The majority of pet owners fail to consider their animal's age when purchasing food for them, according to new research.
A survey commissioned by Iams has shown that just over one in ten (11 per cent) of US consumers consider their cat or dog's age to be the most important factor when selecting pet food.
Dr Katy Nelson, an emergency vet and a member of the Iams Pet Wellness Council, claimed pet owners should approach their animal's health as with the same regard they do their own.
She said: "Feeding a high-quality diet specific to an animal's age is one of the most important ways to ensure four-legged family members lead healthy, happy lives.
"Diet requirements - including protein levels, calories and vitamins and minerals - vary over the life of a pet and, in turn, an animal's needs change as he grows from a puppy or kitten, to an adult into a senior."