The canine landscape has shifted dramatically. For those of us in the pedigree dog community, the world looks very different than it did even five years ago. At the 6th International Dog Health Workshop (IDHW6) recently held in Bologna, I facilitated the “Supply and Demand” workstream. It tackled a reality that every responsible breeder needs to understand: we are no longer just competing with the breeder down the road; we are operating in a global, high-speed, and often “invisible” market where consumer convenience frequently trumps health and welfare.
This post, part of my “Best of Health” series, explores the key takeaways from the Supply and Demand workstream, which was led by Charlotte McNamara from the Royal Kennel Club.
The rise of the “Invisible Market”
One of the most striking conclusions from our sessions was that kennel club registrations are no longer a reliable proxy for the total dog population. While we see registrations for certain breeds, such as French Bulldogs or Cavaliers, plummeting in some registries, these dogs are not necessarily becoming less popular. Instead, we are seeing a “registration drift” where buyers and sometimes breeders are simply going elsewhere.
There is a massive “invisible market” of dogs bred outside formal systems, often sold through online marketplaces where access and convenience dominate. To understand the dog population properly, we must “triangulate” our data, looking at online listings, search trends, and rescue intake volumes alongside our traditional registration systems. For the pedigree breeder, this means recognising that your competition isn’t just other registered dogs, but a vast, unregulated supply chain that responds instantly to fashion.
Understanding the modern buyer: Identity over information
We often believe that if we just provide enough health data, buyers will make the right choice. However, the workshop highlighted a sobering reality: demand is rarely information-led.
Research shows that a substantial portion of buyers, up to 29%, spend less than one hour researching before they purchase a puppy. They are motivated by identity, status, and the “personal brand” a certain breed represents on social media. For many, a dog is an emotional “replacement” for a previous pet, and they gravitate toward what is familiar and predictable, even if they know that breed has inherent health risks.
Kennel Clubs and breeders need to move away from 40-page technical health reports as our primary communication tool. The public responds to storytelling over data. We need to share the emotional and financial realities of owning an unhealthy dog, while also highlighting the “dream” of owning a well-bred, moderate, and healthy companion.
The “Running Cost” of dog health
Perhaps the most powerful lever we have to shift behaviour is economics. In the current climate, the rising cost of veterinary care is a major driver of dog abandonment and “unintentional neglect”.
Participants at IDHW6 proposed a new way of framing breed choice: “Breed Metrics” or a “Running Cost” scorecard. Much like the “miles per gallon” rating for a car, this tool would use insurance and clinical data to show prospective buyers the likely annual veterinary burden of a breed.
For the pedigree breeder who is doing the work, health testing, socialising, and breeding for moderate conformation, this is an opportunity. When we frame high-risk breeds (particularly those with extreme features) as a “higher-risk choice” in terms of both cost and welfare, we give the public a tangible reason to seek out responsible supply.
Improving Supply: From “Testing” to “Innate Health”
A major theme in our discussions was the need for objective, “nose-to-tail” assessments. In France and Germany, judges and vets are increasingly working together to evaluate whether a dog can actually breathe, move, and reproduce naturally before it is cleared for breeding.
In the UK, the RKC’s Nose-toTail vet-led assessment is being developed to collect data on parameters like craniofacial ratios, nostril structure and body proportions such as ground clearance. The goal is to move beyond inherently subjective “show” judgments based on Breed Standards and provide breeders with a risk assessment. These data won’t just help the individual breeder make better decisions; they provide the evidence needed to protect our “social license to operate” in a world that is increasingly horrified by extreme aesthetics.
The Path Forward: Actions for Breeders and Buyers
So, what are the next steps? The workshop generated a suite of actions:
- Simplified Buyer Tools: Develop a 4-5 point “red flag” guide for buyers to use at the point of sale. This isn’t about lengthy reports; it’s about high-relevance checks that help buyers spot illegal or low-welfare sellers in under 60 seconds.
- Unified Messaging: Create more collaborative campaigns like “Stop and Think” or “See Mum Twice” across multiple organisations. By speaking with one voice, we can cut through the noise of the online marketplace.
- Data Enablement through IPFD: Build a framework for the International Partnership for Dogs (IPFD) to facilitate global data sharing, creating an “early warning system” to detect when a breed is about to spike in popularity before the welfare issues follow.
- Defining “Responsible Supply”: Define a universal mark of quality, a Quality Assurance system that the public can easily identify and trust.
A note to the community
To the breeders: You are the guardians of your breeds. The best way to secure the future of pedigree dogs is to be “visibly responsible”. Embrace objective health assessments, be transparent about the “running costs” of your dogs, and don’t be afraid to lead the way in moderating extreme features.
To the buyers: You are not just a pet owner; you are a consumer whose choices shape the market. Don’t trust yourself to spot the red flags on a shiny website or a social media ad, use the tools provided by kennel clubs and welfare organisations. If you want a puppy quickly, be aware that you are likely making a higher-risk choice. A healthy dog is worth the wait.
The 6th IDHW made it clear that while the challenges are great, the collective will to solve them is strong. By layering our interventions, combining better data, simplified messaging, and objective health standards, we can ensure that the “best of health” is a reality for every dog.
