Gen Z and Millennials as Pet Care Consumers

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• SCOPE AND METHODOLOGY
• Defining the Generations
• INTRODUCTION TO CONSUMER GENERATIONS
• Figure 1-1. Projected Share of Adult Population by Generation, 2024 vs. 2029 (percent)
• PET OWNERSHIP PATTERNS
• Table 2-1. Topline Pet Ownership Patterns by Generation: By Share of Households, 2024 (percent)
• Figure 1-2. Share of Pet Households by Generation, 2024 (percent)
• PET CARE PATTERNS
• Figure 1-3. Share of Pet Households vs. Share of Pet Care Dollar Spending by Generation, 2024P(percent)
• CONSUMER OVERVIEW
• SHOPPING PATTERNS
• DIGITAL PLATFORMS IN THE INFLUENCER AGE
• OPPORTUNITIES

CHAPTER 2: INTRODUCTION TO CONSUMER GENERATIONS

• CHAPTER HIGHLIGHTS
• GENERATIONAL DEFINITIONS AND GENERALIZATIONS
• Defining the Generations
• Figure 2-1. Level of Agreement with the Statement, "A Woman's Place Is in the Home": By
• Generation, 2024 (percent of adults)
• Societal Change vs. Stereotype
• Technology as Generational Gatekeeper
• Table 2-1. Consumer Technology Timeline, 1972 - 2007 (year of launch)
• GENERATIONAL POPULATION OVERVIEW
• Millennials at 34% Share of Adults in
• Figure 2-2. Share of Adult Population by Generation, 2019 vs. 2024 (percent)
• Figure 2-3. Adult Population by Generation, 2019 vs. 2024 (thousands)
• Gen Z at 25% of Adults by
• Figure 2-4. Projected Share of Adult Population by Generation, 2024 vs. 2029 (percent)
• 46 Million Millennial Households in
• Figure 2-5. Share of Adult vs. Household Populations by Generation, 2024 (percent)
• Figure 2-6. Household Population by Generation, 2024 (thousands)
• Half of Gen Z Live With Parents
• Race/Ethnicity at the Forefront of Demographic Change
• Figure 2-7. Share of Households by Generation: White Non-Hispanics, 2024 (percent)
• Figure 2-8. Share of Households by Generation: White Non-Hispanics, 2024 (percent)
• Figure 2-9. Level of Agreement with the Statement: "I Feel Really Good About Seeing Celebrities in
• the Media that Share My Ethnic Background": By Generation, 2024 (percent completely or
• somewhat agreeing)
• Topline Generational Demographics
• Table 2-2. Topline Demographics by Generation: By Share of Households, 2024 (percent)
• Household Demographics for Millennials and Gen Z
• Table 2-3. Millennial Household Demographics, 2024 (millions, percent of national total, share of
• millennials, and index)
• Table 2-4. Generation Z Household Demographics, 2024 (millions, percent of national total, share of
• millennials, and index)

