Executive Summary

Amazon works well for most dog owners in this study, but it wins mainly on ease, not delight. Participants consistently valued fast search, filtering, reviews, and delivery convenience, while frustration centered on poor search relevance, too many similar options, and unclear pricing or subscriptions.

AI is now part of the shopping journey for many, but adoption is uneven. German participants were more frequent users, while UK participants were more likely to say they only use AI sometimes or not at all; across both markets, trust still depends on cross-checking with reviews, labels, or vets.

Who we spoke to

The sample included 42 dog owners: 25 in the United Kingdom and 17 in Germany. It was slightly female-skewed (24 women, 18 men), with the largest age group in the 35–44 range.

Executive Summary

The digital dog food shopping journey is evolving rapidly, shaped by a new generation of pet parents who demand both convenience and confidence in every purchase. This study, spanning 42 in-depth interviews across the United Kingdom 🇬🇧 and Germany 🇩🇪, reveals that while Amazon dominates as the preferred online channel, the path to purchase is nuanced—driven by ingredient scrutiny, price sensitivity, and a growing openness to digital tools like AI. Owners are fiercely loyal to brands that deliver on quality and palatability, yet remain pragmatic, switching channels or products when convenience or value is at stake. The Amazon experience is lauded for its breadth, speed, and user-friendly features, but is not without friction—choice overload and search frustrations persist. AI tools are emerging as a trusted companion for a majority, especially for personalized nutrition advice, though skepticism and a sense of self-sufficiency still limit broader adoption. For b