Johnson’s Veterinary Products has published its Pet Owner Survey Report 2026, revealing that product quality has overtaken cost as the primary factor influencing UK pet care purchases. The comprehensive study found that 49 per cent of respondents prioritise quality above all else when selecting supplies for their animals, closely followed by affordability at 45 per cent and brand trust at 39 per cent. The findings underscore a major opportunity for independent pet retailers who are uniquely positioned to combine high-quality stock with reliable, face-to-face consumer advice.
Conducted by Censuswide, the tracking survey highlights a deep community connection to specialist high-street shops, with two-thirds of owners stating that independent retailers are vital to their local areas. Furthermore, nearly six in ten respondents expressed a willingness to pay slightly higher prices at a local outlet if it meant directly supporting their high street. The data suggests that consumer loyalty is heavily driven by the knowledgeable service and tailored reassurance that face-to-face retail environments offer.
Paul Gwynn, Chairman of Johnson’s Veterinary Products, stated that the research reflects an ongoing consumer demand for value coupled with expertise. He noted that while the business focuses on manufacturing effective formulations, independent shop owners excel at matching those products to the specific needs of trusting customers. He explained that the data is shared openly to help the wider trade adapt to changing consumer habits and protect high-street businesses.
The report also identified the 25 to 34 demographic as the most active and emotionally invested supporters of independent pet shops, with 52 per cent visiting at least once a week. However, this younger generation is simultaneously the most impacted by inflation, with 55 per cent having switched brands for economic reasons over the past year. This emphasizes the necessity for retailers to source product ranges that offer a balance of premium results and accessible pricing structures.
Additionally, the research indicates an evolving landscape for information gathering, with 54 per cent of millennial owners regularly utilizing social media or artificial intelligence tools to research animal wellness. Johnson’s suggests that high-street businesses can leverage this trend by expanding their digital footprints to mirror their in-store technical expertise. Industry professionals can request a complimentary copy of the full Pet Owner Survey Report 2026 by emailing info@johnsons-vet.com.
Shifting consumer preferences and changing retail dynamics will be core focus areas at this year’s Business of Pets conference, returning on 3 & 4 June 2026 at the Cranfield Management Development Centre, near Milton Keynes.
As pet owners place a premium on quality and trust over baseline cost, understanding how to communicate value and adapt your business model is essential for sustained growth. The two-day event features expert-led panels, interactive workshops, and data-driven presentations designed to equip startups, SMEs, and established pet brands with the tools needed to thrive in a competitive market.
PIF members can secure discounted delegate rates. Click here to explore the full 2026 programme and book your tickets.
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Dan Everett