Sales volumes of luxury pet food, speciality shampoos and dog mattresses up at supermarket chain this week, as pampering household animals becomes "normal part of everyday life".


According to Asda, the market for pampering pets "has never been so popular" and the Wal-mart-owned supermarket is taking advantage of the trend with a 'Pet Week' event.

Sales of Asda's Bob Martin Stay Fresh dog shampoo have jumped 72% month-on-month, while many canine dental treats offered by the supermarket are up by 54%.

Pet food has also seen a huge uplift, with sales of gourmet foods for both cats and dogs alike are on the rise. Gourmet Perle Pouch meals have seen an overall increase of 65%.

Phil Wilkinson from Asda's pet team said: "The market for luxury pet products continues to evolve as pampering and preening them has become a normal part of everyday life.... We've noticed the trend and have reacted accordingly."

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