TV Dog Expert Victoria Stilwell Warns Owners Over 'Dangerous' Training Advice Online
The star of It’s Me or the Dog has warned that viral videos can disguise fear and emotional shutdown as obedience, putting dogs and their families at risk.
TV dog expert Victoria Stilwell has spoken out about the dangers of unqualified social media trainers promoting punishment, intimidation and supposed “quick fixes” to struggling pet owners.
The Certified Dog Behaviour Consultant and host of global TV sensation It’s Me or the Dog warned that a large online following should never be mistaken for professional expertise.
Britain’s dog-training industry remains unregulated, meaning anyone can legally describe themselves as a trainer or behaviourist, regardless of their qualifications, experience or understanding of animal welfare.
Experts fear this lack of oversight has created fertile ground for self-styled trainers to share dramatic transformation videos without revealing the effect their methods have had on a dog’s emotional wellbeing.
Victoria Stilwell, Certified Dog Behaviour Consultant and host of It’s Me or the Dog, said: “Social media can be a wonderful place to learn, but it has also given a platform to self-proclaimed experts who have little understanding of canine behaviour.
“A large following is not a qualification, and a dramatic transformation captured in a 30-second video tells you nothing about how that dog is feeling.
“Before following advice, ask who is giving it, what education they have and whether their methods are supported by modern behavioural science.”
Victoria said one of the most troubling online trends was the presentation of frightened or emotionally shut-down dogs as calm and obedient.
She said: “One of the greatest dangers online is that fear and emotional shutdown are being presented as obedience.
“A dog who suddenly becomes still after being frightened, physically restrained or punished has not necessarily learned anything positive. They may simply be too scared to respond.
“Suppressing behaviour might make an impressive before-and-after video, but it does not address why the behaviour was happening and can make the underlying problem much worse.”
The warning comes as millions of families across Britain struggle with their dogs’ behaviour.
Recent estimates of the UK dog population vary, with Dogs Trust research suggesting there are around 13 million dogs, while UK Pet Food’s 2026 survey put the figure as high as 15.5 million.
According to the Dogs Trust National Dog Survey 2025, 90 per cent of owners experienced at least one behavioural problem with their dog during the previous year.
Common difficulties included pulling on the lead, poor recall, barking, fear, reactivity and distress when left alone.
But people searching online for help can encounter a bewildering mixture of conflicting advice, often presented by individuals whose knowledge and practical skills have never been independently assessed.
Victoria warned that advice which appears to have worked for one animal could be entirely unsuitable for another.
She said: “There is no universal training hack that will work for every dog. Behaviour is communication, and the same outward problem can be caused by fear, pain, frustration, anxiety or an unmet need.
“Applying advice from a video without understanding the individual dog is a bit like taking somebody else’s prescription medicine: it might be completely inappropriate and could cause real harm.
“If a problem is serious, seek help from a qualified, positive trainer or veterinary behaviour professional.”
The Animal Behaviour and Training Council has previously warned Parliament that incompetent behaviour work can cause mental suffering and make existing problems worse.
The Blue Cross has also cautioned that inexperienced trainers are increasingly using social media to spread bad and potentially dangerous advice.
Victoria urged owners to be particularly wary of trainers who claim dogs must be dominated or frightened into submission.
She said: “If an online trainer tells you that you must dominate your dog, become the ‘alpha’, frighten them or cause discomfort to gain respect, that is a huge red flag.
“Dogs do not need to be bullied into behaving. Effective training teaches them what we want them to do while
building confidence, trust and emotional stability.
“Kindness is not weakness, and there is simply no excuse for using pain, fear or intimidation in the name of training.”
Behavioural difficulties are among the leading reasons dogs are relinquished to rescue organisations, with some animals losing their homes after families feel they have exhausted every option.
Experts believe many of those relationships might be saved if guardians receive appropriate, evidence-led support before problems escalate into a crisis.
Pet Remedy and Companion Animal Wellness have launched Ask the Professional, a service giving dog and cat guardians affordable access to experienced, qualified behaviour professionals who offer humane, welfare-centred guidance.
The service is intended to cut through the confusion surrounding online advice and help families understand what their animals are communicating.
