Packaged Facts’ January 2025 Survey of Pet Owners shows that 71% of pet product shoppers are concerned (strongly or somewhat) about rising prices for pet foods and that 68% agree (strongly or somewhat) that many pet products were becoming too expensive. Not surprisingly, therefore, 73% agree that they are “on the lookout for lower prices, special offers and sales on pet products.”
Concern about pet food inflation can translate to cutting back on pet food spending, especially among younger-generation pet parents. These January 2025 data show that 19% of pet owners had switched to lower-priced pet products of any type in the last 12 months, rising to 28% of Gen Zers and 26% of Millennials, compared to 19% of Gen Xers and 9% of Boomers.
The trends of younger-generation pet parents
Younger-generation pet product shoppers are more changeable in their choices due to being, on average, both less financially established and more open-minded than their older Baby Boomer counterparts. Openness to something new is correspondingly higher among the younger generations. For example, 44% of Gen Z pet food shoppers buy different types of nutrition-focused pet products (such as treats and supplements) in addition to pet food, compared to only 30% of Boomers. Similarly, the younger generations are more open to newer takes on pet nutrition (see Table 1):
- 28% of Gen Zers like the idea of using plant protein in pet foods/treats, as do 20% Millennials and 19% Gen Xers, compared to 11% of Boomers.
- 19% of Gen Zers and 18% of Millennials like the idea of vegetarian pet food/treats, compared with 11% of Gen Xers and 8% of Boomers.
- 19% of Gen Zers and 17% of Millennials like the idea of using insect protein in pet food/treats, compared with 10% Gen Xers and 4% of Boomers.
[TABLE 1]
TABLE 1: Generationally speaking, younger pet owners tend to be more open-minded to the idea of alternative proteins and pet food formulations.
The combination of spending limitations and openness to product alternatives also means that store brands appeal more strongly to younger generations. Packaged Facts’ January 2025 survey shows that 47% of pet owners had purchased store brand pet products of any type in the last 12 months, rising to 57% of Gen Zers and 55% of Millennials, compared to 44% of Gen Xers and 36% of Boomers.
Customer loyalty: Private label vs. branded
MRI-Simmons consumer survey data from Fall 2024 indicate that 22% of dog owners had used private label pet food/treat products in the preceding six months, compared to 11% of cat owners. There’s only slight inflection by generational cohort in use of store brand pet foods, though Gen Z rates run slightly higher, at 24% of dog owners and 13% of cat owners.
The overall picture is that pet food psychographics and behaviors will continue to erode or at least complexify customer loyalty. Packaged Facts January 2025 survey data show that 58% of pet product shoppers overall are loyal to their food brand(s) — not an overwhelming rate, though significantly higher than for other main product categories including pet treats or pet supplements. But brand loyalty decreases down the generational ladder: About two-thirds (64%) of Boomers are loyal to their pet food brand, compared to under half (46%) of Gen Zers.
The implication? Competitiveness in the pet food industry will continue to demand raising the ante on both evident value and meaningful innovation.