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Gen Next: new consumers, new expectations

Discover how Gen Z and beyond are reshaping pet nutrition, trust and product expectations for the decade ahead.

Gen Z and beyond are reshaping what pet food needs to deliver. In partnership with UK Pet Food, this report uncovers how younger and older generations approach care, nutrition and decision-making today. With clear shifts already visible in the data, the future of the category will be shaped by consumers who expect more transparency, stronger health benefits and meaningful innovation. 

Inside the report

  • Only 29% of 18–24s see pet ownership as responsibility or commitment, compared with 39% of over-55s
  • Digital behaviour rising fast, with 35% of younger adults using feeding or nutrition apps
  • 41% of younger adults expecting more health and function-led products in the future 
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Get your copy of the Vypr x UK Pet Food Gen Next, New Consumers report to uncover the behaviours, expectations and attitudes that will define the future of pet food.

Why it matters:

Consumer expectations are shifting across every generation. Younger adults are driving momentum in areas like digital behaviour, health and sustainability, while older owners continue to anchor trust and emotional connection. Together, these attitudes show a market that is becoming more considered, more informed and more focused on meaningful improvement. Understanding these changes now helps businesses prepare for the needs of all pet owners, today and tomorrow.

Trusted by:

Virgin
RB
KPMG
H&B
Hallmark
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About Vypr

Vypr helps retailers de-risk product development and make faster, more confident decisions by delivering rapid, reliable consumer insight. Our platform uses behavioural science and agile testing to validate product ideas, packaging, pricing, and messaging with public and tailored demographics, in as little as 48 hours.

By understanding what truly drives purchase intent, retailers can optimise their ranges, reduce failed launches, and improve on-shelf performance, all before going to market. Using Vypr leads to better shopper engagement, faster time to shelf, and stronger commercial results.

Spotlight: Pricing Steer

Unlock behavioural precision in every price decision with Vypr’s Pricing Steer. Our System 1 driven test that blends Gabor-Granger methodology with real shopper psychology.

What it delivers:

  • Revenue and profit-maximising price points
  • Predicted gross margin and elasticity by product
  • Category-level price thresholds and consumer sensitivity
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