UK spends £1 billion on 'petcessories' each year

• British dog owners collectively spent over £1 billion on ‘petcessories’ for their animals last year
• The average amount people spent per dog was £76.13
• Half of dog owners have kissed our dogs and spoken to them like they were a child 
   

New research1 from Direct Line Pet Insurance reveals British dog owners have collectively spent over £1 billion on accessories for their dogs in the past 12 months. Excluding essential items like food and veterinary treatment, Brits spent an average of £76.13 per dog on so called ‘petcessories’ in the last year. 

Young pet owners are the most likely to splash out on cushions, collars and clothes for their beloved pets, with 18-34 year olds spending an average of £83.98 on each dog, compared to over 55’s who spent a little less at £60.26. 

For 3.6 million (26 per cent), British dog owners really pamper their pooches, choosing to spend over £100 a year on accessories for their dog. A lucky six per cent of dogs had over £200 spent on them in the last year, perhaps unsurprising when there are businesses dedicated to providing luxury dog beds2, with some costing over £700. 

Brits aren’t just spoiling their pets financially. More than half (56 per cent) of British dog owners have kissed their dog and spoken to them like they were a child (52 per cent), while many have shared food with their dog (37 per cent) and even let their dog eat from their plate (23 per cent). 

Top 10 ways in which dog owners go above and beyond for their dogs

Source: Direct Line Pet Insurance 2016

Prit Powar, head of Pet Insurance at Direct Line said: “Brits really are a nation of dog lovers, choosing to spend their hard earned cash on making their beloved pooches comfortable. The fact that so many of us are choosing holidays which allow us to keep our pets with us is another indicator of the lengths we’re willing to go to keep our dogs happy. 

“Dog owners should remember, though, that they don’t need to spend a fortune on items like clothes, cushions and collars – as long as they provide their dog with a healthy diet, regular fresh water, treatment when needed, exercise and love, they will have a happy dog!”

Separate research3 shows British dog owners are also buying their dogs birthday and Christmas presents, the majority spending around £15 (63 per cent). A fifth (20 per cent) spend between £16-£30 on a present for their dog per occasion, while a generous one in twenty (five per cent) spend between £31-£60. 

            ENDS

Notes to Editors
1 Research carried out by Opinium Research online amongst a nationally representative sample of 2001 UK adults between 16th and 19th February 2016. The results have been extrapolated based on the total UK population of 50,909,000 and 27% owning a dog thus number of UK dog owners  is 13,560,468, which was then multiplied by the average amount spent on non-essential items, so 13,560,486 * £76.13 = £1,032,387,255
2 http://www.luxuriousdogbeds.co.uk/balmoral-large-en    
3 Direct Line Pet Insurance partnered up with K9 Magazine, a lifestyle magazine featuring a wide range of dog ownership topics. K9 Magazine issued a survey to its readers, to which 1,043 responded.

For further information please contact:

Claire Foster 
Direct Line 
claire.foster@directlinegroup.co.uk  
0165 183 1672

Antonia Green
Citigate Dewe Rogerson
Antonia.green@citigatedr.co.uk 
0207 282 2967

Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or on-line. 
Direct Line general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. UK Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. 
Direct Line and UK Insurance limited are both part of Direct Line Insurance Group plc.
Customers can find out more about Direct Line products or get a quote by calling 0845 300 7838 or visiting www.directline.com