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Pet owners have found to be putting animal happiness and product quality ahead of price when making purchases, according to new research commissioned by Product of the Year.
The study of 1,000 respondents found that only 5% of owners cite value for money as their primary motivation when trial-buying new products.
The findings, released on 27 April 2026 to mark International Pet Month, showed that 72% of consumers are most likely to splurge on food and treats. This compares with 13% for toys and 9% for bedding.
Almost half of respondents said they would switch to a new product to improve their pet’s enjoyment.
A further 40% stated they valued higher-quality ingredients, while brand trust and value collectively received 13% of the votes.
Sarah Lyle, brand manager at Inspired Pet Nutrition, said owners increasingly view themselves as parents. She noted a growing demand for treats that mirror human snacking trends, including indulgent and classic British offerings.
The research also found that 46% of owners provide treats for no specific reason. Only 22% use them for training or rewards, while health considerations motivated just 6% of those surveyed.
Domestic habits further reflected this shift in status, with 40% of respondents claiming their pet gets the best seat in the house. This ranked higher than themselves or their partners.
Lyle said: “Owners are increasingly viewing themselves as ‘pet parents’ rather than traditional owners, and that shift is having a clear impact on spending habits. We’re seeing growing demand for treats that mirror human snacking trends. Shoppers are gravitating towards humanised treat offerings, whether it’s something sweet, a British classic, or a little bit indulgent.”
