United Kingdom Pet Oral and Dental Care Trends and Growth

Introduction

In‍‌‍‍‌‍‌‍‍‌ the United Kingdom, oral health is being recognised more as a necessary part of a pet's wellness. The owners of pets are becoming more cognizant of the fact that dental disease can adversely affect not only the teeth but also the general health of the body. Consequently, the demand for products like toothpaste, toothbrushes, dental gels, and chews is increasing.

The veterinarians have also been increasingly inclined to recommend preventive care. The regular dental examinations during clinical visits, together with the at-home care routines, are thus facilitating consumer adoption. On top of that, the retail channels (pet stores, online retailers) are carrying a broader range of dental hygiene products, thus making them more accessible to owners.

Responding to these trends, major pet care brands are revamping their oral care portfolios. They are bringing in milder formulations that are suitable for daily use and new delivery formats like no-brush gels or enzyme-based pastes. Thus, it helps to attract both the committed brushers and the more casual users.

Sustainability is also influencing the category. Eco-conscious pet owners are progressively opting for products that have natural ingredients, recyclable packaging, or materials that are sourced ethically. Brands that are targeting this audience are getting more and more popular which is helping to position oral health not only as a functional need but a part of the pet owner's broader wellness ‍‌‍‍‌‍‌‍‍‌commitment.

Check out the full United Kingdom Pet Grooming Market report for detailed segmentation, brand strategies, and long-term outlook of the oral-care segment.

Major Drivers, Trends & Challenges

One‍‌‍‍‌‍‌‍‍‌ of the main reasons is the increasing awareness of dental disease in pets. Oral hygiene is being promoted by veterinarians and pet-health educators, who draw the connection between dental hygiene and overall health. Consequently, the number of pet owners who are willing to perform oral care of their pets on a daily or weekly basis is rapidly growing.

The pet product market is also significantly impacted by a similar trend. In August 2025, Beaphar broadened its dental-care range in the United Kingdom, releasing a toothbrush made of 100% sustainably sourced bamboo and a peppermint & parsley enzyme-based toothpaste for eco-conscious pet owners. The launch of this product is a response to both the increased awareness of pet oral health and the demand for environmentally friendly products.

Nevertheless, there are still some issues. The main barrier is compliance, i.e., acceptance of brushing by pets. To solve this problem, companies create dental toys and interactive brushes that not only invite the pet to chew or play but also clean the pet's teeth in a stress-free way. Moreover, if expensive dental products are used daily, then the cost may become a barrier to the household budget.

Moreover, difficulties with regulations make the market scenario even more complicated for the industry. The products that have therapeutic claims on their label (e.g. “clinically proven plaque control” or “reduces gingivitis”) may be submitted for tighter regulatory review in the case that they are considered as medical rather than cosmetic products. To be on the safe side regarding compliance with regulation, brands should go through clinical validation, safety testing, and labelling that is in accordance with the regulations and avoid careless label making that can bring down the wrath of the ‍‌‍‍‌‍‌‍‍‌authorities.

Table of Contents

1. Introduction
2. Definition and Scope of Oral & Dental Care
3. Demand Drivers and Pet Owner Behaviour
4. Epidemiology of Pet Dental Disease in the United Kingdom
5. Product Innovation: Toothpaste, Gels, and Kits
6. Delivery Formats and Compliance-Boosting Tools
7. Distribution Channels: Clinic, Retail, Online
8. Regulatory Landscape and Validation Needs
9. Challenges: Adoption, Price and Education
10. Future Outlook and Growth Opportunities

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