Andrew Hale, emotional wellbeing expert at Pet Remedy, said: “When people are worried about their animals, they need compassionate, individual guidance rather than a viral training formula which takes no account of the animal in front of them.
“Behaviour does not happen in isolation. We need to consider the animal’s emotional experience, physical health, environment, relationships and unmet needs before deciding how best to support them.
“That is why services such as Ask the Professional are so important. They give guardians access to experienced, qualified professionals who will listen without judgement and offer humane, welfare-centred guidance before difficulties reach crisis point.
“Seeking help should never feel like an admission of failure. It is one of the most responsible and caring things a guardian can do.”
Junior Hudson, of Companion Animal Wellness, said: “Guardians are being bombarded with confident-sounding advice, but confidence on camera is not the same as competence.
“A guardian may follow a viral video believing they are doing the right thing, only to see their dog become more fearful, defensive or shut down. Advice should always be given, and taken, with the individual dog in mind. By the time they reach an experienced, qualified professional, both the dog and the family may be in crisis.
“No dog should lose their home because their guardian was unable to distinguish credible help from harmful online opinion. We urgently need higher standards, greater accountability and much clearer direction for guardians on accessing help they can trust.”
The UK Dog Behaviour and Training Charter, supported by both Companion Animal Wellness and Pet Remedy, has also highlighted the difficulties owners face when trying to find appropriately accredited professionals.
The Charter brings together leading behaviour and training membership organisations under a shared code of conduct, ethics and methodology.
Its signatories commit to modern, science-led and positive approaches, alongside transparent complaints procedures and professional accountability.
Concern about misleading advice comes as the RSPCA’s Kindness Index 2026 found animal welfare was Britain’s second most important cause, with almost a third of people placing it among their three greatest concerns.
LitPet Introduces Three Advanced Veterinary Wellness Innovations at PATS 2026
LitPet®, one of the UK’s fastest growing science led pet wellness brands, is unveiling three new clinically engineered products at PATS 2026. (stand J56)
The launch continues the momentum of a company founded less than two years ago, born from a deeply personal catalyst: the sudden loss of founder Stephen Hu’s British Shorthair cat, Kung Hey, to a stress related urinary condition. This moment exposed a major gap in the supplement market — chronic stress and underlying health imbalances were being overlooked, while most products focused only on surface level symptoms.
Stephen’s research journey led him to explore Traditional Chinese Medicine (TCM) alongside modern biomedical science. With research teams in London and Hong Kong and collaborations with experts trained at Oxford, Cambridge and Johns Hopkins University, LitPet® is committed to clinical rigour, sustainability and meaningful community impact. LitPet works with scientists whose work focuses on collagen biology, metabolic pathways, mucosal absorption, and nutritional modulation of chronic inflammatory conditions. This dual discipline approach — Eastern herbal philosophy combined with Western clinical methodology — forms the foundation of LitPet’s product development.
Since launching in 2025, LitPet has achieved rapid industry recognition, including Gold for Most Promising New Start Up and Silver for Best New Product at the PetQuip Awards, and finalist positions at the PIF Innovation Awards 2025 & 2026.
THE NEW PRODUCT RANGE
FLEXIGUARD® — Advanced Joint & Mobility Support Powder
FlexiGuard® is designed as a daily meal topper that supports joint comfort, cartilage structure and long term mobility. Joint stiffness affects up to 37% of dogs and 40% of cats, with joint degradation impacting more than 80% of senior dogs and 90% of senior cats. Tablets often lead to rejection and poor compliance; FlexiGuard® solves this by delivering clinical grade actives in a highly palatable powder.
At the core of the formula is Xelflex®, a patented hydrolysed collagen peptide matrix developed using research methodologies originating from Oxford and Cambridge biomedical labs. These peptides have been shown in vivo to significantly reduce joint swelling and oedema at 50mg/kg, supporting cartilage resilience, synovial fluid integrity and collagen fibre repair. FlexiGuard® builds on this foundation with glucosamine HCl, MSM, turmeric and yucca, creating a comprehensive five way approach to mobility support.
