67% of Gen Z Prefer Pets Over Children

In recent years, American attitudes toward pets have shifted dramatically, with more people opting for pets over children. And maybe it was all that avocado toast we ate because this trend is especially strong among younger generations like Gen Z and Millennials. ;)

By: Chef Justine

Date: December 2, 2024

In recent years, American attitudes toward pets have shifted dramatically, with more people opting for pets over children. And maybe it was all that avocado toast we ate because this trend is especially strong among younger generations like Gen Z and Millennials. ;) The real reasons are the things we’ve been feeling for years— things like financial constraint, changes in lifestyle preferences, and the powerfully emotional bond between pets and humans all play a role in this decision, with nearly 67% of Gen Z and younger Millennials reporting a preference for pets over children. This shift is somewhat contrasted with about 43% of older Millennials and 28% of Gen Xers, who share similar sentiments but at lower rates.

The primary motivator for this trend seems to be financial: approximately 74% of those who prefer pets cite the high cost of raising children. Beyond cost, the flexibility of dog ownership allows for less sacrifice in personal time and finances, factors that resonate with younger adults who are forced (or desire) to prioritize their careers or lifestyle over traditional family models. The focus on flexibility and manageable costs has led many to invest more in their pets’ well-being. Across the country, in both urban epicenters and suburban enclaves, spending on pet products, services, and health care has outpaced other consumer expenditures, rising by around 78% over recent years according to U.S. Bureau of Labor Statistics (BLS) data. Despite economic slowdowns and shifts, pet-related spending continues to grow, reflecting the depth of the human-pet bond. One study showed that the only category less likely to be impacted by economic downturn over pet-related spending was that of human baby food. Basically, nothing can stop Americans from spending on our children and our fur children. :)

Even health issues affecting dogs further highlights this commitment to spending and well-being. For example, over half of all U.S. dogs experience obesity-related issues, and a significant number have skin and digestive health problems. This has driven a surge in demand for premium pet food and treats (like One Fish, Two Fish and Tum-Tum), veterinary care, and wellness products, as pet owners increasingly seek specialized diets and preventive care for their furry family members. On average, U.S. pet owners now spend about $49.7 billion on pet food alone, a number that has steadily risen as owners opt for higher-quality, often organic options.

The cultural shift toward “pet parenting” over traditional parenthood is expected to continue, with many brands and industries adapting to meet this evolving market. Brands like us are heavily focused on pet wellness, leveraging the latest research on pet nutrition and health to develop treats that cater to this growing segment. As younger generations continue to choose pets over children, this trend will likely intensify, with spending focused on long-term pet health, wellness, and quality of life. Long live dogs!!

For more insights on how pet spending and ownership have evolved, explore recent findings from:

MediaPost
U.S. Bureau of Labor Statistics
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about the author

chef justine kelly

Completely dog obsessed, Chef Justine Kelly, brings over 25 years of experience in the culinary world to every wellness recipe at Puppops, Inc., so your fur babies can eat like family (because they are.) Her career includes co-founding renowned meal kit company, Sunbasket, and as the Executive Chef at San Francisco's James Beard Award-winning restaurant, The Slanted Door. Her pup, River, is her second favorite daughter.