In conversations over the last six months with colleagues, customers, and other industry professionals and day care providers, one theme keeps coming up: just how much dog ownership has changed since the pandemic, and how those changes have reshaped our sector.
The phenomenal growth in Doggy Day Care over the past five years has been striking, and while growth appears to be stabilising, the shifts in parent attitudes and expectations show no signs of slowing.
The COVID era was a turning point. More people welcomed dogs into their homes seeking companionship, comfort for their families, and joy in the midst of uncertainty. Flexible work routines and a renewed focus on wellbeing meant our pups became less of a “pet” and more an integral member of the household.
For us at Bruce’s, that shift is now visible in countless everyday details. Compared to just a few years ago, almost triple as many dogs arrive at day care with lunch boxes of bespoke dietary dishes. Seasonal jumpers, coats, and jackets are packed just as parents would for their children’s school day. Many households still use crates to manage their living spaces, but increasingly, dogs are simply given the run of the home, curling up on sofas and armchairs as though they were made for them. And when dogs are dropped off at home after a day of socialising, it’s not unusual for customers to specify that a specific radio channel be switched on or even TV for their dog’s relaxation.
The comedian Nate Bargatze joked that dogs these days are “barely dogs,” and while said in jest, there’s something in that! Many now sleep not just in their pawrents’ rooms, but often on the bed itself. Dogs are no longer kept at the margins of family life; they are at its centre.
The numbers reflect this cultural shift too. And while there are plenty of varying stats, one thing is clear is that dog ownership rose post-pandemic significantly. According to a UK Pet Food report, the total dog population increased by 1.5 million*. Fast forward to now, while ownership growth has steadied, the attitudes of parents have shifted permanently. Expectations are higher, standards of care are scrutinised more closely, and enrichment, trust, and transparency are now baseline expectations rather than optional extras.
The “boom” years may be behind us, but what they left is arguably more significant: a society that treats dogs as true family members, and an industry that must continue evolving to reflect that reality.
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