A growing commitment to small pet health and wellbeing is emerging among pet owners in the UK, according to Supreme Petfoods’ newly released UK Small Pet Market Report 2024.

Offering insights into current trends and behaviours, the report reveals that nearly 60% of owners take their rabbits to the vets at least once a year, with 85% of these visits focused on preventative health care, such as routine check-ups, vaccinations and neutering.

Based on a survey of 1,000 rabbit and guinea pig owners, the report also finds that only 40% of guinea pig owners visit the vet regularly and health issues drive this. For both rabbit and guinea pig owners, dental disease was the top health condition for which they sought advice, followed by gastro-intestinal stasis.

Claire Hamblion, marketing director at Supreme Petfoods, said, “It’s encouraging to see pet owners prioritising veterinary care and preventative health for their small pets.

“Understanding the common health issues affecting rabbits and guinea pigs is essential and with dental disease remaining the primary non-routine reason for vet visits, there is still a need to reinforce the importance of a high fibre hay-based diet.”

The report further highlights that rabbit and guinea pig owners tend to be ‘pet people’, with over 50% also owning a dog or cat. On average, small pet households include four to five pets, indicating a deep commitment to pet ownership. Supporting these clients with the knowledge and resources they need to care for their small pets can foster loyal client relationships and pay dividends in the long run.

In addition, the report shows that 80% of small pet caregivers are female – an increase and notable demographic shift since Supreme’s previous survey two years ago. The data also indicates a rise in rabbits being kept as house pets, with 55% of owners choosing to house them indoors. This trend reflects an evolving approach to pet care, where small pets are increasingly seen as family members deserving of dedicated, high-quality care.

“Understanding the health needs of small pets and the preferences of their owners is crucial for shaping our product range and approach,” said Ms Hamblion.

“This report not only reflects current trends but also provides actionable insights for the future.”

The UK Small Pet Market Report 2024 is now available to download on the Supreme Petfoods website.