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Insight of the Day: We Are Family: How Changing Pet Ownership Trends Are Affecting The Pet Industry

The Pet-Human Bond: How It's Reshaping the Pet Industry

Key Findings:

  • Global Rise in Pet Ownership: Pet ownership rates are at an all-time high, especially in the US and Brazil.

  • Pets as Family: The reasons for owning pets have shifted from companionship to viewing them as family members, even life partners or children.

  • Humanization of Pets: This familial view is driving a trend towards healthier, more natural pet food options and the integration of human beauty and personal care trends into pet care.

  • Pet Insurance Focus: Pet owners are increasingly investing in pet insurance, with a willingness to go into debt for their pet's medical care.

Key Takeaway:

The pet industry is evolving rapidly as pets are increasingly viewed as family members. Brands need to adapt by focusing on holistic pet well-being, offering healthier and more natural products, and incorporating trends from human-centric industries.


The humanization of pets is a major trend shaping the pet industry, driving demand for premium products and services that cater to pets' physical, mental, and emotional well-being.

Consumers Addressed:

  • Pet Owners Globally: The report highlights trends across various countries, including the US, Brazil, UK, Germany, Ireland, and China.

  • Younger Pet Owners: They are more likely to view pets as life partners and precursors to parenthood.

  • Health-Conscious Pet Owners:  They prioritize natural ingredients and functional benefits in pet food.

  • Pet Owners Seeking Bonding Experiences: They view pet care activities like bathing and grooming as bonding moments.


  • The pet industry has significant growth potential as pet owners increasingly prioritize their pets' health and well-being.

  • Brands need to stay ahead of the curve by offering products and services that cater to the evolving needs and preferences of pet owners.

  • Marketing strategies should focus on the emotional connection between pets and their owners, emphasizing the role of pets as family members.

Implications for Brands:

  • Pet Food: Develop products with natural ingredients, functional benefits, and claims like "no added sugar" to align with consumer preferences.

  • Pet Care: Incorporate human beauty and personal care trends into pet grooming products, focusing on gentleness, naturalness, and skin health.

  • Pet Insurance: Offer flexible coverage options and incorporate wellness and preventative care into policies.

Implications for Society:

  • Animal Welfare: The increased focus on pet well-being could lead to better care and treatment for animals.

  • Economic Growth: The expanding pet industry presents opportunities for businesses and job creation.

  • Social Connection: Pets play an increasingly important role in providing companionship and emotional support for individuals and families.

  • Health Awareness: The focus on pet wellness could raise awareness about the importance of preventative care and healthy lifestyles for both pets and humans.

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