US Tech and Pets: 2026
"As pets become integral to the family, pet tech brands must translate interest into measurable benefits."
Haley Ferrini, Research Analyst, US Reports
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for Tech and Pets
- Opportunities
- Highlight preventive care benefits to justify premium spending
- Position pet care automation as a time-saving essential
- Connect devices, services, and data to create a unified pet care experience
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THE MARKET
- Consumers and the economic outlook
- Rise of child-free households continues to boost the pet care economy
- Graph 1: households, by presence of own children, 2013-23
- Pet tech faces a tougher value equation
- Regulatory hurdles could complicate pet tech expansion
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THE CONSUMER
- Adapt to the realities of modern pet ownership
- Steady ownership levels signal enduring demand and a changing owner profile
- Graph 2: pet ownership, 2020-26
- As 18-54s redefine the American dream, pet brands can capture deeper engagement
- Graph 3: dog and cat ownership, by age, 2026
- Pet tech brands can win by reducing the daily demands of pet ownership
- Tailor pet tech solutions to the age-specific pressures shaping pet ownership
- Graph 4: biggest challenges of pet ownership, by age, 2026
- Pet owners are ready for tech that strengthens care and connection
- Position pet tech as an essential caregiving tool
- Leverage pet monitoring to expand engagement in pet health and wellness services
- Align messaging with segment-specific value drivers
- Focusing exclusively on younger owners may limit pet tech’s growth potential
- Graph 5: pet care tasks consumers believe technology can assist with, by age, 2026
- Future cat owners favor automated care, while future dog owners value training support
- Graph 6: pet care tasks consumers believe technology can assist with (select), by pet planned to get in the next 12 months, 2026
- Tailor pet tech positioning to distinct lifestyle and work patterns
- Lead with peace of mind, not product features
- Lead with wellness and safety messaging
- Convert 18-54s by proving pet tech delivers both savings and enjoyment
- Graph 7: top reasons to purchase pet care technology, by age, 2026
- Position pet tech as a way to strengthen bonds during a pet’s formative years
- Graph 8: ‘to enjoy fun or entertaining interactions with my pet’ as a top reason to purchase pet care technology, by pet ownership, 2026
- Reduce information overload by tailoring pet health insights to owner needs
- Graph 9: too much information about my pet’s health or behavior would make me anxious (% agree), by age, 2026
- Address value concerns that limit category growth
- Build demand through accessible entry points that prove value early
- Reduce purchase barriers by building trust through clarity, credibility, and tailored messaging
- Graph 10: factors that would make consumers more confident to purchase pet care tech, by age, 2026
- Activate the trust levers that matter most to each audience
- Drive long-term value by aligning pet tech with preventative care and insurance needs
- Graph 11: “I think pet monitoring technology could save me money in the long term” (% agree), users with pet insurance vs overall, 2026
- Graph 12: support or simplification of pet insurance claims as a confidence driver for purchasing pet care technology, users with pet insurance vs overall, 2026
- Leverage pets’ growing influence on technology decisions
- Pet owners expect technology to augment, not replace, human care
- Create value through pet tech that connects owners, pets, and care professionals
- Expand pet tech sales by tapping into consumers’ willingness to prioritize pets over themselves
- Graph 13: “I’d rather buy tech for my pets than upgrade or purchase tech for myself (eg smartphone)” (% agree), by age, 2026
- Turn pet wellbeing into an automotive partnership opportunity
- Graph 14: vehicle use cases, 2026
- Graph 15: “I’d take my pets into consideration when deciding what kind of vehicle to buy (% agree), by age, 2026
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INNOVATION AND MARKETING
- PetPace positions peace of mind over product features
- Drive growth by innovating for pet owners, not just targeting them
- Reduce skepticism and boost trial through live demos of emotionally aware pet tech
- Unlock growth as pampered pets drive the mashup of beauty, wellness, and smart care
- Leverage familiar technology to introduce next-gen pet safety innovations
- Stand out by solving challenges unique to multi-pet homes
- Drive adoption by extending home security tech into pet safety use cases
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APPENDIX
- Accelerate pet tech growth by targeting 18-54s, while addressing adoption barriers among 55+ pet owners
- Graph 16: how consumers use technology to care for their pet, by age, 2026
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations
With 59% of owners admitting they underestimated the realities of pet care, the rise of child-free households is rapidly turning pets into surrogate family members, fueling resilient category spend even as mainstream consumer tech upgrades slow.
However, the industry faces headwinds from component inflation and an inconsistent regulatory patchwork that drives up go-to-market costs. The toughest hurdle is the 72% of owners who believe pet tech is overpriced given its perceived benefits, making skepticism around value the primary threat to growth.
The strongest growth opportunity lies in AI-powered preventative wellness ecosystems. With 70% of pet owners believing technology can help decode pet emotions, and many viewing pet tech as a long-term cost saver, demand is growing for solutions that deliver both insight and financial value.
This Report Looks at the Following Areas:
- How pet ownership is evolving and reshaping demand for technology
- How pet tech has expanded from convenience to everyday caregiving
- Why peace of mind is the category’s most valuable currency
- Why consumer interest outpaces purchase intent in pet tech
- How pet owners define value, trust and ROI in pet technology
- How pet tech is influencing decisions beyond the pet aisle
- How brands should position pet tech as an enhancement, not a replacement
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