This piece by Nicole Paley, Communications Manager at PFMA, provides an insight into the Pet Food Manufacturers’ Association (PFMA), the principal trade body representing the UK pet food industry. Since 2008, PFMA has been tracking the UK pet population to provide robust data. This data is used by PFMA members and a wide range of bodies, including government departments, pet care businesses, welfare charities and the media. The data provides interesting facts and figures about all pet types – but it is also used to shape strategies and as such the quality and accuracy of this data is therefore critical.