Digital Pet Landscape in the UK: Evolving Consumer Preferences and AI's Role
The United Kingdom's pet care sector is undergoing a profound digital transformation, as detailed in a recent analysis by the marketing agency Herd. This comprehensive report sheds light on the evolving behaviors of pet owners, from their online search patterns to their adoption of new digital tools for managing their pets' well-being. With a notable increase in the pet population, the digital realm has become a primary avenue for sourcing pet-related products and services, reflecting a broader shift in consumer priorities towards quality, sustainability, and convenience. The study also underscores the growing influence of artificial intelligence in shaping how pet owners gather information, pointing to a future where digital innovation will continue to redefine the industry landscape.
The report, published on September 18, 2025, highlights a remarkable surge in online activity within the UK pet market. Between 2024 and 2025, the country recorded an average of 8.8 million monthly organic Google searches related to pets. This extensive digital engagement is indicative of a market where consumers are actively seeking out diverse options for their animal companions. Jack Hendry, a Senior Client Strategist at Herd, emphasized that the shift in pet ownership towards younger demographics has fundamentally altered perceptions of pets, elevating them to integral family members. This change in attitude is directly influencing purchasing decisions, with a strong demand for products that meet higher standards of quality, sustainability, and convenience.
A granular look at search trends reveals distinct preferences among different pet owner groups. Dog owners, for instance, overwhelmingly prioritize accessories, generating nearly a million monthly searches for items such as beds, crates, travel gear, clothing, harnesses, and toys. Following closely is dog food, with over 320,000 monthly searches, indicating a strong interest in specialized diets including treats, raw and BARF options, and emerging categories like joint care and meat-free formulations. In contrast, cat owners' online activity is predominantly centered around food, with 284,200 queries, significantly dwarfing searches for accessories (38,700) and health products (3,600). This difference suggests that while dog owners focus on comfort and utility, cat owners are primarily driven by nutritional concerns, particularly for items like catnip and specialized kitten food.
The market's expansion is further evidenced by the rapid growth of specific product categories. Subscription dog foods, particularly those offering fresh and human-grade ingredients, saw a 30% increase. Personalized and breed-specific foods grew by 25%, while raw, BARF, and sustainable options rose by 20%. Health-focused products and premium treats also experienced substantial growth, at 18% and 15% respectively. In the non-food sector, smart pet accessories led the growth at 18%, followed by eco-friendly toys and accessories (12%), hygiene and grooming products (9%), and training equipment (8%). These trends highlight a consumer base that values innovation, health, and environmental responsibility, alongside convenience.
Beyond traditional search engines, pet owners are increasingly leveraging artificial intelligence platforms. As of July 2025, ChatGPT alone accounted for approximately 2.95 million organic searches, significantly surpassing other AI tools like Google's Gemini (591,000), Microsoft Copilot (585,000), Perplexity (305,700), and Claude (217,000). Gareth Allen, Managing Director of Herd, noted that generative AI and advanced automation are fundamentally reshaping brand-audience interactions. While conventional organic search still relies on keywords, the shift towards zero-click results means users are directly obtaining answers and even making conversions within AI engines. This emerging landscape necessitates that brands strategically balance their focus between high-volume existing categories and rapidly expanding new ones to effectively capitalize on current and future digital trends.
The findings from Herd's report provide valuable insights into the dynamic nature of the UK pet industry. The convergence of a growing pet population, evolving consumer preferences for quality and convenience, and the increasing adoption of digital and AI technologies is creating a complex yet opportunity-rich environment. Brands that can skillfully navigate these shifts, understanding the nuances of pet owner behavior across various digital touchpoints, are best positioned for sustained success in this rapidly transforming market.