Over 60% of Ukrainian Pet Owners Regularly Buy Treats for Their Pets – Kantar Research
According to the Kantar MMI 2025/3 study, more than 60% of Ukrainian pet owners actively purchase treats for their beloved animals, indicating a shift in consumer behavior that emphasizes emotional interaction over basic needs.
The Kantar MMI 2025/3 study reveals a significant trend among Ukrainian pet owners, with over 60% regularly buying treats for their pets. This finding highlights a transformation in consumer behavior, where the focus is not solely on meeting basic needs but also on fostering emotional connections with their animals.
Researchers noted that alongside essential expenditures, emotional purchases play a crucial role in the spending habits of pet owners. This is evidenced by the increasing popularity of categories such as toys, grooming products, and accessories, which demonstrate that caring for pets extends beyond mere necessities. Today, the pet category encompasses not just functionality but also daily comfort and the bond between owners and their pets.
The survey results indicate that the treat category has emerged as the most popular among additional purchases, with 63% of respondents reporting regular purchases of treats for their animals. Following closely behind are hygiene products, such as litter and toilets, chosen by 37% of those surveyed. Medications and medical supplies are also in demand, purchased by 27% of pet owners.
Additionally, a significant portion of pet owners allocates funds for toys, accounting for 23% of extra spending. Hygiene and grooming products represent 20% of expenditures, while equipment, including collars, harnesses, and leashes, makes up 14%. The smallest share of additional spending is attributed to carriers, cages, and beds, which constitute 9%, as well as clothing and accessories for pets, also at 9%.
Kantar analysts emphasized that these behavioral insights are vital for brands, as they help to understand not only market volumes but also consumer motivations. For many Ukrainians, pets have become integral family members, influencing their spending decisions regarding animal care.
Thus, the findings of the Kantar MMI 2025/3 study illustrate that Ukrainian pet owners are increasingly willing to invest in the well-being of their beloved pets. This reflects a shift in societal values and a growing focus on the emotional aspects of interactions with animals.