Packaged Facts - Gen Z and Millennials as Pet Care Consumers
This report focuses on Gen Z and Millennials in contrast to Gen X and Boomers and provides a data-rich analysis of dog and cat owners as consumers, both generally and within pet product and pet service categories. The perennial interest in generations has ramped up in recent years as Millennials overtook Boomers as the largest cohort of shoppers, and as Gen Z began entering adulthood.
Report coverage spans generational populations and pet ownership patterns, pet care and pet/vet care spending patterns, and consumer values and shopping habits. The analysis places special emphasis on the internet, smartphones, and social media as essential platforms for Gen Z and Millennial consumers as well as pet industry marketers.
Consumer generations are defined as follows: Baby Boomers (born 1946-64), Gen X (born 1965-1976), Gen Y (born 1977-1996), and Gen Z (born 1997-2010). The term “Millennials” has largely replaced the generic “Gen Y”. As of 2024:
- Gen Zers overall are age 14-27, such that adult Gen Zers are 18-27.
- Millennials are 28-47.
- Gen Xers are 48-59.
- Boomers are 60-78.
- Executive Summary
- Scope and Methodology
- Scope of Coverage
- Research Methodology
- Defining the Generations
- Introduction to Consumer Generations
- Societal Change
- Technology as Generational Gatekeeper
- Generational Population Overview
- Pet Ownership Patterns
- Pet Ownership Rates by Generation
- Table Topline Pet Ownership Patterns by Generation: By Share of Households, 2024 (percent)
- Gen Z, Millennials, and Household Formation
- Pet Ownership Patterns by Generation
- Demographics and Pet Population Growth
- Pet Ownership Rates by Generation
- Pet Care Patterns
- Share of Pet Care Spending by Generation
- Pets as Family
- Generational Patterns for Top Channels and Retailers
- Annual Pet Food Spending Ranges by Generation
- Vet/Pet Care Service Patterns
- Consumer Overview
- General Values
- Political Outlook
- Anti-Aging Gets Younger
- Spending Over Saving
- Shopping Patterns
- Generational Variations
- Brand Psychographics
- Digital Platforms in the Influencer Age
- The Message Is Which Media
- Technology as Torch
- Generational Patterns for Internet, Smartphones, and Social Media
- Opportunities
- Technology and Connectivity
- The Influence Field
- Celebrities Come Onstage
- The Internet and Smartphones as Marketer/Consumer Platform
- Social Media as Marketer/Consumer Platform
- Race/Ethnicity at the Forefront of Demographic Change
- Marketing to the LGBTQ+ Community
- The Feline Factor
- Omnichannel Millennials
- Tracking Sources of Pet Care Information
- Social Values and Corporate Responsibility
- Yes, Please to Advertising
- Yes, Please to Sales and Discounts
- Pets and Mental Well-Being
- Scope and Methodology
- Introduction to Consumer Generations
- Chapter Highlights
- Generational Definitions and Generalizations
- Defining the Generations
- Societal Change vs. Stereotype
- Technology as Generational Gatekeeper
- Table Consumer Technology Timeline, 1972 – 2007 (year of launch)
- Generational Population Overview
- Millennials at 34% Share of Adults in 2024
- Gen Z at 25% of Adults by 2029
- 46 Million Millennial Households in 2024
- Half of Gen Z Live With Parents
- Topline Generational Demographics
- Table Topline Demographics by Generation: By Share of Households, 2024 (percent)
- Household Demographics for Millennials and Gen Z
- Table Millennial Household Demographics, 2024 (millions, percent of national total, share of millennials, and index)
- Table Generation Z Household Demographics, 2024 (millions, percent of national total, share of millennials, and index)
- Pet Ownership Patterns
- Chapter Highlights
- Generational Pet Ownership Rates
- Pet Ownership Rates by Generation
- Table Topline Pet Ownership Patterns by Generation: By Share of Households, 2024 (percent)
- Table Topline Pet Ownership Patterns by Generation: By Number of Households, 2024 (thousands)
- Gen Z Has Highest Cat Ownership Rates
- Gen Z, Millennials, and Household Formation
- Share of Pet Owners by Generation
- Share of Pet Households Owning Dogs vs. Cats
- Patterns for Number of Dogs and Cats Owned by Generation
- Table Patterns by Number of Dogs and Cats Owned by Generation: By Share of Households, 2024 (percent of dog and cat owners)
- Table Ownership of Puppies and Kitten by Generation: By Number of Households, 2024 (thousands)
- Patterns for Puppy and Kitten Ownership by Generation
- Table Ownership of Puppies and Kittens by Generation: By Share of Households, 2024 (percent of dog and cat owners)
- Table Ownership of Puppies and Kitten by Generation: By Number of Households, 2024 (thousands)
- Patterns for Size of Dogs Owned by Generation
