Fireworks season is usually considered time of celebration, but for pet owners, it’s often accompanied by worry and preparation. With loud noises and flashing lights causing significant stress for animals, owners are left scrambling to find ways to keep their pets calm and safe during this time.
5th November may be in the rear-view mirror, but New Year’s Eve is just around the corner, bringing more celebrations—and more stress for pets and their owners. For insurers, understanding how pet owners navigate these challenges presents an opportunity to highlight or provide tailored solutions that address both the financial and emotional aspects of pet care during this trying period.
The impact of fireworks on pets
Every pet responds differently to fireworks; some are completely unbothered, while most of our furry friends don’t have the same love for fireworks as we do. Nearly one in five pet owners reported that their animals show severe anxiety when they hear fireworks, while over a quarter observed moderate distress. Additionally, 23% of owners noted occasional stress, and about 30% said their pets were unaffected.
How prepared are pet owners?
With over half of respondents owning a cat or dog, we asked how pet owners prepare for fireworks season. 40% of owners said they plan extensively to comfort their pets, while nearly 50% make minor adjustments, such as creating a quiet space or using calming aids. However, nearly 10% admitted to taking no additional steps. Interestingly, younger pet owners and those employed full-time were more likely to plan ahead, while retirees and unemployed individuals showed less preparation.
The role of insurance and calls for regulation
When asked if they have pet insurance, 65% of respondents answered ‘yes’. Younger respondents and full-time employees were the most likely to insure their pets, while coverage was slightly lower among retirees (48%) and unemployed owners (63%).
Opinions on fireworks-specific coverage are divided. Approximately 30% of respondents said they would consider paying a slightly higher premium if fireworks-related features were included in their insurance policies. Meanwhile, 37% said no, and 33% were undecided. Younger age groups and London residents were the most open to the idea, whereas retirees and homemakers displayed greater hesitation.
In terms of specific features, coverage for stress-related health issues like anxiety and behavioural changes was the most sought-after benefit, followed by coverage for physical injuries related to fireworks. Access to tele-vet services and reimbursement for calming aids were also valued, particularly among younger owners.
At the same time, the survey revealed strong support for stricter fireworks regulations, with over 80% of respondents either ‘strongly agreeing’ or ‘agreeing’. Support was highest among older age groups and in regions like the North East, where pet anxiety was also most prevalent.
Seasonal opportunities for insurers
Fireworks season presents unique challenges for pets and their owners, and our survey highlights opportunities for insurers to play a key role in addressing these concerns. Beyond meeting a practical need, this time of year offers insurers a unique opportunity to connect emotionally with their target audience.
The strong emotional connection between pet owners and their animals—heightened by the stress of fireworks—creates a seasonal marketing opportunity for insurers already offering behavioural and anxiety-related coverage. By promoting these features and showing genuine empathy for the challenges pet owners face, insurers can highlight the value of their policies and demonstrate their commitment to pet welfare.
While many pet owners take proactive steps, significant gaps remain in awareness of solutions like specialised insurance coverage tailored to fireworks-related risks. The strong support for stricter regulations among pet owners underscores the urgency of protecting pet welfare during this time.
By enhancing education, offering tailored policy features such as coverage for stress-related health issues, and exploring premium options for fireworks-specific coverage, insurers can not only meet a growing need but also strengthen their brand as a trusted partner in safeguarding pet welfare. Demonstrating care during this emotionally charged period builds trust and long-term loyalty among pet owners, ensuring that insurers stand out in a competitive market.
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