The UK Pet Industry Report 2023: Trends & Insights

1. Who We Are

Pets4Homes is part of Pet Media Group, the largest pet rehoming group globally. In the UK alone, Pets4Homes rehomes more than 1 million pets each year, accounting for approximately one-third of all puppies advertised in the country. Every month, over 4 million unique pet buyers visit the platform seeking a lifelong companion. Our mission is to provide pets with the best lives possible by fostering a trusted and safe ecosystem that connects loving homes with deserving animals.

2. Key Findings in This Report

• Interest per available pet rose by circa 30% in 2023, driven by stable buyer numbers but a 30% decrease in breeding activity compared to 2022. This trend benefits active breeders as prices have begun to rise again following a two-year post-pandemic decline.
• The Goldendoodle puppies and Maine Coon cats were the most sought-after breeds in 2023, attracting 995 and 582 potential buyers per pet advertised, respectively.
• French Bulldogs and Chihuahuas continue their long-term decline in popularity, particularly among flat-faced and toy breeds, while the Cocker Spaniel secures its position as the second most popular breed for the second consecutive year.
• The American Bully breed experienced a drop, losing three places to become the fifth most common breed, largely due to the impact of the XL Bully ban.
• English Bulldogs and Savannah cats were the most expensive breeds in the UK in 2023, averaging £1,642 and £799, respectively.
• There has been no noticeable increase in ‘pandemic puppies’ being rehomed because of the cost-of-living crisis. The proportion of dogs over six months old being rehomed or adopted remains steady at pre-COVID levels.
• Following the XL Bully ban, it is still early to determine if demand or breeding has shifted to other similar breeds, as no significant changes in supply or demand for those breeds have been observed yet.

3. Demand for Pets

The number of potential pet buyers in 2023 has begun increasing after a two-year post-pandemic decline, with buyer-to-pet ratios rising sharply. Puppies attract the highest number of buyers per pet, while kittens see more demand during winter months due to seasonal birth patterns.

Goldendoodle remains the most desired breed, especially in London, though ranks lower in other regions such as Birmingham, where geographical demand varies considerably.

Pedigree breeds constitute 74% of pets advertised and account for approximately 72% of buyers, reflecting a strong preference for pedigree animals within the UK pet market.

4. Breeding Activity

Advertised dogs and puppies in 2023 fell slightly below pre-COVID levels and are about 50% lower than the 2021 peak. Hybrid or non-pedigree crosses have grown to make up 26% of all puppies sold, while toy breeds, including Chihuahuas, have decreased sharply from 24% to 11% over the past decade.

This decline in toy and brachycephalic breeds aligns with increased awareness of their health risks, promoting more responsible breeding practices in the UK. Despite economic challenges, ‘pandemic puppies’ are not being put up for sale in large numbers, indicating responsible ownership continues.

The British Shorthair remains the leading cat breed advertised, increasing its share slightly in 2023, and similar trends are seen across other pet types. Notably, rabbits for sale have decreased following responsible purchase awareness campaigns.

5. Pet Price Development

Puppy prices have started to recover after a two-year decline post-pandemic. The American Bully has seen the most considerable price drop due to the XL Bully ban, whereas prices for Border Collie puppies have remained stable.

Kennel Club (KC) registered puppies from licensed breeders command a notable premium over mixed-breed puppies from non-licensed breeders, highlighting the value placed on responsible, ethical breeding. Kitten prices fluctuate seasonally but are less volatile than those of puppies, with the Abyssinian breed seeing a 48% price increase in the past year.

Among the costliest breeds, English Bulldogs and Savannah cats top the charts in 2023, with averages of £1,642 and £799 per pet, respectively.

6. Trust and Safety in the Pet Marketplace

In 2023, Pets4Homes moderated approximately 250,000 adverts, with an average of three puppies or kittens per advert. The team dedicated 33,400 hours to fraud assessment, reviewing or blocking nearly 28,000 adverts that breached posting rules related to animal welfare and ethical standards.

There was a 33% reduction in animal welfare reports compared to 2022, with less than 0.1% confirmed genuine concerns, demonstrating improved trust and safety. This improvement is partly due to new AI tools for suspicious listing detection and stronger ID verification alongside Pets4Homes Safe Payments.

The platform enforces a stringent ethical compass with principles advocating the best life for pets, zero tolerance for unethical breeding or puppy farming, prohibition of pets imported for sale purposes, promoting respect and love for pets as family, and ensuring pets' health.

The Greyhound remains the most common breed rescued, accounting for 9.9% of rescue dogs, with the number of rescue dogs remaining stable since 2020.

7. Impact of the XL Bully Ban

The announcement of the UK’s American Bully XL ban in late 2023 led to a marked decline in available puppies and demand for the breed. Prices for XL Bully puppies halved following the ban introduction.

Pets4Homes implemented a minimum sale price of £200 for American Bully XLs after the ban to prevent exploitation of government compensation. Despite the drop in American Bully XL listings, numbers of adult XL Bully dogs for sale or adoption have remained stable, with no clear signs yet that similar breeds are capturing the lost market both in demand and supply.

This ongoing monitoring underscores the importance of legislation to protect animal welfare while tracking breed trends. The study encompasses over six million pets rehomed between January 2019 and December 2023.

Conclusion

The 2023 UK Pet Industry Report reveals evolving trends in pet demand, breed popularity, breeding activity, pricing, and safety practices. It highlights the resilience of responsible pet ownership despite economic pressures and regulatory changes like the XL Bully ban. With increasing interest per available pet and emphasis on ethical breeding and welfare, the outlook for the UK pet market in 2024 is poised for responsible growth.