Pets aren't just part of the household anymore. They're part of the family. They get birthday parties, Christmas gifts, health insurance, and their own social media accounts. And even as inflation squeezed household budgets, pet owners were more likely to protect what they buy for their pets than for themselves.
Bigeye's 2023 National Pet Owners Study surveyed 1,001 US pet owners to understand how they shop, what drives their brand choices, how they see their pets, and how pets now show up in family life and on social media.
In late summer 2022, Bigeye surveyed 1,001 US adults aged 18 to 57 who own pets and are responsible for buying for them. The sample reflects US geographic and demographic distribution, with results broken out by generation (Gen Z, Millennials, and Gen X), region, household makeup, income, and pet type.
The study is organized into four sections: Pet Ownership, Purchasing Behaviors, Owners' Perceptions of Their Pets, and The Social Pet. It also includes expert commentary from Dr. Andrea Laurent-Simpson of Southern Methodist University, whose research on the "multi-species family" helped shape the survey.
Why This Research Matters
This study captures pet owners after the pandemic pet boom, when nearly half had welcomed a new pet into their home, and during a period of historically high inflation.
It shows how "pet humanization" has moved from a trend to a norm. Most owners see their pets as family, many see them as children, and that mindset shapes how they spend on food, healthcare, gifts, and experiences.
For pet brands, retailers, and marketers, it's a clear look at what today's owners value, which generations are driving new behaviors, and where the opportunities are.
Key Findings at a Glance
97% of pet owners consider their pets family members.
57% describe their pets as being "like a child" to them.
48% welcomed a new pet into their household during the COVID-19 pandemic.
69% have always bought the same brand of pet food since welcoming their pet.
36% say a trusted, well-known brand is their top consideration when choosing pet food.
34% have pet health insurance, rising to 54% among Gen Z owners.
73% celebrate their pet's birthday or adoption anniversary.
50% follow pet influencers on social media, and 24% manage a social media account for their pet.
66% believe their pets understand most or everything said to them.
What's Inside the Study
Pet Ownership: The Pandemic Pet Effect
Nearly half of owners (48%) welcomed a new pet during the pandemic, led by Gen Z (54%). Friends and relatives (22%) and shelters or humane societies (17%) were the top sources for owners' most recent pet.
Dogs (76%) and cats (56%) dominate, and two-thirds of owners have more than one pet. Owners also see real personal benefits: 79% say their pet brings them happiness or emotional support, and 57% say it helps with anxiety or depression.
Purchasing Behaviors: Food, Brands, and Inflation
Most owners spend $51 to $100 a month on pet food (45%). A trusted, well-known brand is the top consideration when choosing food, followed by cost and value, then nutrition and health benefits. Brand loyalty runs deep: 69% have never switched pet food brands. Among those who have, price (46%), availability (44%), and ingredient quality (42%) are the top reasons.
Ingredients and claims matter too. 72% say cruelty-free ingredients are important, 68% value all-natural ingredients, and 60% are more likely to buy food with words like "Advanced," "Pro," "Enhanced," or "Balanced" in the name. The study also covers top dog and cat food brands, regular purchases (treats lead at 73%), pet services, shopping preferences, and pet-friendly travel.
On inflation, owners were less likely to change how they buy for their pets than for the people in their household. 30% bought cheaper brands for themselves, compared to 21% for their pets.
Pet Health: Medical Spending and Insurance
54% of owners spend up to $500 a year on their pets' medical needs, with spending closely tied to household income. 34% have pet health insurance, and that number climbs among Gen Z owners (54%), urban owners (46%), and owners in the Northeast (42%).
Owners' Perceptions: Pets as Family
Nearly all owners (97%) see their pets as family, with no significant differences by generation, environment, or number of pets. 57% say their pet is "like a child," 36% call themselves "Mommy / Daddy," and 82% agree they love and spoil their pets as if they were children.
That mindset shows up at mealtime: 79% take as much care choosing their pet's food as they do for other family members, and 74% of Gen Z owners would shift their personal budget to buy pet food that meets their standards.
The Social Pet: Celebrations, Influencers, and Social Media
Pets are now part of family celebrations. 73% of owners celebrate their pet's birthday or adoption anniversary, 68% buy gifts for the occasion, and 45% throw parties. Christmas is the top gift-giving occasion (57%).
Half of owners follow pet influencers, and those who do are more than twice as likely to have hired a professional pet photographer (50% vs. 21%). Gen Z leads across the board, from following influencers (58%) to managing social accounts for their pets (36%).
Who This Research Is For
Pet food and treat brands looking to understand brand loyalty, switching triggers, and what claims resonate
Pet retailers and ecommerce teams weighing shopping preferences, pricing, and assortment
Pet health and insurance companies targeting the owners most likely to insure and spend on care
Pet product and accessory brands planning around gifting occasions, celebrations, and the "pets as children" mindset
Social and influencer marketing teams building creator strategies for pet audiences
Travel, hospitality, and service brands marketing pet-friendly experiences
How to Use This Research
Lead with trust. A trusted, well-known brand is owners' top food consideration, and loyalty is high. Winning the first purchase matters.
Speak to pets as family. Messaging that reflects the "like a child" relationship aligns with how most owners see their pets.
Plan for gifting moments. Birthdays, adoption anniversaries, and holidays are real purchase occasions, with Christmas leading.
Target Gen Z differently. They're the most likely to insure, celebrate, follow influencers, and run pet social accounts.
Back up your claims. Cruelty-free, all-natural, and "Made in USA" all rank as important to most owners.
Don't assume inflation means trade-downs. Owners protect pet spending more than their own.
About the Research
The 2023 National Pet Owners Study is a Bigeye National Study. In late summer 2022, 1,001 US adults aged 18 to 57 completed an online questionnaire. Respondents were screened for pet ownership and buying responsibility, and the sample reflected US geographic and demographic distribution (South 44%, Midwest 19%, West 19%, Northeast 18%). At a 95% confidence level, the margin of error is ±3% for the full sample and ±5% for generational cohorts.
Download the Full Study
Get the complete 2023 National Pet Owners Study, with every chart, generational and regional breakdown, top food brands, favorite pet influencers, and expert commentary. See how today's pet owners shop, spend, and celebrate, and what that means for your brand.
Want to go deeper on your own pet customers? Talk to our research team, or see how we approach pet marketing.
Frequently Asked Questions
What is Bigeye's National Pet Owners Study?
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