Market research report based on data from the 2021-2022 APPA national Pet owners survey focuses on generational habits
The American Pet products Association (APPA) – the leading trade association serving the interests of the pet products industry considering that 1958 – has released volume 4 of its Generational Report. The report looks at how Millennials, the largest segment of pet owners at 32%, differ from previous generations of pet owners and takes a deep dive into the newest Gen Z pet owners.
“The data in our newest Generational report tells a tale of generational differences when it pertains to pet owner attitudes and behaviors: on the one side, the youngest pet owners, Gen Z and Millennials, and on the other, Gen X and baby Boomers,” said APPA senior Vice president of member Relations & service development Anne Ferrante. “While there is no doubt all generations of pet owners love their family pets and agree family pets play an crucial role in their lives, their attitudes and behaviors reflect the different ways they demonstrate that love for their pets.”
Key findings from the report on pet owners in the youngest two generations – Millennials and Gen Z – include:
The younger two generations are a lot more likely to have obtained a new pet during COVID-19 and to say they have spent a lot more on their pet in the past year.
Online purchasing is up across generations but again, Gen Z and Millennials have the highest percentages for purchasing all categories online.
Pet owners in the youngest two generations are a lot more likely to purchase pet care items online by means of subscription than their older counterparts.
These two generations tend to be a lot more ready to try a greater variety of pet products, including different types of food, treats and toys.
Key findings on Generation X and baby Boomers include:
Gen X and baby Boomers are a lot more likely to maintain the pet care attitudes and behaviors they have had for years.
Pet owners in these two generations are a lot more likely to recognize the social and emotional benefits of pet ownership.
Despite the upheaval of the pandemic, spending levels for Generation X and Boomers remain consistent and they continue to spend more, on average, for big ticket pet care items such as food and veterinarian care than their younger counterparts.
“It will be increasingly crucial to enjoy these trends as Gen Z’s share of pet ownership continues to grow,” added Ferrante. “Awareness of attitudes and behaviors certain to each generation can help improve understanding of all pet owners and make sure pet product offerings meet the needs of current consumers.”
The report also covers generational-specific trends in areas including pet fostering, pet ownership by generation, the influence of the economy on pet spending, how pet owners become aware of new pet products and online purchasing, as well as an thorough look at generational differences among pet dog and cat owners.
For a lot more details and to purchase volume 4 of APPA’s Generational Report, visit americanpetproducts.org/pubs_generationalreport4.asp.