Berlin – September 15, 2026 -- A new survey from Rover finds that 45 percent of dog owners in Germany say their actual dog-related expenses turned out higher than they initially expected.
The online marketplace for pet care, which commissioned market research firm Pollfish to poll 1,000 dog owners in Germany in August, found that the early stages of dog ownership often carry the biggest financial surprise. More than half of respondents, 52 percent, reported total acquisition and start-up costs of 500 euros or more, while nearly 15 percent spent 2,000 euros or more.
Owners cut their own spending before touching the dog's budget
Despite rising costs, commitment to pets remains strong: 35 percent of owners say they would not cut spending on their dog under any circumstances. Instead, 83 percent said they already reduce, or would be willing to reduce, their own "luxury" spending -- such as restaurant visits or vacations -- to prioritize their dog.
Food and veterinary care are treated as non-negotiable: 84 percent said they would not cut back on food, and 76 percent would not cut back on vet costs. When cuts are made, owners target accessories and toys (38 percent), pet care services (22 percent), or training and dog school (22 percent) first.
Start-up costs add up fast for new owners
The biggest one-time expenses cited were the purchase price or adoption fee (78 percent), initial equipment like beds, leashes, and bowls (72 percent), and first veterinary check-ups (65 percent). Insurance, cited by 53 percent, is a cost often overlooked during initial budgeting. Only 4 percent of owners reported facing few or no major one-time costs.
Monthly costs cluster around 50 to 150 euros
Estimated total monthly costs were most commonly reported in the 50-to-under-100-euro range (36 percent) and the 100-to-under-150-euro range (26 percent). Food and treats typically cost 40 to under 60 euros a month (30 percent), while insurance and dog tax usually run 10 to under 20 euros monthly (29 percent). Notably, 73 percent of owners spend nothing on pet care services, and 72 percent spend nothing on training or behavior classes.
French Bulldogs cost nearly 44 percent more than Chihuahuas
Breed makes a measurable difference. Among the six most frequently cited breeds, estimated monthly costs ranged from about 122 euros for Chihuahuas to about 176 euros for French Bulldogs -- a difference of roughly 54 euros, or about 44 percent. Mixed-breed dogs averaged around 126 euros monthly, German Shepherds about 155 euros, Labrador Retrievers about 163 euros, and Golden Retrievers about 167 euros.
French Bulldog owners also reported the highest annual vet costs among the breeds surveyed, at roughly 582 euros, and the highest largest unplanned expense over the past twelve months, at roughly 636 euros. Chihuahua owners reported comparable figures of about 352 euros and 395 euros, respectively.
Unplanned costs remain the biggest financial risk
For 26 percent of respondents, the single largest unplanned expense of the past year reached 1,000 euros or more. Illness was the most common cause, cited by 41 percent, followed by medication (31 percent) and accidents (24 percent).