In a new age, with new family members, new values, new expectations, and a redefined category… is it really about ‘pet’ care anymore?
• Shampoo
• Food supplements
• New coat
• Dinners for the week
• Saturday walk in the park
• Sunday bath
No, this isn’t my to-do list, or my husband’s, or my toddler’s… This is for my dog, Louis. An 8 year old Jack Russel x Pug; our not-so-little, original fur baby…
And we’re not alone.
• 77% of US households own a dog or cat (American Veterinary Medical Association, 2024).
• 70% of young Indians are opting for pets over children (YouGov, 2023).
• 81% of millennials prefer their pets to certain family members (Forbes, 2023).
But this isn’t just a ‘millennial thing.’ Gen X, instead of embracing empty-nest freedom, are filling their homes with pets. Gen Z, the ultimate house-sharing generation, are choosing paws before people when creating new households.
"Pet ownership is transforming society. Evolving human-animal bonds will reshape industries, urban living, and social norms in an increasingly pet-centric future." — Ipsos 2025.
So, when did we all become so obsessed with our four-legged furry friends? Why does it matter for brands? And how does this New Age of Pet Parenthood impact the Real World we live in?
What is the new age of pet parenthood?
From ownership to parenthood, from protector to protected, from function to experience, from convenience to consideration—our relationships with pets have fundamentally changed.
We’ve never been more invested in their health, happiness, and wellbeing, and with that, our knowledge and expectations have shifted. ‘Pet’ just doesn’t mean what it used to.
With an evolved category definition comes a new, higher and more considered cost of entry that needs to be met by any brand looking to make moves.
How did this mindset go mainstream?
The rise of pet parenthood isn’t just a generational trend—it’s a global shift driven by urban isolation, aging populations, and the loneliness epidemic.
In a fast, digital, and unpredictable world, pets are a source of stability, companionship, and unconditional love. They’re not just in our homes; they’re at the centre of our daily routines, financial decisions, and even our social lives.
What are the new values in pet care?
New dynamics bring new values, and with them a world of opportunity for brands:
• Premiumisation & Personalisation – Imagine spending £300 on a coat for your whippet… Luxury or essential comfort for an animal with specific, unique needs?
• Human-Grade Health & Wellness –Paying £40+ per month on sustainable, personalised, human-quality cat food… Is that a spoiled Siamese or a worthy investment for my hungry housemate?
• Sustainability as a Baseline – No longer a niche concern, but a non-negotiable hygiene factor shaping pet care choices
How are these values shaping the category?
As pet parents, we’ve become more attuned to our pets’ needs, and we’re driving a wave of entrepreneurship, creating brands that fill gaps in the market. Direct-to-consumer brands are reshaping how we shop, moving away from traditional retail. Health and wellness is a proactive choice, with tailored nutrition, wearable tech, and preventative care leading the way. Even everyday essentials like cat litter have an opportunity to stand out by learning from other commoditised categories. The entire category is following in the footsteps of human trends and will continue to do so…
So, I’ll leave you with this ear scratcher… a new age, with new family members, new values, new expectations, and a redefined category… Should we even be calling it ‘pet’ care anymore?
You don’t need a brief to start a conversation.
getintouch@stormbrands.co
