From personal trainers for pooches to doggy sound baths, Rover reveals the alternative wellness therapies set to be all the rage this year
London, January 2026: As a new year begins, Rover.com, the world’s largest online marketplace for loving pet care, reveals that British pet parents are putting their best paw forward, with a whopping 97% setting New Year’s resolutions on behalf of their dogs.
From committing to longer (61%) or more frequent walks (42%) and eating a healthier diet (35%), to even getting their dog a personal trainer (27%), it’s clear pet parents are prioritising their pooch’s health more than ever in 2026. And according to the survey, alternative wellness therapies are also on the rise, with 23% of owners hoping to explore doggy massage, doggy yoga (15%) doggy meditation (13%) and even a doggy sound bath (13%) in the new year – all in a bid to improve their dog’s physical and emotional wellbeing.
Putting their money where their mutt is, dog owners plan to spend an average of £900 to support their pet’s health in 2026. Two thirds (61%) anticipate they will spend the most on premium dog food, with more than half (52%) investing in preventative supplements, such as probiotics or omega oils (52%), and grooming (44%). What’s more, over a third (37%) plan to participate in ‘Veganuary’ – citing the health benefits as the top reason for their decision.
Notably, 94% of dog owners say they consider their dog’s health just as important as their own – with 38% going further to argue that their dog’s health is even more important. In fact, many dog owners (85%) are motivated to improve their own health for the sake of their pets – with three quarters (74%) even sharing New Year’s resolutions with their dogs so they can both strive to be the best version of themselves.
Top 10 New Year Resolutions for Dogs
- Committing to longer walks (61%)
- Increase walk frequency (42%)
- Eat a healthier diet (35%)
- Improve dental hygiene (25%)
- Cut back on treats (24%)
- Learn a new trick or skill (20%)
- Socialise more with other dogs (20%)
- Burn off the festive pounds (16%)
- Practice better obedience (14%)
- Start taking supplements (11%)
Adem Fehmi, Rover’s Canine Behaviourist comments: “Although the New Year often signals a time for change and a reset, the “New Year, New You” (or “New Dog” in this case!) mantra should be taken with a pinch of salt when making changes to your dog’s diet, training, or daily routines. As with any new habit, it’s best to start slow and steady. Gradually implementing small changes over weeks or even months can help avoid issues such as an upset tummy from a sudden diet change or stress and anxiety if routines are abruptly altered.
If you want to make healthier choices for your dog, keeping it simple often works best. A consistent, constructive exercise routine tailored to your dog’s abilities and needs, a complete diet that meets their nutritional requirements, and daily mental, physical, and emotional enrichment can do wonders for your dog’s overall wellbeing.”
Rover’s trusted pet sitters understand that every dog is unique. They’ll tailor their care to your furry friend’s individual needs, helping them stay happy, healthy, and on track with their New Year goals.
ENDS
Notes to Editors
A Rover survey of 2,000 UK dog parents conducted via Pollfish in December 2025.
*For the purpose of this press release, Brits refers to dog owners only.
About Rover:
Founded in 2011 and operating in 18 countries, Rover® is the world’s largest online marketplace for loving pet care. Rover connects dog and cat owners with loving pet care whenever they need it. Millions of services have been booked on Rover, including pet sitting, dog walking, in-home boarding, drop-in visits, and doggy day care. To learn more about Rover, please visit https://www.rover.com/uk/ or see our press room here: https://www.rover.com/uk/blog/press/
For more information, please contact: Rover@brands2life.com