As the UK’s leading rabbit welfare campaign, Rabbit Awareness Week (RAW) returned this June for its 20th year, focus is being placed on the link between better feeding standards for rabbits and better commercial outcomes for retailers. 

For two decades, RAW has brought together veterinary professionals, charities, retailers and owners to improve rabbit welfare across the UK. This year’s theme, ‘Feeding Bunnies Better’, builds on that legacy by positioning nutrition as a key driver of both rabbit health and enhanced customer relationships.

According to the latest PDSA Animal Wellbeing (PAW) report, nearly one in five rabbits (18%) are still being fed a muesli mix as one of their main food types, despite muesli-style diets being linked to selective feeding and potential health issues such as dental disease and digestive problems. The findings highlight an ongoing need for retailers to play a more active role in educating owners to promote better feeding for rabbits.  

For retailers that are guiding customers towards the correct nutrition, there’s a clear business benefit as it can drive sales, boost customer loyalty and increase repeat spending.

Suzanne Moyes, Deputy Managing Director and In-house Vet at Burgess Pet Care, said: “The key step that retailers should take is to encourage rabbit owners in moving towards hay-first diets supported by nutritious single component nuggets, helping to move away from outdated muesli-based feeding and towards a healthier, fibre-first approach centred on quality hay. 

“Hay needs to be a daily essential for rabbit owners, it should always be freely available to rabbits and replenished daily, to ensure it forms the majority of their diet. Retailers should encourage customers to purchase hay that is made from 100% natural ingredients, is high in fibre and supports rabbits dental and respiratory health.

“Educating customers on this narrative promotes better rabbit nutrition and also creates the need for consistent, repeat purchasing behaviour that retailers can benefit from. In contrast to more occasional purchases, increasing hay consumption drives regular footfall and basket spend, positioning it as a core category for sustained revenue.”

Encouraging better feeding also supports stronger, longer-term customer relationships. Rabbits that are fed a fibre-rich diet are more likely to stay healthier, helping owners feel confident in their care and remain engaged in investing in their animals over time. As these customers become better informed, they are also more likely to trade up to higher-quality products, including nutritious nuggets, treats, toys and enrichment items.

Additionally, by actively promoting better rabbit nutrition and offering clear, practical advice, retailers can also position themselves as trusted experts - a key factor in driving loyalty and repeat visits. Helping customers avoid diet-related health issues can prevent negative experiences that may otherwise impact future spending or damage store reputation.  

Rae Walters, Director of the Rabbit Welfare Association & Fund (RWAF), said: “Rabbit Awareness Week has become a trusted and influential campaign over the past 20 years, bringing the industry together to improve rabbit welfare across the UK. As we mark the 20-year milestone, ‘Feeding Bunnies Better’ is about using that legacy to drive further change, particularly when it comes to nutrition.  

“Diet remains one of the most common areas of misunderstanding in rabbit care. Ensuring rabbits have constant access to good quality hay, supported by nutritious single component nuggets and a balanced diet, is fundamental to their health.  

“Retailers are in a unique position to influence this at the point of purchase. By making feeding guidance simpler and clearer and supporting owners to make the right choices, they can help owners build confidence that they are feeding their rabbits better – which ultimately benefits both the animal and the retailer.”

To help support this shift towards better awareness of rabbit nutrition, retailers can provide clear educational materials in-store, such as feeding guides and information leaflets explaining the risks associated with muesli-based diets and the benefits of fibre-rich alternatives. Some retailers may also choose to reduce the prominence of muesli products by moving them behind the counter, limiting shelf space or removing them altogether, helping to encourage more informed purchasing decisions and better long-term rabbit welfare. 

Burgess is encouraging small animal retailers to sign up to the ‘Feeding Bunnies Better’ pledge. To access campaign resources, in-store support materials and guidance designed to help drive customer engagement and improve feeding awareness in the lead-up to Rabbit Awareness Week, visit: RAW Pack Download | Rabbit Awareness Week