U.K. pet owners are overwhelmingly driven by pet happiness and product quality when purchasing decisions, according to new online research commissioned by Product of the Year. Just 5% of respondents cited price or value as their main motivation when trying a new product.
The study of more than 1,000 respondents, conducted across Facebook, Instagram and X to mark International Pet Month, highlights continued premiumization in the category, particularly in food and treats. Nearly three-quarters (72%) of respondents said food and treats are what they are most likely to splurge on, ahead of toys (13%), comfort items such as beds (9%) and grooming (6%).
When it comes to switching products, nearly half of consumers (47%) said pet enjoyment would motivate them to try something new, while two-fifths (40%) cited better-quality ingredients. A trusted brand and value for money together accounted for just 13% of responses.
"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 humanized treat offerings, whether it's something sweet, a British classic, or a little bit indulgent."
Nearly half (46%) of owners said they give treats with no specific reason, while 26% do so to show affection, 22% for reward or training, and 6% for health reasons.
The findings also carry implications for marketing strategies. Social content consumption skews heavily toward entertainment, with 70% of respondents most likely to watch funny pet videos, followed by heartwarming or emotional content (19%). Product reviews (6%) and training tips (5%) were smaller in reach but may offer more targeted opportunities to engage buyers closer to purchase.
Product of the Year is scheduled to open for entries May 1. Details are available at productoftheyear.co.uk.
Product of the Year is the U.K.'s largest independent survey into product innovation, with 8,000 consumers voting in a survey conducted by Kantar.