CHAPTER 3: PET OWNERSHIP PATTERNS

• CHAPTER HIGHLIGHTS
• GENERATIONAL PET OWNERSHIP RATES
• Pet Ownership Rates by Generation
• Table 3-1a. Topline Pet Ownership Patterns by Generation: By Share of Households, 2024 (percent)
• Table 3-1b. Topline Pet Ownership Patterns by Generation: By Number of Households,
• (thousands)
• Gen Z Has Highest Cat Ownership Rates
• Figure 3-1. Cat Ownership Rates in 18-24 and 50-59 Age Brackets, 2005 vs. 2024 (percent)
• Gen Z, Millennials, and Household Formation
• Figure 3-2. Average Annual Growth in Number of Households, 2011 through 2016 and 2016 through
• 2021 (thousand households)
• Share of Pet Owners by Generation
• Figure 3-3. Share of Pet Households by Generation, 2024 (percent)
• Figure 3-4. Share of Dog Households by Generation, 2024 (percent)
• Figure 3-5. Share of Cat Households by Generation, 2024 (percent)
• Share of Pet Households Owning Dogs vs. Cats
• Figure 3-6. Share of Pet Households Owning Dogs vs. Cats: By Generation, 2024 (percent)
• Patterns for Number of Dogs and Cats Owned by Generation
• Table 3-2a. Patterns by Number of Dogs and Cats Owned by Generation: By Share of Households,
• 2024 (percent of dog and cat owners)
• Table 3-2b. Ownership of Puppies and Kitten by Generation: By Number of Households,
• (thousands)
• Figure 3-7. 2+ Dog or Cat Ownership Rates in 18-24 and 30-45 Age Brackets, 2005 vs. 2024 (percent)
• Patterns for Puppy and Kitten Ownership by Generation
• Table 3-3a. Ownership of Puppies and Kittens by Generation: By Share of Households, 2024 (percent of dog and cat owners)
• Table 3-3b. Ownership of Puppies and Kitten by Generation: By Number of Households, 2024(thousands)
• Figure 3-8. Share of Households Owning Puppies and Kittens Under Age 2: By Generation, 2024(percent)
• Patterns for Size of Dogs Owned by Generation
• Table 3-4. Dog Ownership Patterns by Size/Weight of Dogs: By Generation, 2024 (percent of dog owners)
• Summary Dog and Cat Ownership Patterns by Generation
• Table 3-5. Generational Pet Ownership Patterns by Number and Age of Dogs and Cats Owned: By
• Share of Households, 2024 (percent)
• Table 3-6. Dog and Cat Ownership Patterns by Generation: By Share of Pet-Owning Households,
• (percent)
• Pet Ownership Patterns for Millennials and Gen Z
• Table 3-7. Millennial Pet Ownership Patterns, 2024 (millions, percent of national total, share of
• Millennials, and index)
• Table 3-8. Generation Z Pet Ownership Patterns, 2024 (millions, percent of national total, share of
• Gen Z, and index)
• DEMOGRAPHICS AND PET POPULATION GROWTH
• National Population Trend as Backdrop
• Table 3-9. 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 3-10. Topline Pet Owner Demographics by Generation: By Share of Households, 2024 (percent
• of pet owners)
• Pet Ownership Demographics for Millennials and Gen Z
• Table 3-11. Millennial Demographics: Dog-Owning Households, 2024 (thousands, percent, share of
• Millennial dog owners, and index)
• Table 3-12. Millennial Demographics: Cat-Owning Households, 2024 (thousands, percent, share of Millennia cat owners, and index)
• Table 3-13. Generation Z Demographics: Dog-Owning Households, 2024 (thousands, percent, share of Gen Z dog owners, and index)
• Table 3-14. Generation Z Demographics: Cat-Owning Households, 2024 (thousands, percent, share of Gen Z cat owners, and index)

