Dog owners in the UK are placing growing emphasis on their pets’ digestive health, reflecting wider human wellness trends around microbiome awareness driven by social media and increased understanding of long-term health benefits.
A survey of 1,500 British dog owners conducted by Pet Drugs Online in December 2025 highlights the scale of this shift. One in ten owners, or 10%, reported having taken their dog to the vet for digestive issues. Despite this, confidence levels remain high, with nearly nine in ten respondents, or 89%, saying they feel confident identifying signs of poor gut health. The same proportion have discussed their dog’s gut health with a veterinarian.
More than 4/5 of respondents, or 82%, are aware that gut problems can lead to long-term damage such as chronic inflammation, organ damage, and reduced lifespan. Preventative action is widespread, with 82% purchasing prebiotic or probiotic supplements and 91% feeding gut-friendly foods as part of their dog’s current diet. Regular monitoring is also common, with 90% checking their dog’s stool and 87% confident in assessing it effectively.
Recognising signs of digestive issues
Digestive problems can present in several ways. Common symptoms include diarrhoea, constipation, excessive gas, vomiting, and changes in stool. Less obvious signs include bad breath, changes in appetite, lethargy, weight loss, and behavioural changes.
Checking stool remains one of the most effective indicators of gut health. A healthy dog’s stool should be firm, log-shaped, and chocolate brown. Owners are encouraged to assess colour, consistency, content, and coating when monitoring for potential issues.
The survey also found that 20% of owners have experienced diarrhoea or loose stools in their dog, while 9% reported inconsistent appetite and 9% noted bloating or excessive gas.
Human wellness trends influence pet care
This heightened focus on canine digestion mirrors broader interest in human gut health. Social media platforms have played a significant role, with hashtags such as #guthealth attracting widespread attention on TikTok. As people become more invested in nurturing their own microbiome, this awareness increasingly extends to how they care for their pets.
Veterinary guidance on improving gut health
Dr Sarah Page-Jones, head veterinary surgeon at Pet Drugs Online, outlines five key steps owners can take to support their dog’s digestive health.
- Focus on a high-quality balanced diet: “Always choose a high-quality complete food that meets your dog’s needs. Diets are specifically formulated to provide balanced nutrition based on your pet’s age, breed, weight and health status. Speak to your vet if you need advice on a suitable food for your dog or on changing their diet. Some human foods can provide healthy snacks for dogs in moderation, but every dog is different, so always check with your vet and avoid harmful foods such as garlic and onions, avocados, nuts, grapes and raisins, and chocolate.”
- Ensure sufficient water intake: “Just like humans, dogs need clean, fresh water to aid digestion. Providing your pooch with free access to water allows them to drink whenever they need and remain hydrated throughout the day. As well as aiding digestion, drinking sufficient water helps regulate their body temperature and supports optimal organ function.”
- Maintain regular exercise: “Not only does regular exercise maintain the cardiovascular health of pets, but it’s a crucial activity that keeps the digestive system moving and healthy. Taking your dog on daily walks and engaging in play helps stimulate digestion and prevent constipation. Other physical activities, such as swimming and agility training can also help, but owners should choose activities based on their pet’s overall health and consult a vet if they need advice. Ultimately, aiming for some form of daily exercise is positive.”
- Introduce supplements where necessary: “For most dogs, probiotic and prebiotic supplements will benefit digestion and support a healthy gut microbiome. Glucosamine and Omega-3 are also popular supplements but always consult a vet about your dog’s specific needs before introducing them to their diet.”
- Monitor ongoing symptoms: “Even when you’re confident about optimising and monitoring your dog’s gut health, it’s important to have routine check-ups and ask for advice when needed. Make sure to check your dog’s stool for unusual consistency, colour, or foreign objects, as it’s one of the easiest ways to identify gut issues. Doing so means you can catch issues early and provide your dog with timely veterinary care.”
Knowledge gaps remain
Despite high levels of awareness, the survey identified gaps in knowledge around toxic foods. Nearly three-quarters of owners, or 73%, were unaware of the dangers of feeding avocados to dogs. More than half were unaware of the risks posed by raisins, at 54%, and grapes, at 50%.
Nicola Lakeman, nutrition manager within the IVC Group, said: “Dog owners are increasingly aware of the importance of gut health, and encouragingly many are already taking steps to support their pet’s microbiome through diet, supplements, and regular veterinary advice. By staying informed and seeking support when needed, owners can help protect their dog’s digestive health and overall quality of life.”
A growing market focus
These findings align with wider 2025 trends in pet nutrition, where probiotics account for a significant share of supplement sales amid rising concerns about stool quality, digestive problems, and food sensitivities. Further guidance is available via the Pet Drugs Online dog gut health guide.
A Pet Drugs Online survey indicates that UK dog owners are highly engaged with gut health, with many using diet, supplements, and veterinary advice to proactively support their pets’ digestion.