Pet Food Market Surge: Scaling Sales in a Growing Sector

The pet food sector has been quietly growing for years, but over the past 24 months, it’s accelerated into one of the fastest-moving consumer categories in the UK and EU. D2C brands in particular are seeing record-breaking demand, fuelled by shifts in pet owner behaviour, innovation in product development, and new digital sales strategies. 

For sales leaders in the space, or those looking to enter it, the opportunities are big. But so are the challenges. In this article, we share first-hand recruiter insights on where the growth is, what hiring pain points to watch for, and what today’s top sales candidates want from their next move. 

What’s Fuelling the Pet Food Boom? 

The sector’s expansion isn’t just a post-COVID bounce. Premiumisation is now the norm, with grain-free, functional nutrition, fresh meals, and human-grade recipes topping shopping lists, particularly among millennial and Gen Z pet owners. Brands that deliver these health-led products are seeing loyalty hold strong even in tougher economic conditions. 

Convenience is also driving sales. Subscription models, especially those with flexible auto-refill options, are helping brands lock in recurring revenue and deepen customer loyalty. Meanwhile, sustainability is emerging as a true differentiator, with eco-friendly packaging and upcycled ingredients attracting increasingly conscious buyers. 

And while cost-of-living pressures are shaping purchase decisions, they aren’t slowing them entirely. Value packs, multi-pet bundles, and strategic promotions are allowing brands to appeal to price-sensitive customers without eroding premium positioning. 

“We’re seeing brands that marry premium quality with a clear purpose (whether that’s sustainability, animal welfare, or health) outperform the competition. It’s not just about selling food, it’s about selling values,” says Maya, Principal Consultant - Pet Care Specialist at Henderson Scott 

The Roles in the Spotlight 

Hiring demand is strongest across three key sales channels: 

Leadership roles are also ticking up, especially within scale-ups that have reached the point where a Head of Sales or Commercial Director is needed to formalise strategy. But in most cases, brands still want hands-on operators who can execute as well as lead. 

Hiring Speed: Fast and Faster 

One of the standout characteristics of the D2C pet food sector is the pace of recruitment. Start-ups and scale-ups tend to move fast, sometimes taking just two to three weeks from first interview to offer for urgent digital hires. This speed is possible because decision-making is streamlined, and founders are often directly involved. Larger, established brands usually take longer (around four to six weeks) due to more layers of approval and structured processes. 

“If you meet someone with the right skills and sector understanding, you need to move quickly, especially for ecommerce. The market won’t wait, and neither will the candidate”, Maya adds. 

Where Hiring Gets Stuck 

Despite strong growth, recruitment within the pet food sector isn’t without its challenges. The biggest sticking point is salary alignment. Digital and international sales specialists are commanding higher pay than some budgets allow, which can either prolong searches or force compromises. 

Role design is another friction point. Overly broad job descriptions (combining sales, strategy, and CRM management) can deter strong candidates who want clarity and focus. Hybrid working preferences can also cause mismatches; while digital roles are often fully remote, retail-focused sales positions tend to require more travel and office time. And finally, there’s a limited pool of candidates with direct pet food experience, forcing some brands to look to adjacent FMCG sectors and be prepared for a learning curve. 

What Candidates Really Want 

To attract and retain high-calibre sales professionals, brands need to go beyond a competitive salary. Based on our recruiter conversations, here’s what matters most: 

Who’s Shaping the Market? 

At the moment, three segments are making the loudest noise in the talent market: fresh food and custom-blend start-ups with strong VC backing; premium D2C sub-brands launched by established players; and health-focused lines such as freeze-dried raw or vet-approved recipes, which combine premium positioning with functional benefits. 

Benchmarking for Your Next Hire

For hiring managers, the message is clear: in this market, decisiveness is a competitive advantage. Moving quickly, especially for those ecommerce roles, can mean the difference between securing a top performer and losing them to a rival. Well-defined job descriptions help attract the right people, as does complete transparency on rewards. And highlighting a clear brand purpose can be as powerful for recruitment as it is for marketing. 

The pet food sector shows no signs of slowing, and sales functions remain at the heart of that growth. For brands ready to invest in the right people (and act fast when they find them) the rewards could be substantial. 

Ready to secure your next sales leader or digital growth specialist?