The finding emerges from research carried out for the retailer Matalan as part of its “Made for Modern Families” marketing campaign.

Data compiled by YouGov reveals that a dog is now more than just a man’s best friend, with almost half (49%) of pet owners questioned claiming that they were an important family member, while 22 per cent cited their pet as a close family member; just below grandparents (26%) and above in-laws (21%).

Mark Earls, a leading behavioural expert and fellow of the Marketing Society, said: “Pets really add to the richness of the modern family and are considered just as important as close relatives and friends. Dogs are more like us than many other pets – they’re social creatures who appreciate being part of a family and those who look after them.”