More expensive than expected! Dog owners underestimate the costs

A Rover survey shows: 45 percent of dog owners in Germany say that the actual costs of their dog were higher than originally expected. The start of a dog's life in particular often has a greater impact than expected: for over half of those surveyed (52 percent) The total acquisition and start-up costs were 500 euros or more. Despite rising costs, the connection to dogs remains strong: 35 percent would generally not save money on their dog, while many would instead cut back on their own luxury expenses.

Berlin. A puppy moves in and the anticipation is great. But how much does a dog actually cost, month after month and from day one? How far are owners willing to go so that their dog doesn't miss anything? This is shown by a current survey by Rover, the world's largest online marketplace for individual pet care. The survey was conducted in August by the market research company Pollfish among 1,000 dog owners in Germany. The result paints a detailed picture: from start-up costs to basic monthly requirements to noticeable differences between dog breeds.

The dog first:
Owners prefer to save on themselves
The survey shows how firmly anchored the dog is as a member of the family, even when the budget becomes tighter. Remarkable: Almost one in three dog owners say they generally don't save money on their dog's expenses, regardless of financial pressure. Where savings need to be made, many prefer to focus on themselves first: 83 percent are already reducing their own “luxury expenses” such as restaurant visits or vacations in favor of their dog or would be willing to do so.

This attitude is also clear when it comes to priorities: 84 percent would not save on food, 76 percent would not save on veterinary costs. If savings are made, they tend to be saved elsewhere: on accessories and toys (38 percent), in care (22 percent) or during training or dog school (22 percent). For many owners, these areas are at their disposal before they get to grips with what is central to their dog's health and well-being.

The expensive start:
These costs are incurred at the beginning
Nevertheless, the survey shows that starting dog ownership can be associated with noticeable financial surprises, and these often start early. Around every second person (52 percent) stated that they invested a total of 500 euros or more for the purchase, almost 15 percent even invested 2,000 euros or more (1). Which items are most often important:

• 78 percent mention the purchase itself, i.e. purchase price or protection fee.
• 72 percent the initial equipment such as a bed, leash or bowls.
• 65 percent the first veterinary examinations.
• 53 percent insurance – an item that is often overlooked when planning the purchase.
• 30 percent castration or sterilization.
• 30 percent transport or collection of the dog.
• Only 4 percent stated that little or no major one-off costs were incurred. For the vast majority, the start is associated with noticeable investments.

Basic monthly requirements:
Where the money actually goes
When asked about the estimated total monthly costs, the answers were broadly distributed: 36 percent said 50 to less than 100 euros, 26 percent said 100 to less than 150 euros, 18 percent said 150 to less than 200 euros. Within this budget there are mainly three areas that shape everyday life:

• Food and treats: The most frequently mentioned amount is between 40 and under 60 euros per month (30 percent).
• Insurance and dog tax: Most respondents (29 percent) You pay between 10 and under 20 euros per month.
• Care: For 73 percent of those surveyed, there is no monthly cost for this.

When it comes to dog schools, training or behavior courses, 72 percent say they don't spend anything on them. An indication that structured training is apparently not part of the standard program for all dog owners.

Race makes a difference:
From Chihuahua to French Bulldog
According to the survey, how much a dog costs also depends on the breed. There are noticeable differences in the estimated total monthly costs among the six most frequently mentioned breeds:

• Chihuahua: around 122 euros per month.
• Mischling: around 126 euros per month.
• German Shepherd: around 155 euros per month.
• Labrador Retriever: around 163 euros per month.
• Golden Retriever: around 167 euros per month.
• French bulldog: around 176 euros per month.

French bulldog owners spend an average of around 54 euros more per month than Chihuahua owners – a difference of around 44 percent (2). The French Bulldog also has the highest annual veterinary costs and the most expensive unplanned expenses among the breeds considered: On average, their owners spend around 582 euros per year on the vet, while the most expensive unplanned expense in the past twelve months averages around 636 euros.

For comparison: For Chihuahua owners, these values ​​are around 352 euros and 395 euros.

Health remains the biggest uncertainty
In addition to the planned expenses, the dog also remains a cost factor with the potential for surprises. For 26 percent of those surveyed, the most expensive unplanned expense in the past twelve months was 1,000 euros or more. The most common cause of this is illness (41 percent), followed by medication (31 percent) and accidents (24 percent).

The situation is different when it comes to food and veterinary costs. These areas are considered non-negotiable for most: 83.8 percent would not save on food and 76.4 percent would not save on veterinary costs.

About the survey
The basis for the evaluation is the representative survey commissioned by Rover from the provider Pollfish in August 2026 among 1,000 pet owners in Germany on the topic of costs of keeping dogs, including ongoing, one-off and unplanned expenses, saving behavior and differences between individual dog breeds.
1. Where share values ​​have been summarized based on answer bands (e.g. “500 to less than 1,000 euros”), these are editorial sums from several answer categories, not directly collected individual values.
2. The breed values ​​mentioned are calculated approximate values ​​based on the response band centers and refer exclusively to the six breeds most frequently mentioned in the survey (at least 50 responses each).

About Rover
Rover® was founded in 2011 and operates in 18 countries. The company is the world's largest online marketplace for caring pet care. Rover connects dog and cat owners with caring pet sitters whenever they need them. Millions of services have already been booked through Rover, including pet sitting, dog walking, home boarding, short visits and dog daycare. To find out more about Rover, please visit www​.rover​.com/de.