Younger generations are transforming how pet food and product brands reach consumers, with social media platforms evolving from marketing tools into full sales channels, according to Cascadia Capital's Winter 2025/2026 Pet Industry Overview.
While overall pet ownership has declined, with dog ownership dropping from 41% in 2019 to 38% in 2024, the demographic shift toward younger pet parents presents significant opportunities for manufacturers and brands. Millennials now represent 33% of U.S. pet owners, while Gen Z has grown to 25% and represents the fastest-growing segment of pet parents, the report found.
Social platforms become integrated commerce channels
The generational shift has pushed the category beyond traditional omnichannel strategies across owned websites and established e-commerce platforms like Amazon and Chewy. Cascadia reported social media, notably Instagram and TikTok, has become an integrated channel connecting product discovery directly with purchasing capabilities.
TikTok launched TikTok Shop in September 2023, quickly emerging as a meaningful e-commerce channel for pet brands including Nom Nom, Freshpet, Spot & Tango and BarkBox, the report said.
Petfluencers drive engagement and conversion
Social platforms have fostered the rise of "petfluencers," who play a direct role in driving trial engagement and purchase decisions, Cascadia reported. BarkBox, for example, has collaborated with high-reach pet creators to showcase new toy launches and themed boxes, leveraging influencer content for both top-of-funnel awareness and lower-funnel conversion through time-sensitive offers.
According to Cascadia, brands must ensure meaningful representation on emerging social platforms where younger generations increasingly discover products, seek recommendations and complete purchases. Engagement on these platforms often drives stronger return on investment and lower customer acquisition costs compared with traditional advertising.
