Pet Owners Are Getting Younger While Our Pets Are Getting Older. What Does That Mean for the Pet Industry?
It's not a secret that during the recent pandemic, pet adoptions skyrocketed. A large part is due to Generation Z (born between 1997 and 2012) becoming pet owners. In fact, of the U.S. population that were already pet owners, Generation Z was the most likely to adopt another pet, at 25% of the generation's population versus 9% of Boomers.
As pet owners continue to get younger and the pet population continues to live longer, to the extent that over 50% of dog and cat owners reported having a senior pet (7 years or older), it's important to take a closer look at what this means for the pet industry.
Generation Z Pet Owners
As the population of Generation Z pet owners grows, the way pets are cared for is changing. Where pets were once adopted as companions to children, they are now treated like children themselves. Basic kibble is not accepted, pet birthdays are celebrated in style, and technology is used to keep pet owners connected to their pets.
Let's take a closer look:
Quality Food: Generation Z emphasizes clean, healthy, organic, sustainable lifestyles - and this extends to their pets, with 50% reporting that they purchase healthy or organic pet food.
Pets Are Children: Between inflation and public policy, 23% of Generation Z reported that they do not intend to have children or will wait until they are more financially stable. Instead, their pets receive the attention an actual child would receive, including birthdays: 81% of Generation Z pet owners throw birthday parties for their pets, treats, etc.
Technology & Mental Health: With 92% of Generation Z pet owners seeing mental health benefits from pets, they want to care for their pet's wellness as well. They offer high-tech toys that bring joy to their furbaby's day and systems that allow owners to feed and speak to their pets while away.
Aging Pet Wellness
With Generation Z treating their pets like humans, the population of senior pets and their lives' longevity is increasing.
When caring for their aging pets, pet owners are looking for the following pet wellness products and tools:
Nutritional Supplements: Sales of pet supplements for all areas of pet health (from arthritis to digestion) are on the rise, growing 21% in 2020. Generation Z will expect these to be healthy and organic.
Exercise: Older dogs want to have fun, too, just at a slower pace. Generation Z may invest in fitness trackers to track their pet's exercise, toys filled with treats to keep senior pets interested, and outdoor shoes to keep sensitive paws protected from many environmental conditions.
Comfort: To help pets continue to safely and comfortably move around the house, pet owners are investing in products to improve mobility. These include harnesses for carrying their pets, stairs to help pets get on their favorite couch, non-slip socks for slippery floors, and orthopedic beds.
Incontinence: As pet health declines, pets may face issues with incontinence, requiring pee pads, diapers, and belly bands. Generation Z will want these tools to be sustainable.
Summary
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