Current trends in the small pet market

A growing commitment to the health and well-being of small pets is emerging among pet owners, according to Supreme Petfoods' newly released UK Small Pet Market Report 2024. The report, which provides insights into current trends and behaviours, reveals that over 80 per cent of households with small pets consider them to be adult or family pets. In addition, almost 60 per cent of rabbit owners are committed to taking their rabbits to the vet at least once a year.

Based on a survey of 1 000 rabbit and guinea pig owners, the report also reveals that 80 per cent of small pet owners are female – an increase and significant demographic shift since Supreme’s previous benchmark survey two years ago. In addition, the research shows an 8 per cent increase in the number of rabbits being kept as pets, with 55 per cent of pet owners keeping their rabbits indoors.

“Understanding the needs and preferences of small pet owners is vital in shaping our product offering and marketing strategies,” said Claire Hamblion, Marketing Director at Supreme Petfoods. “This report not only reflects current trends, but also provides actionable insights for the future.”

Shopping preferences are also noteworthy, with 54 per cent of small pet owners preferring physical stores over online options. For Supreme Petfood, these figures are an indicator of the value of local pet shops, which remain a key destination for small pet products alongside the major retail chains. The UK Small Pet Market Report 2024 is now available to download from the Supreme Petfoods website.