Mars Petcare is spotlighting the evolving relationship between pets and their owners with findings from the world’s largest pet parent study. With insights from over 20,000 pet parents in 20 countries, the research reveals a deepening bond driving trends in premium nutrition, personalised care, and sustainability – all of which are shaping the future of petcare.
The UK has the largest dog population (13.02m) and one of the largest cat populations (11.71m) in Europe, with one in three UK households owning a dog, and one in four owning a cat. Now, the Mars Global Pet Parent Study shows we’re entering a new era of pet ownership, where the relationship between pets and their parents is deeper and more personal than ever before. 37% of pet parents consider their pets the most important part of their lives – a sentiment even stronger among younger generations, with 45% of Gen Z and 40% of Millennials expressing this bond.
Globally, the number of pet parents is rising, with a large portion of first-time owners. Out of the 56% of pet parents surveyed who own a dog or cat, nearly half (47%) are first-time owners, reflecting a new generation of pet parents keen to embrace tailored and innovative solutions for their pets’ needs. The report also shows that sustainability is a key consideration for pet parents, with 45% believing it is very important when purchasing pet food. This sentiment is particularly strong amongst the younger generations, indicating a shift towards a demand for more sustainable and ethically produced products.
In the UK, 1 in 3 owners don’t change the food they originally fed their pet throughout their lifetime. This demonstrates the importance for retailers and brands alike to target the growing number of first-time pet owners, many of whom prioritise sustainable products.
Adelina Bizoi, Category & Market Activation Director at Mars Petcare, commented: “The evolving bond between pets and their owners signifies a shift in behaviour that the industry must react to. We know the strong relationship between owners and their furry friends means that petcare continues to be one of the last categories that pet parents will look to decrease spending on, making sure they provide offerings that are beneficial to their pets’ health even during tough time economically.
“Retailers have a significant opportunity to tap into the growing demand for premium petcare by offering a diverse range of innovative products. High-quality, nutrient-rich options such as supplements and superfood treats appeal to wellness-focused owners prioritising their pets’ digestion, immunity, and joint health.
“Retailers can also tap into the rise of first-time pet parents and demand for sustainable products by offering starter kits and sustainability-driven initiatives. Starter kits, especially those tailored for first-time pet parents, can simplify pet ownership and create loyalty from the outset.”
