Bill Bailey, with his rescue dog, and Clare Balding, reveal their pet parent confessions with Mars at Goodwoof.

Almost half of UK pet owners (48%) admit they would consider breaking up with a partner if their pet didn't approve, as new research, from Mars, Incorporated – the company behind loved brands including PEDIGREE, WHISKAS, SHEBA, Ben’s Original, EXTRA, SNICKERS – highlights a major shift in how pets factor into our most important life decisions. 

This trend is most pronounced among Gen Z, who are redefining the pet-owner relationship: More than a quarter (27%) regularly confide in their pet about their love life – almost twice as likely as the UK average (16%), nearly one in five (18%) have prioritised time with their pet over dates, while over a third (35%) trust their pet’s judgement of other people more than their own (vs 24% UK average). 

Dr Tammie King, Animal Behaviour Scientist at Waltham Petcare Science Institute, part of the Petcare business at Mars, explains why this trust might be well-placed: “Pets can be surprisingly good judges of character. Paying attention to their behaviour and body language can tell owners a lot about what makes their pet feel comfortable, safe and at ease.”

It's not just about romantic dealbreakers; according to the data, based on thousands of honest and humorous “pet parent confessions” more than half of UK pet owners (53%) have willingly given up their spot on the sofa for their pet and 31% confess to confiding in their pet, sharing gossip, secrets, or even opening up about their relationship revealing just how strong the emotional bond with pets has become.

Beyond everyday moments, even milestone moments aren’t taking precedence, with owners admitting they would skip a friend's birthday (14%), a major sporting event (11%), or even a wedding (8%) to stay with their animal companion. In fact, over half of owners (52%) admit to cancelling on friends or other plans at least once a week to spend time with their pet. For many Brits, the reasoning was easy – they feel happier knowing their pet wasn't alone (45%). 

And it is no surprise that Brits are happily choosing to spend time with their pets. Broader industry research from a 2025 Mars x CALM study shows  83% of owners feel their pet has a positive impact on their mental wellbeing. Most find the simple presence of their pet relaxing (84%), while more than half  (56%) say their pet provides comfort through quiet companionship during stressful moments – so much so that  58% would prefer to spend time with their pet when feeling stressed over their partner (32%) or family (23%). The latest research confirms this, with a quarter (25%) of all respondents admitting their pet is simply their favourite member of the household.

The confessions were brought to life this weekend at Goodwoof, an annual festival which brought together tens of thousands of dog-lovers from across the UK, with competitions, activities, wellness workshops, and entertainment for pets and their owners. Mars invited festival goers to share their wildest confessions, which included people turning down a dream job because the office wasn’t dog friendly, getting a tattoo of their dog and taking a trip to Paris for their pooch’s birthday.

The event celebrated the ‘Year of the Rescue’, and for every confession shared at Goodwoof, a £5 donation was made to leading animal welfare charity Battersea, a partner of Mars for 18 years, to support its work in caring for dogs and cats at its centres, across the UK and around the world.

Nick Foster, General Manager of Mars Pet Nutrition, North Europe, said, “We’ve always known that people love their pets, but this research shows they are now central to our lives in ways we’ve never seen before. They’re our confidantes, our support systems, and, it seems, our most trusted relationship advisors! These confessions beautifully reflect the joy and companionship pets bring, and it’s our privilege to help support that incredible bond.”
 
The new insight reflects the human-animal bond Mars has been supporting for decades. From its humble beginnings in 1935 with the acquisition of UK based Chappell Brothers, makers of Chappie canned dog food, Mars has grown into one of the world’s most trusted names in pet care worldwide. Since then, the company has expanded its portfolio while establishing the pioneering Waltham Petcare Science Institute to deepen scientific understanding of pets’ needs. 

Today, that same commitment underpins the approach from Mars to modern pet parenthood globally, helping families navigate the everyday choices and routines reflected in these confessions and supporting healthier, happier relationships between pets and the people who love them. Most recently, Mars has played an active role in driving change for pet-friendly renting, helping influence the direction of the Renters’ Rights Act, working with Battersea to equip both renters and landlords with clear, practical guidance as the legislation comes into effect through its Renting with Pets Guide.