Is puppy love a passion killer?
Kelkoo, the online shopping comparison website, has found that pampered pets are being elevated to human status in British households, with over a quarter (28%) of owners allowing their pet to share their bed, 28% lavishing them with gifts on their birthday and at Christmas and 6% even allowing them to eat off their plates.
With over 40 million pets in the UK, the research which surveyed 1,121 UK pet owners, revealed the serious bond we share with our furry friends and this ‘humanising’ indulgence seemingly knows no bounds. Almost one in five owners (18%) admit they treat their animal as if they were a child, 9% prefer spending time with their pet above other family members and 6% go as far as to say they are the top of the pecking order in their household. Over a third (34%) tell their pet they love them regularly and many are also happy to splash the cash to dress them in the latest fashions (13%). Similarly, over one in five owners (21%) cannot bear to be away from their pet, even for a weekend, and always take them on trips away for companionship. This human-like bond also continues through life into death, with 12% of pet owners now investing in professional cremation services when their beloved pet passes away.
Paying the Price for High Maintenance Pets
The research also reveals that our nation’s indulged pets are commanding an increasingly ‘high maintenance’ price tag for their upkeep as a result. While dogs have recently been named the UK’s best-loved pet, they are in fact the most expensive domestic animal to keep. Our canine companions cost owners an average of £8,602 over their lifespan – that’s an annual cost of £672 or £56 per month, with grooming, clothing and accessories demanding a significant 16% of the overall budget. Cats are 18% cheaper to keep than dogs, with total costs estimated at £7,020 over the course of their life or £468 a year. At the other end of the scale, hamsters are the ‘lowest maintenance’ pets in terms of financial upkeep, setting owners back just £60 a year (£5 a month), or £180 in total for their expected lifespan.
Despite the ever-rising cost of living, our pampered pets enjoy such an important position in family life that their well-being is an area that Brits are simply not willing to cut back on. When purse strings need to be tightened, pet owners reveal that they themselves would rather go without, primarily by eating out less (74%) and by switching their family’s weekly shop to a cheaper supermarket brand (53%). This is more than double those who would resort to downgrading the quality of their pet’s diet (23%) or scrimp on vets’ bills (3%). In fact, 8% of consumers admit that they would sacrifice spending on themselves in order to treat their pet.
Paparazzi Pets
Our obsession with humanising pets seems to be inspired by celebrity culture, with high profile figures from the world of TV, film and music often seen treating their pets like a loved one. Last year Robbie Williams and Ayda Field ditched the usual bridesmaids and were followed up the aisle by the couple’s eight dogs, and both Victoria Beckham and TOWIE’s Lydia Rose Bright have been seen using nail varnish on their pets, to ensure they colour co-ordinate with their own outfits.
Chris Simpson, Marketing Director, Kelkoo comments: “As trusted companions, it seems no amount of money is too extravagant for our pets and there has been an increasing trend in recent years, no doubt fuelled by celebrity culture, for owners to indulge and treat them just like every other member of the family. However, keeping up with the maintenance of your pet need not be a costly exercise and pet owners can take advantage of savings of 15% or more off the recommended retail price by shopping online for their pet treats, accessories and other essential items.’’
Mark Berriman, Managing Director, Pet-Supermarket.co.uk adds: “Even in this period of continuing austerity, pet owners simply can’t bring themselves to scrimp when it comes to the upkeep of their beloved animals. In fact, since the start of the recession, we have even seen an uplift in certain product categories such as clothing, accessories and grooming, as owners take great enjoyment and satisfaction from pampering and spoiling their pets.”
Britain’s Most Talented Pets
To celebrate the nation’s obsession with our pampered pets, Kelkoo is launching a nationwide search to find Britain’s Most Talented Pets in association with the UK’s No. 1 online pet store, Pet-Supermarket.co.uk. Whether your dog is a dynamo on the dance floor, your cat a maestro on the keyboard or your gerbil an acrobatic genius, all types of pets will be considered.
To enter, owners simply have to upload a video via YouTube showcasing their pet’s extraordinary talent. The winner will receive a year’s worth of free pet supplies, courtesy of Pet-Supermarket.co.uk. Pet owners can find out more about how to enter by visiting britainsmosttalentedpets.co.uk.
Chris Simpson, Marketing Director, Kelkoo continues: “We’re extremely excited to be working in association with Pet-Supermarket.co.uk to find Britain’s Most Talented Pets. From dogs riding bicycles to hamsters doing back flips, this is a great opportunity for animal lovers to showcase their pet’s talent. If you think you own Britain’s Most Talented Pet, then simply visit britainsmosttalentedpets.co.uk and enter before midnight on 31st May 2011 to be in with a chance of winning a year’s worth of pet supplies.’’
For full entry instructions, prize details and terms and conditions visit britainsmosttalentedpets.co.uk.