Defining Forces in Pet Products and Services

The reasons behind what pet owners are buying in today’s market.

Veterinary clinics value reps who help them stay current and successful in a changing market.

And boy, is it changing.

Veterinary Advantage profiles some of the leading trends in pet owner behaviors and expenditures in the following stories. Pet owner trends directly influence purchasing decisions, product demand, and ultimately how successful reps will be when selling to veterinary clinics or pet retailers.

Pet owner preferences shape what veterinarians and retailers stock. If more pet owners are asking for grain-free food, CBD supplements, or eco-friendly flea control, clinics will want to carry those products. A rep who understands these trends can position their products accordingly.

Being knowledgeable about end-consumer behavior positions you as a consultant, not just a salesperson.

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U.S. Pet Industry Surges to $152B

Gen Z and pet dads drive a new era in U.S. pet ownership, APPA report finds.

The pet industry continues to demonstrate remarkable resilience, even in the face of economic challenges, said Ingrid Chu, APPA’s vice president of research insights. A major driver of this stability is the enduring strength of pet ownership in the U.S. Consumers overwhelmingly view pets as beloved family members, and that mindset influences spending behavior.

APPA’s “The 2025 State of the Industry Report” found that the total U.S. pet industry expenditures reached $152 billion in 2024, showing continued growth and resiliency.

“Despite inflationary pressures over the past year, consumer commitment to caring for their pets has remained steadfast,” Chu said. “The human-animal bond is as strong as ever, with owners prioritizing health, wellness and enrichment for their pets. As a result, spending remains consistent, even during periods of economic uncertainty, which reinforces the pet industry’s unique position in the broader retail and consumer landscape.”

APPA key findings from the report included:

The pet industry shows continued growth and resiliency, with the total U.S. pet industry expenditures reaching $152 billion in 2024.

• $157 billion in sales is projected for 2025.
• 77% of U.S. pet owners say the current economy has not affected their pet ownership.

Pet ownership regains momentum. Ninety-four (94) million U.S. households own at least one pet, compared to 82 million in 2023.

• Overall, pet ownership has increased for both dogs and cats, with 51% of U.S. households (68 million) owning a dog and 37% of U.S. households (49 million) owning a cat.

Pet owners shop across online and in-store, making a strong omnichannel presence essential to pet retailers.

• 51% of buyers typically shop for pet products online.
• 47% of buyers shop for pet products in-store.

Chu shared several more insights from the report with Vet-Advantage.

Gen Z’s pet ownership

Gen Z is quickly becoming a defining force in the pet industry, representing 20% of U.S. pet owners in 2024, up from 16% in 2023 – a statistically significant jump that reflects how this generation is embracing pet ownership at an accelerated rate. Notably, Gen Z is also the generation most likely to own multiple pets, with 70% of Gen Z pet owners caring for two or more animals.

This shift is already influencing how products are developed and marketed. “Multi-pet households call for solution-oriented and customizable products that cater to different species, breeds, or life stages, whether it’s bundled offerings like value packs, larger-sized consumables, or subscription services designed for convenience and cost-effectiveness,” Chu said.

Gen Z’s influence in the marketing landscape is equally transformative. They are digital natives who discover new pet products primarily through social media, with visual platforms like TikTok, YouTube, and Instagram playing a key role. Short-form video, in particular, should be a core part of a brand’s strategy – it’s how Gen Z consumes content, engages with brands and shares recommendations. “Influencer marketing and authentic brand storytelling are also critical to capturing their attention, and brands that prioritize transparency and communicate values and purpose will resonate most with Gen Z,” Chu said.

Workplaces and pets

The APPA noted an increase in workplaces allowing pets. Research shows that 80% of HR professionals and senior leaders believe that allowing pets in the office helps attract and retain top talent. Pets are also proving to be valuable tools for return-to-office strategies – 75% say pets help encourage employees to return to the workplace.

Beyond talent benefits, pets can improve morale, reduce stress, and foster a more collaborative and connected office culture, Chu said. As more companies embrace these advantages, APPA anticipates the trend of pet-inclusive workplaces will continue to grow.

“We view the rise in pet-friendly workplaces as a strategic differentiator for companies navigating an increasingly competitive talent landscape,” Chu said. “Pet-friendly policies have become an important consideration when evaluating job opportunities for many job seekers, especially among Millennials and Gen Z.”

Pleasant surprises

Chu noted a couple of surprises from the findings. “One of the most unexpected and exciting trends this year is the rise in pet ownership among Millennial and Gen Z men,” she said. Fifty-eight percent of Gen Z dog owners are men, a 15.2% increase from the previous year. Similarly, 63% of Millennial dog owners are men – an 18.6% year-over-year increase.

