The UK dog food market is worth an estimated £2.91 billion in 2026, and it’s projected to reach £3.74 billion by 2031.
Around seven in ten owners treat their dog as a family member, and that’s reshaping how dog food gets bought. Buyers research ingredients, health claims and dietary needs, not just price per kilo.
That makes dog food one of the most question-led purchases in retail, and organic search is where most of that research happens.
Our data reflects that, with over 600,000 estimated organic clicks available every month.
D2C brands take more than double the share of the next largest business type, and there’s no meaningful generalist presence at all.
This is a market won by the brands who make the product.
It’s wide open for brands that know where to focus, as no single brand holds more than 6% of total click share.
The overall picture also tells part of the story. Categories we’ve grouped for raw food, health and dietary needs, dry food and wet and fresh food each have their own set of leaders and their own opportunities.
The question is where your brand sits in all of this. Find out below.
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