Data insight: Tracking the generational shift in pet parenting

Premiumization and humanization continue to influence the pet industry, according to a recent survey commissioned by US pet insurance company Figo.

48% of pet parents report their pets suffering from separation anxiety. Many express anxiety at being separated from their pets, and 58% of respondents say they bring their pets on overnight trips with them.

Nearly 6 out of 10 (58%) respondents say they always research their pets’ food. Interest in researching ingredients increased significantly for pet owners earning over $100,000 (€96,060) annually.

Many pet parents, particularly among Gen Z, are preparing home-cooked meals or snacks for their pets, with a third regularly whipping up gourmet treats for their furry companions. This shift reflects a growing desire to provide pets with nourishment and carefully selected, eco-conscious options that align with sustainability values.

The survey was conducted by Morning Consult of 2,204 US adults, including 2,072 pet owners.

Gender gap

Some of the data shows differing attitudes toward pets between women and men. One survey question found that nearly half of women prefer lounging with their pets over their significant others while watching TV, while only a third of men felt the same.

The survey also showed that 63% of women say they’d prefer to stay home with a pet over going on a first date. 40% of men agreed.

Age gap

The survey results also broke down some questions by age. Pet-themed clothes for humans were generally not broadly popular among respondents, but they were most popular with Millennials.

Marking a possible limit to the humanization of pets among young people, the survey found younger generations were less likely than older people to allow pets in their beds. 79% of respondents say they allow animals in bed, followed by 71% of Gen Z.

Gen Z Americans are politically diverse, but many surveyed express concerns over the sustainability of pet ownership. 60% say they usually consider eco-friendly options for their pets.

Insurance

The research concludes that about 2 out of 10 pet parents (21%) have pet insurance. This rate increases significantly among younger generations, with 32% of Millennials and 31% of Gen Z respondents having pet insurance.​

Pet ownership also increasingly influences broader life choices, including where people live. According to the Figo survey, 60% of pet parents now consider their pets a key factor in deciding where to live, with Gen Z leading this trend at 57%.

This suggests that for many pet owners, finding pet-friendly accommodations or properties with pet-friendly amenities is no longer a luxury but a necessity.