A cat sitter, who got fed up with the lack of products for felines, has launched a new national campaign, Cats Deserve More, calling out the pet industry for consistently sidelining the UK’s 12.5 million pet cats.

Wendy Thomson Melling, founder of My Three Cats, says cat owners want to treat their pets just as much as dog owners but says brands only focus on dogs and feels they’re missing out on a huge opportunity.

Despite cats being on track to overtake dogs as the UK’s most popular pet, dog products still dominate the shelves in pet shops, supermarkets, and even vets, leaving cat owners frustrated.

“We’ve been told to our faces by pet shop owners that they don’t stock much for cats because ‘cat owners don’t spend’ and ‘they just buy food in the supermarket’ and it simply isn’t true,” says Wendy, a former accountant who started her business in 2017 and has 17 sitters across Warrington.

“Cat owners are passionate and educated. They don’t want to ‘make do’ with dog products. Cats are not small dogs, they’re a completely different species with very specific needs. We want choice, quality, and more products catering for the needs of our cats.

“The latest stats from UK Pet Food say there are 36% of homes with a dog and 29% with a cat. It’s not a huge difference but you’d never guess looking at what’s on the shelves.

“You see so many products for dogs, from fitness trackers to training games and all kinds of treats, and there is so little out there for cats.”

The campaign is backed by data. UK cat owners spend an estimated £8 billion a year on premium food, enrichment toys, healthcare, behaviour support, custom furniture, and in-home care. But many are forced to shop online because high-street stores focus on dogs.

Clayton Payne, pet industry expert and host of the Pet Business Disruptors podcast, has given Wendy’s mission his backing.

He added: “I can tell you that right now, the majority of R&D money in the industry is going into cat. Things are changing fast – 31% of cats in the UK are now kept exclusively indoors, up from just 15% in 2011. That shift reflects a deeper change: the role of the cat within the family structure is evolving.

"As their importance grows, we’re seeing real momentum behind premiumisation and innovation in the category. The industry knows it’s been behind when it comes to cats, and it’s moving quickly to catch up.”

The Cats Deserve More campaign will highlight these disparities and push for better representation, retail reform, and equal recognition for the UK’s feline population.

My Three Cats has won multiple industry accolades, including Theo Paphitis’ Small Business Sunday award. With demand rising, Wendy plans to franchise the business nationwide, offering full training and brand support to aspiring cat-care professionals.

To learn more, head over to the Cats Deserve More Community Facebook Group, visit http://www.mythreecats.co.uk, or follow My Three Cats on all social media channels.