- Table Dog Ownership Patterns by Size/Weight of Dogs: By Generation, 2024 (percent of dog owners)
- Summary Dog and Cat Ownership Patterns by Generation
- Table Generational Pet Ownership Patterns by Number and Age of Dogs and Cats Owned: By Share of Households, 2024 (percent)
- Table Dog and Cat Ownership Patterns by Generation: By Share of Pet-Owning Households, 2024 (percent)
- Pet Ownership Patterns for Millennials and Gen Z
- Table Millennial Pet Ownership Patterns, 2024 (millions, percent of national total, share of Millennials, and index)
- Table Generation Z Pet Ownership Patterns, 2024 (millions, percent of national total, share of Gen Z, and index)
- Pet Ownership Rates by Generation
- Demographics and Pet Population Growth
- National Population Trend as Backdrop
- Table Household Population Patterns for the US: Pet Ownership Indexes for 2024 and Projected Change in Household Population by Selected Demographics, 2023–2028 and 2028–2033 (index, million households, and percent change)
- Table Topline Pet Owner Demographics by Generation: By Share of Households, 2024 (percent of pet owners)
- Pet Ownership Demographics for Millennials and Gen Z
- Table Millennial Demographics: Dog-Owning Households, 2024 (thousands, percent, share of Millennial dog owners, and index)
- Table Millennial Demographics: Cat-Owning Households, 2024 (thousands, percent, share of Millennia cat owners, and index)
- Table Generation Z Demographics: Dog-Owning Households, 2024 (thousands, percent, share of Gen Z dog owners, and index)
- Table Generation Z Demographics: Cat-Owning Households, 2024 (thousands, percent, share of Gen Z cat owners, and index)
- National Population Trend as Backdrop
- Pet Care Patterns
- Chapter Highlights
- Pet Care Context
- Share of Pet Care Spending by Generation
- Pets as Family
- Companionship, Love Top Reasons for Pet Ownership
- Table Top Reasons Why Pet Owners Have Their Pet: Dog Owners vs. Cat Owners, 2023 (percent of dog and cat owners)
- Table Selected Dog and Cat Care Patterns: By Generation, 2023 – 2024 (percent of dog and cat owners)
- Pet Product Shopping Patterns by Generation
- Generational Patterns for Top Channels and Retailers
- Table Pet Product Channel Shopping Patterns by Generation, 2024 (percent of pet households)
- Table Cross-Shopping for Pet Products Between Chewy, Amazon and Other Channels/Retailers: By Generation, 2024 (overall percent of pet owners and generational indexes)
- Table Cross-Shopping for Pet Products Between Amazon and Other Channels/Retailers: By Generation, 2024 (overall percent of pet owners and generational indexes)
- Annual Pet Food Spending Ranges by Generation
- Table Pet Food Spending Patterns by Generation, 2024 (percent of pet households)
- Generational Patterns for Top Channels and Retailers
- Veterinary and Pet Service Usage Patterns by Generation
- Topline Usage Rates
- Table Veterinary and Pet Service Usage by Generation: Dog vs. Cat Owners, 2024 (percent of dog and cat households)
- Veterinary Care Spending
- Table Veterinary Service Spending Ranges by Generation, 2024 (customer households in thousands and spending range in percentages)
- Veterinarians vs. Rival Pet Care Authorities
- Table Most Important Sources of Pet Care Information: By Generation, 2024 (percent of pet owners)
- Alternative Vet Care and Affordability
- Non-Medical Pet Services and Affordability
- Topline Usage Rates
- Consumer Overview
- Chapter Highlights
- General Values
- Career and Social Ambitions
- Table General Values of Pet Owners: By Generation, 2024 (percent of adults)
- Table General Values of Pet Owners: By Generation, 2024 (index)
- Table Selected General Values: Overall vs. Millennial Dog and Cat Owners, 2024 (percent of adults and index)
- Table Selected General Values: Overall vs. Gen Z Dog and Cat Owners, 2024 (percent of adults and index)
- Career and Social Ambitions
- Political Perspectives
- Political Outlook
- Table Pet Owner Political Outlook: By Generation, 2024 (percent of adults)
- Political Party Affiliation
- Table Political Party Affiliation: By Generation, 2024 (percent of adults and index)
- Table Pet Owner Politics: Overall vs. Millennial Dog and Cat Owners, 2024 (percent and index)
- Table Pet Owner Politics: Overall vs. Gen Z Dog and Cat Owners, 2024 (percent and index)
- Political Outlook
- Health and Wellness Psychographics
- Anti-Aging Gets Younger
- Table Health and Wellness Psychographics of Pet Owners: By Generation, 2024 (percent)
- Table Health and Wellness Psychographics of Pet Owners: By Generation, 2024 (index)
- Anti-Aging Gets Younger
- Financial Psychographics
- Spending Over Saving
- Table Financial Psychographics of Pet Owners: By Generation, 2024 (percent)
- Table Financial Psychographics of Pet Owners: By Generation, 2024 (index)