The product offers exceptional value for pet parents, providing up to a 90 day supply for small pets at under 28p per day, and is manufactured in Ireland under strict quality standards.
PROJOINT® ADVANCED ORAL GEL
ProJoint® Oral Gel is engineered for pets who refuse pills or have reduced appetite — a challenge highlighted repeatedly in LitPet’s customer feedback. The gel delivers fast acting mobility support through direct to mouth dosing using an included calibrated syringe.
Its efficacy comes from Kynosil®, a bioactive compound at 7.5mg/ml that absorbs through the oral mucosa, bypassing slower liver metabolism. This sublingual route allows Kynosil® to act quickly on collagen fibre cross linking (Types I, II and III), supporting connective tissue density, ligament strength and cartilage repair. The mucosal absorption model used in ProJoint® reflects research principles taught within Oxford’s physiology departments and Cambridge’s veterinary medicine programmes, where oral mucosal delivery is recognised for its speed and efficiency.
The natural salmon flavour eliminates pill swallowing stress, and the product is available in both 30ml trial size and 60ml value size. ProJoint® is manufactured in the UK in GMP certified facilities, consistent with LitPet’s commitment to clinical rigour and third party testing.
METABOLIC ORAL GEL — Species Specific Formulas for Dogs & Cats
With 50% of UK dogs and 43% of cats classified as overweight, pet owners increasingly need safe, non medicinal support for maintaining a healthy body condition. LitPet’s Metabolic Oral Gel provides this through species specific formulas calibrated to canine and feline glycaemic pathways — a distinction often overlooked in generic weight management supplements.
The gel is powered by Pep2Dia®, delivering 75mg/ml of patented bioactive peptides clinically validated to inhibit α glucosidase in the small intestine. This slows carbohydrate breakdown, reduces post meal glucose spikes and supports daily satiety. In a 60 day feline clinical trial (15mg/kg twice daily), Pep2Dia® produced a 24% reduction in fasting blood glucose and a 4.5% reduction in body weight.
LitPet (Stand J56) PATS 27 – 29 September.
Zooomy Returns to PATS for a Second Year – Showcasing Massive Growth, Veterinary Innovation and Its New Mobility Tracking App
Zooomy, the fast rising veterinary developed joint care supplement for dogs and cats, is returning to PATS 2026 (Stand O2) for its second consecutive year—this time with even greater momentum, a significantly expanded customer base, and the launch of its pioneering mobility tracking web app.
Developed by veterinary surgeons Humphrey and Joanna Grimmett, Zooomy has rapidly become one of the UK’s most disruptive joint support brands. Zooomy is a ground breaking health supplement for dogs and cats which is designed to support their joint care using “long chain Hyaluronic Acid as the key ingredient. This science-backed formula has reshaped expectations of joint care for pets and established Zooomy as a real alternative to glucosamine, chondroitin and short chain HA products.
A Year of Exceptional Growth
Zooomy’s second appearance at PATS comes on the back of extraordinary commercial performance:
Since launching in May 2024, Zooomy has grown quickly and consistently, with sales this year running 40% ahead of last. That growth comes from a steady flow of new customers, and repeat customers who keep coming back for more. A large and growing share of owners now buy on subscription, and the majority of customers reorder several times over. August 2026 was the company's strongest month to date and Zooomy now serves many thousands of dog and cat owners across the UK through its own website and Amazon. Much of that reach has come through word of mouth in raw-feeding communities and senior-dog groups, and through recommendations from physiotherapists, hydrotherapists and behaviourists, which has helped establish Zooomy as a trusted name in mobility support.
Zooomy has evolved from a newcomer to one of the fastest growing joint support products in the UK. Its second year at PATS marks a major milestone in its national expansion.
Introducing the Zooomy Mobility Tracking App
Zooomy’s presence at PATS 2026 will spotlight its new digital innovation: the Zooomy mobility tracking web app, designed to help owners monitor their dog’s joint health over time. The app strengthens Zooomy’s identity as a knowledge led mobility brand.
This digital tool offers retailers and professionals a new way to engage customers and reinforce long term mobility care.
