As per the research conducted by Censuswide on behalf of Pets at Home, one in four UK dog and cat owners, approximately 3.4 million, never checked if their pets’ requirements are being met. The study was conducted between 26 June and 1 July 2026 among a nationally representative sample of 1501 UK dog and cat owners aged 18+.
The research also found that despite 85 percent believing that they are feeding their pets the best possible diets, 3.4 million (25 percent) never reviewed their pet’s food (14 percent) or can’t remember the last time they checked it was still meeting their pet’s needs (11 percent).
The findings reveal a growing blind spot in pet nutrition, with many owners confidently sticking to the same food even though a pet’s nutritional requirements can change over time.
The research also found that one in ten (10 percent) owners don’t know how their pet’s nutritional needs change as they get older, while 9 percent wouldn’t know the signs that it’s time to review their pet’s diet. More than one in ten (11 percent) say they don’t actively seek nutrition advice from anywhere.
Additionally, the report finds vets remain the nation’s most trusted source of nutrition advice, with almost a third (32 percent) of owners turning to them first. However, advice has become far more fragmented, with owners relying on pet food packaging (11 percent), friends and family (9 percent), pet retailers (8 percent), online articles (7 percent), brand websites (5 percent) and social media (5 percent).
The findings also highlight why owners may struggle to stay on top of their pet’s nutrition; 15 percent say there are simply too many pet food options to choose from, 10 percent feel there’s too much conflicting advice available, 9 percent find information online confusing, and 7 percent struggle to even understand pet food labels.
Despite appearing confident, two in three (60 percent) admit they’re not completely confident they are feeding their pet the right food.
However, Dr Samantha Butler-Davies, MRCVS, Veterinary Director at Pets at Home, reveals that “Owners care more about their pets’ nutrition than ever before. We’re seeing many of the same trends that have shaped human nutrition, from tailored diets to functional ingredients, making their way into petfood too.” She highlights that with the increasing online presence of products, claims and advice, it’s understandable that choosing the right food can feel overwhelming.
