Quality is now the single biggest factor driving pet product purchases in the UK, with trust and knowledgeable service close behind, according to a major new survey commissioned by Johnson’s Veterinary Products.
The Pet Owner Survey Report 2026, the second in a series tracking the habits and attitudes of UK pet owners, found that 49% of respondents cited quality as the leading influence on their purchasing decisions, with cost on 45%.
Trust also proved to be an important factor at 39%, highlighting the importance pet owners place on buying from sources they have confidence in.
For Johnson’s, which has manufactured pet healthcare products since 1921, the findings reinforce a long-held belief: that pet owners are best served when quality, affordable products are backed by knowledgeable, personal advice. It is a combination that independent pet retailers are uniquely placed to provide.
Paul Gwynn, chairman of Johnson’s Veterinary Products, said: “Our job is to make products that work. The independent pet shop’s job is to put those products into the hands of customers who trust them. This survey tells us that pet owners value both: they want quality products that offer value for money, and they want to buy them from people who understand their pets.
“Two-thirds of pet owners told us that independent pet shops are important to their community. Nearly six in ten would pay slightly more at a local shop to support the high street. That kind of loyalty is not something you can manufacture. It is earned through knowledgeable service, good advice, and being there when a customer needs help.
“We produce this research for the benefit of the whole trade. The better we understand what drives pet owners, the better we can support the retailers who serve them.”
The survey of UK pet owners, conducted by Censuswide in February 2026, also found that 71% always or often read product packaging before treating their pet, confirming the value of clear labelling and staff who able to offer advice about products.
The 25 to 34 age group emerged as the most engaged customers of independent pet shops, with 52% visiting at least once a week. They also expressed the strongest emotional connection to their local shop, with 70% saying they would be upset if it closed.
However, this generation is also feeling the pressure of the cost of living, with 55% having switched products for affordability in the past year, underscoring the importance of stocking ranges that offer genuine value.
The emotional bond between owners and their pets remains strong, with 58% saying they care more about their pet’s wellbeing than their own, consistent with 59% recorded in the last report, published in 2023.
More than half (52%) believe that visiting a pet shop offers children valuable animal education, and 44% say it teaches responsibility.
Meanwhile, 54% of 25- to 34-year-olds now regularly turn to social media or AI tools for pet information, presenting an opportunity for retailers who develop their digital presence alongside their in-store experience and knowhow.
