Amid growth and stability in the pet market, report shows more households owning pets, with Gen Z leading the way

Another Global Pet Expo has come and gone. We had a great time meeting with clients, old and new friends, and checking out all the new innovations the pet space has to offer. On top of that, it was a time to learn about how the pet industry is doing. 

The American Pet Products Association (APPA) revealed new data showing the U.S. pet industry's remarkable performance, with total expenditures hitting $152 billion in 2024. This milestone announcement, demonstrating the sector's continued strength and growth, was made during Global Pet Expo.

Released alongside this news was APPA's 2025 State of the Industry Report, a detailed study offering in-depth insights into the pet industry landscape. The report features detailed breakdowns of industry spending, pet ownership statistics, and consumer behavioral patterns, with generational comparisons providing valuable context for industry stakeholders.

Related: New Industry Report Says Gen Z Pet Parents the Ones to Watch

Said APPA President and CEO Pete Scott, "The pet industry continues to demonstrate resilience, even amid economic uncertainty. What’s encouraging is that pet ownership itself is expanding, with 94 million U.S. households now owning at least one pet, up from 82 million in 2023. 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.”

Key findings from the report include:

1. The pet industry shows continued growth and resiliency, with the total U.S. pet industry expenditures reaching $152 billion in 2024.

• $157 billion in sales is projected for 2025.

• Seventy-seven percent of U.S. pet owners say the current economy has not affected their pet ownership.

2. Pet ownership regains momentum. Ninety-four (94) million U.S. households own at least one pet, compared to eight-two (82) million in 2023.

• Overall, pet ownership has increased for both dogs and cats, with 51% of U.S. households (68 million) owning a dog and 37% of U.S. households (49 million) owning a cat.

3. Amid rising egg costs, backyard chicken ownership is rebounding.

• Eleven (11) million U.S. households own backyard chickens (a 28% increase from 2023).

4. Gen Z shows significant growth in pet ownership and is the generation most likely to own multiple pets.

• In 2024, Gen Z comprised 20% (18.8 million) of U.S. households that owned a pet, a 43.5% increase from 2023. Gen Z also contributed to significant growth in dog and cat ownership, making up 20% of both dog and cat owners, an 18% and 25% increase from 2023, respectively.

• Seventy percent of Gen Z pet owners have two or more pets.

5. Millennial and Gen Z men are obtaining more pets.

• Fifty-eight percent of Gen Z and 63% of Millennial dog owners are men, a 15.2% and 18.6% increase from 2023, respectively.

• Surprisingly, the most significant growth in cat ownership was among Gen Z and Millennial men, with 38% of Gen Z and 46% of Millennial cat owners being men, a 17.8% and 23.9% increase from 2023, respectively.

6. Pet owners are concerned about affordability and access to pet services and veterinary care.

• Thirty-seven percent of U.S. pet owners are concerned about access to veterinary care, with 60% citing affordability and 32% saying ease of getting an appointment as their top concerns.

• Twenty-two percent of U.S. pet owners are concerned about access to pet care services, with 38% citing affordability and 31% saying ease of getting an appointment as their top concerns.

7. Pets are redefining the hybrid work model.

• Fourteen percent of people report that their workplace allows pets, a 17% increase from 2023.

• Most human resources professionals and senior leaders believe pets benefit the workplace. Eighty percent agree that a pet-friendly workplace helps recruit and retain the best talent, while 75% think it helps drive return-to-office efforts.

8. Calming products are an essential component of pet care, especially among Gen Z and Millennials.

• Seventy-eight percent of Gen Z dog owners and 71% of Gen Z cat owners use calming products.

• Seventy-two percent of Millennial dog owners and 66% of Millennial cat owners use calming products.

9. Pet owners shop across online and in-store, making a strong omni channel presence essential to pet retailers.

• Fifty-one percent of buyers typically shop for pet products online.

• Forty-seven percent of buyers shop for pet products in-store

The millennial and Gen Z pet parent demographic is revolutionizing how pet products are discovered and purchased. Their buying journey is heavily influenced by social media platforms, with TikTok, YouTube, and Instagram serving as primary sources of product information and recommendations. These platforms' visual-centric nature and authentic content creation have become powerful drivers of purchasing decisions.

Looking ahead, pet brands must adapt their marketing strategies to align with these digital-native consumers. Success in this evolving marketplace will depend on creating engaging visual content and maintaining a strong presence across social media platforms. By embracing these digital-first approaches, brands can effectively connect with and capture the attention of this influential and growing consumer segment.