Veterinary Led, Science Driven Joint Support
Zooomy’s long chain Hyaluronic Acid formula replenishes depleted HA levels in joint fluid—an issue that can reach up to 90% depletion in older, severely diseased joints. The mega chain HA is produced via microbial fermentation, ensuring purity, consistency and suitability for pets with allergies or sensitivities.
The liquid is odourless and tasteless making it ideal for fussy eaters and is administered by a syringe to the mouth which avoids the battle with pills, powders and chews.
Award Winning Brand Recognition
Zooomy’s second year at PATS follows a series of industry accolades:
- Finalist: Pet Industry Federation Awards 2025
- Finalist: Pet Product Marketing Retail Awards 2026
- Winner: Branding Award – Veterinary Marketing Association Awards 2026
The VMA win highlights Zooomy’s standout identity, scientific clarity and veterinary credibility.
Deepening Community Loyalty
Zooomy has cultivated strong loyalty among raw feeding communities, senior dog owners, physiotherapists, hydrotherapists and behaviourists. The brand’s affiliate programme gives professionals access to veterinary guidance, ensuring recommendations are based on welfare and science—not trends.
Zooomy’s vet team provides direct Q&A support, responding to every query and comment. As Humphrey says, “we are always on call to help.”
Sustainable, Responsible, Evidence Based
All Zooomy packaging is fully recyclable, including PET bottles, HDPE syringes and recyclable cardboard. Ethical sourcing and evidence based education remain central to the brand’s mission.
Zooomy at PATS 2026 – What Visitors Will See
At this year’s show, Zooomy will present:
- The Zooomy mobility tracking app
- Live veterinary led demonstrations of HA joint support
- Senior dog mobility guidance
- Trade and stockist partnership opportunities
- Affiliate programme information
- Exclusive PATS offers for retailers
Zooomy’s second year at PATS marks a new phase in its national growth—cementing its position as one of the UK’s most exciting, scientifically credible and fast advancing pet health brands.
Trinkety Paws to Showcase Award Winning Waterproof BioThane® Designs at PATS, Including the Launch of the New Celestial Range
Multi award winning canine accessory manufacturer Trinkety Paws will exhibit its premium waterproof BioThane® collections at PATS 2026 on stand H22, unveiling its newest design series: the Celestial Range.
Following record sales at Crufts and continued growth among independent stockists and multi site retailers, Trinkety Paws is strengthening its position within the UK pet accessories market. The brand is recognised for colourful, high quality designs, all handcrafted by its small team in Northamptonshire.
A Standout Collection for Retailers Seeking High Performance, High Margin Accessories
The new Celestial Range takes Trinkety Paws’ signature hand splattered finish in a striking new direction. Rich, cosmic inspired colourways—including Navy Celestial and Burnt Orange Celestial—are paired with premium solid brass hardware to create exceptional visual impact.
The range includes collars, leads and wide fit sighthound collars, all handcrafted in Northamptonshire from genuine waterproof BioThane®. Durable, odour resistant and easy to clean, the material offers everyday practicality without compromising on style.
Created to stand out both in store and online, the Celestial Range offers retailers:
- Distinctive hand splattered finishes, making every piece unique
- Weather ready durability for muddy, wet and coastal adventures
- Wipe clean, odour resistant practicality for everyday use
- Handcrafted British quality with robust, strength tested construction
- Coordinating collars and leads that encourage matching set purchases
- New branded FSDU display options for impactful merchandising
- Special PATS bundle deals for cost effective range introductions
The Navy Celestial Collar and Lead have also been entered into the New Product Showcase, giving visiting buyers another opportunity to discover the new collection.
Expanding the Waterproof BioThane® Collection
Alongside the Celestial launch, Trinkety Paws will showcase its wider Waterproof BioThane® and Premium Rope Collection. Handcrafted in Northamptonshire, the range brings together award winning designs, proven bestsellers and distinctive limited edition finishes, including collars, leads, hands free training leads and long line recall leads.
While the brand works with a palette of more than 25 colours, its trade offering is centred around curated collections that make buying, displaying and coordinating products straightforward for stockists. Each collection combines considered design with dependable performance and the British craftsmanship for which the brand is known.
