For decades, many believed dogs saw the world only in shades of black and white – yet while experts now know dogs are red/green colourblind, only one in five (21%) pet owners are aware that their beloved pups actually see in shades of yellow and blue.

New research1 reveals that almost three in 10 (28%) dog owners incorrectly assume dogs see all the colours humans see, and one in six (16%) still believe in the old black and white myth.

The research, conducted by Agria Pet Insurance, revealed that while a dog’s eyes topped the chart as their owner’s best-loved feature, and even though 74% of owners would love to see the world through their dog’s eyes, three in five (61%) don’t know that colour can affect how dogs behave, so aren’t taking advantage of its benefits.

Younger generations appear to know more about dog vision, with almost a third (30%) of Gen Z aware dogs can only see in blue and yellow. Older generations were less aware, with a fifth of Millennials (21%) and just one in six (17%) of Gen X able to specify dogs can see blue/yellow.

Interestingly, Northerners appear more knowledgeable – owners from Leeds and Manchester were the most clued in, with one in three (30% and 28% respectively) aware that dogs only see blue/yellow, while the south lagged behind, with 32% of London dog owners incorrectly assuming that their dog sees all the colours that humans see.

A collage of people walking a dogAI-generated content may be incorrect.

Despite their lack of knowledge, dog owners have good intentions when it comes to giving their pets a healthy lifestyle and enjoyable environment. After learning about dog vision, 69% said they would purchase toys, bedding or accessories in blue or yellow, with 78% admitting that they would be willing to spend more on items in colours their dog can see clearer.

In fact, with over 13 million dog owners in the UK2, Brits are collectively spending more than £2.4 billion a year on their dog’s toys, enrichment tools and activities. While dogs cost their owners £191 a year on average for these enrichment purchases, younger generations are spending more with those aged 25-34 dishing out £242 a year, compared to just £88 for owners over 55.

While well-being is important to owners, the data revealed that close to three in 10 (28%) wish they had more time or ideas for providing their dogs with enrichment.

Almost half (43%) worry their dog is bored or lacking in mental stimulation, and 17% feel guilty that they don’t do enough to mentally enrich their dog’s day-to-day life beyond meals and walks.

The average amount of time dog owners spend actively playing with or training their dog is just 41 minutes a day. Shockingly, nearly half (44%) only spend 15-30 minutes a day actively engaging with their pet in this way.

Women are more likely to take their dog on daily walks, play with toys and games, and visit dog-friendly locations with their pets, while men are more likely to use professional walking and daycare services, and take their dogs to organised activities like dog-friendly festivals, organised walks and breed meets.

One in 10 dog owners (9%) admit they hadn’t even thought about their dog’s mental stimulation before, suggesting a wider knowledge gap regarding the holistic well-being of pets.

Following its survey findings, Agria aims to educate dog owners on how their pets’ vision can influence their behaviour and interaction with their environment, so owners can create more enriching and enjoyable lifestyle for their animals.