As the UK’s leading pet insurer, Petplan has supported dog owners for decades and knows that bringing a dog home is both exciting and demanding.

With every breed suited to different lifestyles, routines and expectations, Petplan set out to explore how perceptions compare with real experience. The research combines a survey of 2,000 dog owners and 2,000 people thinking about getting a dog with Petplan customer insights.

Survey key findings at a glance:

German Shepherds were the breed most often cited as having joined Britain’s families in 2025.
Brits believe Chihuahuas are the most mischievous dog (9%), while German Shepherds are seen as the most loyal (15%).
Financial costs, including vet bills, are the biggest barrier to dog ownership (43%).
The Lake District is the most popular destination (31%) among dog owners planning a dog-friendly holiday this year.

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But there were differences in perspective depending on age. One in 10 of those aged 61 and over said Labrador Retrievers were their favourite breed. This was closely followed by Cocker Spaniels (7%), compared with 1.5% of Gen Z (aged 18 to 28). In contrast, the youngest respondents were most keen on Golden Retrievers (10%) while Millennials (aged 29 to 44) were most likely to be fans of German Shepherds (10%).

Meanwhile, German Shepherds were the top choice in more than half the regions we polled – peaking at 11.5% in Greater London and Northern Ireland. But in Yorkshire and the Humber, the number one breed were Labrador Retrievers (10%) and in Wales, Border Collies (7%) were at the front of the pack.

Loyalty is a one-way treat

But why do some dog breeds capture our imagination, while others leave us scratching our tails?

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There’s a long‑held belief that the bond between dogs and their owners works both ways, and the survey results revealed some interesting differences in preference. German Shepherds were the most popular breed among male respondents (11%), while women were more likely to say they didn’t have a particular favourite breed (10%) than to name one outright.

Britain’s barriers to dog ownership

While many people aspire to own a dog, our survey suggests there are clear factors that can deter would‑be owners from taking that step. Cost remains the single biggest concern, with more than four in ten respondents (43%) citing worries around ongoing expenses such as food, veterinary care, grooming and insurance.

Practical considerations also play a significant role. Around three in ten respondents said work or travel commitments (30%) and the time required for walking, training and general care (29%) were key barriers. Housing restrictions, including lack of space or landlord rules, were also cited by more than a quarter (26%).

Other concerns included cleanliness and potential damage in the home (22%), the long‑term responsibility of dog ownership (20%), and how a new dog might fit alongside existing pets (14%). A lack of confidence or knowledge about dog care and breed‑specific needs was also mentioned by 14% of respondents, while allergies affected just under one in ten (9%).

The survey also found that concerns varied depending on the breed people hoped to own. Those most worried about financial commitments were more likely to name Labrador Retrievers as their ideal dog (11%), while respondents citing work or travel barriers most often aspired to own a Golden Retriever (12%).

Meanwhile, those with a busy travel and work schedule longed to own a Golden Retriever (12%).

Blockers aside, why would aspiring dog owners like to own their favourite dog breed?

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There are a variety of reasons behind favourite dog breeds, but which breed is most associated to each one? Aspiring dog owners who favoured a Golden Retriever attributed its temperament and personality as a key reason for wanting this breed (12%). The Golden Retriever was also highly valued for its appearance (9%).

While the Labrador Retriever was a favourite breed due to positive exposure respondents had experienced (12%), alongside its reputation (14%), and its ease of training and care (13%).

2025’s most popular puppy names

Petplan data reveals the most popular puppy names for 2025, with Teddy leading the way for male puppies and Bella emerging as the top choice for females.

Overall, Teddy has been the number one name for puppies for two years running, taking the lead from Luna, which ranked first place from 2021 to 2023.

However, a deeper dive revealed that naming traditions also vary significantly by breed. In 2025, human names were a clear favourite for puppies. Daisy was the most registered name for Bichon Frises and Cavapoos, Bonnie for Border Collies, and Archie for Miniature Schnauzers.

Looking ahead

Despite the challenges associated with pet ownership, the survey found strong optimism among dog owners.

Of the 2,000 dog owners surveyed, 44% shared that keeping their dog healthy and active was at the forefront of their priorities. A further 40% cited the cost of vet bills and pet insurance as a worry, while there was less concern for finding reliable pet care (14%) – showing that Britain’s dog owners have a strong support system.

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Of all activities, dog owners were most looking forward to exploring new walks or parks (49%) with their dog this year. Followed closely behind by having more cuddles and quality time with their furry friends (48%).

Among dog owners thinking about taking a dog-friendly holiday this year, the Lake District (31%) was the most popular location mentioned, followed by Cornwall (27%) and the Peak District (25%).

Every dog breed has its own value

Despite differences in needs, traits and challenges across breeds, the findings show that dogs play a positive and important role in owners’ lives. While preferences may vary, consistent care, attention and a supportive home environment remain fundamental to dog wellbeing across all breeds.

The research shows that Britain’s dog owners are clear-eyed about the responsibilities involved, yet remain overwhelmingly positive about the benefits of ownership, reinforcing the enduring bond between people and their dogs, regardless of breed.