46% of pet owners in the East of England have switched products to save money, but quality still tops the wish list

46% of pet owners in the East of England say they have switched pet products for affordability in the past 12 months, according to a major new survey by Johnson’s Veterinary Products.
The Pet Owner Survey Report 2026, a study of more than a thousand UK pet owners, reveals the extent to which the rising cost of living is affecting how people care for their animals. Nationally, 42% said they had made switches to more affordable products, but the picture varies significantly by region, with the East being higher than the national average.
Despite the pressure on household budgets, the survey found that pet owners are not simply reaching for the cheapest option. Nationally, quality (49%) is now the leading factor driving purchasing decisions, with trust (39%) close behind. In the East of England, 45% of pet owners cited quality as a key driver, suggesting that owners are looking for products that are effective and fairly priced, not just cheap.
Paul Gwynn, Chairman of Johnson’s Veterinary Products, said: “Pet owners are under real financial pressure, and this survey shows it. But what comes through clearly is that people still want products that work. They are looking for value, not just low prices.
“That is why we are committed to manufacturing effective, affordable pet healthcare products and making them available through independent pet shops, where customers can get the advice they need to make the right choice for their animal. When budgets are tight, knowledgeable advice from someone you trust matters more than ever.”
The survey also found that the 25 to 34 age group is feeling the squeeze most acutely, with 55% having switched products nationally. This same demographic is also the most frequent visitor to independent pet shops, with 52% shopping at least once a week, reinforcing the importance of stocking ranges that balance quality with affordability.
Other national findings include: 71% of pet owners always or often read product packaging before treating their pet; 58% care more about their pet’s wellbeing than their own; and more than half (52%) believe that visiting a pet shop offers children valuable animal education.
Meanwhile, 54% of 25 to 34 year olds now regularly turn to social media or AI tools for pet information, presenting an opportunity for retailers who develop their digital presence alongside their in-store experience and knowhow.