The company also operates Trinkety Equine, a direct to consumer sister brand offering UK made waterproof BioThane® headcollars, lead lines and lunge lines. Although not yet part of the wholesale offering, it demonstrates the team’s high level of craftsmanship.
Flexible Ways for Retailers to Work with Trinkety Paws
Trinkety Paws works with a growing network of independent stockists, online retailers and multi store groups in the UK and overseas. Its trade model supports businesses at different stages of growth—from new retailers introducing a selected collection to established businesses expanding their ranges.
Approved retailers can access:
- Traditional wholesale accounts with an achievable initial MOQ and no MOQ on top ups
- Curated collections and bundle deals featuring proven products, colours and sizes
- Branded FSDU displays and merchandising support
- UK dropshipping for approved UK based online retailers
- Selected white label manufacturing using established designs
- Bespoke product development discussions for projects requiring sampling or manufacturing
Founder Statement
Founder Nadine Berger said:
“Retailers want products that look beautiful, perform reliably and are made to last. The Celestial Range brings together our signature hand splattered finish with the durability customers expect from Trinkety Paws. PATS is the perfect place to introduce these new designs to trade buyers who value quality, craftsmanship and UK manufacturing.”
She added that the brand will also unveil its limited edition Christmas Range, available exclusively from Trinkety Paws.
Visit Trinkety Paws at PATS
Retailers attending PATS can explore the full Celestial Range, preview the Christmas Collection and discover the Splattered, Premium Rope and core waterproof BioThane® collections. Visitors can also view the new FSDU displays, access special PATS bundle deals and speak with the team about wholesale accounts, UK dropshipping and white label opportunities.
PATS 2026 — NEC Birmingham — 27–29 September 2026 — Stand H22
The Paws Lab's New Skin Cleanser & Skin Repair Support Delivers Outstanding Results
The Paws Lab®, the science led pet hygiene brand powered by advanced SilverTi+ technology, has reported exceptional results from a recent case at The Hound Hut, Rochester, where a dog with a persistent, flea aggravated wound made a full recovery within five weeks using new The Paws Lab's Skin Cleanser and Skin Repair Support.
The dog, a regular grooming client, had been experiencing a stubborn wound surrounded by constant flea activity, causing irritation, redness, and slow healing. After introducing The Paws Lab's two step skin care system, the wound closed, inflammation subsided, and healthy fur regrew — delivering a complete recovery that impressed the grooming team.
SilverTi+ Technology: 10× The Concentration Than Standard Pet Products
The Paws Lab's skin care range is powered by SilverTi+, a proprietary formula combining nano silver and titanium dioxide, designed to soothe and protect irritated skin. It contains up to 500 ppm nano silver—up to 10 times the concentration commonly found in colloidal-silver pet-care products, which typically contain up to 50 ppm.
This advanced technology positions The Paws Lab as a premium solution for retailers seeking credible, science driven products in the fast growing pet skin health category.
Step 1: Skin Cleanser — Daily Antimicrobial Preparation
The Skin Cleanser removes debris, contaminants, and microbial build up that hinder healing. Its alcohol free formula is suitable for sensitive and compromised skin, making it ideal for grooming salons and retailers serving pets with recurring irritation, environmental sensitivity, or slow healing patches.
Step 2: Skin Repair Support — Targeted Relief for Recurring Issues
Designed for persistent itching, redness, and stubborn skin irritation, Skin Repair Support targets bacterial and fungal overgrowth while soothing inflammation and supporting wound recovery. It is 100% alcohol free, non toxic, and safe for daily, long term use.
Proven Results in a Grooming Environment
The Hound Hut reported:
- Reduced redness within the first week
- Flea activity stopped by week three
- Skin closed and calm by week four
- Full healing and healthy fur regrowth by week five
The grooming team described the outcome as “like the wound was never there.”
The Paws Lab has also just recently introduced The Daily Protection Spray which is an everyday protective spray for paws, bellies, and high-contact areas and designed to help protect pets before and after walks. Powered by SilverTi+, a patented antimicrobial technology, this gentle formula creates a daily shield, helping defend against the bacteria, viruses, fungi, and outdoor exposure dogs and cats encounter on every adventure.
