Why People in the UK Will Always Spend Money on Their Dogs

Dogs have long been considered ‘man’s best friend’ or indeed a woman’s – I can vouch for the fact that my dog Margot by far prefers me to my partner, however hard he tries to win her affections. But let’s face it,  in the UK they’ve become much, much more than that. They’re cherished family members, loyal companions, and even emotional support systems. With nearly 13 million dogs living in UK households (as of 2023), it’s no surprise that Britons spend billions annually on their furry friends. But what drives this unwavering commitment to canine care?

A Deep-Rooted Cultural Bond

The UK has a storied history of dog ownership that dates back centuries. From the working collies of Scotland to the regal Corgis, dogs have played an integral role in British culture. This deep-rooted bond fosters a sense of duty among dog owners to provide the best for their pets, whether it’s high-quality food, regular grooming, or premium healthcare.

Additionally, the UK’s dog-friendly policies and infrastructure make owning a dog an accessible and enjoyable experience. With countless dog-friendly pubs, parks, and beaches, Britons are encouraged to include their pets in daily activities, further solidifying their role as family members.

Emotional Connection

Dogs are known for their unwavering loyalty and unconditional love. For many people, their canine companions provide solace during challenging times, offering emotional support and reducing stress. The pandemic particularly highlighted this relationship, with a surge in dog adoptions and purchases, as people sought companionship during those long, lonely lockdowns. And it’s this emotional connection that translates into a willingness to spare no expense for their wellbeing, from luxury beds to fancy collars and leads and carefully curated diets.

Over recent years, pet ‘humanisation’ has also grown exponentially. Dog owners increasingly treat their pets as children (I know I do), celebrating their birthdays (YEP), dressing them in seasonal outfits (Marge has multiple rollnecks)  and including them in family holidays (of course!). This shift has spurred a booming market for dog-related products and services, including designer accessories, gourmet treats, and even doggy spas.

The Influence of Social Media

At Nobull, we also see how social media plays a pivotal role in encouraging spending on dogs. Platforms like Instagram and TikTok are flooded with accounts dedicated to dogs, showcasing their antics, outfits, and lifestyles. Pet influencers with thousands of followers inspire owners to invest in trendy accessories and experiences, further fuelling the market and showcasing what’s hot in the dog world.

It’s one of the reasons why the UK’s pet industry is thriving, with an estimated value of £7.5 billion (2023).

Managing and creating content for pet brands on social is something we do a lot of and with great success. Arguably it takes some skill and experience but passion and a willingness to live and breathe the dog world is what helps us get results. We’re ‘in it’. Immersed in the sector day in and day out, connecting with organisations and experts it fine tune our approach. It’s enlightening, rewarding but most of all really good FUN.

More and more  brands have realised that making this emotional connection is a key to success. The exchange between brand is now so much more than transactional – it’s emotional. And whether driven by this emotional connection, cultural tradition, or modern trends, one thing is clear: Britons will always find ways to pamper their pups. And with an ever-expanding array of products and services to choose from, the love affair shows no signs of slowing down.

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