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We appreciate the efforts Nom Nom put forth to answer our questions* about the April 2025 survey findings they shared with us. Dogs crave mental and physical challenges that keep them engaged beyond toys, beds or long walks, shares Kristin Chenoweth, who promotes meal time as one place to improve experiences for dogs.
Beyond the commercial messaging, an exclusive-to-Chewy enrichment kit and Enrichment Magic campaign spotlighting enrichment as the highest form of pup pampering . . . many of the survey findings will interest animal health pros at all levels.
Key survey findings:
- 78 percent of dog parents experience negative emotions—like guilt, anxiety, or helplessness—when their pup seems bored.
- 71 percent believe their dog’s happiness would improve with more enrichment.
- 87 percent of dog parents admit to doing at least one indulgent behavior out of guilt, such as buying treats, turning on dog TV, or giving something because their dog looked sad.
- Nearly one-fourth say they’ve spent more than $1,000 on non-essential items, to make their dog feel happier.
- 80 percent of dog parents worry that their dog is bored
- 63 percent of dog parents thought enrichment was just about walks and play
- 52 percent of dog parents struggle to make enrichment a habit, while 46 percent of dog parents feel they don’t have time to do more
Source: Nom Nom, PR Newswire, June 4, 2025. Link.
We found that dog parents are often anxious or concerned about their pup being bored, and found that leaning into enrichment and excitement – at mealtime and throughout the day – helps answer that need.” – Rachel Porges, Chief Innovation & Brand Development Officer
*Survey notes: The N for this survey was 1,000 owners of one or more dogs who had primary responsibility for their animal(s) care. The survey was conducted online through an opt-in panel. 38.6 percent of respondents were from multi-dog homes. No questions were asked about pet insurance and respondents were not asked if they were Nom Nom customers.
INSIGHTS: Cornell’s Aly Cohen, DVM, shared thoughts on enrichment in July 2023 <Link>.
Whether a puppy or a senior, every dog needs and benefits from enrichment. What exactly is enrichment? All dogs have natural behaviors they want to express — some more than others — including chewing, running, chasing, shredding, digging, fetching, sniffing, barking, playing and more. Enrichment means giving your dog opportunities to express these natural behaviors, which is crucial to their physical and emotional welfare. Best of all, enrichment strengthens the bond between you and your dog.
Image: Link.