Posh Pets Drive Premium Spending, Reports UK Consumer Study

New online research commissioned by Product of the Year reveals UK owners are overwhelmingly driven by pet happiness and perceived product quality, with just 5% citing price or value as their main motivation when trying something new.

The study of more than 1,000 respondents, conducted across Facebook, Instagram and X to mark International Pet Month, highlights the continued premiumisation of the category – particularly with regards to food and treats. Almost three quarters (72%) of respondents say food/treats are what they are most likely to ‘splurge’ on, significantly ahead of toys (13%), comfort items such as beds (9%) and grooming (6%).

It’s the stuff that keeps brands up at night: what motivates consumers to try a new product? Almost half of consumers (47%) said they would make the switch to try something new motivated by their pet’s enjoyment, two fifths (40%) valued better-quality ingredients, underlining a strong opportunity for brands positioned around nutrition, quality and emotional reward. The power of a ‘trusted brand’ and ‘value for money’ lagged with 13% of the votes collectively.

“Owners are increasingly viewing themselves as ‘pet parents’ rather than traditional owners, and that shift is having a clear impact on spending habits,” said Sarah Lyle, Brand Manager at Inspired Pet Nutrition. “We’re seeing growing demand for treats that mirror human snacking trends, with shoppers gravitating towards humanised treat offerings, whether it’s something sweet, a British classic, or a little bit indulgent.”

Good things come to dogs who… wait? 

Nearly half (46%) of owners say they give treats with “no reason needed,” while 26% do so to show affection and 22% for reward or training and ‘health’ was furthest down on the list with 6%.

It’s no secret Brits adore their animals and this emphasis on pet wellbeing translates to nearly every part of the house… including the sofa. When asked who gets the best seat in the house, 40% of respondents chose their pet – ahead of themselves (24%), ‘whoever gets there first’ (21%) and partners or family members (15%).

The findings also carry implications for marketing and media strategies. Social content consumption is heavily skewed towards entertainment, with 70% of respondents most likely to watch funny pet videos, followed by heartwarming or emotional content (19%). While smaller in reach, training tips (5%) and product reviews (6%) may offer more targeted opportunities to engage highly motivated buyers closer to purchase.

Product of the Year is the UK’s largest independent survey into product innovation with 8,000 consumers voting in a survey conducted by Kantar. Winning manufacturers can take heart that 71% of consumers say the endorsement of the Product of the Year logo makes them more likely to buy the product, and as many as 81% of consumers recognise the logo.

(Photo courtesy Product of the Year)