Traditional life-stage choices are shifting, seeing millennials waiting longer to have children – and choosing pets with increasing fervor. Millennials are now the primary pet-owning demographic; according to research from Zulily, 75% of American millennials are dog owners and over 50% are cat owners, while 50% of the general population own a dog and 35% own a cat. What’s more, 82% of millennials see their pets as their children or as the first step towards starting a family. Pet-care brands have capitalized on this with anthropomorphic products like canine couture, feline wine and dog hotels. Now, brands beyond the pet sector are catering to this growing demographic of pet parents.
With the global pet care industry expected to grow to $164 billion by 2023 – a 31% increase from 2018, according to Euromonitor – brands across categories are shifting their products to accommodate this new phase of pet-renthood.