CHAPTER 4: PET CARE PATTERNS

• CHAPTER HIGHLIGHTS
• PET CARE CONTEXT
• Share of Pet Care Spending by Generation
• Figure 4-1a. Share of Pet Households vs. Share of Pet Care Dollar Spending by Generation, 2024P(percent)
• Figure 4-1b. Pet Care Spending by Generation, 2024P (billions of dollars)
• Figure 4-2. Average Annual Consumer Expenditures by Generation, 2022 (billions of dollars)
• Pets as Family
• Figure 4-3. Level of Agreement with the Statement: "I consider my pets to be part of the family",2024 (percent of pet owners)
• Figure 4-4. Level of Agreement with the Statement, "My pets are central to my home life": By
• Generation, 2024 (percent of pet owners)
• Figure 4-5. Level of Strong Agreement with the Statement, "My pets are central to my home life": By Generation, 2024 (percent of pet owners)
• Where Dogs and Cats Are Kept
• Figure 4-6. Patterns for Keeping Dogs and Cats Inside or Out, 2023 (percent of dog and cat owners)
• Figure 4-7. Patterns for Keeping Dogs and Cats Always or Mostly Inside: By Generation, 2023 (percent
• of dog and cat owners)
• Where Dogs and Cats Are Fed
• Figure 4-8. Patterns for Where Dogs and Cats Are Fed, 2023 (percent of dog and cat owners)
• Where Dogs and Cats Sleep
• Figure 4-9. Patterns for Where Dogs and Cats Sleep, 2023 (percent of dog and cat owners)
• Companionship, Love Top Reasons for Pet Ownership
• Table 4-1. Top Reasons Why Pet Owners Have Their Pet: Dog Owners vs. Cat Owners, 2023 (percent
• of dog and cat owners)
• Table 4-2. 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 4-3. Pet Product Channel Shopping Patterns by Generation, 2024 (percent of pet households)
• Figure 4-10. Pet Product Shopping Rates for Walmart vs. Target: By Generation, 2024 (percent of pet households)
• Figure 4-11. Pet Product Shopping Rates for Chewy vs. Amazon: By Generation, 2024 (percent of pet households)
• Figure 4-12. Pet Product Shopping Rates for PetSmart vs. Petco: By Generation, 2024 (percent of pet households)
• Omnichannel Millennials
• Figure 4-13. Agreement with the Statement, "My Pet Product Shopping Patterns Are 'All of the Above'", 2024 (percent completely or somewhat agreeing)
• Millennials and Chewy, Amazon Cross-Shopping
• Table 4-4. Cross-Shopping for Pet Products Between Chewy, Amazon and Other Channels/Retailers:
• By Generation, 2024 (overall percent of pet owners and generational indexes)
• Gen Z and Amazon Cross-Shopping
• Table 4-5. 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 4-6. Pet Food Spending Patterns by Generation, 2024 (percent of pet households)
• Figure 4-14. Agreement with the Statement, "For Pet Care Products, I'm Price and Affordability Conscious": By Generation, 2024 (percent completely or somewhat agreeing)
• Figure 4-15. Share of Pet Owners Facing Significant Challenges Due to High Cost of Pet Food: By
• Generation, 2024 (percent)
• VETERINARY AND PET SERVICE USAGE PATTERNS BY GENERATION
• Topline Usage Rates
• Table 4-7. Veterinary and Pet Service Usage by Generation: Dog vs. Cat Owners, 2024 (percent of dog and cat households)
• Veterinary Care Spending
• Table 4-8. Veterinary Service Spending Ranges by Generation, 2024 (customer households in thousands and spending range in percentages)
• Veterinarians vs. Rival Pet Care Authorities
• Table 4-9. Most Important Sources of Pet Care Information: By Generation, 2024 (percent of pet owners)
• Alternative Vet Care and Affordability
• Figure 4-16. Usage Rates for Local, Independent Vet Practices by Generation: Dog Owners vs. Cat Owners, 2024 (percent)
• Non-Medical Pet Services and Affordability
• Figure 4-17. Agreement with the Statement, "If Non-Medical Pet Services Such as Boarding or
• Grooming Were More Affordable, I Would Use Them More Often": By Generation,
• (percent of dog and cat owners completely or somewhat agreeing)
• Figure 4-18. Have Groomed Own Dog at Home in Last 12 Months: By Generation, 2024 (percent of
• dog owners)

