Generational pet market in the U.S. - statistics & facts

Millennials made up the largest share of pet owners in the United States last year, followed by Gen X in second place. Millennials also represented the highest percentage of Americans that viewed their pets as their children. While dogs are the most popular pets among all generations, Gen Zers in the U.S. are more likely to own a variety of different pets.

Gen Z and millennials pet expenditure

Pet industry expenditure has been rising rapidly in the United States and is expected to reach over 150 billion U.S. dollars in 2024. Americans aged between 55 and 64 spent the highest amount of money on their furry friends averaging 900 U.S. dollars annually. Younger pet owners have been increasing their share in the pet care industry and reshaping the market in the past few years. Gen Z and millennials combined made up half of all pet ownership in the United States as of 2023. That year, a study found that pet owners belonging to Generation Z were more likely to have insurance for their pets compared to any other generation. Younger generations also spent over 400 U.S. dollars annually on pet health care. Furthermore, Gen Z is spending more per month on pet toys and entertainment while millennials spend more money on pet food.

Online pet market is rising

In 2023, pet food sales was dominated by the pet store channel, selling over 17 billion U.S. dollars more than the e-commerce channel. The online channel is, however, gaining popularity especially among the younger generations. As of 2024, over 50 percent of millennial and Gen Z pet owners purchased pet products online. PetSmart is the most well-known pet supply online shop in the U.S. among pet owners. The pet food online sales channel in the U.S. is forecast to grow further in 2024 reaching over 21 billion U.S. dollars in sales value.

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Largest pet care product segment: Pet food

Most popular pet type in the U.S.: Dogs

Share of U.S. households with a pet: 66%

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Current statistics on this topic

Share of pet types owned in the United States as of 2025, by generation

Pets & Animal Supplies

Pet type ownership in the U.S. in 2025, by generation

Pet Food

U.S. sales share of pet food by retail channel 2024

Annual pet expenditure as percentage of their income in the U.S. in 2023, by generation

Pets & Animal Supplies

U.S. consumer pet spending as percentage of income by generation 2023

Pet ownership

Pet-ownership: household penetration rate 1988-2024
Pet-ownership: household penetration rate 1988-2024
Household penetration rate for pet-ownership in the United States from 1988 to 2024*
Generational share of pet ownership in the United States 2024
Generational share of pet ownership in the United States 2024
Share of pet ownership in the United States in 2024, by generation
Pet type ownership in the U.S. in 2025, by generation
Pet type ownership in the U.S. in 2025, by generation
Share of pet types owned in the United States as of 2025, by generation
Generations viewing pets as children in the U.S. 2023
Generations viewing pets as children in the U.S. 2023
Consumers viewing pets as children in the U.S. as of August 2023, by generations
Americans considering their pet as their family by age 2023
Americans considering their pet as their family by age 2023
Share of pet owners considering their pet to be part of their family in the U.S. as of 2023, by age

Pet store and pet care market

U.S. projected pet store sales 2022-2024
U.S. projected pet store sales 2022-2024
Projected pet store revenue in the United States from 2022 to 2024 (in million U.S. dollars)
U.S. pet store revenue distribution by age group 2023
U.S. pet store revenue distribution by age group 2023
Pet store revenue share in the United States as of March 2023, by age group
Pet food sales channel preferences by consumers U.S. by generation 2024
Pet food sales channel preferences by consumers U.S. by generation 2024
Distribution channel used to purchase pet products in the U.S. as of March 2024, by generation
GenZ and Millennials pet stores shopping visits in the United States 2024
GenZ and Millennials pet stores shopping visits in the United States 2024
GenZ and Millennials pet store visit changes in the United States as of 2024
U.S. pet owners with pet insurance by generation 2023
U.S. pet owners with pet insurance by generation 2023
Share of pet owners in the United States who have health insurance for their pets as of 2023, by generation
Generations interested in plant/insect based pet food in the U.S. 2023
Generations interested in plant/insect based pet food in the U.S. 2023
Consumers interested in alternative protein in pet food in the U.S. as of 2023, by generations

Pet expenditure

U.S. pet industry expenditure 1994-2025
U.S. pet industry expenditure 1994-2025
Pet industry expenditure in the United States from 1994 to 2024 (in billion U.S. dollars)
Average pet spending in the U.S. 2023, by age
Average pet spending in the U.S. 2023, by age
Average annual expenditure on pets in the United States in 2023, by age (in U.S. dollars)
U.S. consumer pet spending as percentage of income by generation 2023
U.S. consumer pet spending as percentage of income by generation 2023
Annual pet expenditure as percentage of their income in the U.S. in 2023, by generation
Annual Gen Z and millennials U.S pet health care expenditure 2024
Annual Gen Z and millennials U.S pet health care expenditure 2024
Annual pet health care expenditure by Gen Z and millennials in U.S. as of April 2024 (in U.S. dollars)
Monthly Gen Z and millennials U.S pet food and toy 2024
Monthly Gen Z and millennials U.S pet food and toy 2024
Monthly pet food and pet toy expenditure by Gen Z and millennials in the U.S. as of 2024 (in U.S. dollars)

Largest pet care product segment: Pet food

Most popular pet type in the U.S.: Dogs

Share of U.S. households with a pet: 66%

Key figures

The most important key figures provide you with a compact summary of the topic of "Generational pet market in the U.S." and take you straight to the corresponding statistics.

Annual pet expenditure in the U.S. in 2024
150.6bn USD
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Detailed statistics
U.S. pet industry expenditure 1994-2025
Millennials' monthly pet food expenses
66 USD
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Detailed statistics
Monthly Gen Z and millennials U.S pet food and toy 2024
Share of American pet owners switching brands due to price increases
54%
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Detailed statistics
Pet owners switching brands due to price increases 2024