A recent survey by Figo Pet Insurance took a close look at how pet parenting is evolving through the generations. The survey, with research conducted by Morning Consult, reached over 2,000 pet parents through online interviews. Noteworthy results in the pet food space included:
- When asked how often they consider sustainability when making food and treat purchases for your pets, nearly 60% of Gen Z pet parents considered eco-friendly options for their pets at least "most of the time."
- The survey showed the majority of pet parents research what they put in their dog and cat’s bowls before purchase. Figo noted curiosity skyrockets among higher earners – those making $100,000 plus.
- When it comes to home-cooked meals or snacks, Gen Z tops the pack with one-third indulging their pets with home-cooked recipes, mindful of the paw print they leave on the planet.
Some fun tidbits from the survey including "counter surfing," or stealing food from the table or counter. A majority of pet parents admit that they’ve walked in on their dog or cat stealing a bite (or two) of human food; 30% of those have taken their pets to the vet after the counter surfing involved a forbidden snack. That number jumps to 41% for Gen Z. Finally, almost half of pet parents confess their pet has snacked on shoes at least once. For new pet moms and dads, that number jumps, likely because they’re still in the training trenches.
