Q1 Survey Reveals the Truth of Dog Breeding in the UK (2025)

Responsible Dog Breeder Survey 2025

In January, we launched the Responsible Dog Breeder Survey 2025 Our largest and most open call yet to hear directly from breeders about what’s really happening across the UK. For years, legislation when reviewed has been centred around the information gathered from enforcement and policy makers rather than the breeders actually doing the work. This time, we’re changing that.

Now, with the first quarter of responses collected, we’re ready to share what breeders have told us, honestly, and in their own words.

If you have yet to share your voice, there is still time. Follow the link below to let us know your thoughts: Responsible Dog Breeder Survey 2025 Here

About this survey

At My Licensed Breeder, we believe that change should come from the ground up, and that includes listening to the breeders who are directly impacted by breeding legislation.

This publication marks the first in a quarterly series throughout 2025, created to reflect what breeders are experiencing, not what others claim on their behalf.

While recent legislative reviews have focused heavily on input from enforcement bodies and institutional stakeholders, very little space has been given to the people who live this reality day today, licensed and unlicensed breeders across the UK. In the spirit of the Japanese principle of Gemba, which emphasises learning from those closest to the work, this series aims to shift the focus back to the people who know the system best, drawing insight from their experience rather than imposing change from the top down.

Our survey and report was built for a purpose. If we want meaningful change in breeding regulation, animal welfare standards, and education, we must first understand what it actually
feels like to be a breeder in today’s environment. We know that many breeders feel unheard, frustrated, unfairly scrutinised, and the press is negative. Licensed breeders are being asked to comply with increasing demands.

Enforcement officers vary widely in their understanding and application of the legislation, and some breeders report feeling unsupported, targeted, or simply ignored.

We launched our survey to start gathering real feedback that is honest, unfiltered, and reflective of the full breeding community. This isn’t a campaign, it’s a way to demonstrate what’s working, what isn’t, and what needs to change according to the people on the ground.

This report will:

• Share the actual thoughts and experiences of breeders
• Present survey results visually and thematically
• Serve as a foundation for public, press, and policymaker engagement
• Be updated quarterly, with a final version published at the end of the year

This is your voice, documented. This is your insight, recognised. This is your future, shaped by truth

How This Report Works

• This report is structured by topics such as breeder experience, regulation, education, and welfare
• Each survey question is presented in full, along with a space for a chart/graph
• Commentary from My Licensed Breeder will follow, either as reflections or action points

You can download, share, and reference this report freely. It is designed to inform and empower breeders and the wider public, journalists, and decision makers.

This is Quarter 1 (Q1) of our 2025 survey series.

A final full-year analysis will be published in January 2026.

Dog Breeder Profiles

What is the average experience of dog breeders?

The majority of respondents (70%) have been breeding dogs for more than 10 years, with an additional 25% having 4–10 years of experience. This highlights that the feedback in this survey is largely informed by long-standing, experienced breeders who have seen the industry evolve. Only a small portion have entered the space in the last 1–3 years, and no responses were recorded from those with less than a year of experience.

What is the most bred dog?

Across all responses, retriever-type breeds were by far the most common, particularly Labradors and Golden Retrievers. Cocker Spaniels also appeared frequently.

This reflects the popularity of these breeds not only in breeding but in family environments, where temperament and versatility are key. Breed diversity was otherwise broad, ranging from toy breeds to working dogs

How many Litters are bred annually

Half of all respondents reported breeding 1–2 litters per year, highlighting the small-scale nature of most operations. A further 25% breed 3–5 litters annually, while just 15% indicated they produce six or more litters.

Interestingly, 10% reported being currently inactive. These results suggest that a large portion of the breeding community operates at low volume, which may have implications for how legislation and enforcement are applied across different scales of activity.

Are breeders licensed?

Unsurprisingly, due to our member network, a majority of respondents identified as licensed breeders, while 20% reported breeding fewer than three litters annually and therefore operating without a licence under the current legislation.

A smaller group (10%) selected ‘Other’, indicating that some breeders may fall into more complex categories. This reinforces the importance of recognising the diversity of breeding setups and the grey areas that exist in interpreting or applying licensing requirements.

How do breeders classify themselves?

Half of all respondents identified as small-scale breeders, with a further third (approximately 32%) classifying themselves as hobby breeders.

Only a small number (5%) were identified as large-scale breeders, and 13% selected ‘Other’, suggesting a degree of uncertainty or mixed models of operation. These results underline that most breeders participating in this survey operate on a modest, home-based or part-time basis—yet still face the full complexity of regulation, regardless of scale.

