A British family business caring for pets... since 1921
In February 2026, we surveyed more than a thousand pet owners across the UK to find out what really matters to them when it comes to caring for their animals.
This is the second time we have carried out this research, following our first Pet Owner Survey in 2022, and this time we went further, asking new questions about how often people visit their local pet shop, how the cost of living is affecting their choices, and what role social media and AI now play in how they seek advice.
The results offer a fascinating and, we think, encouraging picture of where the pet care market stands today.
What we found
Quality now tops the list when it comes to what drives pet owners to choose one product over another. Nearly half (49%) of respondents cited it as a key factor, making it the leading influence on purchasing decisions, with cost following closely at 45%. Trust also proved to be an important factor at 39%, telling us that pet owners do not just want products that work; they want to feel confident in what they are buying and where they are buying it from.
This matters because it speaks directly to the value of independent pet shops. These are the places where customers can ask questions, get knowledgeable advice and leave feeling sure they have made the right choice for their animal. That kind of service builds the trust our survey shows people are looking for.
The cost of living
We also asked about the impact of the cost of living on pet product choices. Nationally, 42% of pet owners told us they had switched products for affordability in the past year, with younger owners feeling the pressure most: 55% of 25 to 34 year olds said they had made changes to save money.
But here is what is interesting. Despite the financial squeeze, quality has not slipped down the priority list. Pet owners are not just looking for the cheapest option. They are looking for products that are effective and fairly priced. That is a balance we have always tried to strike at Johnson’s, and it is reassuring to see the market confirming that approach.
How people feel about their local pet shop
Two-thirds (67%) of pet owners told us that independent pet shops are important to their community. Nearly six in ten (58%) said they would pay slightly more for products from a local shop to support the high street, and 57% said they would be upset if their local independent pet shop closed.
The 25 to 34 age group stood out as particularly engaged, with 52% visiting their local pet shop at least once a week and 70% saying they would be upset if it closed. This is a generation that values what independents offer and actively wants them to thrive.
The bond between pets and their owners
Some things do not change. In 2022, 59% of pet owners told us they care more about their pet’s wellbeing than their own. In 2026, that figure stands at 58%. The love that people have for their animals remains as strong as ever, and it continues to shape how they choose products and where they choose to shop.
We also asked, for the first time, what benefits pet owners think visiting a pet shop could offer children. More than half (52%) said animal education, 44% said teaching responsibility, and 37% said teaching compassion. Pet shops are not just shops. They are places where families connect with animals and where the next generation of pet owners begins to learn what it means to care for another living thing.
The digital picture
Over half (54%) of 25 to 34 year olds now regularly turn to social media or AI tools for pet information. Across all age groups, 29% use these channels always or often. At the same time, 71% of pet owners told us they always or often read product packaging before treating their pet. People are curious, they are doing their homework, and they want to make informed decisions. For pet shops, that is an opportunity: customers who arrive with questions are customers who are ready to be helped.
Download the full report
We have published all the findings in our Pet Owner Survey Report 2026, which is available to download below. The report covers 15 questions across topics including advice-seeking behaviour, purchasing drivers, visit frequency, environmental factors, cost of living, community sentiment, and more.
We produce this research for the benefit of the whole pet care trade. If you have any questions about the findings, or would like to discuss what they mean for your business, we would love to hear from you.
The 2023 report
In 2023, we published our first report following a survey completed by over 1,000 pet owners.
With pet ownership growing substantially in the wake of COVID-19 , we felt it was important to develop a better understanding of market sentiment and purchasing habits so that we can more aptly reflect the needs of our customers within the products and services we offer.
You can download the 2023 report below.
Johnson’s Veterinary Products Ltd, 5 Reddicap Trading Estate, Sutton Coldfield, West Midlands, England B75 7DF UK
Telephone: +44 (0) 121 378 1684
Email: info@johnsons-vet.com
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Registered in England 489549 | VAT number details GB109610686