As pandemic-fueled growth moderates, pet sector spending is plateauing and is forecast to grow just 2.9% YoY in 2025, but high prices remain. Demand stagnation requires investment in customer retention…
US
Pets
simple
America’s Pet Owners Consumer Report 2025
"High inflation in the pet sector has abated for now, but has pushed young pet owners toward tech and DIY solutions as they balance pet wellness with subdued economic outlooks."
Spending in the US pet sector is plateauing, with a forecasted growth of just 2.9% YoY in 2025, as pandemic-driven growth moderates. High prices and demand stagnation highlight the need for investment in customer retention through proper segmentation and value-enhancing innovations.
The “humanization” trend in pet products and services continues to expand, offering viable options across all price tiers to cater to diverse consumer needs.
Pet ownership is growing, with a notable surge in cat ownership since 2020, driven by young, urban consumers who value cats as flexible companions suited to small-space living.
Economic pressures may further shift pet ownership trends toward lower-cost, lower-maintenance options, making affordability a key consideration for brands.
Technology-enabled solutions, such as OTC health monitoring, on-demand pet care, and tools for improved remote interactions, are addressing the needs of modern young pet owners with limited time and space. High-end tech and services, amplified by social media, are raising consumer expectations across the board.
Key Topics Analyzed in the Report
Market size and growth forecast of pet care products and services
Economic issues related to pet ownership and the pet market
Segmentation of pet owners based on their attitudes towards their pets
Pet ownership trends and pain points
Evolutions in pet services used, such as veterinary and pet care services
Product and service search triggers and methods of research
Marketing and innovation examples and analysis
Report Attributes
Details
Published Date
November 2025
Report Author
Hiro Takemasa, Senior Consumer Lifestyles Analyst
Market Data Range
2019-2030
Consumer Data
2,000 internet users aged 18+, June 2025
Pet Category Market Segmentation
Veterinary/pet care services, Pet food, Pet supplies
Outlook for pet owners and the pet care products and services market
Opportunities
Space for tech innovation in pet wellness due to rising costs of pet ownership and care
Fluid working conditions of younger pet owners will require innovations in pet care
The humanization of pet products and services continues, diversifying into new domains
THE MARKET
Snapshot – market size and forecast
“Petflation” slows for now, but a slowing labor market may affect pet spending by young consumers
Pet food prices ease, but remain elevated compared to 2020
Graph 1: YoY price index growth, monthly, 2016-25
Are pets ultimately a discretionary category? It depends on who you ask
Younger generations and new pet owners are feeling a financial pinch
Graph 2: recent changes in behavior, by generation and pet owning experience, 2025
Tariffs create uncertainty for manufacturers and importers in the pet sector
Retail sales and forecast of pet care products and services
Graph 3: total retail sales and fan forecast of pet care products and services, at current prices, 2019-30
Segment shares in the pet category have remained largely stable
Graph 4: pet care products and services – segment share, 2020-25 (est)
THE CONSUMER
Pet owner segments
Cater messaging and targeting with these five core pet owner segments
Using cluster analysis to identify pet owner segments
Graph 5: component alignment, by consumer segments, 2024
Modern pet parents: high emotional attachment and spending towards pets, with caveats
Healthy finances allows this segment to fulfill their aspirations for their pets
Fur-baby parents: high emotional attachment, pampers pets to the best of their abilities
Leaning older and single, pets are an outlet for their care and affection and discretionary spend
Values-first pet owners: extends personal values to pets care
Young and inexperienced, these pet owners are open to values messaging
Adjacent pet owners: young, pragmatic and not the primary pet owner
Motivated by other family members’ love of pets
No-nonsense pet owners: older, pragmatic and traditional
Older but married or partnered, they do not seek deep emotional connection from their pets
Pet ownership: preferences, limitations and trends
Dogs maintain dominance, but cat ownership jumps in 2025
Graph 6: pet ownership, 2020-25
Ease of care sees cat ownership grow in various demographics
Graph 7: pet ownership, by species and select demographics, 2020 and 2025
Pet acquisition intent rises in 2025, young pet owner segments are the most likely to consider adding another pet to their household
Graph 8: pet acquisition intent, next 12 months, 2023-25
Graph 9: pet acquisition intent, by pet owner segments, 2025
Modern innovations can address pet-owning concerns of young consumers
Position innovations as solutions to the pet pain points of younger consumers
Graph 10: reasons for not owning pets they “really want”, by pet owner segment and non-pet owners, 2025
Pet services: trends and segments
Veterinary care and pet grooming service usage continues to decline
Graph 11: pet services used in the last 12 months, 2020-25
As OTC and DIY in pet health gains prominence, veterinary services and brands must innovate
Pet care services are well positioned as pet ownership climbs among urban professionals
Graph 12: pet services used in the last 12 months, 2020-25
RTO policies are increasing pet spend in young, urban pet owners – offer affordable pet care solutions
Graph 13: recent changes in behavior, by pet owner segment and non-pet owners, 2025
Stay current with robotics and AI advances to identify opportunities in automated pet care products
Align pet insurance with the needs of high-frequency users, older pet owner segments
Graph 14: pet owners whose pets experienced a health issue, use of veterinary services, by pet owner segments, 2025
Graph 15: pet owners whose pets experienced a health issue, use of pet health insurance, by pet owner segments, 2025
Older pet owner segments stand to gain the most from pet insurance
Shift messaging from convenience to pet happiness to appeal younger pet owner segments
Graph 16: pet services used in the last 12 months, by pet owner segments, 2025
App and net-enabled pet devices are gaining traction in younger pet owner segments
Graph 17: uses net-enabled pet devices, pet owners by segment and demographics, 2020-25
High-end tech pet devices are expanding consumers’ imaginations
Pet products: search occasions and discovery methods
Beyond life-stage related issues, human rituals and social media fuel the imagination of pet owners
Graph 18: pet product search triggers, 2025
Humanization of pet activities is more prominent in younger pet owner segments
Graph 19: pet product search triggers – special occasion and travel, by select segments and demographics, 2025
Prioritize search and brand sites for product research, but tailor tactics for different segments
Graph 20: research methods (any rank 1-3), 2025
Cater channel strategy to the experience level of your target audience
Graph 21: research methods (any rank 1-3), by pet ownership experience, 2025
Social media use is correlated with emotional investment with pets
Graph 22: social media sites used daily, by pet owner segments, 2025
Young pet owner segments are moving away from traditional search engines
Search is quickly evolving – social search and Gen AI are gaining ground in some domains
Graph 23: research methods (any rank 1-3), by pet owner segments, 2025
Adapt to Gen AI and its growing prominence as a first opinion
PRODUCT, INNOVATION AND MARKETING STRATEGIES
Greater pet acceptance in public spaces spells opportunities for both venues and pet product brands
Normalize traveling with pets by simplifying the process
Trends in human products translate directly to attributes Values-first pet owners
Show your work: dive into intricacies to create narratives for premium humanization
The scope of robotic pet care may be expanding, but emotional care cannot be compromised
APPENDIX
Market definition
The market
Forecast methodology
Forecast fan chart methodology
Retail sales and forecast of pet care products and services
Retail sales of pet care products and services, by segment
Consumer research questions
Consumer research questions, continued
Consumer research methodology
Cluster analysis
Generations
Abbreviations and terms
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