- Consumer Confidence
- Gen Z Optimism About Future
- Table Overall Adult vs. Pet Owner Consumer Confidence: By Generation, 2024 (percent)
- Spending Over Saving
- Shopping Patterns
- Chapter Highlights
- Introduction
- Generational Variations
- Table General Shopping Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table General Shopping Psychographics of Pet Owners: By Generation, 2024 (index)
- Generational Variations
- Eco vs. Price Consciousness
- Table Eco-Consciousness Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Eco-Consciousness Psychographics: By Generation, 2024 (index)
- Brand Psychographics
- Variety vs. Verity
- Table General Brand Psychographics: By Generation, 2024 (percent of overall adults vs. pet owners)
- Table General Brand Psychographics of Pet Owners: By Generation, 2024 (index)
- Store Brands as Bargaining Chips for Customer Loyalty
- Table Selected Psychographics Related to Store Brands: Adults Overall vs. Pet Owners, 2024 (percent)
- Table Store Brand Usage Rates by Dog or Cat Product Category: By Generation, 2024 (percent of category purchasers)
- Variety vs. Verity
- Receptivity to Advertising
- Higher Receptivity Across Social Media, Streaming, and Smartphone Platforms
- Table General Advertising Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Advertising Psychographics of Pet Owners: By Generation, 2024 (index)
- Higher Receptivity Across Social Media, Streaming, and Smartphone Platforms
- Receptivity to Sales and Discounts
- Sales as Bargaining Chips for Customers
- Table Sales and Promotion Psychographics: By Generation, 2024 (percent of adults overall and pet owners completely or somewhat agreeing)
- Table Sales and Promotion Psychographics of Pet Owners: By Generation, 2024 (index)
- Sales as Bargaining Chips for Customers
- Digital Platforms in the Influencer Age
- Chapter Highlights
- Generational Patterns for Technology
- Technology and Connectivity
- Table Technology Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Technology Psychographics of Pet Owners: By Generation, 2024 (index)
- Table Technology Concerns: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Technology Concerns of Pet Owners: By Generation, 2024 (index)
- The Case for Pet Tech
- Table Agreement with Statement, "Technology is allowing me to save time on pet care": Overall and by Generation, 2024 (percent of dog/cat owners)
- Table Agreement with Statement, "Technology is allowing me to spend more quality time with my pets": Overall and by Generation, 2024 (percent of dog/cat owners)
- The Media Is the Message
- Table Media Trusted Most: By Generation, 2024 (percent of adults)
- Technology as Torch
- Wanting to Wow
- Table Influence Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Influence Psychographics of Pet Owners: By Generation, 2024 (index)
- The Influence Field as Marketer/Consumer Platform
- Table Influence Dynamics as Marketer/Consumer Platform: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Influence Dynamics as Marketer/Consumer Platform for Pet Owners: By Generation, 2024 (index)
- Technology and Connectivity
- Generational Patterns for Internet
- Overview of Internet Use
- Table Use of Internet: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Pet Owner Use of Internet: By Generation, 2024 (index)
- The Internet as Marketer/Consumer Platform
- Table The Internet as Marketer/Consumer Platform: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table The Internet as Marketer/Consumer Platform for Pet Owners: By Generation, 2024 (index)
- Overview of Internet Use
- Generational Patterns for Smartphones
- Overview of Smartphone Use
- Table Use of Smartphones: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Pet Owner Use of Smartphones: By Generation, 2024 (index)
- Smartphones as Marketer/Consumer Platform
- Table Smartphones as Marketer/Consumer Platform: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Smartphones as Marketer/Consumer Platform for Pet Owners: By Generation, 2024 (index)
- Overview of Smartphone Use
- Generational Patterns for Social Media
- Overview of Social Media Use
- Table Use of Social Media: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Pet Owner Use of Social Media: By Generation, 2024 (index)
- Table Social Media Apps Used in Last 30 Days: Pet Owner Overview, 2024 (percent of households)
- Social Media as Marketer/Consumer Platform
- Table Social Media as Marketer/Consumer Platform: By Generation, 2024 (percent of adults overall vs. pet owners)
- Table Social Media as Marketer/Consumer Platform for Pet Owners: By Generation, 2024 (index)
- Overview of Social Media Use
Research Assistance
Download our eBook: How to Succeed Using Market Research
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.
Download eBook