SINGLE-serve cat food sales grew by 5.5% in the year to the end of April this year to a value of £79m according to Felix, quoting figures from IRI.
And it says that gives it four times the value of traditional multi-serve cans where sales have declined by 1.4% to £19.5m.
Felix says one of the main reasons is that convenience retailers understand the needs of shoppers and have moved towards single-serve pouches.
Senior brand manager Rachel Brown said: “Pouches are not only lighter weight, they are a more convenient packaging format in terms of storage and efficiency. “
She continued: “There has been a lot of innovation carried out in the multipack sector recently, with Felix offering new and exciting products including Sensations Extras and Crunchy Crumbles.”
Quoting figures from Kantar, Brown said there are nearly 18m pet cats and dogs in the UK and that 36% of all UK households regularly buy pet food.
She added IRI figures demonstrate that c-store sales now account for £250m of the overall £983m pet food sales.