Where are pet owners shopping when they’re not in a pet shop?
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Not so long ago, if you made pet products, your route to market was fairly predictable. You sold through pet specialists, independent pet shops, vets, and the supermarket pet aisle. That map looks very different now. Garden centres are giving their pet departments more floor space than ever, pet food is now on the shelves at M&S, and dog coats hang in Next and Barbour. For pet brands, that shift opens up a whole new set of stockists.
Is the UK pet market still growing?
UK Pet Food figures show the pet food market grew from £4.1bn in 2024 to £4.3bn in 2025, a rise of 4.9%, and the UK’s pet population has reached 36.5 million, living in at least 62% of households.
It’s worth being clear about where that growth is coming from, though. Euromonitor reports that UK pet care is seeing value growth driven by premiumisation while volumes have slightly contracted. Owners aren’t necessarily buying more products, but they are paying more for better ones, and that change in behaviour is exactly what’s pulling pet products into new retail settings.
Where are pet owners actually shopping?
Pet buying is now spread across a lot of different channels. A Censuswide survey of 1,076 UK pet owners carried out in February 2026 found that supermarkets were the top channel at 32%, followed by vets on 19%, online on 17%, and national chains and independent pet shops on 12% each.
The same research shows owners are thinking harder about what they buy. Quality was the leading influence on purchasing decisions for 49% of respondents, just ahead of cost on 45%. That’s a significant change from 2022, when cost came out on top, and it suits retailers who are known for quality and curation rather than the lowest price.
Why are general retailers moving into pet?
M&S is the most high-profile example. In August 2026 it launched Paws & Pals, a 13-line own-brand range of kibble, treats and toppers for cats and dogs, and it plans to expand the range further in 2028 with the aim of doubling its share of the pet category.
Alex Freudmann, Managing Director of M&S Food, said: “Pets are part of the family for millions of households, and pet food is a natural extension of our Food business.”
Fashion and lifestyle retailers have been heading the same way. Barbour now sells a full range of dog coats, and Next stocks more than 200 pet accessories, from collars and bowls to beds and toys from brands including Barbour and Joules. Products that once lived only in pet shops are now being sold as lifestyle and gift purchases, often to the same customers buying homeware and clothing.
Why do garden centres suit pet so well?
Garden centres sit right in the middle of this trend. They attract a huge, loyal and largely pet-owning customer base, people come for a day out rather than a quick errand, and they’re already built around browsing, gifting and impulse purchases.
Many centres have responded by investing in the category. Tong Garden Centre in West Yorkshire, for example, doubled the size of its pet care department and brought in lifestyle pet ranges from Joules, Sophie Allport, and The Little Dog Laughed.
Pet also fits the bigger shift in how garden centres operate. Operators are increasingly positioning their sites as destinations, with dog-friendly cafés, events and services designed to keep visitors on site for longer. A well-merchandised pet department, with premium treats, accessories and gifts, gives those visitors something to buy before they leave from the experience.
What does this mean for pet brands?
The opportunity is that your next stockist may not be a pet shop at all. Garden centre groups, gift retailers, department stores, and lifestyle brands are all building pet ranges, and they tend to look for products that feel premium, giftable and well presented, rather than purely functional.
The challenge is reaching them. These buyers are usually sourcing across dozens of categories at once, from plants and outdoor living to Christmas, food and homeware. Most won’t set aside time for a pet-only trade show, so pet has to be sourced alongside everything else on their list.
Where can pet brands meet these buyers?
That’s where Glee comes in. At Glee 2026, buyers from garden centre groups including Notcutts, Haskins, Blue Diamond and Webbs were sourcing alongside TJX Europe, Wayfair, B&Q, House of Bruar and the National Trust.
In 2027, Glee runs alongside Autumn Fair at the NEC Birmingham, bringing together a combined pool of more than 23,600 garden, home, gift and lifestyle buyers in the same halls.
For pet brands, that means one stand can put your products in front of garden centre buyers planning their pet departments and gift buyers looking for their next bestseller. If you want to reach the retailers who are reshaping pet retail, find out more about exhibiting in the Pets sector at Glee 2027.
If you like what you've seen here, why not join us in-person for the retail event of the season? Glee runs from 6-8 September 2027 at the NEC, Birmingham. Register your interest here, and join our newsletter for the latest updates before the show.