Water safety is emerging as a growing area of focus within the pet industry, as more UK dog owners incorporate swimming, coastal walks and water-based travel into everyday life, particularly in the lead up to summer.

While traditionally seen as a niche concern, new data and shifting consumer behaviour are prompting brands to rethink how water safety is positioned - not as an optional extra, but as part of a broader safety category.

At the centre of this shift is the rise of purpose-designed flotation equipment, including products such as the Dog Flotation Device (DFD) and variants from EzyDog.

A persistent but under-recognised risk

Water-related incidents involving dogs are more common than many consumers realise.

Hundreds of pets drown in the UK each year, with sources reporting 388 recorded drownings in a single year.

Meanwhile, the Royal National Lifeboat Institution (RNLI) reported 164 dog rescues in 2022, highlighting the frequency with which dogs get into difficulty in open water environments.

For the trade, these figures reinforce that water safety is not a fringe issue; but a recurring, real-world risk tied to everyday dog ownership.

The shift from lifestyle to safety-led positioning

Historically, dog life jackets have been marketed as lifestyle accessories, associated with holidays, boating or novelty use.

However, brands such as EzyDog are repositioning products like the DFD as functional safety equipment, aligning more closely with trends already seen in car travel and outdoor gear.

EzyDog DFD Dog Flotation Device

The DFD is designed specifically for water safety, with features including:

• High levels of buoyancy, helping dogs stay afloat and maintain position in the water
• Ergonomic fit and adjustable design to support natural swimming movement
• Grab handles and reflective elements to aid visibility and recovery

This reflects a broader category shift: from products that enable activity to products that actively mitigate risk.

Closing the consumer knowledge gap

A key driver behind this repositioning is a persistent gap in consumer understanding.

Common misconceptions include:

• The belief that all dogs are natural swimmers
• Underestimating the effects of fatigue, cold water or currents
• Assuming calm conditions equate to low risk

For retailers and brands, this creates an opportunity to move beyond product sales and into education-led engagement, helping consumers better understand when and why safety equipment is needed.

Product design as a differentiator

As the category matures, product design is becoming a key point of differentiation.

In the case of flotation devices, this includes:

• Distribution of buoyancy to maintain a natural swimming posture
• Secure, multi-point adjustment systems for fit and stability
• Durable materials suited to repeated exposure to water environments

EzyDog’s DFD range, for example, has been developed with input from water safety specialists and is positioned around both performance and protection.

This mirrors developments in adjacent categories, where technical credibility increasingly underpins purchasing decisions.

A category aligned with broader trends

The growth of water safety products aligns with several wider trends in the pet sector:

• Increased humanisation of pets, with owners prioritising safety and wellbeing
• Growth in experience-led activities, including travel and outdoor recreation
• Rising demand for technical, purpose-built gear rather than general accessories

As a result, flotation devices are beginning to sit alongside categories such as travel harnesses and outdoor equipment; part of a wider ‘protective gear’ segment.

Beyond consumer use, flotation devices such as the DFD are also widely used in professional settings, including canine hydrotherapy centres and dog swimming facilities, where controlled buoyancy and support are essential for both rehabilitation and safe water exposure.

The opportunity for the trade

For retailers and distributors, water safety represents a category with both seasonal relevance and long-term growth potential.

Key opportunities include:

• Merchandising around summer, travel and outdoor themes
• Bundling with complementary products (leads, travel gear)
• Leveraging educational content to drive awareness and conversion

Importantly, success in this category is likely to depend not just on product availability, but on how effectively safety is communicated to consumers.

Water safety is moving up the agenda; driven by a combination of real-world risk, changing consumer behaviour and evolving product innovation.

Products like the DFD signal how the category is developing: from occasional-use accessories to purpose-built safety solutions.

View Dog Life Jacket range here: https://ezydog.co.uk/collections/dog-life-jackets