Report: Nearly half of UK pet owners want stronger focus on health and wellbeing

Nearly half of UK pet owners wanted pet food brands to place greater emphasis on pet health and wellbeing, according to new research examining how generational shifts were reshaping expectations around pet nutrition, sustainability, and trust.

The Gen Next report, published by consumer insights platform Vypr in collaboration with UK Pet Food, found that 47% of current pet food buyers identified health and wellbeing as their top priority for the future of pet food. Across all respondents, including non-pet owners and prospective owners, 33% selected wellbeing as the leading focus they wanted brands to address.

The research was conducted between October and November 2025 using Vypr’s smartphone-based survey platform and included responses from 1,000 UK consumers.

The findings reflected the continued “humanization” of pets, particularly among younger generations. More than half of Gen Z respondents said they viewed their pets as family members, while nearly a third associated pet ownership with their own wellbeing. That familial framing peaked among Boomer women, although older men were more likely to describe pets as a source of emotional support rather than family.

Despite stronger emotional attachment, younger generations were less likely to see pet ownership as a long-term responsibility. Only 29% of Gen Z respondents associated pet ownership with responsibility, compared with 39% of Boomers.

Affordability emerged as a dominant factor across all age groups when choosing pet food. More than half of pet owners said price influenced their purchasing decisions, followed by pets’ enjoyment of the food, health and nutrition benefits, and ingredient quality. However, the meaning of “value” varied significantly by generation.

Gen Z and younger Millennials tended to define value in terms of affordability, simplicity, and familiarity, while older Millennials and Gen X respondents weighed price against perceived health benefits and ingredient quality. For Boomers, value was most closely linked to trust, consistency, and routine.

The report suggested that this divergence had clear implications for brand positioning. It noted that a single definition of value was unlikely to resonate across age groups, arguing instead for messaging that adapted to life stage, balancing reassurance and clarity for younger consumers with proof points and consistency for older ones.

Looking ahead, respondents expected pet food to evolve primarily toward more health-focused and functional products. Nearly four in 10 said the future of pet food would center on health and functional benefits, while others anticipated sustainability and ethics becoming standard, increased personalization, and broader use of novel ingredients such as insects or cell-cultivated proteins.

Among current pet food buyers, expectations around sustainability and personalization were particularly pronounced, with a growing share anticipating the introduction of alternative protein sources.

Trust remained a defining issue. Veterinarians were identified as the most trusted source of pet nutrition advice, particularly among older generations, while younger consumers were more likely to rely on online sources and social media. Despite this, a significant share of respondents said they did not actively seek advice and preferred to stick with familiar choices.

Discovery channels also varied by age, with supermarkets remaining the dominant entry point overall, while younger consumers drew on a wider mix of social media, online retailers, and recommendations.

Taken together, the findings pointed to a pet food market under increasing pressure to deliver functional benefits while maintaining affordability and trust. For brands, the report concluded, the challenge lay not only in improving formulations, but in communicating value and credibility in ways that aligned with generational expectations.