Pet parent of the year alert! Gen Z is wagging the biggest tail in the pet industry playground when spending on our furry (and not-so-furry) friends. This generation is quickly redefining what it means to be a pet parent, splurging on everything from gourmet treats to birthday cakes and even doggy daycare.
So, move over, Baby Boomers and Millennials. There’s a new generation taking the leash and steering the pet industry into uncharted territory—and they’re doing it with pizzaz, multiple pets, and a very big shopping cart!
Gen Z, the digital natives born roughly between 1997 and 2012, are not just scrolling through cute pet videos; they’re driving the U.S. pet industry to a record-breaking $157 billion in 2025. Here’s how this savvy, socially connected, and pet-obsessed generation is outpacing their elders and turning pet parenthood into a growing business.
The Numbers Don’t Lie
As stated by the American Pet Products Association, pet ownership in the U.S. has risen to 94 million households, up from 82 million just two years ago!
APPA president Pete Scott said “What’s encouraging is that pet ownership itself is expanding,” and “These figures reaffirm that pet care remains a top priority for Americans, reflecting the deep and lasting bond between people and their pets, especially with the Millennials and Gen Zs who are more likely to have multiple pets than their Boomer and Gen X counterparts”.
Who Said We Can Only Have One Pet?
Having one pet is great, but you know what they say: “The more the merrier!”. Almost a third of Gen Zs have already adopted some furry -or nonfurry- friends. Not only that, but a shocking 70% of Gen Z pet owners report having two or more animals at home, making “pet-filled mayhem” the new normal.
Even though millennials still hold the biggest share of pet owners overall, Gen Z’s rapid rise in pet adoption is reshaping the scene. Picture multiple dogs, cats, and even chickens running around in the backyard. I can just hear the Gen Zs saying: “Why have one when you can have a whole squad?”.
Gen Z’s Paw-sitive Vibes
If you thought Gen Z was serious about their healthy avocado toast, you have another thing coming. Gen Z is also zoned into the mental and physical health of their pets. From organic treats, daycare, and even doggy yoga, you name it!
Gen Z sees their pets as family members as well as anchors to help with stress, anxiety, and loneliness so they are more than eager to pay for preventive healthcare, including pet insurance, at rates much higher than older generations.
From TikTok to Treats
Gen Z is using social media to their advantage, you might think they are only making videos of cute pets for likes and comments but in fact, they are also fueling a thriving market by splurging on everything from gourmet snacks to trendy toys and high-tech gadgets.
Think about it, every clip that goes viral sparks a new want, need, and demand for that product or service in followers who want to pamper their fur babies because let’s be honest, they deserve the best!
Fur Meets Firmware
Gen Z is taking pet care to a whole new level with their passion for tech-pro solutions, turning smart collars and AI vet visits into must-have essentials for their furry friends. These collars not only look fashionable—they track heart rates, activity levels, and even GPS location, giving pet parents real-time updates straight to their phones. Talk about convenience!
These AI-powered platforms and gadgets allow you to consult with vets without having to leave the couch so not only is it super convenient, and you would be more open to your pet’s health, it also fuels a market where innovation meets affection.
In short, Gen Z is proving that when it comes to pet care, brains and bytes are just as important as belly rubs and treats.
Paws and Prada
Thinking of purchasing a Prada item for yourself? Think again! Gen Z is proving that every walk is a runway for their pets instead!
Luxury leashes and designer bowls are the new must-haves for Gen Z’s pampered pets, proving that even a recession won’t be able to dull their flair for high-end style.
From $580 GPS-enabled Prada leashes that sell out in days to $1,100 Hermès dog bowls, Gen Z is splurging on premium accessories that make their fur babies the envy of the dog park. For these pet parents, spoiling pets isn’t just about function—it’s about fashion, status, and self-expression, with social media-worthy gear that’s as chic as it is practical.
Tail Wagging Workouts
Yoga is so yesterday, Doga (dog yoga) is the new way to do it! Gen Z is not only focused on their own fitness journey but also honed into their pets’ fitness. With Gen Z pet owners spending an average of $178 monthly on pet care, a significant slice goes toward wellness and fitness products, making the pet fitness market a booming $6.29 billion industry in 2024 and still growing fast.
It’s not just about exercise—it’s about bonding, fun, and a shared commitment to wellbeing that’s as fur-tastic as it sounds1.
From Boxes to Belly Rubs
Gen Z has taken pet pampering to a whole new level with subscription boxes packed full of goodies tailored just for their furry friends. This generation is a major reason for the booming pet subscription box market, which was valued at about $823.5 million globally in 2024 and is projected to double to $1.67 billion by 2030.
These subscription boxes usually have a delightful mix of treats, toys, grooming products, and health supplements tailored to the pet’s size, breed, and dietary needs.
It’s not just about spoiling pets—it’s about creating moments of joy and bonding that keep tails wagging and purrs flowing. Gen Z is really going the extra mile to make their pets feel loved, comfortable, and important.
Purr-fect Posts and Viral Tails
Gen Z’s pets are not only cute companions—they’re becoming bona fide social media stars and industry icons. With perfectly timed head tilts, hilarious antics, and irresistible charm, these furry influencers rack up followers by the thousands, turning everyday moments into viral sensations.
These furry influencers don’t just steal hearts—they rack up likes, shares, and followers faster than you can say “paw-some.” From sponsored posts featuring AI leashes to debuting the latest Prada items, Gen Z’s pets are leading trends re-shaping the pet market. It’s a world where a wagging tail can launch a brand and a purr can spark a product craze.
Protecting Paws and Wallets
Gen Z is all for pet insurance, it’s a small price to pay for peace of mind.
Unlike older generations, Gen Z treats their pets like family and wants to be prepared for any unexpected vet bills without breaking the bank. With rising vet costs, these pet parents see insurance as a smart way to ensure their furry friends get top-of-the-line care no matter what.
Plus, with easy online sign-ups, mobile claims, and flexible plans, pet insurance fits right into their digital lifestyle, it’s a perfect match! Thanks to Gen Z’s practical yet loving approach, pet insurance is becoming a must-have, fueling the industry’s rapid growth.
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