Pet brand PR now has to reach owners who are protecting their pets while watching their budgets. The American Pet Products Association (APPA) reported in its 2026 State of the Industry release that U.S. pet industry spending reached $158 billion in 2025, up 3.7%, and that 22% of owners spent less on their pets, a 10% increase from 2024. Pet brands should pitch essential care and proof first.
How big is the pet market in 2025?
The U.S. pet market reached $158 billion in 2025, and APPA projects $165 billion in 2026. APPA said 2026 growth is projected near 4.4%, of which roughly 2% comes from inflation. The association reported that 95 million U.S. households own at least one pet.
Dog ownership rose from 51% of households in 2024 to 53% in 2025, about 71 million households and roughly 4 million more than the year before. Cat ownership rose 5% year over year to 39% of households, or 53 million, with growth led by Gen Z and Millennials.
A pet brand is therefore pitching into a growing market. It is also pitching into a market where owners, according to APPA, are becoming more intentional about how they spend.
Which owners are driving growth in pet ownership?
Gen Z, Millennials and Gen X are all adding pets, and Gen X is the surprise. APPA reported that Gen X pet ownership grew 12% year over year, with Gen X dog ownership up 12% and cat ownership up 8%. Growth also reached smaller species, including birds (up 25%), reptiles (up 20%) and freshwater fish (up 17%).
| Group | What APPA reported | Pitch angle (my suggestion) |
|---|---|---|
| Gen Z and Millennials | Propelled cat ownership growth in 2025 | Cat product education and multi-pet households |
| Gen X | Pet ownership up 12% year over year across dogs, cats, birds, reptiles and fish | Empty-nest households adding pets, and species beyond dogs |
| Dog owners | 53% of households, with spending becoming more value-oriented | Cost per use and durability |
Ingrid Chu, APPA's vice president of research insights, said the data shows a broadening base of ownership and that understanding generational dynamics is essential for finding opportunities. In APPA's 2025 report, covering 2024, 70% of Gen Z pet owners had two or more animals, so household size matters when a brand writes its pitch.
How should pet PR respond to value-seeking owners?
Pet PR should respond to value-seeking owners by leading with essential care, evidence and cost instead of novelty. APPA found that about half of owners reported unchanged spending while 22% spent less in 2025, and that owners' share of wallet shifted away from discretionary items toward essential care.
Pete Scott, APPA's president and CEO, said consumers are prioritizing essential care while still investing in their pets' well-being. For a treat, toy or accessory brand, that means the pitch has to justify the purchase. For a food, health or care brand, it means proof matters more than a lifestyle story.
APPA also reported that products remain the top expense for cat owners, which suggests product-led stories suit cat media. Dog households, by contrast, are spending in a more value-oriented way.
A value-seeking pitch has three parts: the problem the product solves, the evidence that it works and the cost to the owner. A hypothetical subscription box for dogs, for example, could pitch the price per day of care and a veterinarian's comment on the contents, and leave the cute photo for social media.
What should a pet brand prepare before it pitches?
A pet brand should prepare proof assets before it pitches, because value-seeking owners and the reporters who serve them ask what a product does and what it costs. Five steps put that into practice.
- Line up a named veterinarian, trainer or groomer who agrees to review the product and be quoted, with permission in writing.
- Gather the ingredient sourcing, testing and safety documents a reporter or retailer would ask for.
- Work out cost per serving or cost per use, and publish the math so a value-seeking owner can check it.
- Write the pitch for one species and one generation at a time, using the APPA figures above to choose.
- Ask ChatGPT, Gemini and Google's AI Overviews which products they recommend for a dog or cat owner on a budget, then record whether your brand is named and which source is cited. The GEO agency guide explains what to look for.
Creator programs are common in this category, and the influencer marketing guide covers disclosure rules and measurement. Pet brands can see 5W's pet products marketing and PR practice. Ronn Torossian is the founder and chairman of 5W. Playbooks for other consumer categories sit in the industry PR guides, and the guide to choosing a PR firm lists the questions to ask any agency.
The through-line is that the pet owner is still spending, but on proof. Pick one species and one generation, lead with essential care, and show the math.
Frequently asked questions
How big is the U.S. pet industry?
The U.S. pet industry reached $158 billion in 2025, up 3.7%, according to APPA. APPA projects $165 billion for 2026.
How many U.S. households own a pet?
APPA reported that 95 million U.S. households own at least one pet. Dogs are in 53% of households (about 71 million) and cats in 39% (about 53 million).
Are pet owners spending less?
Some pet owners are spending less, but most are protecting their pet budgets. APPA found that 22% of owners spent less on their pets in 2025, while about half reported unchanged spending.
Which generations are adding pets?
Gen X, Gen Z and Millennials are all adding pets. APPA reported that Gen X pet ownership grew 12% year over year, and that Gen Z and Millennials propelled cat ownership growth in 2025.
By Ronn Torossian. Updated on Oct 21, 2026.