• One in three men remarked that buying a cat was the “best thing they had ever done”. The same ratio believed their cat was a good listener and kept them calm.
• At least one in three male cat owners were put off by the practicalities of cat ownership, such as emptying the litter tray and treating the animal for worms.
• One in four male cat owners believes their cat to be good company and an adequate replacement of a human being.
• One in four men believed their having a cat portrayed them as loving and tender.
• One in six men believed their having a cat aided their love life (although presumably five out of six men were happy to talk to a cat instead).
• One in ten male cat owners believed their cat was able to counsel them through hard times.
The study appears on the face of it to be part of a strategy of the month-old ITCH to generate sales.
According to The Sun, Jonny Gould, boss of ITCH, said of the study: “From our research, it’s great to see that so many of our cat-chelors are taking their pets to the vet regularly, however only 23 per cent are flea-ing every month, leaving our furry pals at risk.
"Fleas are a nightmare for our pets. The Itch flea monthly subscription pack makes it really easy to protect your pet so you never forget a treatment ever again."
ITCH was co-founded by entrepreneur James Cox, retailers Jonny and Adam Gould and marketer Charlotte Harper. According to Business Leader, the brand has received £5m investment from various sources including Seedcamp, Nigel Wray and James Cox.