Written by Amy Spratt
An expert view from pet brands working across own label and licensed categories.
The UK pet market enters 2026 in a more considered, more mature place. Pet parents remain deeply invested in their animals’ wellbeing, but they are buying with sharper intent, clearer expectations, and far less tolerance for vague claims and lack of clarity.
From food and treats through to toys, bedding and lifestyle accessories, the winning products in 2026 are the ones that solve a clear problem, feel trustworthy, and fit naturally into modern homes and routines. This is not to say, of course, that categories sitting purely within a functional remit are the only areas of growth in 2026. Instead, brands need to focus on clarity and purpose across all product development and marketing campaigns this year.
At Pet Brands, with years of experience specialising in own label development and licensed ranges across all categories, this is what we’re seeing shape the year ahead.
The 2026 mindset: considered, functional, design-aware
Three themes underpin almost every successful launch:
- Function first – owners want to know what this does and why it’s worth it. Each product needs to serve a purpose. From health claims to new prints and designs, if it has no purpose, if it is simple there because it has always been, these products and ranges will struggle to compel consumers and lose favour to those that do provide a compelling proposition.
- Ingredient and Material clarity – fewer buzzwords, more explanation. Consumers want simple labels, clear packaging and honest descriptions they can understand at a glance. This includes named proteins instead of vague terminology such as “meat derivatives”, recognisable materials rather than marketing-led terminology, and straightforward explanations of why an ingredient or fabric is used and what benefit it delivers. Transparency builds trust, and in 2026, trust is a primary purchase driver
- Design that belongs in the home – accessories are now lifestyle items, not afterthoughts. Whilst a dog bed has to be comfortable and it has to be machine washable, it now should fit within the home, as part of the home.
This is less about trend-chasing and more about a quiet, grounded confidence in product development, quality, matched with purpose-intent and consumer trust.
Food & treats: where the momentum is strongest
1. High-meat, simplified recipes become the baseline
High-meat formulations are no longer a premium niche; they are increasingly the expected starting point, across both dog and cat as well as food and treats. What differentiates brands in 2026 is how clearly that quality is communicated.
- Named proteins, with traceability and clear sustainability
- Limited ingredients. Even with complete and balanced diets, consumer preference continues to move towards clean labels and minimal ingredients; either following human trends or for clinical reasons.
- Clear suitability for sensitivities and intolerances
Brands such as Canine Choice and Feline Choice reflect this shift well: high-meat, hypoallergenic dry food that is straightforward, nutritionally robust and easy for customers to understand without needing a degree in pet nutrition. Whilst we see premium nutrition become standard in many households, it is also important to appreciate the affordability factor that continues to hold weight. Clear, simple recipes in affordable price brackets underpin the category.
Cat follows Dog follows Human
We see trends within the dog category following human trends; think high-meat, plant-based, limited ingredients, non-UPF, even the grooming category being driven by natural, limited ingredient options. These are all areas in our own lives as humans that we have seen grow in popularity for ourselves. Cats typically have not followed these trends, for a multitude of reasons. They are too picky, why bother with expensive food when the cat goes outside and hunts rodents? My cat isn’t fussy about toys. My cat sleeps in a box so why bother buying a bed? For all these reasons and all their quirks, cats have steered clear either through intention or not of trends that have humanised and, therefore, premiumised the dog category.
Whilst cats have lagged behind over recent years especially from a nutrition perspective, there is a growing preference for a similar care for cats as we have seen with dogs. Cat owners are moving to preferences and purchase habits seen over recent years with dogs; enrichment toys, high meat food, healthy treats and design-led accessories.
Specifically, the demand for single-protein, clean-label diets continues to grow within the cat category. As owners become more aware of dietary preferences as well as sensitivities and intolerances, the market grows for this type of nutritional range. Real Simplicity sits squarely in this space, aligning with a wider move towards transparency, digestibility and reduced dietary noise, across both food and treats for adult cats.
2026 takeaway: complexity is out; clarity sells.
2. Functional benefits move from “nice to have” to essential
Digestive support, calming, skin & coat and joint health are now mainstream considerations, not specialist add-ons. Owners want everyday formats that quietly support long-term wellbeing.
The most successful ranges:
- integrate function without medicalising the product
- communicate benefits quickly on pack
- support repeat purchase through routine (daily feeding, daily treats)
3. Natural chews and honest treat formats hold strong
Despite innovation elsewhere, natural dog chews and treats remain one of the most resilient categories in the UK. The difference in 2026 is a stronger focus on sourcing, safety and suitability.
