The Cost of Living Crisis and the Pet Industry in the UK
As the UK faces ongoing cost of living challenges, more pet owners are tightening their belts. From increasing vet bills to pricier pet food, the ripple effects are being felt across the pet industry — including veterinary practices, pet product brands, groomers, trainers, and animal therapists.
So, what does this mean for your business? And how can you continue to serve your audience while staying profitable and purpose-driven?
At Clever Animal Marketing, we help UK pet businesses create targeted, strategic marketing that resonates with pet owners — especially during difficult times like these.
How Rising Costs Are Affecting Pet Owners
1. Inflation Is Driving Up Pet Care Costs
Pet essentials like food, flea treatments, and routine vet visits have all become more expensive. Pet food prices have surged by over 20% in the past 12 months, and owners are increasingly searching for affordable options.
What your business can do:
- Introduce value-based bundles or smaller pack sizes
- Clearly communicate product benefits and cost savings through content and email campaigns
- Share smart spending tips via your blog or social media
2. More Pets Are Being Surrendered
Charities like the RSPCA and Dogs Trust are reporting record numbers of surrendered pets. Many owners are heartbroken but feel financially backed into a corner.
What your pet business can do:
- Support pet food banks or shelters and share this partnership with your community
- Add donation options at checkout
- Run cause-led marketing campaigns that align with pet owner values
3. Non-Essential Services Are Being Delayed
Pet grooming, behavioural support, and wellness check-ups are often being postponed. Owners are prioritising immediate needs and cutting back on anything considered “extra.”
What your business can do:
- Offer subscription plans or “mini” versions of your service
- Share DIY maintenance tips (backed by professionals) to build trust
- Educate owners on the long-term cost savings of preventive care
How Your Pet Business Can Adapt and Grow
Despite economic pressure, pet owners still deeply care about their animals. This creates a huge opportunity for your brand to show up with understanding, value, and consistency.
Add Educational Marketing to Your Strategy
Content like how-tos, cost-saving guides, and enrichment ideas builds credibility and trust. It also helps boost your SEO and positions your brand as helpful — not just promotional.
Clever Animal Tip:
Create a blog or social series like “Pet Care on a Budget” or “Smart Savings for Pet Parents.”
Reposition Your Products & Services
Update your messaging to highlight practical benefits, value for money, and emotional reassurance. Instead of focusing solely on features, lean into outcomes: “Save time,” “Prevent illness,” “Make your dog happier.”
Need help with brand messaging?
Let’s chat
Be Visible Where Pet Owners Are Looking
Now more than ever, your digital presence matters. That includes:
- Local SEO
- Social media content that speaks to current challenges
- Email campaigns with helpful, relevant tips
- SEO-optimised blog content (like this!)
At Clever Animal Marketing, we offer full-service support — from strategy and SEO to content and social — so your business stands out and supports pet owners during tough times.
Ready to Support Your Customers & Grow?
We work with:
- Veterinary practices and veterinary-related businesses
- Pet product brands (treats, supplements, food, toys)
- Dog trainers and behaviourists
- Pet charities, mobile services, and groomers
- Animal health businesses and therapists
Whether you’re just starting out or looking to adapt your marketing to current market challenges, we’ll help you build trust, drive visibility, and grow sustainably — with heart and strategy.