As well as helping to protect pets from what they encounter outdoors, regular use can also help reduce the dirt and environmental microbes they may otherwise bring back into the home on their paws and coats.
Retail Opportunity
With skin health issues among the most common concerns raised in grooming salons and pet retail, The Paws Lab's SilverTi+ range offers a high performance, science backed solution that drives repeat purchase and customer loyalty.
Do You Go Above and Beyond for Rescue Pets?
Do you go above and beyond for rescue pets? Do you go the extra mile for nervous dogs, neglected cats or pets who need a little more time, patience and understanding?
Then you could be a contender for Best Groomer for Rescue Pets at the inaugural Rescue Pet Awards.
Organised by Only Rescues, a free app helping people find and adopt rescue dogs and cats from more than 200 rescue organisations, the Rescue Pet Awards celebrate the people, organisations and businesses making a difference to rescue pets.
The Best Groomer for Rescue Pets award recognises groomers who go above and beyond for animals who may need something a little different.
Perhaps you regularly groom rescue pets, support a local shelter, offer your time or expertise to animals in need, or have developed a particularly patient approach for pets who find grooming challenging.
If rescue is close to your heart and you believe you deserve recognition for the work you do, nominate yourself.
Nominations are completely free and close at midnight on 30 September 2026.
The winner will be announced at the inaugural Rescue Pet Awards at the Andaz London Liverpool Street on 24 November, hosted by internationally recognised dog behaviour expert and television personality Victoria Stilwell.
Enter now at www.therescuepetawards.com
What Groomers Need to Know
A focused update on welfare, law and professional standards.
In this edition, the Animal Focused Alliance's Vicky Skinner looks at three things currently shaping the sector - new funding opportunities for those looking to take on an apprentice, why you should have your say on the government's firework consultation and how understanding canine behaviour can minimise stress in the grooming salon.
What new research tells us about canine anxiety
As a dog groomer, you'll know just how much loud noises and fireworks distress can affect an animal's behaviour.. That's exactly why your voice matters in the government's current consultation on fireworks and pyrotechnics.
Launched on 16 July 2026, the twelve-week consultation is looking at reducing the maximum noise level for consumer fireworks, restricting louder products to professional use only, and reviewing risk classifications. It closes on 7 October 2026, and you don't need to be a fireworks expert to respond, just your professional experience of how noise affects the animals in your care.
Groomers see the physical and emotional toll first-hand: dogs who won't settle on the table, increased shedding or self-soothing behaviours, and owners asking for calming advice around bonfire season. That real-world insight is valuable evidence for policymakers.
To make sure the groomer's perspective is properly represented, the Animal Focused Alliance will be putting together an industry submission on behalf of their members but you can submit your own response.
A data protection change to put on your radar
If you've ever thought about taking on an apprentice, there are a couple of options, for dog groomers the level 2 Dog Grooming Assistant is a great starting point into the industry or for those who already have the foundations in place the level 3 Animal Welfare Manager provides a progression route.
Now is a particularly good time to consider an apprentice as the government have recently changed the funding available.. From 1 August 2026, training for apprentices under the age of 25 became fully funded by the government, removing the contribution smaller employers used to pay. From October 2026, non-levy small and medium-sized businesses will also be able to claim a new £2,000 grant when they recruit an apprentice aged 16 to 24. There are additional payments too, including £1,000 when you take on an apprentice aged 16 to 18.
For a small business, an apprentice can be a practical way to grow your team while bringing fresh energy into your work - and helping shape a skilled, welfare-focused professional from the very start.
Beyond Fight or Flight: Changes to our understanding of the canine stress response.
In our recent Ask the Expert webinar, canine behaviour expert Leza Bliss explained how the traditionally understood stress response of fight, flight or freeze actually has five potential actions - adding fawn and the "faff about" to the picture.
The grooming table is exactly where these additional behaviours show up. Fight might be a growl or snap; flight, a dog straining to get off the table or away from the equipment. But freeze is easily missed — a dog that goes still and "well-behaved" may in fact be shut down rather than settled, and a normally food-motivated dog that suddenly won't take a treat is often a dog that has tipped over its threshold.
