Shrinkflation has hit the UK's dog food, and other products

Over the last few years in the UK, many products have been both shrinking in size and increasing in price. We’ve all been closely following the size and price of the humble Cadbury’s Freddo – but now it seems that dog products have fallen victim to this same pattern.

There are approximately 12 million dogs kept as pets in the UK, a figure that has been steadily increasing over the last decade, meaning that a huge part of the population is affected by rising dog product prices.

We’ve used historical website data to compare the size and cost of popular dog products, such as food, treats, and toys, from 10 years ago to today’s prices, highlighting the worst cases of both inflation and shrinkflation – and including predictions for the future.

• Top products that have risen in price
• The worst offenders for shrinkflation
• Monthly costs for dog owners
• Prioritising the right needs
• Methodology

The price breakdown

Let's start by looking at the products hardest hit by inflation in general over the last decade, based on our review* of 2015 and 2025 product listings on Zooplus.

Top products that have risen in price

Some of the worst offenders 

Chappie Original

This 12-pack of dog food tins is currently priced at £20.99 on the Zooplus website, but 10 years ago this was much lower at £8.99 - meaning there has been an almost 134% increase in price. 

And if this rate of increase stays the same, dog owners could be paying nearly £50 – £49.01, to be precise – by 2035.

Royal Canin Maxi Adult

This is a popular brand for dog owners wanting to feed their dogs food with specific nutritional benefits. The Maxi Adult is 15kg and currently costs £60.99, but only 10 years ago, this would have been almost 53% cheaper at £39.99. 

By 2035, dog owners could expect to pay £93.20! 

Grooming Gloves

It’s not just food that has seen an increase, either, with other dog products such as grooming and hygiene also on the rise. A grooming glove was once a mere 99p in 2015 and, whilst still not hugely expensive compared to food at £3.79 in 2025, this is a huge 283% increase.

And in 10 years' time, this could set dog owners back a whopping £14.50.

Danielle Taylor, owner of Good Dog Pet Care Services, warns of what rising dog product prices mean: “The worry that myself and other professionals have is that this causes a dip in the overall health and well-being of our beloved pets. 

Owners may opt for a cheaper food alternative, which may have long-term health implications, such as poor dental health. I have seen cases of owners delaying in seeking veterinary care due to fear of costs, and hoping they can resolve the issue at home. For some cases, this doesn’t pose a huge issue; however, prompt treatment time plays a huge role in recovery and, of course, preventing the animal from suffering pain and discomfort. 

We have also had clients who have had to reduce weekly services due to the financial strain most households are feeling currently. All of these factors have an incremental impact on animal health long term, and I really feel for owners as they’re only doing the best they can for their pets.”

The worst offenders for shrinkflation 

The following products have not only increased in price over the last 10 years, but they have also decreased in size – meaning you get less for your money, whilst still paying more. 

Shrinking products

A popular choice for dog owners is the Pedigree Adult Complete kibble, and this has not only reduced in size but also increased in price. In 2015, you could get a 15kg bag for £22.99, but in the present day, this will cost you nearly £30 (£29.89), and it’s now only 12kg. 

The price of popular own-brand biodegradable dog poop bags increases slightly over 10 years, with it going from £1.99 in 2015, to £2.29 this year, but it has also had a size decrease with 80 bags being available 10 years ago versus the 72 you would get now. 

 “I really feel for owners as they’re only doing the best they can for their pets.”

Monthly costs for dog owners

Owning a dog comes with a lot of responsibilities and a lot of expenses. Dogs need food, toys, training tools, grooming products, walking accessories, and extra insurance, which can amount to lots of monthly outgoings.

In 2020, dog owners were estimated to spend an average of £1,000 to £2,000 per year on their dogs. And the dog food market alone reached almost £2 billion in 2024. 

Based on the current prices of dog food and the average rate** at which prices are rising, we predict that owners will be spending 50% more for the same supplies by 2035 - which is a huge increase! 

