New insights uncover shifting demographics, new purchasing preferences and rising engagement among today’s pet owners
STAMFORD, CONN (December 3, 2025) – The American Pet Products Association (APPA) announced today the release of its 2025 Bird, Small Animal & Horse Report, its fourth pet owner insights report this year. The report features the latest research and insights from APPA’s National Pet Owners Survey on bird, small animal and horse owners, providing over 200 pages of comprehensive analysis and visuals on owner shopping trends, sentiment, demographics and behaviors.
The data shows a dynamic shift across the bird, small animal and horse categories, driven largely by changing generational behaviors and deepening human-animal bonds. Gen Z emerges as a major force in bird and small animal ownership, while Millennials strengthen their position among horse owners. In-person shopping preferences remain strong across all three groups, alongside a notable rise in online shopping.
“Across birds, small animals and horses, we’re seeing growing enthusiasm and deeper engagement from today’s pet owners,” said APPA President & CEO, Pete Scott. “Generational growth and new purchasing patterns demonstrate these categories expanding in meaningful ways and creating fresh opportunities for the pet care industry.”
“This year’s data shows a generational handoff unfolding in real time among bird, small animal and horse owners,” said APPA’s Vice President of Research Insights, Ingrid Chu. “Gen Z and Millennials are developing new habits and shopping patterns, all of which point to a new era of growth and opportunity in these pet categories.”
The American Pet Products Association is a membership organization that serves the pet industry through services and programs designed to help its members thrive and prosper. Since 1988, APPA has published the APPA National Pet Owners Survey, the premier resource of its kind, providing in-depth data on consumer behavior. APPA’s research and insights monitor consumer habits, identify short- and long-term trends and discover new opportunities in pet ownership, pet product and service consumption, published across four quarterly reports, including State of the Industry, Dog & Cat, Fish & Reptile and Bird,Small Animal & Horse.
For more information about APPA’s pet industry data, visit www.americanpetproducts.org/insights. Complementary media access is available upon request.
ABOUT THE AMERICAN PET PRODUCTS ASSOCIATION
Founded in 1958, the American Pet Products Association (APPA) is a membership organization for the pet industry focused on business, relationships and innovation through services and programs designed to help its members prosper. APPA’s mission is to build a connected and informed community with a genuine passion for all things pet. As the leading pet trade association, APPA advances and unites the pet industry through key initiatives that gather, inform and connect APPA members, industry leaders and the pet community to advance innovation and enrich the lives of pets and the people who love them. Through the APPA Gives Back program, APPA is proud to support organizations that benefit humans and pets: the Human Animal Bond Research Institute (HABRI), Joybound People & Pets, the Pet Giving Network, the Pet Advocacy Network and Pets in the Classroom. Visit AmericanPetProducts.org for more information, and follow APPA on Facebook, Instagram, LinkedIn, X and YouTube.
# # #
Media Contact:
Cori Stoutenberg
cstoutenberg@americanpetproducts.org
203-532-3647