Fawn is just as easily misread: rolling over, licking and appeasing can look like affection when it's actually a dog trying to defuse the situation. And the "faff about" ( a sudden burst of the zoomies, often once a dog is back on the floor) is frequently a release of built-up tension rather than simple excitement or bad behaviour.
Knowing all five helps us read a dog accurately, step in sooner, and protect both the animal's welfare and our own safety.
Where the Alliance comes in…
We monitor developments across the sector and translate them into practical, plain-English guidance and Ask the Expert webinars, so you can work confidently and professionally with animal welfare always at the centre of what you do.
Britain's Pet Nutrition Blind Spot: 1 in 4 Haven't Checked if Their Pet's Food Meets Their Needs
Millions of UK pet owners could be feeding their dog or cat a diet that no longer meets their nutritional needs, without realising it, according to new research from Pets at Home.
Despite 85% of dog and cat owners believing they are providing the best possible nutrition for their pet, one in four (25%) - equivalent to 3.4 million owners - have either never reviewed their pet's food (14%) or can't remember the last time they checked it was still meeting their pet's needs (11%).
The findings reveal a growing pet nutrition blind spot, with many owners confidently sticking to the same food even though a pet's nutritional requirements can change over time.
The research also found that one in ten (10%) owners don't know how their pet's nutritional needs change as they get older, while 9% wouldn't know the signs that it's time to review their pet's diet. More than one in ten (11%) say they don't actively seek nutrition advice from anywhere.
Dr Samantha Butler-Davies, MRCVS, Veterinary Director at Pets at Home, says: "Owners care more about their pets' nutrition than ever before. We're seeing many of the same trends that have shaped human nutrition, from tailored diets to functional ingredients, making their way into pet food too. But with more products, more claims and more advice online than ever, it's understandable that choosing the right food can feel overwhelming.
Every pet is different, with many variants like breed and exercise levels affecting what nutrition your pet needs. What suits them at one stage of life might also not be the best fit later. That's why it's important to review their diet regularly, particularly as they grow older or if you notice changes to their weight, appetite, behaviour or health. Our Petcare Advisors are on hand in store to help owners cut through the confusion and find the right nutrition for their pet's individual needs."
While vets remain the nation's most trusted source of nutrition advice, with almost a third (32%) of owners turning to them first, advice has become far more fragmented, with owners relying on pet food packaging (11%), friends and family (9%), pet retailers (8%), online articles (7%), brand websites (5%) and social media (5%).
The findings also highlight why owners may struggle to stay on top of their pet's nutrition; 15% say there are simply too many pet food options to choose from, 10% feel there's too much conflicting advice available, 9% find information online confusing, and 7% struggle to even understand pet food labels.
Despite appearing confident, two in three (60%) admit they're not completely confident they are feeding their pet the right food. Pets at Home is debunking some of the biggest pet nutrition myths:
- Myth: Grain-free is always healthier.
- Reality: Most healthy dogs can digest grains well, and they provide valuable energy, fibre, vitamins and minerals.
- Advice: Don't focus on a single ingredient. Compare the overall nutritional value and quality of the complete diet.
- Myth: Raw is always best.
- Reality: Raw diets can be a great option when they're complete, balanced and handled safely, but they aren't automatically healthier than other high-quality diets.
- Advice: Compare all feeding options based on nutritional balance, food safety and what best suits your pet's individual needs.
- Myth: Science-led diets are only for pets with health problems.
- Reality: Many are designed to support everyday health and wellbeing at every stage of a pet's life, not just manage illness.
- Advice: Look for diets developed to support your pet's life stage, lifestyle and long-term wellbeing, not just the latest feeding trend.
- Myth: Home-cooked meals are always the healthiest option.
- Reality: Without careful planning, home-cooked diets can lack essential nutrients that pets need to thrive.
- Advice: If you're thinking about home cooking, seek professional nutritional advice, to help ensure your pet gets everything they need.
Pet owners can access tailored nutrition advice from trained Pet Care Advisors in every Pets at Home store, while any concerns relating to weight management, health conditions or other medical matters should be discussed with a veterinary professional.
