A new industry report has uncovered the UK’s top pet supplies brands for 2025. 

Salience Search Marketing's annual online UK pet supplies brands report uncovers the industry's leaders based on their online prominence and visibility. 

The report analysed 11 crucial performance indicators for online pet supplies brands to reveal the industry's most successful names, including year-on-year visibility, search volume trends, and brand awareness. The full report is available to view here. 

The Market Leaders 

The industry’s market leaders are based on brands’ YOY organic traffic score to determine their online performance. 

Ahead of the curve, as the market leader in the UK pet products industry, is Pets at Home. Earning an impressive organic score of 1,428,152, Pets at Home leads everyone by a significant margin.

The data shows Purina in a strong second place, attracting 427,277 visits over the year. This reflects consistent visibility and a well-established presence in the market. Zooplus follows in third with 310,633 visits, highlighting solid growth and increasing recognition among UK pet owners.

Pet Drugs Online ranks fourth with 297,735 visits, and Jollyes takes fifth place with 178,660. Both show strong digital performance and continued relevance in a competitive space.

Other key players in the pet supplies industry include Vet UK (171,835), Animed 139,401 and Swell (124,229), shining a light on their good performance throughout the year. 

All About Dog Food and Pooch & Mutt complete the list of top-performing brands in the industry, highlighting how niche retailers can perform exceptionally well in the online pet industry. 

The Most Prominent

The report identifies the most prominent brands within the pet supplies industry based on consumer familiarity with the brand through online searches or social media interactions. By merging branded search metrics with social media performance, the report determines which brands stand out across various channels, offering insights into their overall prominence in the market.

When it comes to brand awareness in the pet supplies space, Pets at Home, again, takes the crown. With a staggering 1.5 million monthly searches, the brand leads the way ahead of other brands in the sector. While they don’t have the highest social score in the list, with a social score of 1,393, they still have room to grow. 

Pets at Home does have a sizable social following across multiple platforms, including 246,000 on Instagram, 89,800 on Twitter, and 506,00 on Facebook, so they have an established footprint. 

In second place is Royal Canin, with a lower brand search volume of 22,000, but it benefits from having the highest owner social score of all the brands in the top 10, at 8,253. And that’s mainly down to its Facebook channel, which has just over four million followers!

Other top performers include Pets Shop and Kong Company. Pets Shop has an impressive brand search score, and both brands benefit from moderate owned social scores. Zoo Plus follows, and while it has the lowest monthly brand searches in the top 10, it boasts a high owned social score of 1,912. 

These brands are a great example of how translating niche, specialised appeal into strong digital influence can better align your marketing strategy. 

The Biggest Online Growth 

Central to this analysis is each brand's online visibility ranking, which is determined by the organic search traffic their website attracts. This metric is vital for understanding the website's overall growth or decline.

These five pet supply brands have shown the greatest year-on-year growth in online visibility, with Pooch and Mutt experiencing the highest growth with a 78% increase. With a jump from 65,378 in May 2024 to 116,483 in May 2025, this retailer has had an impressive performance over the last year. This sharp rise puts a spotlight on its digital marketing efforts for consumers. 

Zooplus also experienced substantial growth, rising from 204,176 to 310,633, which highlights effective performance across its organic channels. Other brands seeing online growth over the year include Swell UK and Animed, which have increased in their thirties. Notably, Jollyes has had a steady increase in organic traffic with a visibility change of 17%. 

Brett Janes, Managing Director at Salience Search Marketing, said: “This report shows just how competitive and fast-moving the pet-supplies industry is. Big retailers like Pets at Home lead the way, showing how brand reputation continues to influence consumer behaviour. What I find most impressive is how the smaller and more niche brands are experiencing success in their online presence. For example,  Pooch and Mutt’s 78% year-on-year growth shows just how effective a focused digital strategy can be.

“The influence of social media shouldn’t be underrated either. Royal Canin might not have the highest search volume, but its standout social presence, especially on Facebook, shows how important it is to build and maintain a loyal online following.

The full Pet Supplies Report 2025 is available to read and download here.