Pet Owners

Four new trends identified in UK pet ownership, study reveals

Marketing communications company Pegasus has revealed the four new trends identified in UK pet ownership, stemmed from a year long study.

The study involved a review of all pet owner reports published over the last two years, alongside primary research amongst 1,000 UK pet owners and identifies four core behaviours that go beyond traditional demographics.

The Pet Persona report identified four core pet owner ‘behaviour types’, which include:

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  • The Nerdie Newbie – New and eager young pet owners who want to be the best owner they can be. They are proactive in safeguarding the health and wellbeing for their pet
  • The Selfie Sidekick – Pet owners who see their pet as part of their lifestyle aesthetic. Likely to refer to their pet as their “fur baby”, they place higher importance on the appearance of their pet over its health and wellbeing
  • The Good Companion – Older, more experienced pet owners who love and value their pet as another member of the family; health and wellbeing is an absolute priority for their pet and they have an established, organised routine 
  • The Practical Caretaker – Pet owners who don’t “anthropomorphise” their pets. Pragmatic in their care, they understand their pet has different health and wellbeing needs to themselves but could have a more reactive approach to health and care

Heidi Bell, director for the Animal Health and Welfare team at Pegasus said: “It’s no secret that the UK is a nation of animal lovers; almost half of us own a pet, and our obsession with our four-legged friends is always high on the media agenda.  

“These are emotive stories ­– from the ethics surrounding the use of brachycephalic breeds in advertising to concerns over the humanisation of our pets. And yet, audience segmentation often still relies on functional factors, such as age, geography or gender.”

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