UK Pet Food x VYPR: Gen Next: new consumers, new expectations

UK Pet Food has partnered with consumer insight specialists Vypr to publish a new report examining how younger generations are reshaping pet ownership, nutrition and trust.

The collaboration follows an engaging session delivered by Tasmin Seybold, COO at Vypr, at UK Pet Food’s Annual Convention, where she explored emerging behavioural trends and the growing influence of digital habits on purchasing decisions. Building on that discussion, the joint Gen Next – New Consumers, New Expectations report provides deeper analysis of how the next generation of pet owners think about feeding, health and brand transparency.

The research highlights significant shifts in expectations around authenticity, functional health benefits and access to information. It reveals that over one third of younger adults now use feeding or nutrition apps as part of their routine, while veterinary professionals remain the most trusted source of advice for more than half of pet owners. At the same time, one in five younger adults are increasingly turning to online communities for guidance.

As the pet care landscape continues to evolve, the findings offer valuable context for industry, helping to inform responsible innovation and communication while reinforcing the importance of trusted, evidence-based nutrition guidance.

The full Gen Next report is available to read here:
https://info.vyprco.com/uk-pet-food-report