CHAPTER 5: CONSUMER OVERVIEW

• CHAPTER HIGHLIGHTS
• GENERAL VALUES
• Career and Social Ambitions
• Figure 5-1. Levels of Agreement with the Statement, "Corporate Transparency and Accountability Is
• Important to Me in the Pet Care Products and Services I Choose": By Generation, 2024 (percent
• of pet owners)
• Figure 5-2. Membership in a Church, Temple, Synagogue, or Mosque: By Generation, 2024 (percent of adults and of pet owners)
• Table 5-1a. General Values of Pet Owners: By Generation, 2024 (percent of adults)
• Table 5-1b. General Values of Pet Owners: By Generation, 2024 (index)
• Table 5-2. Selected General Values: Overall vs. Millennial Dog and Cat Owners, 2024 (percent of adults and index)
• Table 5-3. Selected General Values: Overall vs. Gen Z Dog and Cat Owners, 2024 (percent of adults
• and index)
• POLITICAL PERSPECTIVES
• Political Outlook
• Figure 5-3a. Political Outlook: Millennials vs. Gen Z, 2024 (percent of adults)
• Figure 5-3b. Political Outlook: Millennials vs. Gen Z by Gender, 2024 (percent of adults)
• Table 5-4. Pet Owner Political Outlook: By Generation, 2024 (percent of adults)
• Political Party Affiliation
• Table 5-5. Political Party Affiliation: By Generation, 2024 (percent of adults and index)
• Table 5-6. Pet Owner Politics: Overall vs. Millennial Dog and Cat Owners, 2024 (percent and index)
• Table 5-7. Pet Owner Politics: Overall vs. Gen Z Dog and Cat Owners, 2024 (percent and index)
• Figure 5-4. Voter Registration Rates and Voting Rates in November 2022 Elections: By Generation(percent)
• HEALTH AND WELLNESS PSYCHOGRAPHICS
• Anti-Aging Gets Younger
• Figure 5-5. US Health and Wellness Purchases: By Product/Service Type and Generation,
• (percent)
• Figure 5-6. Agreement with the Statement, "My Purchase Decisions Are Influenced by the Latest
• Health Food Trends": By Generation, 2024 (percent of adults completely or somewhat agreeing)
• Figure 5-7. Agreement with the Statement, "I Often Look for Products or Servies That Can Help
• Improve My Overall Mental Well-Being": By Generation, 2024 (percent of adults completely or somewhat agreeing)
• Figure 5-8. Agreement with the Statement, "I Struggle to Pay the Costs of Health Care": By
• Generation, 2024 (percent of adults completely or somewhat agreeing)
• Figure 5-9. Agreement with the Statement, "Nutritional Value Is the Most Important Factor When I'm
• Choosing Which Foods to Eat": By Generation, 2024 (percent completely or somewhat
• agreeing)
• Table 5-8a. Health and Wellness Psychographics of Pet Owners: By Generation, 2024 (percent)
• Table 5-8b. Health and Wellness Psychographics of Pet Owners: By Generation, 2024 (index)
• FINANCIAL PSYCHOGRAPHICS
• Spending Over Saving
• Figure 5-10. Agreement with the Statement, "I'm a Spender Rather Than a Saver": By Generation,
• 2024 (percent completely or somewhat agreeing)
• Figure 5-11. Agreement with the Statement, "I Feel Overwhelmed by Financial Burdens": By
• Generation, 2024 (percent completely or somewhat agreeing)
• Table 5-9a. Financial Psychographics of Pet Owners: By Generation, 2024 (percent)
• Table 5-9b. Financial Psychographics of Pet Owners: By Generation, 2024 (index)
• Consumer Confidence
• Consumer Credit
• Figure 5-12. Credit Card Median Balance, Median Credit Limit, and Percentage Maxed Out: By
• Generation, Q1 2024 (thousands of dollars and percent)
• Student Loans
• Housing Affordability
• Figure 5-13. Share of Home Buyers and Sellers by Generation, Q1 2024 (percent)
• Gen Z Optimism About Future
• Figure 5-14. Percent Expecting Ther Personal/Household Finances to Get Better Over the Next
• Months: By Generation, 2024 (adults)
• Table 5-10. Overall Adult vs. Pet Owner Consumer Confidence: By Generation, 2024 (percent)

