The “pet baby boom” triggered by the Covid pandemic has translated into soaring sales of designer fashion, homeware and even tech for cats and dogs, as owners treat their animals to the same creature comforts as the humans in the household. The UK’s pet population is estimated to have risen by 8% over the 12 months since the first lockdown as Britons sought companionship and entertainment from a puppy, kitten or less demanding charges such as goldfish. That shift has been good news for the Pets at Home chain, where annual sales broke through the £1bn barrier for the first time in the year to the end of March. Peter Pritchard, the company’s chief executive, said permanent lifestyle changes ushered in by the pandemic had removed historical barriers to pet ownership and were “strengthening the emotional bond between people and their pets”. “Pet ownership is really life enriching,” he said. “It can be the most amazing experience and most frustrating experience at times. Our job is to support people on that journey.” Pets at Home also recorded a 60% increase in customers joining its Puppy and Kitten Club, which gives its 6 million-plus members access to advice and special offers. The dash for pet paraphernalia pushed the company’s sales up 8% to £1.1bn, a record in its 30-year history. Sales of puppy products were up by more than a quarter as customers bought comfort blankets and plush beds, some complete with heat packs to make them extra cosy. There was also strong demand for toys designed to help train new pets. Kitten product sales increased by nearly 40%, and sales of fishtanks and ornaments also increased. With a third of UK households now pet owners, Pritchard said the “humanisation” of the way pets are treated was gathering momentum. This new generation of owners makes the same lifestyle choices for their pets as themselves, he said, whether that is buying pet clothes or homewares or switching to a plant-based diet, and they are often willing to spend more. Pets at Home pointed to demand for expensive food brands and luxury items. Sales of dog coats were up by 24%. Last year’s heatwave led to a 30% increase in the sale of products designed such as cooling mats and paddling pools for dogs. The return to the office has spurred a fresh round of spending, this time for gadgetry such as pet cameras and activity trackers, which allow owners to monitor how much exercise their dog walker is giving their dog. They are even buying subscription services that provide music and TV programmes to keep their pets company. RelaxMyDog – nicknamed “Petflix” – takes dogs stuck in front of the TV on “virtual walks” with a soothing soundtrack. The return to normality as the pandemic recedes means the pet-buying boom is expected to slow, but the sheer number of new pets means specialist stores will benefit from increased sales for years to come. Analysts at Third Bridge estimate that a large pet will cost its owner about £12,000 over its lifetime, and Pets at Home thinks it will take another £600m slice of the market in the coming years. Ross Hindle at Third Bridge said the UK pet market had grown substantially as home and hybrid workers added “pets to their family unit to combat stress, reduce loneliness and aid exercise”. The strong Pets at Home figures showed “just how strong demand for pet products has been, with consumers willing to splurge on pet accessories as well as higher margin pet foods so they can spoil their four-legged companions,” he said.