Cat ownership is also seeing significant gains among younger men. Among Gen Z cat owners, 38% are men, up nearly 18% from 2023. Among Millennials, 46% of cat owners are men, a 24% increase.

“This shift reflects a broader evolution in how younger men view pets, not only as companions but as integral to their emotional wellness and lifestyle,” Chu said. “The rise of the ‘cat dad,’ in particular, represents a new cultural openness to cats as emotionally enriching pets, creating fresh opportunities for brands and marketers to connect with this growing and engaged audience.”

More access

A significant percentage of pet owners expressed concerns about accessing pet care services. This makes improving access to pet care services is a growing priority, Chu said. “As demand increases, particularly among younger, multi-pet households, the industry must explore innovative, scalable solutions to meet the evolving needs of today’s pet families.”

Telehealth and mobile veterinary services can help fill geographic and scheduling gaps, making care more accessible. “Expanded use of pet insurance and wellness plans can also mitigate the cost of routine and emergency care, helping pet owners budget more predictably,” Chu said.

Stay calm

Calming products are an essential component of pet care, especially among Gen Z and Millennials, according to the APPA survey. Seventy-eight percent of Gen Z dog owners and 71% of Gen Z cat owners use calming products. Seventy-two percent of Millennial dog owners and 66% of Millennial cat owners use calming products.

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Pet Owners Tell All

Animal health companies are employing studies, surveys and research to better understand the reasons behind pet owner purchasing decisions.

The APPA’s “The 2025 State of the Industry Report” was one of several recent industry efforts to better understand consumer behaviors with veterinary services and pet products. We’ve highlighted three noteworthy projects in the following roundup.

Study examines why pet owners decline care

Over half (52%) of U.S. pet parents have either skipped or declined necessary veterinary care for their pets, according to a new study that explored pet parents’ perspective on care. The PetSmart Charities-Gallup State of Pet Care Study: Pet Parents’ Assessment of American Veterinary Care found that among pet parents who have declined care, seven in 10 cite not being able to afford it, or that the recommended care was not worth the cost.

Citing financial barriers as a reason to forgo or decline veterinary care affects pet parents across many income levels, though the nature of the concern varies. Those in households earning under $60,000 are most likely to avoid care due to affordability, while higher earners are more likely to decline services they do not believe justify the cost. However, even among pet parents making $90,000 or more, a third have skipped veterinary care because they could not afford it.

Other findings from the study include:

• 14% of pet parents who skipped care say their pet’s condition worsened or their pet died as a result.
• Nearly one in three pet parents (30%) report knowing a friend or family member who lost a pet because they could not afford necessary care.
• 73% of those who declined care due to cost say their veterinarian did not offer a more affordable treatment option. Payment plans, which could ease financial burdens, are also underutilized – with less than one in four pet parents (23%) recalling ever being offered one as an option.
• About four in 10 pet parents who have ever taken their pet to the veterinarian say, if the additional care options were available to them, they would turn to community clinics (38%), home visits from a veterinarian (38%), or telemedicine (37%) to help receive care for their pets.

Report calculates the “true cost” of pet parenthood

Care for a 10-year-old dog costs approximately $34,550 and $32,170 for a 16-year-old cat, according to the sixth iteration of Rover’s “True Cost of Pet Parenthood Report for dogs and cats.”

Costs can vary significantly based on breed, size, health conditions and lifespan, with cats expected to live longer than the average dog.

On the heels of ongoing inflation and newly enacted tariffs, prices of pet goods and services continue to rise in 2025, as pet parents can expect to spend about 11% more for veterinary fees this year, 183% more for pet cleaning supplies, 20% more for grooming supplies and 85% more for treats and chews. More than a quarter (28%) of pet parents admit they are worried about being able to afford the things their pet needs right now and half (52%) are concerned that tariffs will further increase the cost of having a pet.

While the cost of having a pet has gone up, the cost of bringing one home is lower than in 2024–likely due to waning adoption rates. In 2025, welcoming a new dog into the family can range from $1,150 to $4,420 and a new cat can cost between $750 and $2,715. With initial vaccines and spay or neutering typically included, adopting from a shelter is the most budget-friendly way to welcome a pet into the family. And, this year, the cost of adoption has dropped 19% for dogs and 16% for cats.

