Pet food shopper psychographics: A generational perspective

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.