Responsible breeders need better tools report by Purina finds

Dog breeders are navigating more complexity than ever before. Growing demand for puppies, evolving regulations and higher expectations from pet owners. Today’s breeders are expected to meet high standards, all while staying true to the values that brought them into this work in the first place.

At Breedera, we know our community is committed to doing things right. We’re always paying close attention to what’s happening in the wider pet care industry, and we’re thrilled to be included in a recent article from Purina’s Unleashed:
Breeding in Europe: The Good, The Bad and the Technology.

The piece offers insights into the challenges and opportunities facing breeders across the continent, from regulation and verification to technology’s growing role in supporting responsible practices.

Below is our take on the key findings from Purina’s report.

Dog breeding in Europe in 2025

According to Purina’s overview, the breeding landscape across Europe is becoming more digitised, regulated and quality-focused.
Some of the key takeaways include:

Transparency is no longer optional

Regulatory bodies and online marketplaces alike are pushing for clearer documentation, ID verification, and traceable records from breeders. And this is often linked directly to microchipping and licensing data.

Digital platforms are on the rise

As pet ownership increases, so does the need for smarter tools. Tech solutions are helping breeders stay compliant, match puppies to suitable homes and prove the health and heritage of their litters.

As an Unleashed by Purina Alum, Breedera Founder Mike White gave his insights on tech adoption in the breeding space:
“Responsible breeding is something that people train their whole lives to do. It comes with experience. That experience is now being passed down to the tech-ready generation. Things are changing.”

Breeder trust is a market priority

Whether it’s local councils, licensing authorities, or puppy buyers, all stakeholders are seeking ways to ensure breeders operate ethically and with care.

“It’s a slight exaggeration, but everybody loves dog breeds, but everybody hates breeders. But if there were no breeders in the world, every dog would be a mixed breed. Breeders have so much influence on new owners and directly influence the health outcomes of the puppies. I think that more pet companies need to appreciate the power of breeders,” Mike told Purina.

These trends point to one thing: breeders who want to protect their reputation and simplify their workflow need tools that can keep up.

How Breedera’s technology supports responsible breeding

Breedera helps you stay focused on the wellbeing of your dogs, without getting lost in paperwork or disconnected systems.

The app brings together everything breeders need – from health records and mating logs to pregnancy countdowns and waitlist tracking – all in one secure place.

This not only saves time but also ensures that accurate and accessible records support every decision.

With tools that adapt to each stage of the breeding journey, Breedera gives breeders the confidence to stay compliant, stay organised and continue setting high standards, not just for their litters, but for the future of responsible breeding.

It’s clear from Purina’s research that the breeding world is changing. Breeders, pet owners, and policymakers alike are calling for better practices, greater accountability, and higher standards of care.

But for those who are already doing things the right way – the dedicated, experienced breeders who lead with their hearts – these changes shouldn’t be a burden, they’re an opportunity.

With the right tools in hand, the future of ethical breeding can be even more rewarding.

See how Breedera can support your breeding journey – download the app and get started today.