Other findings from the Rover report include:

• 20% of pet parents brought home a new dog or cat in 2024, another 33% are considering adding a new pet to the family in the next twelve months.
• 53% of dog parents say the actual upfront costs of bringing home a new pet matched their budget, while 27% say costs were higher and 21% report spending less than expected.
• Nearly half (48%) of pet parents are concerned about the rising cost of pet care over their pet’s lifetime.
• 52% of pet parents are concerned that tariffs will further increase the cost of having a pet.
• When it comes to pet spending, 69% of pet parents report that pet food and treats take up the majority of their budget.

Counting the cost of a lifetime of care

Synchrony’s 2025 Pet Lifetime of Care Study revealed nearly 8 out of 10 pet owners underestimate the cost to care for their pet over a lifetime. Expanding on original research conducted in 2022, this new study surveyed nearly 5,000 U.S. dog and cat owners and, for the first time, small companion animal owners, including those with hamsters, guinea pigs, rabbits and others.

Synchrony said data from this study shows a clear upward trend in lifetime pet care costs compared to the study in 2022:

• Caring for a dog over 15 years now costs $22,125 to $60,602, an average increase of 11.65%
• For cats, the rise is even sharper – $20,073 to $47,106, an average increase of 19.4%
• The small companion animal expense range, based on a 6-year lifespan, is $7,600 to $14,938 (first-year results)

Almost three out of four (74%) pet owners say they have faced unexpected pet care costs exceeding $250, while only 31% of pet owners admit they can comfortably manage a major pet expense.

“Pets enrich our lives in countless ways, and it’s natural for pet owners to want to provide them with the best possible care,” said Jonathan Wainberg, senior vice president and general manager, Pet, Synchrony. “Our research shows that while 60% of dog owners, 61% of cat owners and 59% of ‘pocket-pet’ owners see them as family, many are unaware of the true financial commitment.”

Unexpected veterinary bills can cause concern for pet owners. Financial worry related to these expenses is growing, rising from one in three pet owners in 2022 to nearly one in two in 2025, highlighting the increasing economic impact of pet care. As financial worry increases, so does the demand for financial solutions such as pet insurance and credit cards. 58% of pet owners have used a credit card for pet care, while only 20% of dog, cat and mixed pet owners have dedicated savings or insurance for pet emergencies (24% for small companion pet owners).

Estimated costs for dogs and cats

Dog owners estimate the lifetime care of their pet to be about $8,000, according to the Synchrony survey. This is significantly lower than the average 15-year total lifetime cost of dog ownership estimated in the study, which ranges from $22K-$60K. This is up from 2022, when the cost was $20K-$55K, a rise driven by increased adoption in technology (GPS collars, smart feeders, tele-vet platforms) and wellness plans. Dog owners are investing more in health insurance ($198 to $313 per year) and wellness plans ($422 to $701 per year), reflecting a growing emphasis on preventive and routine care.

Meanwhile, cat ownership is on the rise in the U.S., along with estimated costs. The American Pet Products Association’s (APPA) 2025 State of the Industry Report revealed that 49 million U.S. households (37% of all homes) now include a cat, up from 30% of households in 2024. While cat ownership is on the rise, and owners are increasingly willing to spend on feline care, they still significantly underestimate lifetime costs. Cat owners predict less than $6,000 in expenses while the actual minimum is closer to $20,000 for an average lifespan of 15 years, Synchrony noted. The new research found tech investment nearly doubled, with annual costs increasing from $185–$385 to $350–$480, as cat owners embrace smart products and services such as automated litter boxes, feeders and telehealth tools to enhance feline wellbeing.

Feeling the squeeze

According to the Rover report, One in three (33%) pet parents have reduced spending in other areas of their life (e.g. groceries, entertainment) to make sure they could afford the things their pets need, and 31% of pet parents agree the cost of pet items seems to be increasing more than other household or personal care items.

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DNA Discoveries

How DNA testing helps to unlock health secrets in our pets while strengthening the human-animal bond.

When Zoey was rescued from a shelter and taken into foster care, the goal was to give her a temporary place where she could feel safe and regain her confidence. Zoey’s foster family slowly brought her out of her shell and introduced her to their resident dog, Jazz. It didn’t take long for the two pups to become fast friends.

But it wasn’t until the family officially adopted Zoey and did a Wisdom Panel DNA test that they learned Zoey and Jazz weren’t just pals, they were sisters, too.

Zoey’s DNA story is one of over 5 million conducted by Wisdom Panel, a pet DNA service. In celebration of the 5-million milestone, Wisdom Panel surveyed over 10,000 pet parents to gain insights into the profound impact pets have on their lives. Vet-Advantage discussed what we can learn from pets and pet owners from their survey findings in a recent interview.

Health findings

With over 5 million pets tested, Wisdom Panel said it has conducted the largest genetic screening studies of both dogs and cats to date, offering “unprecedented” insights into inherited conditions, breed-specific risks, and overall pet health.