What is the motivation to breed dogs?

The overwhelming majority of breeders (over 70%) stated that their primary motivation is a hobby and a love for the breed.

More than 40% also selected ‘To improve breed standards’, reflecting a strong emphasis on responsible and purposeful breeding. Only a small portion (around 10%) cited commercial gain as a motivation. This clearly shows that most breeders are not operating purely for profit, but are driven by passion, preservation, and breed development.

Legislation & Policy

England

A majority of respondents (57%) indicated they were ‘somewhat familiar’ with DEFRA’s breeding regulations.

32% described themselves as ‘very familiar’, while over 12% reported no familiarity at all. These results suggest that while awareness of DEFRA’s review is reasonably strong within the breeding community, there is still a need for clearer communication, deeper engagement, and easier access to the implications of such reviews.

Wales

A significant majority of respondents (approximately 73%) reported being unfamiliar with the Welsh Government’s proposals to licence animal welfare establishments, activities, and exhibits. Only a small fraction (around 5%) indicated they were ‘very familiar’, while about 22% were ‘somewhat familiar’. This suggests a considerable gap in awareness among breeders regarding these proposals, which aim to extend licensing to currently unregulated or minimally regulated animal-related activities in Wales.

Scotland

A substantial majority of respondents (68%) indicated they were not familiar with the Welfare of Dogs (Scotland) Bill. 25% were somewhat familiar, and only a small fraction (7%) described themselves as very familiar. This highlights a significant gap in awareness among breeders regarding legislative developments in Scotland that may influence breeding practices and responsibilities.

Kennel Club Updates

A significant majority of respondents (90%) indicated familiarity with The Kennel Club’s 2025 updates, including the Health and Welfare Standards. This suggests strong engagement within the breeding community regarding recent developments aimed at promoting responsible breeding practices

The responses to this question show a mixed perspective within the breeding community. While 23% of respondents agreed or strongly agreed that recent updates and proposals have the potential to improve breeding practices, the majority (over 52%) selected ‘Neutral’, suggesting uncertainty or a lack of confidence in their effectiveness.

Meanwhile, 25% disagreed or strongly disagreed, indicating concern or scepticism. These results suggest that while there is cautious support, many breeders remain unsure whether current proposals will lead to meaningful improvements on the ground.

The Business Test

Half of all respondents reported that the 2018 business test had no impact on their breeding activities. However, 23% stated it had a negative effect, while only a small group (12%) felt the impact was positive. The remaining 15% considered the question not applicable to their situation. These responses indicate that while the business test may not universally disrupt breeding practices, there is a clear perception among a significant number of breeders that it has created challenges, particularly in how breeding is categorised, taxed, or regulated.

There is strong support among breeders for replacing the current business test with a clearer, more accessible registration system for small scale breeders. 67% of respondents agreed or strongly agreed with this change, suggesting a widespread desire for more practical, fair, and proportionate regulation. Only a small minority opposed the idea, while 20% remained neutral. These results reflect growing concern that the business test lacks clarity and may not appropriately reflect the nature or intentions of low-volume breeders.

Concerns about regional approaches to licensing and dog welfare

An overwhelming majority of respondents expressed concern about the impact of regional inconsistencies in licensing and welfare standards. Half of all breeders surveyed said they were ‘very concerned’, and another third said they were ‘somewhat concerned’. 2% of respondents reported no concern at all. These results indicate that breeders are seeking fairness, clarity, and consistency in how rules are applied across the UK, highlighting that a postcode lottery approach to enforcement and standards is both confusing and damaging.

Wales is aiming for consistency

While response breakdowns weren’t included here, the framing of this question and its placement alongside previous ones indicate a continuation of strong support for consistency in regulation across the UK. From earlier responses, it’s clear that breeders are calling for fairer, better-informed, and more uniform enforcement of codes and responsibilities. Support for similar measures to the Scottish Bill would likely be high, particularly if accompanied by clearer education and guidance from authorities.

Breeders told us loud and clear, they want fairness, not fragmentation. There’s deep frustration with inconsistent enforcement and a real fear that red tape is pushing out responsible, small scale breeders while poor practice continues unchecked. But despite all this, most breeders support universal licensing.

Views on Regulation

What challenges have breeders faced through licensing

The most common challenges breeders reported were high costs and inconsistent enforcement. Many also highlighted a lack of guidance, difficulty meeting specific conditions, and issues such as planning permission hurdles. These responses reinforce the feeling that the current system is not only expensive but confusing, and that breeders are too often left without clear or consistent support when trying to comply

How do dog breeders feel about the variation in licences?

