UK owners spend more on pets than themselves

Key takeaways

• UK pet spending has surged for decades, more than tripling in cash terms since the late 1990s and set to keep rising well into the 2030s, even after accounting for inflation.

• Pets are increasingly prioritised like family members, with many owners cutting back on personal spending and investing emotionally and financially in celebrations, especially birthdays.

• Dog birthdays have become a mainstream, social-media-fuelled trend, with regional hotspots, growing online interest and many owners buying gifts, cakes and even taking time off work.

Pet spending continues long-term growth

In cash terms, spending on pets and pet-related goods has increased from £2.9 billion in 1997 to £11.95 billion in 2025 – an increase of more than £9 billion or 312%.

If this trend continues, this is expected to reach £15.4 billion by 2035.¹

Even after adjusting for inflation, growth remains significant. spending has still more than doubled over the period.

Real-terms expenditure has risen from £2.9 billion in 1997 to around £6.05 billion in 2025, an increase of roughly 108%, and is projected to climb further to about £8.1 billion by 2035.

This growth is not simply down to population increase. Spending per 100,000 people has risen from about £4.98 million in 1997 to £17.53 million in 2025.

Owners prioritise pets over personal spending

Pets are increasingly being treated as central members of the family, and this is reflected in spending choices.

A study published in The Journal of Positive Psychology suggests that spending money on pets - whether that’s toys or treats – counts as “prosocial spending” and can boost our emotional wellbeing, much like spending money on loved ones or meaningful experiences.²

Further data from a recent survey of UK pet owners by MoneySuperMarket³ found that spending on pets is often prioritised even over personal indulgence:

• 34% would cut back on other spending to treat their pet on their birthday

• 32% would spend more on their pet’s birthday than their own

• 23% would spend more on their pet’s birthday than on their children

British dogs are more than just pets 

Our research revealed that over half (58%) of UK pet owners say their dog is their best friend, and birthdays have become a key moment to show that love. Nearly a third (29%) even host small celebrations, inviting family and friends to mark the occasion.

Additional research from The Insurance Emporium highlights how central gifting has become with 79% of owners buying presents, 41% purchasing a birthday cake, 18% arranging special walks with doggy friends, and 8% even taking the day off work to spend time with their pet.

Celebrating dog birthdays also comes with emotional stakes. Four in ten (40%) owners admit they feel guilty if they can’t make their pet’s birthday special, while 41% say the celebrations are often more for themselves than their dog.

Where dog birthdays are most popular

Some cities  lead the way when it comes to canine celebrations. Bristol tops the list, where 33% of owners celebrate their pet’s birthday:

Social media fuels the trend

The enthusiasm for dog birthdays has spread online too. Our data shows that 36% of pet owners share their dog’s birthday on social media.

Broader search trends reflect this: UK searches for “dog birthday” reached 49,000 in February 2026 and searches for “dog birthday Instagram caption” have surged by 1,950% over the past five years.⁴

As more UK households embrace a dog-first lifestyle, birthdays and special celebrations are just one example of how pets are taking centre stage.

Kara Gammell
Personal Finance & Insurance Expert

UK owners want to give their pets a happy, healthy life

Pets are increasingly central to modern family life, with many owners prioritising their care and wellbeing just as they would any loved one.

Even as living costs rise, people are still finding ways to budget for their pets and give them the best possible life.

That growing emotional and financial commitment highlights the importance of protection – from everyday care to unexpected emergencies.

Pet insurance can help cover costly treatments and provide peace of mind, and comparison services like MoneySuperMarket make it easier to find good-value policies tailored to both your needs and your pet’s.

_Sources

<sup>1. ONS consumer trends data; The Journal of Positive Psychology; additional industry and search trend data.
2. The Journal of Positive Psychology
3. Censuswide survey of 1,000 UK respondents (January 2026), including 504 pet owners.
4. Search insights taken from Glimpse, correct as of March 2026.</sup>