UK Pet Insurance Market Summary

The UK pet insurance market size was valued at USD 2.04 billion in 2024 and is projected to expand at a compound annual growth rate (CAGR) of 16.2% from 2025 to 2030. Market performance is influenced by a combination of positive drivers and potential challenges. Among the key drivers are the rising importance of pet insurance, improvements in veterinary healthcare standards, enhanced regulatory oversight, and increasing awareness created through targeted marketing campaigns by insurers. However, the market also faces obstacles, such as fraudulent claims and the steady rise in insurance premiums, which could restrict adoption among cost-sensitive pet owners.

One of the most significant growth drivers is the increasing recognition of pet insurance as an essential financial safeguard. A recent study published in May 2025 by Agria Pet Insurance indicated a growing sense of awareness among UK pet owners regarding the need for comprehensive insurance and preparedness for emergencies. The survey found that 1 in 7 UK adults (14%) experience a pet-related emergency without knowing how to respond, while 32% of pet owners expressed concern about their lack of first aid knowledge. Alarmingly, 20% admitted that they had never considered learning pet first aid. With risks of health complications such as heatstroke, allergic reactions, and poisoning becoming more common in the UK, these knowledge gaps further emphasize the value of insurance coverage for ensuring timely care and financial security.

Key Market Trends & Insights

• By coverage type, the accident and illness segment dominated the market with a revenue share of 82.12% in 2024. This dominance is due to the comprehensive protection it provides against both expected and unexpected health conditions. These policies typically cover accidents, infections, genetic conditions, and chronic diseases, making them more appealing to pet owners who want extensive coverage rather than limited protection.
• By animal type, the dog segment accounted for the largest revenue share of 52.70% in 2024. The higher prevalence of dog ownership in the UK, coupled with the fact that dogs often require more medical attention and higher veterinary costs compared to cats and other pets, drives greater adoption of insurance policies for dogs. In addition, recent regulatory and market developments have reinforced the importance of offering robust coverage for dogs, further solidifying their dominance in the insured pet population.
• By distribution channel, the direct sales segment led the market with a revenue share of 34.98% in 2024. Direct sales remain the most popular choice because they provide pet owners with transparency, convenience, and the ability to directly compare different policies and coverage tiers. This purchasing route also enables buyers to access exclusive discounts and tailored offerings directly from insurers, making it both cost-effective and user-friendly.
• Meanwhile, the other sales channels segment is expected to expand at the fastest CAGR of 17.1% during the forecast period. Veterinary clinics, pet shops, and animal care centers are becoming increasingly important as alternative distribution points. These channels provide added trust and convenience for customers, as recommendations from veterinarians or pet care professionals often carry more credibility. Their growing influence is expected to diversify the market and increase insurance penetration across different regions in the UK.

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Market Size & Forecast

• 2024 Market Size: USD 2.04 billion
• 2030 Projected Market Size: USD 5.00 billion
• CAGR (2025 - 2030): 16.2%

Key Companies & Market Share Insights

The UK pet insurance industry is rapidly evolving and highly competitive, fueled by rising vet fees, increased pet ownership, and growing awareness of the need for financial protection during pet health emergencies. Leading insurers like Animal Friends, Petplan, Agria, ManyPets, and Napo focus on customer service excellence, brand trust, and creative marketing to attract and retain clients. Companies are also leveraging digital campaigns, strategic partnerships, and product innovation, including flexible, feature-rich policies, to stand out. Alternative distribution through veterinary clinical institutions, pet stores, and care centers is gaining traction, reflecting a shift in pet owners' access to these insurance offerings.

While some companies are consolidating or refocusing their operations (e.g., ManyPets exiting the U.S. to focus on the UK business), others are raising significant capital to scale up the market reach with the help of aggressive fundraising initiatives (Napo Limited). Despite cost-driven policy cancellations, demand for coverage remains strong, especially with growing demand for compulsory liability insurance and increasing investment in pet healthcare.

Key Players

• Petgevity
• Agria Pet Insurance Ltd.
• ManyPets Ltd. (EQT Group)
• Waggel Limited
• Petplan Limited (Allianz Insurance plc)
• Tesco Insurance
• Pinnacle Pet Group (JAB Holdings)
• Admiral Group plc
• Napo Limited
• NCI Insurance Services Ltd (4Paws)
• Argos Limited
• Purely Pets

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Conclusion

The UK pet insurance market is entering a high-growth phase, driven by increasing pet ownership, rising veterinary costs, and heightened awareness of the importance of comprehensive insurance coverage. Accident and illness policies continue to dominate, reflecting consumer preference for broad protection, while dogs remain the leading insured segment due to higher ownership and medical needs. Direct sales hold the largest market share, but alternative channels like veterinary clinics and pet stores are rapidly gaining momentum. Despite challenges such as rising premiums and fraudulent claims, strong regulatory oversight and consumer education will support sustainable market expansion and ensure long-term growth potential.