Pets 2025
With 63% of users owning a pet and 44% of women solely responsible for buying pet supplies, Mumsnet is the perfect place reaching key pet product buyers
(Research published: May 2025)
For pet parents, animals are more than just companions, they’re family. That emotional bond is driving a deeper focus on pet health, with nutrition becoming a go-to solution for everything from allergies to anxiety. This is especially true for dog owners, who are leading the charge in pet wellness.
In this year’s pet insights, we explore:
The rise in pet health research, with 45% of dog parents and 36% of cat parents now spending significant time finding what’s best for their pets — both up sharply since 2022
The growing importance of food, as parents use diet tweaks to tackle a wide range of health concerns and scrutinise ingredients more than ever
The shift towards premium and niche brands, fuelled by a willingness to pay more for quality, ethics, and results
The strength of community-driven advice, with product recommendations accounting for 31% of cat-related and 19% of dog-related conversations on Mumsnet
For brands, the opportunity is clear — pet parents are engaged, informed, and actively seeking better choices. By aligning with their values and offering real solutions, brands can earn trust and loyalty in a category where every detail matters.