A striking 83% of breeders felt the variation in licensing fees across local authorities was unfair, 53% said it was ‘very unfair’, 30% said ‘somewhat unfair’. Only 5% believed the fees were fair, while the rest remained neutral. These responses highlight widespread frustration over regional disparities and reinforce the need for a standardised, transparent approach to licensing fees across the UK

Improvements that breeders would like to see implemented

 

These responses highlight the urgent need for a fairer, clearer, and more practical licensing system. Breeders want consistency across local authorities, realistic expectations for small-scale setups, and inspectors who understand dog welfare and behaviour, not just bureaucracy. Many called for a simplified approach that protects welfare without pushing ethical breeders out of the system. The message is clear: support good breeding, and regulate what matters.

Education and Awareness

Do you feel informed about the responsibilities of a breeder?

70% of breeders told us they feel adequately informed about their responsibilities, suggesting that the majority are confident in understanding the standards expected of them. However, just over 1 in 4 said either ‘no’ or ‘not sure’, which highlights a need for clearer, more accessible guidance, particularly for newer breeders or those not currently licensed.

Breeders told us they want more accessible, practical education, especially through online courses, detailed guides, and in person learning opportunities. Many also expressed interest in virtual meetings and access to experienced mentors who can offer one-to-one support.

How important is puppy buyer education?

Breeders were virtually unanimous, buyer education is not just important, it is essential. Nearly every respondent agreed that educating buyers plays a vital role in supporting responsible breeding, safeguarding animal welfare, and reducing the demand for unethical or unlicensed practices. Without an informed public, even the most well-intentioned regulations risk falling short.

What type of education should be prioritised?

Health testing and welfare standards were the clear priorities for breeders when it comes to education, reflecting a strong commitment to producing healthy, well-cared-for dogs. Ethical breeding practices are followed closely, showing that breeders value integrity and long-term responsibility in their programmes. Business and licensing requirements were also a priority for some breeders, indicating a need for clearer guidance in navigating the regulations. While interest in emerging technologies was less prominent, this suggests that most breeders are focused on getting the core foundations right before exploring more advanced or experimental methods.

Technology & Tools

How often is technology used to help with dog breeding

Most breeders (65%) said they use technology regularly, with a further 22% using it occasionally. Only a small number use it rarely or not at all. Technology is playing an important role in helping breeders manage advertising, health records, and compliance. There is potential to further support breeders with simple, tailored tools that reduce admin and promote high welfare standards.

Breeders expressed strong interest in digital tools that support organisation, compliance, and transparency. The most popular choice was online databases for tracking lineage and health testing, followed by apps for recording health and breeding data. Many also saw value in platforms for managing licensing requirements and advertising litters. These responses highlight the demand for user-friendly, centralised systems that reduce paperwork and help breeders meet standards with confidence.

A combined 68% of breeders said these tools are either very helpful (40%) or somewhat helpful (28%) in supporting both breeders and buyers. Around 20% were neutral, while 12%, found them not very helpful or not helpful at all. These results suggest that existing resources are making a positive impact, but there is still potential to improve how these tools are promoted, updated, and tailored to meet the evolving needs of the breeding community.

A total of 79% of breeders agreed or strongly agreed that a unified online platform would be helpful for navigating licensing, accessing welfare education, and tracking compliance. 20% were neutral, while only 2% strongly disagreed. These results show strong support for a centralised, digital solution to reduce confusion, improve accessibility of information, and help breeders meet expectations more efficiently.

A large majority of breeders (78%) either strongly agreed or agreed that a centralised, publicly accessible database of licensed breeders would promote greater transparency and responsible breeding. 17% were neutral, and only 5% expressed disagreement. These findings highlight clear support for a system that helps the public identify responsible breeders and supports accountability across the industry.

Breeders expressed strong support for practical, centralised digital tools that would simplify key aspects of their work, such as a national database for licensed breeders, digital litter records, and standardised paperwork. Many welcomed the idea of platforms that showcase breeder qualifications, health testing history, and licence status, particularly if promoted through well-known organisations like The Kennel Club. However, some breeders also voiced concerns about accessibility, noting that not everyone is digitally confident and that public awareness campaigns via TV are still essential. Overall, breeders want technology to make responsible breeding easier to manage, not more complicated.

Welfare & Ethical Breeding

An overwhelming majority of breeders (77%) believe that canine fertility clinics and related services should be regulated under DEFRA’s licensing framework. Only 8% said no, while 15% were unsure. This strong response highlights a clear concern within the breeding community about the current lack of oversight in this area. Breeders are calling for consistent, welfare-focused regulation of fertility services to ensure safe, ethical practices and to prevent misuse or exploitation of artificial breeding techniques.

