London, December 20, 2025. UK pet owners are sending a clear message to the pet food industry. They want brands to put pet health and wellbeing at the top of the list. A Gen Next report, produced by Vypr in partnership with UK Pet Food, found that 47% of current pet food buyers want brands to focus on pet health and wellbeing.
The research ran in October and November 2025. It gathered feedback from 1,000 UK consumers through a smartphone survey. It included current pet owners, non owners, and people who plan to get a pet later. So the sample covered more than one type of buyer, and the message still stayed steady.
Health leads the way. Then owners look at ingredients and price
The report asked people what they want pet food brands to focus on. A third of all respondents chose pet health and wellbeing as the main priority. Then, among people who already buy pet food, that figure rose to 47%. That difference matters. It shows that regular buyers feel this in daily life, not just as a nice idea.
People still care about other things too. Many want natural ingredients and local sourcing. Many want better value for money. Many want clearer product information, with fewer vague claims. At the same time, the strongest signal stayed the same across groups. Owners want food that supports health, comfort, and long term wellbeing.
Price still shapes choices. So brands need to prove value
Pet food brands face a tight balance. Owners want health benefits. Owners still watch costs.
In the same study, 53% of respondents said price affects their pet food choice. So the health message does not replace the price question. It changes the standard. Brands need to show clear benefits at a fair cost, and they need to make those benefits easy to understand.
Pet enjoyment ranked high too. Owners care about whether their dog or cat eats the food and feels good after meals. Then nutrition quality and ingredient trust come right behind. When brands connect taste, nutrition, and value, they earn repeat buyers without loud marketing.
If money worries sit on your mind in other parts of pet care, insurance often comes up next. You can read this warm guide on dog insurance in 2025 and see how real dog parents weigh the costs.
Vets stay the most trusted voice. So clarity matters more than hype
Trust plays a big role in this shift. The report found that vets are the most trusted source of advice on pet food. Social media creators and influencers ranked far lower. So brands win when they speak in a way that matches professional guidance and everyday common sense.
Owners want proof they can follow without decoding labels. They want plain language. They want one clear claim that fits the product, then a short reason it makes sense. For example, a pack can say “supports digestion,” then explain which ingredient targets that goal. Then it can show feeding guidance that feels practical for a normal week.
Younger owners want quick clarity. Then they stick with what works
Younger adults often treat pets like close family. Many tie pet ownership to their own routine and wellbeing. Still, younger owners face real pressure from rent, work, and rising prices. So they look for benefits they can spot quickly, and they still want the claim to hold up.
This puts extra weight on packaging and product pages. Brands can build trust through simple choices. Use clear terms like “skin and coat care” or “joint support.” Then explain what ingredient supports that goal. Keep the wording calm and direct. Then guide owners to talk with a vet before big diet changes, especially for weight control or allergies.
A big market makes small shifts matter. So brands need to react fast
The UK pet market is large. So even a modest change in preferences can move sales fast. Dogs and cats account for millions of households and millions of meals each day. That scale is why this report matters. If nearly half of active pet food buyers want health and wellbeing to lead, brands cannot treat it like a side topic.
What brands can do next. Then owners feel the difference
Brands can act on this data with practical steps.
- Write health claims in plain English, and match them to the recipe.
- Show key ingredients, then explain what they do in simple terms.
- Put feeding guidance front and centre, and keep it easy to follow.
- Use vet input in product work, then keep the messaging consistent.
- Offer fair value through pack sizes, subscriptions, and clear calorie info.
- Support everyday care habits, like weight checks and dental care.
Pet owners want help, not noise. So brands that focus on clarity, trust, and real health support will stand out. Then, over time, those brands can become part of a routine that owners keep.
