Opportunity knocks in the US fish and reptile market

Following the surge in pet ownership during the pandemic, the trend in the US has normalized across all pet segments.

In 2010, 62% of households owned at least one pet of any kind, and in 2024 that had barely changed at 63% (equivalent to an estimated 82 million US households). The aquatic and reptilian segment largely mirrors this relatively steady overall pattern.

Stable populations

An estimated 16 million US households owned fish and/or reptiles as pets in 2024, making this category the third most popular type of pet after dogs (58 million) and cats (40 million).

For freshwater fish, ownership has slipped slightly, from 10% of households (12 million) in 2010 to 7% of households (9 million) in 2024.

The trends for reptiles and saltwater fish are both stable, remaining unchanged at 4% (6 million) and 1% (1 million) of households, respectively, between 2010 and 2024.

Steady market with unrealized potential

These figures are according to the latest data from the American Pet Products Association (APPA).

The strategic findings from the national pet owner survey in APPA’s 2024 Fish and Reptile Report reveal interesting insights into how owners care for and engage with their aquatic and reptilian pets.

These insights can help retailers and brands to identify new opportunities for growth in the fish and reptile segment, despite the stable growth rate.

Most American fish owners keep between 1 and 5 fish, with a rising preference for 2 to 3 among freshwater fish owners. Importantly, the report signals strong market potential, with 77% of fish owners planning to purchase new fish in the coming year.

Although often seen as niche pets, reptiles have firmly secured their place in millions of American homes.

Turtles and lizards each make up 36% of the reptile population, followed by snakes (18%), frogs (10%), and other exotic species. While turtle and tortoise ownership has declined from 47% to 36%, lizard ownership, notably, has surged from 26% in 2018 to 36% today.

Deeper emotional bonds

The survey reveals that US pet owners are becoming increasingly attached to their fish and reptiles and are keen to ensure their wellbeing even when they are away.

Over half (51%) of fish owners leave their pets with family or friends, ensuring that their care routines remain consistent. Similarly, half of reptile owners turn to trusted connections for pet care when they are traveling.

This deepening emotional connection extends beyond daily care. Testament to the strong bonds between humans and their pets, fish and reptile owners are increasingly providing for their pets in their long-term planning.

Nearly half (49%) of reptile owners have named a caretaker for their pet in their will, showing a commitment to their wellbeing beyond their own lifetimes.

Similarly, there is a rise in the number of people making provisions for their fish in their wills, particularly among owners of freshwater fish (42%).

A key role for retailers

Retailers play a crucial role in educating current and prospective pet owners about fish and reptile care, according to the report. The importance of physical pet stores has grown significantly over time, with many reptile owners relying on pet store staff for information and advice (37%).

For more than 6 in 10 fish owners (65%), retailers are the go-to source to learn about the availability of fish – a trend which has grown significantly over time (up from 59% in 2018).

And retailers are not just key in providing information. The number of fish owners purchasing fish from fish stores has risen over time, from 27% in 2018 to 37% in 2024.

Specialized fish stores dominate among saltwater fish owners in particular (44%), while pet superstores (35%) or specialty shops (33%) are the preferred options for owners of freshwater fish.

Reptile owners, on the other hand, tend to get their pets from pet superstores (23%). This is an interesting insight for retailers, particularly as snake owners tend to spend an average of $223 (€216) on a reptile, double the amount they did in 2018 ($106/€103).

Testament to retailers’ relevance is the fact that more fish owners are buying supplements and conditioners from fish stores. In fact, the number of owners purchasing supplements from retailers grew from 25% in 2018 to 38% in 2024.

Reflecting a shift in consumer shopping habits, local pet specialty stores are losing ground to larger retail chains. For example, pet superstores are the preferred outlets for purchasing reptile food and treats, followed by pet specialty chains.

There are some exceptions to this trend, particularly among turtle and tortoise owners, who are increasingly turning to specialty stores for treats.

Online vs in-store purchases

In-person shopping remains dominant for essential purchases like aquariums, but online shopping is becoming more prevalent.

As an example, 45% of saltwater fish owners now buy food online, up from 37% in 2020. E-commerce is also increasingly preferred when it comes to medications (56%) and even tanks (44%).

Interestingly, online shopping for reptile food is losing popularity. This suggests a preference for the in-store experience when it comes to purchasing food such as insects, worms and live feed.

The social media effect

Social media is also gaining traction, particularly among reptile enthusiasts. Snake owners are increasingly turning to social media for information about their pets (up from 7% in 2018 to 27% in 2024). Meanwhile turtle and tortoise owners are also leaning more on social media as well as on retailers.

As more owners are turning to online communities and influencers for advice and inspiration, this could offer valuable marketing and communication possibilities for retailers and brands.

A holistic approach to health

Over the years, health and wellness have become higher priorities for many fish and reptile owners, fueling growth in the aquatic and reptilian medication and supplement market.

Among fish owners, a rising number of purchases were made between 2018 and 2024 of fish medications (up from 23% to 33%), supplements (from 33% to 46%) and water conditioners (from 52% to 66%).

Similarly, reptile owners are investing more in the health of their pets. The percentage of reptile owners giving medications to their pets has doubled from 12% in 2018 to 24% in 2024. Powdered vitamins and supplements are particularly popular among lizard owners, with 66% of them embracing these products.

Pet gifting taking off

Perhaps surprisingly, more fish and reptile owners are purchasing gifts for their pets, particularly for birthdays and holidays. Nearly 7 out of 10 (66%) reptile owners buy gifts for their pets at least once a year.

Additionally, more fish owners are also buying gifts for at least one occasion, with birthdays (17%) and Christmas (16%) leading the trend. Saltwater fish owners are more likely to indulge in pet-related gift-giving than owners of freshwater fish. This emerging trend of pet gifting holds opportunities for retailers.

Beyond buying products for their pets, nearly half (47%) of reptile owners purchase pet-themed items, further reflecting the deep emotional connection between pets and their owners.

Therefore, fish and particularly reptile-themed merchandise could be an interesting avenue for brands to explore.

A developing marketplace

The bond between fish and reptile owners and their pets is stronger than ever. As trends continue to evolve, both retailers and manufacturers have the chance to capitalize on an expanding market by developing products and services that cater to their unique needs.