Brands like Elkwood benefit from this shift by keeping the proposition clear: natural, recognisable chews that meet both enrichment and chewing needs without overprocessing or unnecessary additives.
Key insight: trust matters more than novelty in this space.
4. Toys & enrichment: mental stimulation takes centre stage
In 2026, toys are no longer seen as simple entertainment. Mental stimulation is now widely recognised as a core part of pet wellbeing, alongside diet and exercise; particularly for pets spending more time indoors or home alone.
Enrichment toys are increasingly bought with a clear purpose: to reduce boredom, support calm behaviour, slow feeding, and encourage natural problem-solving and foraging instincts. This reframes toys from impulse purchases into functional tools that form part of a daily or weekly routine.
It is important to understand that whilst function holds more weight this year, people still want to and will have fun with their pets. Growth within a category or a new trend that aligns heavily with function does not mean that pet owners are not looking for products that tick both boxes. Especially so with toys.
The best brands will combine duality and durability with fun and novelty. Pet owners are buying fewer toys, but expecting them to last longer, engage their pet repeatedly, and justify their price. Well-designed puzzle toys and adaptable enrichment systems perform strongly here, as seen with enrichment-led brands such as IQuties and BARK. where cognitive challenge is central to the proposition.
Design also plays a bigger role. As enrichment products are often left out all day, there is growing demand for toys that look intentional in the home, with more considered colours, materials and finishes, whilst remaining both safe and engaging for pets.
2026 takeaway: the most successful toys are those that clearly explain what problem they solve, keep pets engaged over time, and fit seamlessly into everyday home life. They combine fun with purpose.
5. Social media and pop culture continue to influence toy design
While function is critical, fun still matters; especially in gifting and impulse zones. Toys inspired by internet culture, humour and trends remain popular, particularly with younger pet owners.
Ministry of Pets reflects how novelty, shareability and recognisable references can coexist with solid product design when done well.
2026 rule: novelty works best when layered onto quality, not instead of it.
Accessories & lifestyle: pets as part of the home aesthetic
6. Design-led collections outperform one-off items
Accessories are increasingly purchased as sets or stories: matching beds, bowls, feeding mats and soft furnishings that sit comfortably in modern interiors.
Licensed and design-driven brands lead this space. Cath Kidston accessories, bedding and feeding ranges demonstrate how strong pattern, heritage and recognisable design can elevate everyday pet essentials into lifestyle purchases.
7. British countryside and heritage themes resonate deeply
There is renewed affection for rural, practical, British-inspired design – particularly among dog owners outside major cities.
Brands like Banbury & Co capture this through rustic textures, muted palettes and functional apparel that feels appropriate for real UK weather and, additionally, walking habits.
This taps into consumer demand for authenticity and durability.
8. Gardening, outdoors and seasonal living inspire new categories
One of the most interesting developments is the expansion of pets into garden and outdoor living. Whilst garden centres have been a destination in retail for decades, the younger generations coming into both pet ownership and disposable income are leaning towards horticulture, the outdoors and sharing as much as their lives with their pets as possible.
The RHS launching its first-ever pet collection, Pets in the Garden, signals a broader trend: pets as part of seasonal, outdoor lifestyles rather than confined to indoor-only categories.
Expect growth in:
- outdoor beds and cooling mats
- garden-safe toys
- feeding and watering solutions for outside spaces
9. Equine: welfare, enrichment and lifestyle in 2026
The equine category in 2026 is increasingly shaped by practical welfare needs rather than traditional performance-only thinking. Horse owners are balancing wellbeing, time, land availability and cost, and this is influencing how they buy feed, enrichment and stable accessories.
Turnout restrictions are reshaping daily routines
Across the UK, restricted or limited turnout is becoming normal at many livery yards. Weather volatility, land pressure, shared grazing and staffing constraints mean horses are often spending longer periods stabled, particularly in winter and increasingly year-round.
While owners recognise that turnout, movement and social contact are fundamental to equine welfare, there is also growing acceptance that reduced turnout is sometimes unavoidable in modern yard environments. This has made extended stable time a key welfare challenge in its own right.
Stable-based enrichment moves from “extra” to essential support
As a result, stable enrichment products are seeing growing demand, not as indulgent add-ons but as tools to help manage the realities of modern horse keeping.
