Nine in 10 dog owners claim their dog’s health is “just as” or “even more” important than their own.
A new poll of 1,900 U.S. dog owners found 52% claimed their dog’s health is just as important as their own health, while another 41% said their dog’s health is even more important than their own.
Half of owners’ dedication stretches so far, they’d even clone their dog if it were possible, and 10% said there’s “no limit” to what they’d pay. This sentiment was especially strong among Gen Zers, 74% of whom would pay to have their dog cloned.
Commissioned by pet nutrition and wellness company Spot & Tango and conducted by Talker Research, results revealed that many would give up their own favorite things in life if it could extend their dog’s life by three years.
One in seven dog owners said they’d ditch their partner or spouse to increase their dog’s lifespan, with millennials leading at 16%.
Gen Zers said they’d give up their favorite meals (43%), while millennials would cut out coffee (41%).
Gen Xers said they’d also ditch coffee forever (42%), but baby boomers would rather have all of their entertainment spoiled for them (42%).
Many said they’d help extend their dog’s life by improving their dog’s diet (64%), taking them on more walks (58%), and by adding supplements to their diet (56%).
Four in 10 (42%) said they’d also prioritize dental care.
Most owners (96%) said they’d also be willing to pay more per meal to help ensure their dog has the healthiest life possible.
Amongst generations, Gen Z was considerably more willing to go all in on dog food; 31% said they’d pay over $10 per meal for their dog.
Meanwhile, 21% of millennials, 20% of Gen X, and 11% of baby boomers said the same.
The study also polled 100 U.S. veterinary doctors and found 73% of them see major, positive impacts on a dog’s overall health based on the relationship they have with their owners.
Snuggling or kissing, something 92% of dog owners said they do, is a good example.
The average owner snuggles or kisses their dog six times per day.
Relationships were also improved through appreciation: telling dogs “I love you” on a regular basis (64%), letting them sleep in bed (55%), providing them with multiple dog beds and toys (53%), having frequent play breaks throughout the day (50%) and choosing premium dog foods (49%).
Dogs and their owners also tend to do a number of activities together.
Across older generations, watching TV together is the top activity (69% of millennials, 70% of Gen Xers, and 70% of baby boomers).
Gen Z stood out, as their favorite activity is to eat meals at the same time as their dog (63%).
“This research shows just how deeply bonded people are with their dogs — not just emotionally, but in the daily choices they make,” said Russell Breuer, Founder and CEO of Spot & Tango.
“It’s clear that for many, investing in a dog’s health and longevity isn’t just a priority — it’s a reflection of how we define family and quality of life. Having served over 100 million meals to dogs across America, we’ve seen firsthand how all of these things can help dogs live longer, healthier lives,” Breuer added.
The study also found nearly all (96%) vets surveyed agreed a dog’s diet is important to their lifespan.
Four in five said they frequently recommend dietary changes to dog owners to help improve their dogs’ health.
While plenty of positive emphasis is put on diet, 48% of vets agreed that proper nutrition is occasionally neglected by dog owners.
Likewise, they believe other commonly neglected aspects of a dog’s health are routine checkups (51%) and dental care (42%).
Vets shared they wished more pet owners would consistently adopt wellness practices like routine vet checkups (48%), regular dental care (47%), and a high-quality diet (33%).
“These findings clearly demonstrate that preventative care and a high-quality diet are the absolute best investments pet owners can make in their dog’s long-term health,” said Dr. Stephanie Liff, a New York City-based vet and practice owner who also serves as Spot & Tango’s vet advisor.
“I strongly recommend comprehensive annual check-ups, routine in-home dental care, and professional comprehensive dental cleanings, Liff added.
“These proactive measures, combined with proper nutrition, form the cornerstone of preventing serious health issues before they develop, rather than treating them after they’ve taken hold.”
TOP ACTIVITIES DOGS AND OWNERS DO TOGETHER
Watch TV – 69%
Exercise – 64%
Nap – 58%
Eat meals – 55%
Get ready in the morning – 33%
Travel – 29%
Go to brunch – 8%
Survey methodology:
Talker Research surveyed 1,900 American dog owners and 100 American veterinary doctors; the survey was commissioned by Spot & Tango and administered and conducted online by Talker Research between Apr. 16 and Apr. 22, 2025.
