We all love our pets and want the best for them. In 2025, the brands that win online are the ones that get seen early in the research journey and show customers they care.

This free UK Pet Market Report pulls together the digital performance metrics that matter most, so you can benchmark your brand and spot where the next opportunities are opening up.

• Visibility and market growth signals across the pet supplies industry
• Winners and losers by organic performance (YoY)
• Brand reach signals from searches and owned social
• Trust insights from review volume and rating patterns

Download the Full Pet Industry Report

Latest insights from the UK pet supplies market

What this means: The category is expanding online, and the brands that invest in helpful content, strong category coverage, and trust signals have more headroom to earn share of voice.

The biggest wins and losses in the UK pet supplies industry

There are some big wins for brands that have invested in digital. The standout growth stories come from brands building strong category depth and earning visibility across lots of long-tail pet nutrition and care queries.

Standout movers (YoY organic visibility)

Key insight: If the market is up +33% and your curve is flat, you are losing share. The winners are earning demand across thousands of specific “problem and product” searches, not just a handful of head terms.

Keyword opportunity to watch: “wet cat food”

Searches for “wet cat food” are trending with 3,200 monthly searches and low competition. That combination is a classic opening for brands that can publish genuinely helpful buying guidance and pair it with strong category UX (filters, ranges, dietary needs, life stage).

Content angle: “best wet cat food for…” (age, sensitivity, indoor cats, weight management)

On-page angle: comparison tables, feeding guidance, ingredients explained

Trust angle: surface reviews, vet-backed claims, clear brand sourcing

Which brands are the most visible in UK pet supplies search?

The top of the market is relatively steady. The leading brands remain highly visible, but the biggest swings tend to happen in the mid-pack where category coverage and content depth can change quickly.

Top 10 most visible pet industry sites

Which brands have the biggest reach in the UK pet industry?

Brand reach combines monthly brand searches and social data to show who has the strongest name recognition and owned audience in the pet space.

Why it matters: Strong brand reach shortens the journey. Buyers who already know you convert faster, bounce less, and are more likely to return via navigational searches.

Which is the most trusted brand in the pet industry?

Pets are family, so trust is non-negotiable. Reviews are both a conversion signal and a visibility signal because they influence click-through and confidence.

Top trusted pet brands (Trustpilot, selected)

Action point: Put review signals where they reduce doubt fastest: category pages, product pages, and buying guides. Responding well to negative reviews also protects trust perception across search and AI summaries.

Does this UK Pet Industry Report cost anything?

Nope. It costs nothing to download the full report. Fill in your details in the form and we will send it straight to your inbox. You do not have to perform a trick to get this treat.

Why can’t I find my brand?

We can’t fit every pet brand in the report, so we only analyse the top 100. If you want a personalised benchmark, we can create a bespoke report to show exactly where you stand against competitors and where you should focus your marketing effort.