‘Petfluencers’ have driven an explosion of clothes, beauty products and even wine for pets. But are they for the benefit of the animals – or their owners?

It used to be that the only spending associated with pet ownership was on food, vet bills, a basket and the occasional treat or toy. No longer. These days there are glittery gold bow ties that claim to make your cat “look good, feel great”. There are Crocs and mouthwashes for dogs. There are puppy harnesses, bearing the different Harry Potter houses – and much, much more.

More than half of Britons share their homes with a pet, according to market research company Mintel (in the US, it is 73%) – and many consider themselves not just owners but parents. Dogs in particular are frequently treated as precursors to children – if not preferable. With pets’ new and enlarged role in our lives have come new and different ways to treat them. Analysis by Nationwide bank found its customers had spent nearly £52m on pets in the year to June 2024 – more than on childcare (£37.1m) or dating (just £986,000). But do these accessories actually benefit our pets, or do we risk doing more harm than good?