The amount that dog owners will buy for their furry friends will vary depending on size and age, with extra food needed for pups, especially with training treats and enrichment feeders. 

"I have two dogs, one small and one large, and I buy a 15kg bag of kibble, some treats for training, and a couple of roasted bones per month (they also get scraps) - this feeds both dogs.” Says Elliot Leachman, digital marketing executive. "If the trend continues and I have to give up a bottle of wine or a couple of pints a month, so be it. My dogs remain happy and my liver will thank me."

Sammy Marshall, senior account manager, says: “I have just adopted a (growing!) pup called Twiglet and we are currently training him. Each month, he gets an 8kg bag of kibble, up to 40 packs (three to four packs of 10) of wet food pouches, roughly six dental sticks, and an undetermined amount of training treat bags at the moment!

And, unless my other outgoing were to be heavily reduced, I expect I'd be giving up some of my own treats if prices were to rise by a lot. I prioritise giving my dog healthier food options, and unfortunately, a lot of cheaper brands mean you need to compromise on quality. I’d probably look into healthier treat options and ways I can use foods we would already be buying as part of our own shop (veggies, meats, etc).”

What other data shows us

With the amount that dog owners buy each month, cutting costs is something that dog owners are trying to do, given the current UK inflation of prices, as is evidenced by AlsoAsked search data, with Brits asking:

• Why is dog food so expensive?

• How expensive is a dog per month?

• How much should it cost to feed a dog?

• How do I feed my dog good food on a budget?

• Is it cheaper to cook or buy dog food?

• Is it cheaper to feed raw or kibble?

• What is the best budget wet food for dogs?

And Ahrefs search data*** shows an average of 2900 monthly searches for “cheap dog food” in the UK.

Danielle Taylor says that ultimately, doing research is what is going to help dog owners cut costs: “There are many great tools that are non-biased to help owners make the best choice possible. I often refer people to All About Dog Food, where they can make the best choice of dog food based on cost and nutritional value.

It is tempting to buy cheaper dog food, but these often have higher levels of bulking ingredients and refined meats, which aren’t the best for dogs. But if you are struggling with cost, and want to go cheaper, you can buy “complete kibble” (making sure carbohydrates are under 50%) and then increase the nutritional value with ‘toppers’. This could be a couple of tins of 50p sardines from the supermarket each week.

Another important thing dog owners can do is purchase the best quality food they can. Focus on getting the best nutrition for their main diet and pull back on the treats and other extras. You can also invest in longer-lasting treats or reusable treat toys that are more expensive to buy at first but will last and can be switched to keep the interest going.”

A dog’s needs are quite simple

It is understandable for dog owners to be worried about the rising cost of products, especially essentials like food. As owners, we are often too tempted to get the latest social media trend for our dogs, or want to spend more on food for them than ourselves to create some home-cooked delicacies, but do not worry if you can’t! 

As long as your dog is being loved and cared for, and is eating the right amount of food each day for their weight, there’s no need to stay loyal to a brand that is guilty of maximum shrinkflation when you could switch to something more affordable.

Our dog buying guide contains all you actually need for your dog, with guidance on food, hygiene, and sleeping, hopefully easing any overwhelming feelings on what your dog needs.

Related reading

Why not check out some of our other articles:

• Common dog myths and stereotypes: why you shouldn't believe them
• The best dog breeds for families
• How to start running with your dog
• A dog owner's guide to the fines and laws for dogs in the UK

Methodology notes

* In order to find the prices and sizes of products 10 years ago, we looked at the pet website Zooplus and then used Wayback Machine to see the prices in 2015. The products reviewed included a variety of brands, differing in price and popularity, with some key household brands and more specific vet-promoted brands.

** We’ve taken the percentage increases across all food (dry, wet and treats) researched and worked out the average, which is 49.8825%

*** The average UK search volumes from Ahrefs is 2025 data including all 463 terms matching 'cheap dog food' (this includes keywords like 'best cheap dog food', 'cheap wet dog food', and ‘cheap dry dog food’)