats, and Small Animal Food – so something to suit all customer ranges! IPN brands already reach over 4.4m UK households, and appear in over 22m baskets, so these brands have already shown they resonate with consumers. With 30% of UK Pet Buyers buying a Harringtons or Wagg product already, we are keen to ensure these buyers experience wider availability to encourage continued purchase, as well as capturing new entrants into these brands. Harringtons is the #1 Category Leader in dry dog food, and Grocery’s #3 Cat and Dog Food Brand, so has the brand foundations to make this successful.

Wagg’s ‘treating’ focus lends itself well to the current market, as treating continues to be a resilient category as consumers still look to treat their pets with an affordable pick-up during a tough economic climate. As well as providing a ‘feel good factor’ for owners, Wagg treats is one of the fastest-growing major established Treat brands, with growth driving an 86% incrementally to the total category. Wagg treats have attracted 25% more shoppers over the past year, with their fun packaging which stands out on shelf, and humanised flavours such as ‘Ham & Cheese Toastie’ and ‘Steak Pie & Gravy’.

With 34 million pets now in the UK – which equates to 59% (or 17m) of households, the Pet category is predicted to continue growing over the next 5 years, which is exacerbated by consumers encompassing their pets more and more into the family dynamic, and prioritising pets within their spending habits. Therefore, the Pet category continues to be a key opportunity to maximise, and DCS are excited to partner with IPN to support this journey.


1:IRI All Outlets. Unit & Value Sales 52 weeks 28th Jan 23 Kantar WPO. Total Market Buyers and Trips, 52 weeks 19th Feb 23.

2. Kantar World Panel Online. 52 weeks 19.03.23. Total Petfood and Treats. Total Market. % of Buyers. Harringtons and Wagg Brands versus Total Petfood and Treats.

3. Harringtons – Total Market – Total Packs – Total Pet Food & Trats – Buyers – 52 w/e 19 March 2023.

4. Kantar – 52 w/e – 19th Mar 23 and Circana – 52 and 12 w/e – 25th Mar 23