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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
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THE MARKET
- Market drivers
- Inflation ticks up to 1.9% in June
- Graph 1: annual change in CPI by month, 2019-25
- Immigration is pivotal to a stable population in Canada
- Graph 2: projected population growth, 2024/25-44/45
- South Asia, particularly India, plays a major role in driving immigration to Canada
- Graph 3: share of recent immigrants by country of birth, 2016 vs 2021
- Crossing the border with a dog has become more complicated
- Tariffs accelerate a Canadian-first movement
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CONSUMER INSIGHTS
- Consumer fast facts
- Pet ownership
- It’s raining cats and dogs
- Most households have at least one pet
- Graph 4: pet ownership, 2025
- One is the most commonly owned number
- Graph 5: number of cats owned, 2025
- Graph 6: number of dogs owned, 2025
- Older Canadians are least likely to own pets
- Graph 7: pet ownership (select), by age, 2025
- Graph 8: “I don’t own a pet”, by age, 2025
- Newer Canadians are not convinced about pet ownership
- Graph 9: pet ownership (select), overall vs consumers living in Canada for less than five years, 2025
- Regional differences in cat ownership prevail
- Graph 10: cat ownership, by region, 2025
- Big dogs need space to run
- Graph 11: large dog ownership, by area lived, 2025
- Rural areas are agreeable to more pets
- Graph 12: number of dogs owned, by area lived, 2025
- Graph 13: number of cats owned, by area lived, 2025
- Indoor vs outdoor time
- Cats are kept predominantly indoors
- Graph 14: indoor vs outdoor cats, 2025
- Differences in cat ownership from coast to coast
- Graph 15: indoor vs outdoor cats, by region, 2025
- Urban cats are indoor cats
- Graph 16: indoor vs outdoor cats, by area lived, 2025
- Walks are an essential part of dog owners’ days
- Graph 17: dog walking frequency, 2025
- Pet supplies purchased
- Food and treats take the lead
- Graph 18: pet supplies typically purchased, 2025
- Age disparities emerge in purchasing patterns
- Graph 19: pet supplies typically purchased (select), by age, 2025
- Newcomers’ spending is not as pronounced
- Graph 20: pet supplies typically purchased (select), overall vs consumers living in Canada for less than five years, 2025
- Pet supplies purchase location
- Pet store chains continue to take the cake
- Graph 21: pet supply purchase locations, 2025
- Age-based differences are obvious
- Graph 22: pet supply purchase locations, by age, 2025
- Younger women love a good deal
- Graph 23: typically purchases pet supplies at dollar or discount stores, by age and gender, 2025
- Multicultural consumers are open to options beyond traditional pet retailers
- Graph 24: pet supply purchase locations (select), by race, 2025
- Income’s impact on purchase locations is undeniable
- Ontario is loyal to pet store chains
- Graph 25: pet supply purchase location (select), by region, 2025
- Attitudes and behaviours around pet supplies purchasing
- Consumers want to spoil their furry friends
- Increased costs bear down on pet owners
- Purchasing pet supplies is a process
- Younger Canadians are looking to streamline the shopping process…
- Graph 26: attitudes toward pet ownership (% agree), by age, 2025
- …but multicultural consumers’ interest in automatic delivery stands out
- Graph 27: “I would be interested in using an automatic monthly delivery service for my pet (% agree), by race, 2025
- Influencers’ impact is evident
- Who doesn’t want to buy their cat a bed?
