Pets trump friends as our true best pals – new research

pets and product of the year research

New research from awards firm Product of the Year has revealed that we love and value the company of our pets over most other things, including our mates.

Over a third (35%) of Brits say their pets have provided them with the greatest comfort and support over the past year, while friends drew in only 2% of the votes, according to the new online research.

Pets trump friends, but not partners 

In celebration of National Best Friend Day, the research aims to distil all the qualities of a good pal. 

And while significant others did take the lion’s share of votes, it’s clear to see that for many of us, pets today are just as much man(& woman)’s best friend as ever.

Over the last year, our furry friends have played an increasingly important role in our lives. 

They’ve helped take our mind off the stresses of daily life, can make us laugh when we need it most and are arguably the most loyal companion of all… like all best friends should be! 

They even became the star of their own show, in a series of mock running commentary videos launched by sports commentator Andrew Cotter, starring Labrador Retriever duo Olive and Mabel. 

And according to research carried out by Richmond Hill Hotels, Brits would rather go on holiday with their pets than their other half, and that says it all.

“We love pets at Product of the Year and weren’t surprised to find out that many of us consider them to be our greatest comfort through the good and bad times.” says Helga Slater, MD, Product of the Year. 

“Owners are more in tune with the needs of their pets than ever before and it’s reflected in the products that at win at our awards every year, from nutritional health to hygiene products – pet products are a fast-growing category. 

“We’re looking forward to seeing the brands that enter the upcoming awards.”

Now in its 18th year, Product of the Year winning products are chosen by more than 10,000 UK consumers (conducted in partnership with Kantar) making it the nation’s biggest annual survey of product innovation.

Product of the Year 2022 is now open for entries.