To help with this decision, we've conducted a comprehensive survey involving 2,000 dog owners and 2,000 potential dog owners, which, combined with our own customer data allows us to give you the truth, the whole truth, and nothing bark the truth.

• German Shepherds were the most popular dogs joining Britain's families in 2025.
• Brits think Chihuahuas are the most mischevious 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.

If money were no object and time and space were no issue, what are people’s favourite dog breeds? We asked 4,000 respondents about their pooch preferences.

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.

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

They say a dog’s personality reflects its owner (or is it the other way round?). And when we pawed over the survey results, we uncovered a range of perspectives.

For example, German Shepherds were the most popular dog among male respondents (11%). In contrast, women were likelier to say they don’t have a preferred dog breed (10%) than mention any particular breed.

A new puppy brings a ray of sunshine (and boundless energy) into our lives. But of course, pet ownership is never to be taken lightly. Our survey uncovered many reasons why non-dog owners hold back from making that big dog decision.

And for those who defer from getting a doggy, there are different concerns depending on the breed. For example, those with worries about financial costs were most likely to mention a Labrador Retriever (11%) as their most longed-for breed. And for those whose concerns were travel or work commitments, Golden Retriever (12%) was the most frequently cited pooch.

Our relationship with dogs changes throughout our lives, whether we’re growing up with a family dog, starting a family with a puppy companion, or enjoying life as a dog owner in retirement.

We wanted to dive into people’s pet theories about why they’re drawn to different dog breeds.

Golden Retrievers were ranked as the dog breed most favoured for their temperament and personality, with 12% of aspiring dog owners citing this attribute as a key reason for wanting this breed. Labrador Retrievers were also a favourite breed due to positive exposure respondents had experienced (12%), alongside their reputation (14%), and ease of training and care (13%).

Our survey also offered other interesting perspectives around current dog ownership. 33% of dog owners said they chose their dog’s breed primarily based on its appearance, while for 30%, the key motivator was temperament. 

What’s more, 30% of dog owners over 61-years-old have rescued their dog, compared to just 15% of Gen Z.

So, let’s say you’ve taken the plunge and decided to get a dog. Now, it’s all about coming up with a name that sticks . According to our Petplan data, Teddy was the most popular puppy name for dogs born in 2025, holding the top spot for the second year in a row. Before that, Luna led the rankings from 2021 to 2023. But do we name dogs differently according to the breed?

While the challenges are real for pet owners of all stripes (and fuzzy tails), our survey found plenty of dog optimism.

Despite differing needs, traits and challenges across breeds, the message from dog owners was clear: dogs bring huge joy to our lives. While breeds may vary, all dogs thrive on consistent care, attention and a loving home.

As our survey shows, Britain’s dog lovers are realistic about the responsibilities of ownership, but overwhelmingly positive about the rewards proving that, whatever the breed, dogs remain one of life’s greatest companions.

Petplan veterinary expert Dr Brian Faulkner said:

“Getting a dog is never a decision to be taken lightly, but as our survey reveals, Brits of all generations are conscious about making the right decisions about life with a dog.

“By understanding the characteristics and needs of different dog breeds, pet owners can improve their knowledge, tailor their training habits, and give their animal companions the rewarding life they deserve.”

Methodology: Survey of 2,000 nationally representative UK dog owners, and 2,000 nationally representative people considering getting a dog. The survey was conducted by Censuswide on behalf of Petplan between 06.01.2026 - 14.01.2026.