- Gen Z’s trust in social media influencers is notable
- Multicultural consumers are most convinced by online actors
- Graph 28: “I trust social media influencers’ recommendations for pet supplies” (% agree), by race, 2025
- Canadians want Fido to join in the out-of-home fun
- Chinese and South Asian pet owners want to bring their furry friends along
- Graph 29: dogs should be allowed in more establishments (eg restaurants, bars, stores) (% agree), by race, 2025
- Urban Canadians’ desires stand apart from the pack
- Graph 30: attitudes toward pet ownership (% agree), by area lived, 2025
- Food and treat purchase factors
- Price, flavour and brand dominate consumers’ minds
- Graph 31: prioritized factors when buying pet food and treats, 2025
- The importance of brand intensifies with age
- Graph 32: prioritized factors when buying pet food and treats (select), by age, 2025
- Women aged 55+ know exactly what they want…brand and flavour
- Graph 33: prioritizes brand when purchasing pet food and treats, by age and gender, 2025
- Graph 34: prioritizes flavour when purchasing pet food and treats, by age and gender, 2025
- There is an economic tipping point
- Dog owners’ interest in natural and/or organic treats is obvious
- British Columbians’ preferences are distinct
- Dog and cat food types
- Dry kibble dominates
- Graph 35: types of dog food typically purchased, 2025
- Graph 36: types of cat food typically purchased, 2025
- Older consumers continue with tried and true options while younger ones think raw
- Graph 37: types of cat food typically purchased, by age, 2025
- Graph 38: types of dog food typically purchased, by age, 2025
- Raw food diets ramp up in urban areas
- Attitudes toward veterinary care and pet insurance
- Consumers look to veterinarians and pet insurance for piece of mind
- Graph 39: attitudes toward pet ownership (% agree), 2025
- Consumers look to veterinarians and pet insurance for piece of mind
- Finances force consumers’ hands when paying for veterinary care
- Graph 40: “I always take my pet to the veterinarian for annual check-ups” (% agree), households with incomes of less than $70K vs $70K or more, 2025
- Gen Z is keen on pet insurance
- Multicultural consumers look to mitigate costs with insurance
- Graph 41: “I have pet insurance for my pet” (% agree), by race, 2025
- Quebecers are not interested in insurance
- Graph 42: “I have pet insurance for my pet” (% agree), by region, 2025
- Pet ownership, wellbeing and identity
- Pet ownership impacts owners’ identity and wellbeing
- Nearly all Chinese pet owners use their ownership to define their identity
- Parents are just as likely as non-parents to consider themselves parents to their pets
- French-speaking Quebecers seek emotional support
- Graph 43: “I rely on my pet for emotional support” (% agree), English- vs French-speaking Quebecers, 2025
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Skip partners with PetSmart
- Fancy Feast looks south for flavour inspiration
- Creating indulgent moments for feline friends
- Ren’s takes the cat smell out of cat ownership
- Foodservice can attract more customers by including pet food options in the menu
- Functional health claims from food to treats
- Sustainable sourcing
- Pet treats are fortified with nutrients essential for skin and coat health
- Prebiotics and probiotics take the spotlight in gut health claims
- Other innovative launches
- Sarang Kitchen welcomes dogs with open arms
- Furbo leans on AI to make smart pet tech smarter
- Chewypalooza encourages pet owners to mingle, shop and learn
- Marketing and advertising
- Playtime matters at Pet Valu
- Fairmont shows you can bring your cat to Banff
- Martha Stewart hawks cat litter
- Canada proud messaging wins
- Chewy partners with Toronto Maple Leafs
- Love Lives Here (at Pet Valu)
- Trupanion puts numbers to the value of insurance
- Human-grade all the way
- Cooling demo days blend education and sales
- Purina shows off its pet-friendly workplace
- Raving about Raw July at Global Pet Foods
- Pupsicles get dogs in on the experience
- PetSmart welcomes dogs to join the fun shopping
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APPENDIX
- Consumer research methodology
- Consumer research questions
- Generations
- Abbreviations and terms
Canada’s pet ownership landscape is characterized by a strong emotional bond between owners and their animals, with 65% of Canadian households owning at least one furry (or not furry) friend. This deep connection drives demand for premium products and services that cater to the physical and emotional wellbeing of pets. The market is also experiencing a rise in urban living, leading to innovative solutions like pet-friendly housing and interactive technologies for efficient care. Economic pressures are prompting consumers to seek value-driven options, while generational and cultural differences influence purchasing behaviours. The humanization of pets remains a significant trend, with owners seeking high-quality, personalized products that reflect their pets’ family member status.
This report looks at the following areas:
- Pet ownership and its impact on consumer behaviour
- Economic pressures influencing pet-related spending habits
- Humanization of pets and demand for premium pet products
- Generational differences in pet ownership and product preferences
- Role of social media and influencers in shaping pet product choices
- Regional variations in pet ownership and purchasing trends
- Importance of pet health and wellness products
Companionship is being redefined. Pets are family, and Canadian owners are leveling up their care. Modern solutions are shaping the future of pet parenting.
Candace Baldassarre, Senior Analyst
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