The
Rudelreport®
Representative market research with German dog owners for the pet care and animal health industries.
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What is the Rudelreport®?
Independent consumer research providing a closer look at Germany’s dog owners, their needs, attitudes and purchasing behaviour.
Representative consumer research
The Rudelreport® is a series of independent market research studies focused on dog owners in Germany. Quantitative studies are based on representative samples, providing reliable insights into the German pet market beyond open online surveys and self-selected communities.
From everyday life to purchase decisions
Each study explores a specific topic in depth, ranging from pet food, health and insurance to grooming, products and the relationship between people and their dogs. We look not only at what consumers do, but also at the motivations and attitudes behind their decisions.
Insights for the pet industry
The results are designed for companies in the pet care and animal health industries that want to better understand German consumers. Findings can support product development, positioning, communication, innovation and strategic decision-making.
The first English
Rudelreport®
Around 50 pages of selected consumer insights from the German dog market, based on representative surveys conducted in 2025 and 2026.
The report brings together some of the most relevant findings from our German Rudelreport® studies and makes them accessible to international companies looking to better understand German dog owners.
It goes beyond market figures and looks at the people behind the purchase: their needs, emotions, attitudes, routines and decision-making.
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Needs & emotions
What dogs mean to their owners and which emotional needs shape everyday life with a dog.
Attitudes & lifestyles
How German dog owners think about responsibility, wellbeing, care and the role of their dog in the family.
Food & grooming
Feeding routines, product preferences, grooming behaviour and expectations towards everyday pet care.
Health
Health priorities, preventive behaviour and the way owners navigate health-related decisions for their dogs.
Shopping behaviour
Where owners shop, how they choose products and what influences their purchasing decisions.
Purchase drivers & spending
Which factors trigger purchases, where owners are willing to spend more and how expenditure differs across categories.
Four studies. Four perspectives on German dog owners.
The Rudelreport® research series currently comprises four representative
studies on dog ownership in Germany. The reports shown below are
available in German only.
Find more details here.
Dog Ownership in Germany
The representative baseline study explores everyday life with dogs, owner attitudes, the role of dogs within the household and different owner segments and personas.
Pet Health Insurance
A representative customer journey study covering awareness, motivations, barriers, provider choice and decision-making around pet health insurance.
Health & Nutrition
The study looks at feeding routines, food and snack choices, health-related attitudes, spending behaviour and differences between generations of dog owners.
Coat & Body Care
This study explores grooming routines, product use, purchase behaviour, emotional aspects of dog care and the needs of different dog-owner segments.
Interested in one of the German reports or looking for further information?
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