5 Pet Industry Insights from Crufts 2026

I was at Crufts 2026 with my “pet industry hat” on.

I didn’t spend time in the show rings. I was in the trade halls, watching how brands behaved. How they pulled people in. How they sold. How they positioned themselves.

Here are 5 commercial insights I took away.

1. Hooks Still Win Attention

Insight

The busiest stands had something happening. Spin the wheel. Personalised tins. Treasure hunts. Sticker swaps. Something to do.

It’s often tough to get that initial interaction in busy trade halls, so a set activity gives you an easy in. It’s also a great way to capture data and give your freebies a bit more value.

What we can learn

Interaction pulls people in. It gives them a reason to stop, engage and potentially win something of value.

Practical takeaway

If you’re exhibiting next year, ask yourself:
What’s the physical hook?
What makes someone pause for 10 seconds longer than the stand next to you?

And build in data capture from the start.

True Crufts ROI is often seen months later, not simply on the card machine throughout the show.

2. Sales Tone Impacts Brand Perception

Insight

The constant barrage of “Do you have a dog?” or “What do you feed your dog?” opener from subscription brands was everywhere. It irritated a lot of people, who took to social media to talk about it or make spoof videos.

The two brands that came under fire for this were Pure and Butternut Box.

I thought this was a real shame, particularly in Butternut Box’s case, as they had invested in a clever personalised treat tin freebie idea for smart data capture and emotional resonance. It seemed to be overshadowed by their unrelenting sales approach.

What we can learn

If your sales approach feels pushy, it doesn’t just affect one interaction. It shapes how people talk about you afterwards.

It’s not simply “getting the sale” that counts. It’s how people feel when they’re approached, and the lasting effect of that.

Practical takeaway

Train your team on tone, not just targets.

The goal isn’t just stopping people. It’s leaving them feeling good about the interaction.

If you’re hiring on a commission-only basis, be aware that this will influence sales tactics.

3. Big Stands Don’t Replace Clear Positioning

Insight

Several newer brands went in big. Big budget builds.

But not all of them had an obvious point of difference. After a brief conversation with a new name in the industry (I won’t name names), I felt none the wiser as to how their product compared to similar ones on the market.

What we can learn

A beautiful stand can attract attention, but if your USP isn’t clear within seconds, that investment works harder than it needs to.

Being seen often isn’t enough. If you only invest in visibility, the rest of the brand message has to play catch up.

Practical takeaway

Before you invest in the stand, refine the message.

If someone walked past and asked, “Why this product over a similar one?”
Would the answer be obvious?

Take a look at our Monthly creative support packages – we help our clients make an impact with all of their creative marketing – Monthly Design Support for pet brands

4. Experience Beats Transaction

Insight

Pooch & Mutt used Crufts to launch new branding and brought in the big guns for their meet and greets. They featured social media dog influencers, experts in pet health and Pete Wicks, who has incredible reach.

What we can learn

People remember how you made them feel. Personalisation and theatre create memory. Memory builds brand.

Practical takeaway

What will people remember about us next week? Not just what will they buy today?

Design for experience, not just sales.

5. Collaboration is currency in the pet industry

Insight

Sticker swaps. Cross-promotion. Brands supporting each other. Visitors collecting and sharing. It was simple, low cost and effective.

What we can learn

The pet industry is relational. The brands that collaborate tend to expand their reach organically.

Practical takeaway

Before your next event, map out who complements you.

Create one simple joint activation. It doesn’t need to be expensive. It needs to be visible.

How can you share an audience, support another brand and increase your own visibility in the process?

Crufts is commercial. Of course it is.

The brands that win long term are the ones who think beyond the event itself.

If you’re planning your next event and want to make sure your presence works strategically, not just visually, let’s talk. Book a free brand check-up call below for a mini brand audit and a conversation about how we can help your pet brand grow. No pushy sales. Just value and transparency.

Groomer humour showcased their new branding we worked on at Crufts – View more of our projects here Finbo Studio project portfolio