CHAPTER 6: SHOPPING PATTERNS

• CHAPTER HIGHLIGHTS
• INTRODUCTION
• Generational Variations
• Figure 6-1. Shopping Rates at PetSmart/Petco vs. Other Pet Specialty Stores: By Generation,
• (percent of pet owners)
• Figure 6-2. Agreement with the Statement, "I Am More Likely to Buy Products from Companies That
• Sponsor Sports Teams and Sports Events": By Generation, 2024 (percent of pet owners
• completely or somewhat agreeing)
• Table 6-1. General Shopping Psychographics: By Generation, 2024 (percent of adults overall vs. pet
• owners)
• Table 6-2. General Shopping Psychographics of Pet Owners: By Generation, 2024 (index)
• ECO VS. PRICE CONSCIOUSNESS
• Figure 6-3. Complete Agreement with the Statements, "Climate Change Is a Serious Threat" vs.
• "Climate Change Has Become Too Political a Topic": By Generation, 2024 (percent of pet
• owners)
• Figure 6-4. Agreement with the Statement, "Am More Likely to Buy a Pet Brand That's Committed to
• Reducing Environmental Impacts", 2024 (percent of pet owners completely or somewhat
• agreeing)
• Figure 6-5. Agreement with the Statement, "For Pet Care Products, I'm Price and Affordability
• Conscious": By Generation, 2024 (percent of pet owners)
• Table 6-3a. Eco-Consciousness Psychographics: By Generation, 2024 (percent of adults overall vs. pet
• owners)
• Table 6-3b. Eco-Consciousness Psychographics: By Generation, 2024 (index)
• BRAND PSYCHOGRAPHICS
• Variety vs. Verity
• Figure 6-6. Agreement with the Statement, "I Like to Change Brands Often for the Sake of Variety and
• Novelty": By Generation, 2024 (percent of pet owners completely or somewhat agreeing)
• Table 6-4a. General Brand Psychographics: By Generation, 2024 (percent of overall adults vs. pet
• owners)
• Table 6-4b. General Brand Psychographics of Pet Owners: By Generation, 2024 (index)
• Store Brands as Bargaining Chips for Customer Loyalty
• Table 6-5. Selected Psychographics Related to Store Brands: Adults Overall vs. Pet Owners,
• (percent)
• Table 6-6. Store Brand Usage Rates by Dog or Cat Product Category: By Generation, 2024 (percent of
• category purchasers)
• Store Brands and Customer Loyalty
• RECEPTIVITY TO ADVERTISING
• Higher Receptivity Across Social Media, Streaming, and Smartphone Platforms
• Figure 6-7. Agreement with the Statement, "On Average, Brands That Are Advertised Are Better in
• Quality Than Brands That Are Not Advertised": By Generation, 2024 (percent of pet owners
• completely or somewhat agreeing)
• Figure 6-8. Agreement with the Statement, "I Am More Likely To Purchase Products I See Advertised
• on Social Media": By Generation, 2024 (percent of pet owners completely or somewhat agreeing)
• Table 6-7a. General Advertising Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 6-7b. Advertising Psychographics of Pet Owners: By Generation, 2024 (index)
• RECEPTIVITY TO SALES AND DISCOUNTS
• Sales as Bargaining Chips for Customers
• Figure 6-9. Agreement with the Statement, "I Will Gladly Switch Brands to Use a Coupon": By
• Generation, 2024 (percent of pet owners completely or somewhat agreeing)
• Table 6-8a. Sales and Promotion Psychographics: By Generation, 2024 (percent of adults overall and pet owners completely or somewhat agreeing)
• Table 6-8b. Sales and Promotion Psychographics of Pet Owners: By Generation, 2024 (index)