For dogs, Wisdom Panel’s recent analysis of over 1 million DNA samples of both purebred and mixed-breed dogs uncovered that 57% of dogs carry at least one copy of a disease-associated variant, many of which have known early interventions proven to reduce severity or incidence of clinical disease. “This highlights the importance of proactive genetic screening for all dogs – not just purebreds,” a company spokesperson said. The study also confirmed the clinical relevance of several variants across breed groups, such as Cystinuria in French Bulldogs and MDR1-related drug sensitivity in Siberian Huskies, helping veterinarians make more informed decisions about care and medication.

For cats, Wisdom Panel’s study analyzed over 11,000 samples of both pedigreed and local domestic cats and identified 13 disease-associated variants in breeds where they were previously undocumented, signaling a breakthrough in feline genetic epidemiology. “We also found that 22.5% of cats tested had at least one copy of a disease-associated variant, and 4% were potentially at risk for a genetic condition,” the spokesperson said. “Notably, we saw a decrease in the prevalence of Polycystic Kidney Disease (PKD) among Persians, likely due to breeders’ efforts using DNA testing to guide breeding decisions; a direct example of how genetic insights are already improving animal welfare.”

Beyond identifying health risks, these studies assessed genetic diversity within and across breeds, revealing correlations between low diversity and increased risk of certain inherited conditions, noted Wisdom Panel.

“As more pets are tested, our data will continue to unlock new insights while advancing the field toward personalized, precision pet care and helping pet parents and veterinarians make smarter, more proactive health decisions.”

Behavior insights

Wisdom Panel’s new Behavior Insights feature offers pet parents what the company said is a “first-of-its-kind look” into the genetic factors that influence their dog’s everyday behavior.

“We know that behavior in dogs is complex, and has both learned and heritable components, so a comprehensive data set is necessary to produce reliable predictions,” a Wisdom Panel spokesperson said.

Backed by genetic data from over 5 million pets, 1.5 million veterinary medical records, and more than 200,000 pet parent survey responses, Wisdom Panel scientists identified 15 behavioral traits with genetic links – from nesting and separation anxiety to friendliness with strangers and even how likely a dog is to get motion sickness. Many of the reported behavioral traits have been influenced by breeds’ historic purposes or have medical implications, “but some are just fun quirks we’ve always wondered about for our own dogs,” the spokesperson said.

Rather than relying on a single genetic marker, Wisdom Panel uses advanced statistical models that consider hundreds of genetic variants plus breed ancestry proportions to provide deeper, more accurate predictions. Wisdom Panel Behaviors empowers pet parents to gain a deeper understanding of their unique dog, strengthen their bond with them, and provide individualized care, such as:

• Tailor training based on their dog’s genetic and breed-based predispositions
• Anticipate potential behavioral tendencies and address them proactively
• Personalize medical care based on individual genetic insights

With these new behavior insights, pet parents can understand the genetic links that influence certain tendencies and predispositions, including:

• Nesting
• Crossing paws
• General fear and anxiety
• Splooting
• Propensity to gain weight
• Pointing
• Avoids getting wet
• Friendly towards strangers
• Hesitant toward strangers
• Anal sacs need expression
• Reverse sneezing
• Motion sickness
• Panting
• Sleeps on back
• Separation anxiety

Evolution of testing

Wisdom panel said veterinary genetic testing has evolved significantly over the past few decades since the first dog was sequenced, a Boxer named Tasha. “It was first seen as a novel curiosity to learn about breed mix, but pet parents and professionals are coming to realize genetic testing is a powerful tool for understanding pet ancestry, health and behavior,” a company spokesperson said. “Wisdom Panel has been at the forefront of this transformation.”

In the early days, kennel clubs used DNA testing primarily to verify parentage. Around the same time, researchers began identifying simple recessive genetic disorders within certain breeds; laying the groundwork for today’s health screenings.

A major breakthrough came in the mid-2000s with the publication of the first dog and cat genomes, which dramatically accelerated genetic discovery. Wisdom Panel launched its first test, Insights, in 2007, using machine learning and the best tech of the time to trace breed ancestry and screen for a handful of disorders. “Since then, we’ve continually refined our methods through the use of high-resolution microarrays and an ever-growing proprietary database of canine and feline DNA to offer over 270 disorder tests,” the company noted.

Today, Wisdom Panel offers some of the most comprehensive pet DNA tests available which simultaneously screen for breed ancestry, health risks, physical traits and even genetic influences on behavior. “Our recent Behavior Insights feature, for example, is the first of its kind to use complex models built on hundreds of genetic markers to shed light on 15 different behavior tendencies.”