A significant majority of breeders (70%) said they are very concerned about the welfare implications of breeding for extreme physical traits, such as flat faces or exaggerated body types. A further 18% were somewhat concerned, while only a small number expressed little or no concern. These results show strong awareness within the breeding community of the ethical and health issues linked to extreme conformations, and reflect a growing shift towards prioritising functional, healthy dogs over exaggerated appearance. Many breeders are committed to improving breed health through more responsible choices and education

Breeders showed the strongest support for stricter regulation around breeding for specific physical traits, followed closely by assisted reproductive techniques and crossbreeding practices. These priorities reflect growing concern about the welfare consequences of exaggerated features and increasingly commercialised or unregulated breeding methods. While fewer breeders felt that charitable or assistance dog breeding required additional oversight, some responses suggest all breeding, regardless of context, should meet clear, welfare-led standards. Overall, the results indicate a desire for thoughtful regulation that targets specific risks without overburdening responsible breeders.

Breeders gave a range of responses, with many unsure or unfamiliar with the latest proposals from Wales and Scotland. Among those who did comment, there was broad agreement that new welfare initiatives will only make a difference if they are backed by consistent UK-wide implementation, proper funding, and enforcement by inspectors with real-world experience. While the intent of these reforms was generally supported, many felt that without consultation and hands-on understanding, the impact could be limited.

The Future of Dog Breeding

Breeders expressed mixed feelings about the current direction of breeding practices in the UK. Only 28% felt optimistic, while a combined 42% said they were somewhat or very pessimistic. The remaining 30% were neutral. This split reflects a cautious and often frustrated outlook, with many breeders feeling that recent changes and inconsistent enforcement are creating more pressure for responsible breeders, while poor practices often go unchecked. The results suggest that while there is some hope, many breeders believe substantial improvements are still needed to restore confidence in the system.

Breeders want clear, consistent, and enforceable regulations by 2030. The most common requests included mandatory licensing for all breeders, compulsory health testing, and nationally standardised rules and fees. Many called for crackdowns on unlicensed breeders, less red tape for small-scale breeders, and stricter oversight of online puppy sales. There’s a strong push for fairness, welfare-first practices, and regulations that reflect real-world breeding, not just box-ticking

Breeders called for stronger collaboration, consistency, and real accountability. Many urged The Kennel Club to lead by example on health testing and ethical advertising. Respondents highlighted the need for clearer, unified standards across regions, better enforcement, and more direct engagement with experienced breeders. There was also strong support for improved public education, stricter controls on online advertising, and simplified licensing that fairly recognises small, responsible breeders. The message is, change must be practical, consistent, and action-driven.

Summary

At My Licensed Breeder, our mission is to give breeders a real voice, one that’s grounded in experience, guided by welfare, and committed to meaningful change.

Over the past year, we’ve engaged in ongoing conversations with The Kennel Club, Members of the Scottish Parliament (Probably the most dismissive one), and the All-Party Parliamentary Group for Animal Welfare in London. We’ve also worked alongside organisations such as Reggie’s Law, Naturewatch, and respected training providers like Pupstarts, while building relationships with food and insurance companies committed to supporting responsible breeders.

To support the day to day needs of breeders, we’ve developed The Digital Pawprint platform, a central hub that offers standardised paperwork, litter and dog record management, and tools to simplify compliance. This system helps breeders present clear, wellorganised records to enforcement officers, and ensures consistency across operations, big or small.

We’re also proud to have created the UK’s largest Verified Licensed Breeder Directory, ranking number one on Google when searching for “licensed breeder.”. This tool allows buyers to filter by breed type and find reputable, licensed breeders across the UK, providing a safe, ethical alternative to other online platforms.

We’re continuing to invest in breeder education through our e-learning platform (launching soon), designed to support new breeders, licensed breeders, and those currently out of scope. It offers accessible guidance on legislation, welfare best practices, and steps to achieve and maintain compliance.

Meanwhile, our Licensed Breeder Support Network has become a growing community that advocates for and assists breeders with one to one advice, free monthly masterclasses, certificates, and peer led support. And there’s a whole lot more to come, including new features, strategic partnerships, and breeder led initiatives to support and protect responsible breeding in the UK.

This Q1 report is just the beginning. Thank you to every breeder who completed the survey and shared their honest feedback. Your voice is being heard. We’ll continue to publish quarterly results, push for fair, effective regulation, and build a future where responsible breeders are respected, supported, and truly represented.