Quality is the single biggest factor driving pet product purchases in the UK, ahead of cost and with trust and knowledgeable service close behind, according to a new survey commissioned by Johnson’s Veterinary Products.
The Pet Owner Survey Report 2026 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% in the poll, which was conducted by Censuswide on behalf of Johnson’s Veterinary Products and interviewed 1,076 UK pet owners aged 18 and above in February 2026.
The survey also found that 71% always or often read product packaging before treating their pet, with 58% saying they care more about their pet’s wellbeing than their own. More than half of those surveyed (52%) believe that visiting a pet shop offers children valuable animal education, and 44% say it teaches responsibility.
According to the poll, the 25-34 age group emerged as the most engaged customers of independent pet shops, with 52% visiting at least once a week. This age group also expressed the strongest emotional connection to their local shop, with 70% saying they would be upset if it closed, but the same generation also admitted to feeling the pressure of the cost of living, with 55% having switched products for affordability in the past year. More than half (54%) of 25–34-year-olds now regularly turn to social media or AI tools for pet information.
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, while nearly six in 10 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.”
Gwynn added: “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. That has always been what Johnson’s is about.”
