Millennial and Gen Z Pet Owners: Shaping the Future of Pet Product Markets

The pet care industry is undergoing a significant transformation, driven largely by the buying behaviors and values of Millennials and Gen Z. These two generations, now making up the largest demographic of pet owners globally, are not only spending more on their pets but are also redefining what pet ownership means. As a result, they are reshaping the future of pet product markets, influencing everything from product innovation to sustainability trends. Let’s dive into the analysis of MarketGenics.

Challenges

Even though the pet industry’s booming, it’s not all tail wags and happy barks. One big issue? Affordability. A lot of the premium stuff like organic kibble, GPS collars, or eco-friendly grooming kits comes with a price tag that just isn’t realistic for everyone, especially students or folks just starting out.

Another red flag is greenwashing. Tons of brands throw around words like “eco” or “natural,” but don’t back it up. According to MarketGenics, about 47% of younger pet owners don’t trust those claims unless they’re verified.

Also, there’s the whole issue of rules and regulations. They’re all over the place, depending on where you’re selling what works in the U.S. might be a headache in Europe or Asia. And let’s not forget how fast things are changing. With new tech, new trends, and new buyer habits popping up constantly, brands can seriously struggle to keep up if they’re not paying attention or adapting fast. The demand is there but staying ahead takes a whole lot more than just cute packaging and clever slogans.

Global Pet Market in 2024: Quick Look

According to MarketGenics, the global pet care industry is sitting at around $246 billion. And it’s not slowing down anytime soon. If things keep going like this, it’s expected to hit over $358 billion by 2030, growing at a solid 6.5% CAGR.

North America is still leading the pack with around $110 billion, followed by Europe at $74 billion. But here’s where it gets interesting Asia-Pacific is catching up fast. With a growth rate of about 8.2% CAGR, it’s the region to watch. Meanwhile, Latin America and the Middle East are seeing more pet adoptions and a spike in demand for fancy stuff like premium food, accessories, and wellness products. A lot of that is being driven by urban Millennials and Gen Z who treat pets like family.

Emerging trends include:

• AI-enabled pet care tools (like health diagnostics and behavior analysis – Smart Pet Devices)
• Pet insurance and financial services
• Hyper-personalized nutrition based on breed, age, and activity levels

A Shift in Pet Parenting Culture

Unlike previous generations, Millennials and Gen Z view their pets as family members, often referring to themselves as “pet parents” rather than owners. This cultural shift has led to a surge in demand for premium, wellness-focused, and personalized products, including organic pet food, designer accessories, GPS trackers, and pet-safe cleaning supplies.

According to a report by the American Pet Products Association (APPA), nearly 70% of Millennials and Gen Z say they are willing to spend extra for pet products that align with their ethical values and promote better health outcomes. This includes not only nutrition but also mental stimulation, grooming, and emotional wellness for their animals.

Technology and Convenience: Digital Natives at the Helm

Being digital natives, these younger consumers are reshaping how pet products are purchased. E-commerce and D2C (direct-to-consumer) models are booming, with mobile apps, subscription boxes, and online vet consultations becoming more popular. Convenience is key, but so is customization. Brands that offer personalized pet diets or custom grooming kits are thriving.

Moreover, platforms like Instagram and TikTok serve as both marketplaces and community hubs, where pet parents share product recommendations and pet care tips. This influencer-driven approach has pushed brands to rethink marketing strategies and prioritize authenticity.

Sustainability and Transparency Matter

Millennials and Gen Z are environmentally conscious and socially aware. They gravitate toward eco-friendly, cruelty-free, and ethically sourced pet products. Packaging matters too biodegradable, recyclable, or compostable packaging is no longer optional but expected.

These consumers demand ingredient transparency and favor brands that share clear, honest information about their sourcing and production practices. Companies that fail to meet these expectations often struggle to maintain loyalty in an increasingly competitive space.

Wellness-Centric Approach to Pet Care

Well-being is no longer limited to humans. Millennial and Gen Z pet owners are driving demand for holistic health solutions for pets, including:

• Nutraceuticals and supplements for joint health, anxiety, and immunity
• Pet-friendly CBD products for pain and stress relief
• Probiotic and dermatological care for gut and skin health
• Pet fitness trackers and smart collars for monitoring activity and health

This growing market is pushing brands to collaborate with veterinarians, nutritionists, and behaviorists to ensure their products are both innovative and clinically effective.

Cultural and Lifestyle Integration

For younger consumers, pets are an extension of their lifestyle. This means pet products must blend functionality with style. The rise in pet fashion, aesthetic grooming products, and themed accessories reflects the desire to match pet care with the owner’s personality and values.

Even pet-friendly travel, cafes, and workplace policies are influenced by this demographic, further proving how Millennials and Gen Z are normalizing pet-inclusive living.

Who’s Winning the Pet Brand Wars?

The pet space is honestly kind of wild right now. You’ve got the OG giants Mars Petcare, Nestlé Purina, and Hill’s Science Diet still owning a big chunk of global shelf space. They’re the old-school players that have been around forever and are pretty much everywhere.

But then come the D2C disruptors like The Farmer’s Dog, Ollie, Wild Earth, and Jinx, and they’re seriously shaking things up. These brands know how to talk to younger pet parents think custom meal plans, eco-friendly everything, and Instagram-worthy packaging. They’re also big on subscription models and even have members-only online communities, which really pulls people in.

The vibe is very “we care about your pet and the planet,” and honestly? It works. These brands are moving fast and making the big players look kind of… slow. Now, all the old brands are in this weird race to catch up digitally, and it’s not easy when you’ve been doing things one way for decades.

The game’s changed. If you’re not authentic, digital-savvy, and sustainable, you’re probably getting left behind.

Conclusion

Millennials and Gen Z are not just consumers, they are catalysts for transformation in the pet product market. Their expectations around quality, ethics, technology, and wellness are setting new industry standards. For brands, aligning with these values is not just a competitive advantage, it’s a necessity.

As this demographic continues to redefine modern pet parenting, businesses must innovate with purpose, communicate with transparency, and deliver value that resonates both emotionally and ethically. The future of pet care is personal, digital, and deeply connected and it’s being shaped by the values of the next generation.

MarketGenics helps pet care brands tap into the evolving preferences of Millennials and Gen Z by delivering deep consumer insights, trend analysis, and data-driven strategies. From identifying demand for eco-friendly treats to tracking tech-driven product adoption, they empower companies to innovate and connect with the new generation of pet parents—authentically and effectively.