Looking ahead, the future of pet genetics lies in tackling complex diseases that are influenced by multiple genes and environmental factors, for example, hip dysplasia, certain neoplasias or types of allergies.

“With millions of pets in our database, paired with veterinary records and pet parent surveys, we’re uniquely positioned to apply machine learning and AI to build predictive models that help identify individual risk levels,” the company spokesperson said. “These advancements won’t just expand what we can learn about pets, they’ll help pet parents and vets make more proactive, personalized care decisions throughout a pet’s life.”

DNA testing and the veterinarian

As DNA testing becomes more widely adopted in veterinary clinics, Wisdom Panel said many veterinarians are now incorporating genetic testing into routine care and in some cases, even including it in their puppy or kitten wellness plans. “This allows them to deliver more personalized, proactive care based on each pet’s unique genetic profile, and provide an easy entry point for discussions around healthy weight, nutrition, training, breed-based predispositions and other topics pet parents need to know,” the company said.

For example, if a pet is found to carry a genetic mutation associated with an inherited bleeding disorder, a veterinarian can ensure proper blood products are on hand and additional pre-op testing is conducted before a necessary surgical procedure. Similarly, if a test reveals a predisposition to drug sensitivities, such as the MDR1 mutation, pre-anesthetic drug choices, as well as drugs as widely varied as maropitant or loperamide, may need to be adjusted or replaced to avoid adverse reactions. And both dogs and cats can have MDR1 mutations.

Breed information itself can be clinically meaningful. Breed-based disorder predispositions are often part of generating differential diagnoses and when a dog’s breed is incorrectly identified by appearance alone, a diagnosis may be delayed. “Even without testing for specific genetic disorders, accurate breed identification through DNA testing can help veterinarians arrive at the correct diagnosis more efficiently and appropriately. Individualized healthcare also resonates with pet parents, as they want reliable information about what to expect for their breed or mix,” the company said.

Veterinarians also play an important role in validating and applying Wisdom Panel’s research. “Through partnerships with clinics and participation in research, such as those connected to the Mars Petcare Biobank, veterinarians contribute valuable health records and clinical observations to some of the largest prospective studies that enrich our understanding of the links between genetics and disease,” a company spokesperson said.

“By combining the power of DNA testing with their expertise and client relationships, veterinarians help turn genetic insights into real-world care decisions and help advance the science of pet health in the process.”

Looking ahead

Wisdom Panel believes the future of pet genetics will center around individualized, precision care. “As genetic testing becomes more advanced and widespread, we envision a future where a pet’s unique genetic profile helps guide decisions around everything from medication choices and nutrition plans to early disease detection and home-based care,” a company spokesperson said. “In an ideal world, we would prevent disease before it ever gets expressed.”

To date, researchers have identified hundreds of genetic variants linked to inherited conditions in dogs and cats, most of which are monogenic, meaning they are caused by a single gene mutation. But the next frontier is understanding complex diseases, such as lymphoma, allergic dermatitis, epilepsy or intervertebral disk disease, which are influenced by multiple genes as well as external factors like diet, exercise and environment.

This is where large-scale genetic screening has the potential to be transformative. With a database of millions of tested pets, along with supporting clinical and community science data, we have a unique opportunity to use machine learning and AI to study patterns across populations and develop predictive models for disease risk, and identify protective or risk factors that give clues on etiology and appropriate interventions. Wisdom Panel said these models could one day help identify pets at risk for genetic conditions before signs appear, allowing for more proactive and personalized care.

“Our ultimate goal is to empower pet parents and veterinarians with science-backed insights that help pets live healthier and happier lives.”

Integrating DNA data

As part of the Mars Petcare ecosystem, Wisdom Panel said it benefits from a unique and powerful connection between genetic data and real-world clinical outcomes. “Through our relationship with Banfield Pet Hospital, we can correlate genetic data with veterinary health records from millions of pets,” a company spokesperson said. “This integration allows us to validate genetic findings, better understand how certain variants manifest in different breeds, and uncover new genetic associations that can improve diagnosis, treatment, and care planning.”

Wisdom Panel is also a contributing partner in the Mars Petcare Biobank, a long-term research initiative collecting genetic, clinical, and lifestyle data from 20,000 dogs and cats over their lifetimes. This project aims to fuel breakthrough discoveries in pet health, particularly around complex diseases that involve both genetic and environmental factors. “By combining Wisdom Panel’s robust genetic screening capabilities with Mars Petcare’s vast veterinary network and research investment, we’re helping to shape the future of precision, personalized pet care.”

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