Popular formats include:
• treat balls and rolling feeders to slow consumption
• hanging toys and lick-based boredom breakers
• forage-focused solutions that extend eating time and mimic natural grazing behaviour
Owners are increasingly clear-eyed about their role; stable toys are not a substitute for turnout, exercise or socialisation, but they can play a valuable supporting role in:
• reducing boredom and frustration
• helping manage stress and box rest
• minimising stable vices and repetitive behaviours
• supporting calmer, more settled stable routines
This mirrors what is already happening in the dog and cat categories, where enrichment is viewed as preventative wellbeing rather than novelty.
Equine design evolves: from purely functional to lifestyle-led
Alongside welfare and function, design is emerging as a clear gap and opportunity within equestrian products. Much of the equine category remains visually conservative, durable and practical but often uninspiring.
In 2026, equine is increasingly being viewed as a lifestyle category, not just a sport or utility one. Owners spend significant time at yards, share daily routines online, and invest emotionally and financially in their horses, yet the products around them often lag behind in aesthetic appeal.
There is growing appetite for:
• more considered colour palettes and materials
• cohesive design across stable, yard and transport
• enrichment products that do not feel like visual clutter
• accessories owners feel proud to use in shared spaces
This shift closely follows what has already happened in dog and cat accessories, where bowls, beds and toys evolved into design-led lifestyle products. Equine is now catching up.
The opportunity in 2026 is to combine serious welfare credentials with thoughtful design, elevating everyday items such as stable toys, headcollars, lead ropes and yard accessories into products that feel intentional, modern and desirable, without compromising safety or function.
Safety, durability and trust are non-negotiable
Equine buyers remain highly risk-aware. In 2026, enrichment and stable accessories are expected to:
• be robust enough for prolonged, unsupervised use
• use safe materials with clear usage guidance
• withstand weather, chewing and repeated handling
Products that feel gimmicky or poorly constructed are quickly rejected. Function, safety and longevity still outweigh novelty, particularly in shared yard environments.
A broader view of equine wellbeing
Alongside enrichment, there is rising interest in:
• functional nutrition supporting digestion, mobility and stress
• equipment and accessories that improve comfort in the stable
• yard solutions that help owners manage time efficiently without compromising welfare
Equine owners are increasingly applying the same mindset they use for pets at home; small, thoughtful interventions that improve daily quality of life, even when ideal conditions are not always possible.
2026 equine takeaway
The future of equine product development sits at the intersection of welfare realism, responsible support and lifestyle-led design. As turnout restrictions become more common, stable enrichment and wellbeing-focused accessories are no longer optional extras; they are part of modern horse management.
The strongest equine ranges in 2026 will be those that acknowledge reality, communicate honestly, and support both horses and the people who care for them, without pretending to replace what only turnout, movement and social contact can provide.
What this all means for own label & licensed development in 2026
From our perspective, the most successful ranges next year will:
- Start with a clear job-to-be-done
- Communicate quality and purpose instantly, not defensively
- Use design and licensing to enhance usability and quality, not distract from it
- Affordability remains important, offering sensible good / better / best structures widens the market whilst retaining product and brand propositions
- prioritise repeat purchase and routine, positioning product into the lives of pets and their owners, as opposed to single launch impact
In short, 2026 rewards brands that respect the customer’s intelligence, time and budget.
Final thought
The UK pet and equestrian sector in 2026 is about confidence. Confidence in ingredients, materials, design and purpose.
Pet parents and horse owners are still deeply emotional buyers, but they are also more informed and more selective than ever. Brands that meet them with honesty, clarity and thoughtful product design will continue to grow, whatever the wider economic backdrop.
PFMA – UK Pet Population and Ownership Statistics
UK pet population figures from UK Pet Food – 36 million pets & 17 million owner households
• Mintel – UK Pet Food & Pet Care Reports
(Subscription research — find detailed market trends, behaviour and forecast reports on Mintel’s website)
• FEDIAF – European Pet Food Industry Nutritional Guidelines
(Downloadable guidelines from the European Pet Food Industry Federation)
• DEFRA – Animal Welfare and Pet Ownership Guidance (UK)
DEFRA / Government guidance on pets & animal welfare in the UK
• Pets at Home Group – Annual Reports and Market Commentary
(See Pets at Home’s corporate site for the latest investor reports and retail trends commentary)
• FoodNavigator – Pet Food Innovation and Alternative Proteins
(Search the FoodNavigator site for pet food innovation articles — e.g., alternative proteins and formulation trends)
• Which? & CMA – Consumer transparency and trust in pet services
Which? commentary on the CMA’s UK veterinary services market investigation
UK Government / CMA veterinary services market investigation page