CHAPTER 7: DIGITAL PLATFORMS IN THE INFLUENCER AGE

• CHAPTER HIGHLIGHTS
• GENERATIONAL PATTERNS FOR TECHNOLOGY
• Technology and Connectivity
• Figure 7-1. Agreement with the Statement, "I Like to Have a Lot of Gadgets": By Generation,
• (percent of pet owners)
• Table 7-1a. Technology Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 7-1b. Technology Psychographics of Pet Owners: By Generation, 2024 (index)
• Figure 7-2. Agreement with the Statements, "I Often Wish I Could Take a Break from Technology" vs.
• "I Try to Keep Up with Developments in Technology": By Generation, 2024 (percent completely or somewhat agreeing)
• Table 7-2a. Technology Concerns: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 7-2b. Technology Concerns of Pet Owners: By Generation, 2024 (index)
• The Case for Pet Tech
• Table 7-3. Agreement with Statement, "Technology is allowing me to save time on pet care": Overall
• and by Generation, 2024 (percent of dog/cat owners)
• Table 7-4. 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
• Figure 7-3. Internet/Social Media vs. Television as Media Trusted Most: By Generation, 2024 (percent
• of adults)
• Table 7-5. Media Trusted Most: By Generation, 2024 (percent of adults)
• Technology as Torch
• Wanting to Wow
• Figure 7-4. Agreement with the Statement, "I Expect Most People to Pay Attention to My Needs": By
• Generation, 2024 (percent of pet owners)
• Table 7-6a. Influence Psychographics: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 7-6b. Influence Psychographics of Pet Owners: By Generation, 2024 (index)
• The Influence Field as Marketer/Consumer Platform
• Figure 7-5. Agreement with the Statement, "I Like to Live a Lifestyle That Impresses Others": By
• Generation, 2024 (percent of pet owners)
• Figure 7-6. Agreement with the Statement, "A Celebrity Endorsement May Motivate Me to Buy a
• Product": By Generation, 2024 (percent of pet owners)
• Table 7-7a. Influence Dynamics as Marketer/Consumer Platform: By Generation, 2024 (percent of
• adults overall vs. pet owners)
• Table 7-7b. Influence Dynamics as Marketer/Consumer Platform for Pet Owners: By Generation,
• (index)
• GENERATIONAL PATTERNS FOR INTERNET
• Overview of Internet Use
• Figure 7-7. Agreement with the Statement, "Going Online Is One of My Favorite Things to Do with My
• Free Time": By Generation, 2024 (percent of pet owners)
• Table 7-8a. Use of Internet: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 7-8b. Pet Owner Use of Internet: By Generation, 2024 (index)
• The Internet as Marketer/Consumer Platform
• Figure 7-8. Agreement with the Statement, "I Am More Likely to Purchase a Product Online than in a
• Store": By Generation, 2024 (percent of pet owners)
• Table 7-9a. The Internet as Marketer/Consumer Platform: By Generation, 2024 (percent of adults
• overall vs. pet owners)
• Table 7-9b. The Internet as Marketer/Consumer Platform for Pet Owners: By Generation,
• (index)
• GENERATIONAL PATTERNS FOR SMARTPHONES
• Overview of Smartphone Use
• Figure 7-9. Agreement with the Statement, "My Cell Phone Connects Me to My Social World": By
• Generation, 2024 (percent of pet owners)
• Table 7-10a. Use of Smartphones: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 7-10b. Pet Owner Use of Smartphones: By Generation, 2024 (index)
• Smartphones as Marketer/Consumer Platform
• Figure 7-10. Agreement with the Statement, "I Often Use My Mobile Device Inside a Store to Help Me
• Make Purchase Decisions": By Generation, 2024 (percent of pet owners)
• Table 7-11a. Smartphones as Marketer/Consumer Platform: By Generation, 2024 (percent of adults
• overall vs. pet owners)
• Table 7-11b. Smartphones as Marketer/Consumer Platform for Pet Owners: By Generation, 2024(index)
• GENERATIONAL PATTERNS FOR SOCIAL MEDIA
• Overview of Social Media Use
• Figure 7-11. Agreement with the Statement, "I Follow Influencers on Social Media": By Generation,2024 (percent of pet owners)
• Table 7-12a. Use of Social Media: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 7-12b. Pet Owner Use of Social Media: By Generation, 2024 (index)
• Figure 7-12. Social Media Apps Used in Last 30 Days: Any App, Facebook, and TikTok, Generational
• Overview, 2024 (percent of adults)
• Table 7-13. Social Media Apps Used in Last 30 Days: Pet Owner Overview, 2024 (percent of households)
• Social Media as Marketer/Consumer Platform
• Figure 7-13. Agreement with the Statement, "I Like to Follow My Favorite Brands or Companies on
• Social Media": By Generation, 2024 (percent of pet owners)
• Table 7-14a. Social Media as Marketer/Consumer Platform: By Generation, 2024 (percent of adults overall vs. pet owners)
• Table 7-14b. Social Media as Marketer/Consumer Platform for Pet Owners: By Generation, 2024(index)