Pedigree UK Teams with DC Studios' "Superman" to Celebrate the Heroic Powers of Rescue Dogs
Posted on July 31, 2025 by Neil Cole
From snack-detecting ears to mood-lifting cuddles and supersonic snores, new research reveals that many UK pet parents believe their pets possess genuine powers.
The research commissioned by PEDIGREE, part of Mars Incorporated, shows just how deeply the bond between dogs and their humans runs. Over two-thirds (67 per cent) believe their pet has a sixth sense for emotions, while nearly half (46 per cent) say their dog has reacted to how they were feeling before they even showed it outwardly. A third (33 per cent) describe their dog as their personal hero, and 74 per cent say their pup is their best friend and most loyal companion.
Launched in partnership with DC Studios' blockbuster Superman, the new findings highlight the extraordinary emotional - and often hilarious - powers of dogs, characterized by Krypto the Superdog and his bond with Superman in the new film. A symbol of loyalty, friendship and fun, Krypto was inspired by director James Gunn's own real-life sidekick - his rescue dog Ozu - which has in turn inspired others to give forever homes to rescue dogs.
According to the research, one in five UK dog owners compares their canine to Superman, citing their noble spirit, mood-lifting powers, and unwavering protectiveness. It's no surprise, then, that so many dogs are credited with emotional support abilities. More than half (52 per cent) offer comfort just by lying beside their owners, 47 per cent follow them around the house when they need cheering up, and 64 per cent say cuddles and closeness are their greatest source of comfort. Whether it's through their silly behaviour (44 per cent) or simply being there in tough times, 62 per cent of owners say their dog makes them smile or laugh regularly.
But, like any good superhero, dogs come with their quirks - and a few comedic alter egos. One of the most beloved? "The Snack Bandit." Over a third of owners have affectionately given their dog this title, with 48 per cent claiming their pet can hear a treat bag open from rooms away. Others boast lightning-fast reflexes when food hits the floor (36 per cent), or telepathic awareness of walk time.
The 10 most common "powers" are:
1. Super powerful hearing when treats are being opened (even from another room)
2. Super fast speed bursts of energy/ 'zoomies'
3. Lightning quick reflexes to dropped food
4. The telepathic ability to know when it's time for a walk
5. Incredible strength when playing with their favourite toy
6. Incredible crumb detection - even if in a different room
7. Gravity-defying high jumps
8. Mind control to get pets/belly rubs
9. A thunderously loud bark that you can hear from a different postcode
10. Laser focus on their favourite toy
Yet even heroes have their weaknesses, which commonly include fireworks (29 per cent), vet visits (26 per cent), vacuum cleaners (21 per cent), and bath time (25 per cent). Eighteen per cent of owners believe their pup has the uncanny ability to detect the only muddy puddle in a 10-mile radius, while others cite the "tail of destruction", capable of knocking over mugs, toddlers and wine glasses in one happy wag. And 16 per cent have companions that snore at “supersonic” volume levels.
"Dogs have a superhero impact on our lives," said Mariana Coronel, Director for PEDIGREE. "Whether they're lifting our moods, making us laugh, or simply lying quietly by our side, their strength - emotional or otherwise - can completely transform how we feel at home. They are an essential part of everyday life, and we often don't realise just how heroic they are. Not all heroes wear capes - some have wagging tails!"
Yet despite the nations' love and loyalty to dogs, according to Mars Petcare's State of Pet Homelessness Index, an estimated 63,000 dogs remain in animal charity centres across the UK, waiting for someone to see their potential. Even more worryingly, only half of prospective pet owners say they would consider adoption.
That's why PEDIGREE is encouraging future pet parents to look past the stereotypes and discover their next hero in a local shelter. To find your nearest shelter, visit: UK.Pedigree.com.
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English (US) · 