First, some generational definitions. As commonly (though not invariably) defined, the Silent Generation was followed by the Baby Boomers (born 1946–64), and then by Gen X (born 1965–1976), Gen Y (born 1977–1996) and Gen Z (born 1977–2010). Because the latter terms side-stepped descriptive commitment, “Millennials” has largely replaced the generic “Gen Y.”
Generational trends in pet food
Generational trends are standard fare for marketers and brand managers — especially in the case of younger adult/household forming shoppers, who are in a prime habit-forming stage as consumers. Life stage naturally plays a strong role in how, at a given point in time, shopper patterns vary by generation. So do factors ranging from generational demographics to broader macro-economic trends.
Nonetheless, despite the understanding that generational trends provide only a partial lens on consumer behavior, the perennial interest in consumer generations has ramped up in recent years as Millennials overtook Boomers as the largest cohort of shoppers, and as the leading edge of Gen Z entered adulthood.
The adult age 18+ members of Gen Z (age 14–27 as of 2024) now account for a 16% share of pet owners, a 15% share of dog food shoppers and a 16% share of cat food shoppers. The relative uptick in this youngest generation’s share of total cat food shoppers reflects the growing popularity of cats. Millennials (currently age 28–47) account for 35% of pet owners, as of dog food and cat food shoppers.Gen Xers (currently age 48–59) account for 21% of pet owners, as of dog food and cat food shoppers.The formerly spotlight-hogging Baby Boomers (currently age 60–78) now account for a 24% share of pet owners, down from 36% in 2014, as this generation ages of out of typical pet-owning years. Similarly, Boomers account for about a 25% share of dog food and cat food shoppers.
TABLE 1: Millennials and the adult Gen Zers now make up half of pet food shoppers.
Focus: Younger generations of pet owners
In this vein of questioning, how are younger-generation trends playing out in pet food brand and channel shopping choices?
Millennials, as the largest generational cohort, disproportionately set the pattern for pet food shopping and correspondingly show few dramatic skews from the overall shopper norm.
Even so, looking at leading dry dog food brands as tracked by MRI-Simmons, Millennials are at least 10% more likely than category shoppers overall to choose Purina One, Purina Puppy Chow or Purina Dog. By retail channel, in addition, Millennials are 13% more likely than average to shop for pet food at Target.
Generation Z, as a smaller share of overall pet food shoppers, show more significant variations from the national norm. By leading dry dog food brands, for example, Gen Zers are significantly more likely than average to buy Pedigree Puppy (for an index of 135, or 35% above average), Ol’ Roy (index of 132), Wellness (index of 128) or Kibbles ‘n Bits (index 120). By pet food shopping channels, in turn, Gen Zers are 10% more likely than average to shop at Amazon.com or at Petco stores for pet food. As is the case with the wide and conflicting array of expectations that shoppers bring to the pet food category, the range of these pet food brands and retailers (specialty, mass, private label, e-commerce, brick-and-mortar) fail to provide any easy road maps.
Do these younger-generation skews show any correlation with overall market success?
In the case of Millennials, yes, in keeping with their leading share of pet food shoppers. For example, MRI-Simmons data show the combined consumer base of Purina One and Purina Puppy/Dog Chow growing by 2% between 2020 and 2024, compared to a 3% drop in overall category shoppers over this period (the latter tied partially to an incremental drop in the national dog population).
In contrast, Gen Z preferences in pet food brands or shopping channels don’t correlate with overall market success, or at least not yet. But the generational wheels turn.