To attract more customers into their stores, independent pet retailers need to create a clearer and more unique identity for themselves. That's the view of Peter Roy, Business Development Director of award-winning pet food band Natures Menu.

The past year has been an amazing period for Natures Menu, who won two national industry awards plus two new product awards at PATS. But the raw food specialist is not resting on it laurels as Peter Roy gave his verdict of 2013 and looked forward to 2014.

What have been the successes of 2013?

The pet industry has found some unique selling categories with developments of natural products. Consumers seem increasingly willing to view pet food as a specialist item and will search out brands which offer the best product for their pets' welfare not necessarily the most convenient place to buy it.

What are the challenges still facing the industry?

To create a clearer and more unique identity to drive consumers to independent pet stores, and for the independent stores to embrace the need for online solutions. Pet stores that remain focused on mainstream brands will have their volumes and margins challenged.

What are the opportunities going forwards?

Growth in premium foods of high meat content, grain free and raw. Raw feeding is a huge growth market. In this range complete and nutritionally balanced meals are seeing a 40% increase in sales throughout the UK – for the trade it also offers excellent margin opportunities. On and offline stores that offer a point of difference, with well trained staff, and good content on their website are seeing the biggest % growths in this sector.

What are the reasons for optimism?

Consumers are increasingly inquisitive, both in store and online. They are asking questions of their existing pet food and becoming disillusioned with their existing mainstream range. British niche markets are driving increased margins as consumers look for a more personalised experience of shopping.